Resultados da extensão universitária: a experiência do projeto marketeando na formação e transformação dos atores sociais envolvidos

Abstract

University extension serves as a starting point for citizen development, enabling a mutual, dialogic exchange between educational institutions and society. Since 2023, the MARKETeAndo project has operated as an extension activity, employing an active learning methodology within the "Marketing Mix" course of the Administration program at the Federal University of Uberlândia (UFU). Although the project yields tangible, measurable results, it is essential to map these outcomes from the perspectives of the involved social actors to validate the project's importance and enhance its potential for replication. Accordingly, this technical report aims to present the results of this university extension initiative—specifically the MARKETeAndo Project—through the eyes of the actors within its operational ecosystem. Data were collected via participant observation involving organizations that took part in previous editions (2023–2025) and the project coordination team. Additionally, a five-point Likert scale questionnaire (via Google Forms) was administered to students who carried out the project during that period—that is, those who had already completed the course component. By categorizing findings into context, methodology, product, and evaluation, the implications of this extension activity were observed and systematized, highlighting both challenges and opportunities for improvement. Overall, the results validated the project's purpose and objective: to support small businesses by bringing academic knowledge to bear on the needs and challenges they face in today's market. As a contribution, the report suggests addressing these challenges through improvements in future editions, thereby creating further opportunities and transformations that foster a balanced triad of teaching, research, and extension, ultimately strengthening the university-community relationship over time.