Building Entrepreneurship Ecosystems in Higher Education: The Role of Communication Strategy at the Universitas Sumatera Utara

Abstract

The University of North Sumatra developed an entrepreneurship university in response to the challenge of preparing skilled graduates. Integrating entrepreneurship into the academic process requires a communication strategy to build a common perception of how to achieve goals. This study aims to identify the communication processes that influence the awareness and participation of university stakeholders in entrepreneurship. We used a descriptive qualitative research method that included data collection techniques, observation, interviews, and document studies. We conducted interviews with parties directly involved in the development of the entrepreneurship university. The results showed that an effective communication strategy is essential to developing entrepreneurial universities through an integrative approach that combines learning, research, and innovation. We use both top-down and bottom-up communication strategies to enhance students' entrepreneurial knowledge and motivation. However, we need to improve the optimisation of communication through various media platforms to enhance the program's effectiveness and foster a more persuasive and collaborative approach.