Como aliar academia e mercado? O projeto de extensão Mercademia

Abstract

The aim of this study is to share with readers the experience gained from the activities carried out within the Mercademia project. The project seeks to bridge the gap between the market and university to develop business strategies and support decision-making within organizations, whether they are for-profit or non-profit. Through business diagnostics conducted in university departments, NGOs, and micro and small enterprises in Curitiba and surrounding metropolitan area, extension events and social media engagement, the Mercademia project has been working to assist companies in making better strategic and marketing decisions, while also contributing to student development by offering opportunities and experiences that enhance learning. The main contributions of the study lie in the presentation of the method adopted by the project, which comprises four stages: diagnostic meeting, internal meeting with the Mercademia team, project delivery meeting, and follow-up and feedback. Furthermore, the study demonstrates how small-scale actions can impact students, organizations, and the market by aligning academic knowledge with corporate challenges, particularly in the context of strategy and communication.