UMS Rector Urges Teachers to Strengthen Muhammadiyah’s Progressive Education Identity

The Rector of Universitas Muhammadiyah Surakarta (UMS), Prof. Dr. Harun Joko Prayitno, M.Hum., emphasized the importance of strengthening branding and collaboration within Muhammadiyah’s educational institutions to remain competitive in today’s era. He delivered this message as the keynote speaker at the National Seminar themed “Mastering Education Branding & Marketing”, held at the Moh. Djazman Auditorium, UMS, on Wednesday (8/10/2025).

The event was attended by 351 participants, consisting of Muhammadiyah school principals and teachers from across Central Java. It was organized by the Muhammadiyah Teachers Forum of Central Java, the Forum for Communication among Muhammadiyah Junior High School Principals (FKKS SMP/MTs), and the Council for Elementary, Secondary, and Non-formal Education (Dikdasmen and PNF) of Provincial Board of MuhammadiyahCentral Java 

UMS Rector Prof. Dr. Harun Joko Prayitno delivers a keynote speech during the National Seminar at the Moh. Djazman Auditorium, UMS, on Wednesday, 8 October, 2025.

In his presentation, Harun highlighted the concept of “Brand I’AM Guru,” which stands for Ilmu (Knowledge), Amal (Action), and Manfaat (Benefit). He stressed that Muhammadiyah teachers must build a personal brand as educators who embody strong character, positive manners, and holistic competence. “We are not selling products, we are offering services. A teacher’s smile and courteous speech are integral parts of their brand,” he remarked.

Furthermore, UMS Rector Prof. Harun Joko Prayitno introduced the spirit of “ONE UMS” as a philosophy of togetherness in advancing education. “Schools and universities should not run fast alone, they must run fast together. That is the essence of collaboration,” he explained.

On that occasion, Harun also emphasized the importance of continuity between branding, promotion, and institutional reputation. He noted that the branding process must be cyclical starting from building an institutional image, strengthening promotion, and ultimately earning public trust. “When a brand is strong, promotion becomes effective. Strong promotion drives marketing, which in turn increases public confidence,” he added.

The Chairman of FKKS SMP/MTs Muhammadiyah Central Java, Wibowo Juli Saputro, M.Pd., expressed his appreciation for UMS’s support in organizing the National Seminar on Wednesday, October 8, 2025.

Meanwhile, Wibowo Juli Saputro, M.Pd., also conveyed his appreciation for UMS’s support of activities to develop the capacity of teachers and school principals. He referred to UMS as a strategic partner in strengthening the Muhammadiyah education ecosystem in Central Java. “We thank UMS for its facilities and support. May UMS continue to advance, grow, and go global,” he said.

The Chairman of the Majelis Dikdasmen and PNF PWM Central Java, Drs. Suwondo, M.Si., also emphasized the importance of improving teachers’ competencies amid the increasingly competitive educational landscape. He reminded that educators must possess three essential keys: knowledge, skill, and attitude. “Knowledge, skills, and attitude are the main foundations for teachers and principals to lead their institutions toward excellence and competitiveness,” he explained.

The Chairman of the Majelis Dikdasmen and PNF PWM Central Java, Drs. Suwondo, M.Si., emphasized the importance of enhancing teachers’ competencies during the National Seminar on Wednesday, October 8, 2025.

The seminar also featured Ade Chandra Sutrisna, S.I.Kom., CDMP, Director of The Candi Medcom, who delivered a presentation on modern education marketing strategies. He encouraged participants to utilize social media and adopt creative approaches in promoting schools.

Through this activity, UMS reaffirmed its strategic role as a center for developing Muhammadiyah education focused on progress, collaboration, and strengthening national character. “UMS will continue to support the enhancement of educators’ human resources so that Muhammadiyah schools can stand out and adapt to the challenges of the times,” concluded Harun.

Writer: Alvian Rizky Prasetya

Editor: Fika Annisa Sholihah

Translator: Farizal Luqman Majid