University social responsibility strategy: a case study

University Social Responsibility (USR), as an innovative management approach in the university environment, has given Higher Education Institutions the opportunity to strengthen their commitment to society. In this context, the present study focuses on the evaluation of a decentralization strategy, taking as a case study the "U en mi barrio" program of the Instituto Tecnológico Metropolitano (ITM), with the purpose of benefiting communities in vulnerable situations in Medellin Colombia. The central objective is to analyze the perception of these beneficiaries regarding USR, focusing on the relevance of said program. To carry out this research, a survey was administered to a group of 242 students who participated in the program. The collected data were analyzed using a Partial Least Squares Structural Equation Model (PLS-SEM). The results obtained reveal that the perception of the impact of the program as a USR strategy implemented by the ITM is substantially influenced by the effectiveness of the internal management of the program and the results generated in terms of research. These findings suggest the importance of focusing on university marketing strategies to promote and disseminate these strategic actions, with the aim of strengthening the promotion of responsible and sustainable education in the city.