Universities as a public organization is required to continually improve the quality of education process accompanied by efforts to increase its relevance in order to improve the competitiveness of universities globally towards entrepreneurial university. The purpose of this research is to get pictures of the potential and weaknesses of Brawijaya University (UB) in building an entrepreneurial university. Changes in the status of UB into public service agencies forcing this university to carry out entrepreneurship in university governance. The need of commercialization and Entrepreneurship university requires the implementation of the principles of independence, commitment, consistency and dynamic behavior in risk taking, reactive and growth-oriented university. This study combines descriptive method and rationalistic postpositivism in analyzing the data. Result of this study showed that most students are considering the teaching quality and the graduate employability as major factors when they prefered UB as an university where they want to studied. From this result showing how the preferency of potential students are regarding to the quality of services provided by UB. It also concludes that there are still space for UB to develop its market. By using the parameters of research quality, international outlook, teaching quality, graduate employability, facility and tuition, how potential the UB market are would be still giving prospective. With the high intensity of global competition, the conclusions of this study showed that UB should improving and realizing its strategies not only to increasing academic income but also how to increasing non academic income.
Competitiveness, Entrepreneurship, Growth-oriented University, University Governance
