THE VALUE PROPOTITION CONCEPT IN HIGHER EDUCATION : HOW TO BUILD HYBRID CURRICULA UNIVERSITAS CIPUTRA CULINARY BUSINESS

The culinary industry is one of the sectors that support economy in Indonesia. Even during COVID-19 pandemic where average experienced a decline, was able to survive with digitalization strategy. Study program Tourism Culinary Business study at Ciputra University create Entrepreneurs. One methods used generate innovation examine teaching products offered through Value Proposition Canvas. purpose establishing this VPC specifically for prepare CB face transformation digital education accordance direction online learning from temporary government or hybrid system future. This research uses Creswell Data analysis technique (2014) and conducted two years starting January 2018 Desember 2020. Method qualitative descriptive method informants consisting 8 internal resource persons lecturers, staff 15 external speakers active students alumni. testing carried out using data triangulation method. results are: From use framework, can analyze consumer profiles find what problems expectations are expected be obtained as prospective profile resolved by formation value map maps solutions added form educational service new system, being completely offline mixed system. 
 Keywords: Business, Higher Education, Hybird Curricula, Propotition