The Dean's Urge serves as a platform to bridge student aspirations with the Dean's Office. Through this activity, students can convey criticism, suggestions, and input directly to the faculty, particularly the Dean's Office. These aspirations are not only expressed in the form of complaints, but also serve as material for joint evaluation to create a more focused, responsive, and student-centered academic system, thereby continuously improving the quality of learning.

The target audience for this activity is the FEB UNAIR academic community, including active students, study program student associations (HIMA), and the dean's office as the faculty's policymakers. Students are the primary target group because they directly experience the academic process, while study program student associations (HIMA) play a role in helping collect and strengthen student aspiration data. Through the involvement of the dean's office, this activity is expected to create a participatory, data-driven, and solution-oriented dialogue space for priority issues within FEB UNAIR.