Martapura, July 21, 2026 — The Master's Program in Management at the Universitas Sumatera Utara (MM USU) participated in a Community Engagement Program organized by the Western Nusantara Master of Management Collaboration Association (PKMMB) at The Zamrud House, Martapura. This activity was part of the PKMMB Annual Meeting series, which brought together several Master of Management Programs from various higher education institutions in the western region of Indonesia.

The community engagement program focused on providing business management assistance for a micro, small, and medium enterprise (MSME) operated by The Zamrud House, a local business in Martapura engaged in gemstone trading and traditional handicraft products. Martapura is widely recognized as one of Indonesia’s gemstone industry centers; therefore, business management assistance in this sector plays a strategic role in strengthening the local economy.

During the activity, representatives of lecturers from Master's Program in Management that are members of PKMMB, including MM USU, provided guidance and shared knowledge on business management, marketing strategies, and business governance approaches that can be applied by MSME owners to improve their competitiveness. The activity also included interactive discussions between academics and business owners regarding challenges faced in managing businesses amid current market dynamics.

Through this initiative, MM USU, together with other Master's Program in Management, contributed to community empowerment while strengthening inter-institutional collaboration in implementing the Three Pillars of Higher Education (Tri Dharma Perguruan Tinggi), particularly in the area of community engagement. This activity also represented a synergy between academia and local entrepreneurs in promoting entrepreneurship-based economic growth.

This activity aligns with several Sustainable Development Goals (SDGs), including SDG 1 – No Poverty through assistance aimed at strengthening the economic capacity of MSME actors, SDG 8 – Decent Work and Economic Growth through improving business governance and the competitiveness of local MSMEs, and SDG 17 – Partnerships for the Goals through collaboration among Master's Program in Management within the PKMMB network.

The activity also represents MM USU’s commitment to implementing the third mission of the program, namely conducting, developing, and enhancing education, research culture, and community engagement programs that contribute to improving society through a management-based scientific approach. Furthermore, this initiative supports MM USU’s vision of producing innovative, globally competitive managers with meaningful social impact.