Strategic Communication of Entrepreneurship Education for Digital Generation

Abstract

This Entrepreneurship and the creative economy are important sectors in sustainable development that have proven capable of being the backbone of the country's economy. Supporting this, entrepreneurship education began to be developed in almost all universities in Indonesia with a variety of processes aimed at creating entrepreneurs. The development of entrepreneurship culture also received support from the government through various entrepreneurship facilitation programs in tertiary institutions. One of the challenges faced in the entrepreneurship education process is the change in student trends that have led to the digital generation. Transformation of communication strategies in entrepreneurship education programs in tertiary institutions is needed so that they are always relevant to the changing times and trends of generations that tend to have different characteristics and learning styles. The study was conducted using descriptive methods with library research, interviews and observations on entrepreneurship education practices at Dian Nuswantoro University Semarang. This paper produces an explanation of the practice and communication strategies of entrepreneurship education for the digital generation, with an analysis of the communication elements which include communicators, messages, channels (media), receiver and effects. The results showed that the communication strategy was directed at achieving creative, cognitive, collaborative, competency, and compact effects. The strategy also explored and supported by using an entrepreneurial message communicator that is attractive and credible. Delivering informative, persuasive and educative messages, and implementing media strategies by optimizing the use of digital technology. Keywords—Strategic Communication, entrepreneurship,