With the spirit of international collaboration, the EPA Study Program implements case-based learning in the agribusiness management course. The implementation of case-based learning is carried out to prepare EPA Study Program students to face global challenges. The class involves students from three countries, namely Indonesia, Japan, and South Korea. They succeeded in formulating innovative solutions to actual problems in the agribusiness sector.

The activity, which was held on November 26, 2024, carried two main themes, namely production risk management and human resource management. Students were divided into two large groups to explore each theme. By using a case-based learning approach, they were required to analyze real cases in the agribusiness industry, formulate problems, and design effective solutions from three countries, namely Indonesia, Japan, and South Korea.

Each presentation was followed by an in-depth discussion. Students from various countries exchanged ideas and provided input on the ideas that had been presented. Differences in origin and cultural background are a strength in producing innovative and comprehensive solutions.

This case-based learning activity is a manifestation of the EPA Study Program’s commitment to supporting sustainable development goals, especially the fourth point, namely quality education. This activity not only increases students’ knowledge of current issues in the agribusiness sector but also trains them to think critically, creatively, and collaboratively.

On Wednesday, October 30, 2024, the UGM Agricultural Economics and Agribusiness Study Program held a guest lecture on agribusiness management with the topic of neuroscience applications in neuromarketing. The resource person in this guest lecture was Bambang Iman Santoso, a neuro-enthusiast and Co-Founder of the Neuronesia Learning Center (NLC) at PT Neuronesia Neurosains Indonesia. The application of neuroscience in marketing is one of the important sciences that should be studied by an agricultural marketer because this science can perfect existing marketing science.

Neuromarketing is a science that studies the brain’s response to advertising and branding, and adjusting marketing messages based on feedback to get a better response. Neuromarketing not only pays attention to how marketing messages reach the recipient but also considers the recipient’s response and how the recipient’s brain works to get feedback on the marketing process that has been carried out. Mr. Bambang explained the importance of neuromarketing in agribusiness based on scientific articles from Schukat et al. (2021) and Rabu et al. (2022). Neuromarketing is important for the agribusiness sector because it can provide various benefits such as:

1. Understanding consumer preferences more deeply
2. Increasing the effectiveness of visuals and packaging
3. Building loyalty through emotions
4. Minimizing the risk of new product failure
5. Optimizing pricing and promotional offers
6. Increasing the effectiveness of marketing strategies
7. Predicting purchasing decisions
8. Increasing product development and appeal
9. Addressing global health challenges
10. Expanding social acceptance
11. Sustainability and brand loyalty
12. Competitive advantage in niche markets

Mr. Bambang added that the brain has a tendency to like something new (novelty), but also dislikes something that is too new. In this case, marketers can create products that satisfy consumers by considering the character of the brain.

This guest lecture on neuromarketing is one of the new things for the UGM Agricultural Economics and Agribusiness Study Program. The guest lecture is expected to improve the quality of EPA Study Program graduates. The implementation of this guest lecture is a form of contribution from the EPA Study Program to the sustainable development goals (SDGs), especially point 4, namely quality education.

The Agricultural Economics and Agribusiness Study Program invited Shofyan Adi Cahyono from Sayur Organik Merbabu for the second time for a guest lecture with the theme Marketing of Organic Commodities on Saturday, 21st October 2023. Shofyan Adi Cahyono said that market demand for organic products in Indonesia is increasing. This trend shows that there is an increase of 20% every year. The increase that occurs undoubtedly cannot be separated from the desire to live a healthy life or “back to nature”.

The potential for organic products is quite broad, including in-farm processes and out-farm processes. Looking at a more global scope, the potential for organic products is vast, even reaching the garment and interior industry sectors.

Organic products are known as products with high prices. This condition prevents consumers from consuming organic products. To answer these problems, the CSA Movement was formed. The CSA (Community Supported Agriculture) movement is a concept that connects farmers to consumers so that product prices become more affordable. CSA activities include partnership, locality, solidarity, and customer-producer relations

Organic Product Marketing Strategy

1. It is necessary to build mutual awareness of the importance of organic products for producers/farmers and consumers.
2. Building close relationships between consumers and producers can increase production and marketing.
3. CSA can be an alternative to horticultural agribusiness by finding the correct segmentation, targeting, and positioning (STP).
4. Organic farming is a movement to build collective awareness. It is necessary to build collaboration and build a Pentahelix ecosystem (community, government, university, private sector, and media).

Ways to Improve Organic Product Marketing

1. Use of information technology to reach broader consumers.
2. StoryTelling to StorySelling.
3. Producing organic vegetables according to standards.