Universitas Gadjah Mada
Faculty of Economics and Business

Sustainability and digitalization are key dynamics increasingly emphasized in universities, especially as Generation Z fills campuses. To address the challenges of sustainability and digitalization, the Master of Sustainability Development Management (Masudem) Program organized a training for educators and academic staff titled "Universities for Gen Z" at Mendel University, Brno, Czech Republic. The event, held from October 21-25, 2024, focused on discussing university teaching dynamics in response to Generation Z, technological disruption, and the reinforcement of sustainable values. Representing FEB UGM, Naila Zulfa and Tur Nastiti participated in this event, joining 30 university participants across Europe and Asia.

The forum opened with a discussion on the presence of multi-generational learners in universities. This group, particularly Generation Z, has unique characteristics and specific educational service demands. Universities must understand and actively respond to the needs of this younger generation. Universities are encouraged to diversify teaching methods—incorporating discussions, case studies, expert talks, projects, and immersion experiences—to offer extensive learning opportunities for this generation, known for its shorter attention span. Furthermore, a culture of digitalization, including the use of Artificial Intelligence (AI), needs to be developed in universities. This digitalization will not replace skilled human roles but will empower learning for well-prepared students. In the digital business era, universities must prepare students to be adaptive, proactive, and contributive.

The forum also introduced phases of sustainability development within universities: the Insensibility, Foundational, Structured, and Institutionalized Phases. A university is in the Insensibility Phase if it lacks awareness of sustainable values. The Foundational Phase occurs when a university recognizes sustainability and engages sporadically in sustainable activities. In the Structured Phase, a university establishes a clear institutional architecture for its sustainability programs, aligning them with its mission and vision. In this phase, the university collaborates with other universities and the government to set sustainability indices. The final Institutionalized Phase is reached when a university fully incorporates sustainable values, preparing it to face future changes. FEB UGM is currently in the Foundational Phase, progressing toward the Structured and Institutionalized phases.

As an institution dedicated to nurturing leadership with sustainable values, FEB UGM actively engages in international research consortia with aligned visions. One such initiative is the MASUDEM Project, which aims to develop curricula, build teaching staff capacity, and expand global networks with a sustainable development vision. This strategic collaboration in institutional development enhances FEB UGM's contribution to society.

Source: Masudem FEB UGM

Sustainable Development Goals