[Lamongan, June 28, 2024] — To enhance students' insight and skills in the real business world, the Undergraduate Entrepreneurship Study Program at the University of Muhammadiyah Lamongan (UMLA) held a guest lecture on Friday, June 28, 2024, themed "The Art of Business Communication and Negotiations." The event featured Mr. Noeryanto A. Dhipuro, an experienced practitioner and professional in the field of business communication and negotiation, as the main speaker. He shared practical knowledge and field experience relevant to the needs of today's business world, particularly in building effective communication and appropriate negotiation strategies.

In his presentation, Mr. Noeryanto emphasized that business success is determined not only by products or services, but also by the ability to communicate with various parties, including partners, customers, and investors.

"Effective communication isn't just about speaking, but about building trust, reading the situation, and gracefully influencing the other person. Likewise, negotiation isn't about who wins, but how to reach a mutually beneficial agreement," he explained to the students.

This interactive event garnered high enthusiasm from the students. In addition to the material sessions, the event also included a business negotiation simulation, where students were invited to directly practice the techniques they had learned. The Dean of the Faculty of Economics and Business, Mr. Suyitno, SE., MM., in his remarks stated that this guest lecture was part of the study program's efforts to provide contextual learning close to the professional world.

"We want students to learn not only theory but also understand the real dynamics of the business world, particularly in the aspects of communication and negotiation, which are often key determinants in decision-making," said Mr. Suyitno. This guest lecture is a regular feature of the UMLA Entrepreneurship Study Program, equipping students with relevant practical competencies and strengthening connections between academia and industry. [Kwu-Red]