The School of Business External (SOBEX) is an annual program initiated by the Workshop Entrepreneur and Business Society (WEBS) Universitas Airlangga , offering a platform for learning and developing insights in entrepreneurship and business. In 2026, SOBEX will return as an educational talk show with the theme "Built to Last: Cultivating Brand Loyalty in a Fast-Paced Market."

This activity is aimed at MSMEs and the general public who want to improve their understanding of strategies for building customer loyalty as a foundation for business sustainability. The theme was chosen because rapid technological developments, changing market trends, and consumer behavior require businesses to not only attract new customers but also retain existing ones to remain relevant and competitive.

SOBEX 2026 will be held on Saturday–Sunday, November 14–15, 2026, from 1:10–3:10 PM WIB at the Galaxy Exhibition Center in Surabaya. This event will feature experienced speakers in business and marketing to share insights, strategies, and practical experiences on customer retention, brand engagement, and brand identity strengthening through talkshows and interactive discussions.

Through this activity, participants are expected to gain practical knowledge on how to build long-term relationships with customers, increase consumer loyalty, and develop more resilient businesses amidst dynamic market competition. Furthermore, SOBEX 2026 will provide a platform for participants to expand their networks and open up collaboration opportunities with fellow entrepreneurs and industry professionals.

With the implementation of SOBEX 2026, WEBS Universitas Airlangga strives to provide a real contribution in supporting the development of MSME capacity and sustainable economic growth, in line with Sustainable Development Goals (SDGs) point 8, namely Decent Work and Economic Growth.