Islamic values ​​are the basic principal in the scientific and the character development of a business school students Master of Management of Universitas Muhammadiyah Yogyakarta so that a superior and brighten character can be established in running their business practices. It was delivered by the Director of the Master of Management Program of Universitas Muhammadiyah Yogyakarta Prof. Dr. Heru Kurnianto Tjahjono when discussing of What, How and Why Islamic Marketing.

Strategic effort undertaken by MM UMY in its learning is to actively conduct conceptual and practical studies linked to Islamic values. Prof. Heru who is also Extraordinary Professor of Human Resource Management in the Graduate Program of UII explained that several universities in Malaysia are quite intensive in exploring about these Islamic studies so that it is important for MM UMY to actively collaborate in the efforts to internalize the values ​​of Islam in learning.