University Service-Learning (SL) is gaining increasing importance as a transformative teaching methodology that combines academic learning with social engagement, promoting the holistic development of students as well as a positive impact on communities. This methodological approach is particularly relevant in the current context, where higher education faces the challenge of training competent professionals committed to sustainable development.

This work is based on a practical experience carried out at the University of Jaén as part of a teaching innovation project aimed at supporting and empowering women entrepreneurs in the province of Jaén by developing marketing solutions tailored to their needs. The province of Jaén, with an economy strongly linked to the agricultural sector, faces the challenge of diversifying its economic activities and promoting rural entrepreneurship not only as a way to generate wealth but also as a means of retaining population in the area. In this context, women play a crucial role but often encounter significant barriers that hinder their ability to develop their businesses. Through this SL-based experience, the aim is to contribute to overcoming these barriers by offering support and innovative solutions co-created with the entrepreneurs.

To this end, a co-creation methodology has been employed, involving the active participation of women entrepreneurs, faculty, and students in the development of marketing solutions that address the real needs of the businesses to enhance their competitiveness. Activities include conducting workshops for ideation, prototyping, and validation of proposals.

This study analyzes the marketing research needs identified during the ideation phase, which have served as the foundation for determining the lines of work to be addressed through undergraduate thesis projects, supervised by both the entrepreneurs and the faculty. The results highlight that SL not only fosters student learning but also significantly contributes to improving the relationship between the university and its surrounding community.

Keywords: Higher education, Teaching innovation, Sustainable development, University-community relationship, Co-creation.