A netnographic study of courses in an undergraduate management program at a leading university

Abstract

Higher education is important for Indonesian society. This research uses a qualitative approach with a virtual netnography method. The purpose of this research is to find out how the implementation of education in the management study program of Universitas Brawijaya and to see which courses need to be developed in the undergraduate management program Universitas Brawijaya. Data collection by browsing the official websites of leading universities that are included in the top 10 QS World rankings domestically and abroad. The initial stage was to select universities according to the top 10 QS rankings. The second stage is to search for courses on the official websites of the selected universities. The third stage is data presentation by coding the search results courses. The next step is to analyze the data with the help of the PIVOT formula in Microsoft Excel. The results of the PIVOT formula are then depicted in graphical form. The results showed that the netnography method can explain the differences in courses applied at leading universities comprehensively. PSSM Universitas Brawijaya has not implemented several courses such as business model, business planning, business analytics, decision making, and innovation management. PSSM Universitas Brawijaya has provided courses following technological developments. Therefore, PSSM Universitas Brawijaya is advised to maintain the current courses and develop courses that have not been implemented.