The development of entrepreneurial competencies in higher education has become a strategic priority in recent years, especially in regions like Jaén, where the local economy is closely tied to traditional sectors with high transformation potential, such as olive cultivation. In this context, universities are expected not only to transfer knowledge but also to promote innovation, sustainability, and value creation. Combining active learning methodologies with real-world challenges is an effective approach to aligning academic training with regional needs.

This paper presents a teaching innovation experience based on the organization of a multidisciplinary hackathon within the framework of the Master’s Degree in Olive Grove and Olive Oil at the University of Jaén. The project, carried out as part of the University’s Entrepreneurship Culture Promotion Program and supported by the Fulgencio Meseguer University Chair of Entrepreneurship, aimed to foster an entrepreneurial mindset among students through active methodologies focused on solving real challenges in the olive sector.

Students and faculty from complementary fields, engineering, biology, economics, and marketing, participated, tackling issues such as by-product valorization, digitalization, sustainability, and olive oil commercialization. The hackathon promoted teamwork, prototype development, and the creation of viable business models, with the support of expert mentors from the local entrepreneurial ecosystem. Pre- and post-activity assessments showed a significant increase in entrepreneurial motivation, transversal competencies, and engagement with the productive environment.

This experience highlights the value of interdepartmental collaboration and intensive learning environments in training professionals committed to innovation and sustainable development.

Keywords: Entrepreneurial culture, innovation, Hackaton.