Abstract
Education 4.0 requires human resources that are proactive, critical and linked to society at local, state, national and international levels. In view of this need for change, the present work has as its objective demonstrate relevance of an integrative project as a pedagogical strategy in teaching-learning, for the appropriation of knowledge, as well as for the development of transversal skills in higher education students, through the collaboration of three learning units belonging to the Marketing Degree of the Academic Unit of Accounting and Administration (UACyA) of the Autonomous University of Nayarit (UAN). Therefore, it is based on documentary research with a qualitative approach, exploratory and descriptive scope, a field research was also carried out with the M5-1 group, with the collaboration of their teachers, obtaining as a result marketing prospects for the companies that accepted the intervention. It concludes with the theoretical foundation in relation to the benefit and the impulse given by this practice in favor of the development of talents in university education.