University Service-Learning (SL) is increasingly gaining relevance as an innovative methodology that integrates academic training with the application of knowledge in real-world settings, fostering the acquisition of professional competencies and students’ social commitment. Therefore, this teaching-learning process not only contributes to training students to become highly qualified professionals but also socially responsible and engaged citizens.

This methodology involves students in active and collaborative learning. Unlike other experiential learning methods, equal importance is given to both the service provided and the learning acquired. This dual function is precisely what has led to its rapid acceptance among universities as a way to promote greater engagement with the community.

This approach is particularly interesting in business and marketing fields due to its impact on students' professional competency development as well as its promotion of ethical and social values. Focusing on the field of marketing, various studies highlight the usefulness of this methodology in contexts related to commercial, social, and/or environmental marketing. However, few studies analyze students' perceptions of this methodology and its effectiveness.

Based on these premises, this study aims to delve into the SL methodology from the students' perspective. The main objective is to analyze students' perception of the effectiveness of SL in their education and professional development, as well as its impact on their commitment to society. To achieve this, a focus group was conducted with students who participated in a teaching innovation project aimed at supporting and empowering women entrepreneurs in the province of Jaén (Spain), through final degree projects focused on developing marketing solutions.

The results highlight that SL is perceived by students as a highly effective methodology for applying their knowledge in real contexts, developing key competencies, and strengthening their social commitment. Students’ perception of SL is positive, emphasizing its impact on comprehensive training and motivation for learning. This study provides evidence of the importance of fostering the integration of SL in higher education due to its high educational value, especially in disciplines like marketing, where knowledge applicability is fundamental.

Keywords: Marketing, Higher education, Teaching innovation, Teaching-learning, Sustainable development, University-society relationship, Student motivation.