Reengineering Strategy; University Governance Challenges During the Post COVID-19 Pandemic (Case in Bekasi, West Java, Indonesia)

Abstract

Pandemi COVID-19 is a challenge for every sector including the education sector. One of the Study
Programs that is threatened in this case is the Magister Management (MM) Study Program. On the other hand,
the accreditation of 9 standards is also a challenge and needs to be socialized and adjusted for the study program.
The aim of the research is to engineer the MM Study Program governance strategy, the research involves all
stakeholders in the Study Program governance. The two dimensions used are; Internal and External Aspects.
Internal aspects consist of strengths and weaknesses, while external aspects consist of opportunities and threats.
Internal aspect indicators are all matters related to MM Study Program governance and external aspect indicators
are those related to the market, competition and regulation of education in Indonesia. Strategy development uses
the EFAS / IFAS and SWOT matrix. The study show that pandemic COVID-19 is a challenge for every sector
including the education sector. One of the Study Program that is threatened in this case is the MM Study Program.
This is because, post graduate is not a primary need, so the Study Program needs to reengineer its governance
strategy to maintain its performance and productivity. Based on the results of the study there are five important
things that can be optimized namely; firstly marketing and promotion, secondly improving Vision, thirdly
managing and Human Resources, fourthly improving Lecturer performance and productivity (in the
implementation of Tridarma) and fifthly improving curriculum to fit the needs of the labor market and the
development of science and knowledge. Alternative strategies that have been generated from the strategic
management analysis can be a reference for the management of the Study Program, especially at Universities in
Bekasi (which generally are in the same market niche), to be able to survive during the Covid-19 epidemic.