Marketing Labs

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Marketing Labs

Lab Courses: Theory into Practice

Marketing Labs At the Kilts Center, we help facilitate experiential-learning opportunities at Booth—highly collaborative marketing lab courses in which students apply what they learn in the classroom to real-world projects for sponsor-clients.

Marketing lab courses help students develop a tool kit of knowledge and skills they can use to drive solutions in any post-Booth work setting. The Kilts Center connects clients facing specific challenges with Booth students who are eager to apply their knowledge and skills to real-world problems.

Students at Booth have brought their game-changing ideas to companies such as Google, Uber, Airbnb, Walmart, and PepsiCo, devising and proposing innovative business solutions with impact.

By the Numbers

3,200+

Students who have taken a marketing lab course at Booth

360+

Projects completed for clients

210+

Companies students have worked with

Sponsor a marketing lab project

Looking for an innovative solution to a business problem you face at your company? Booth’s multiple marketing labs provide students an opportunity to apply their classroom learnings to real-world issues and work as teams to provide out-of-the-box solutions.

Become a Marketing Lab sponsor »

Lab courses overview

Algorithmic marketing lab

Algorithmic Marketing Lab (BUS 37704) is an in-depth, hands on project based class that requires students to formulate and implement a working algorithmic product.

Students explore the use of such algorithmic tools in furthering a firm’s digital (and non-digital) marketing goals, focusing in particular on methods to capture a consumer’s digital footprint and the algorithms used to use this data to tailor, improve, and optimize the firm’s marketing investments.

Digital marketing lab

Digital Marketing Lab (BUS 37703) takes students through the hands-on process of designing and executing specific digital marketing program components, They will work with several marketing platforms and tools including those for creating and managing digital presence, content and SEO, paid search and social media advertising, marketing sales funnel management, and analytics.

By the end of the course, students will learn how to utilize key MarTech platforms and tools to build out digital marketing programs and develop a deep understanding of what it really takes to design and execute digital marketing strategies and campaigns on their own.

Lab in developing new products and services

Lab in Developing New Products and Services (BUS 37201) provides students with an in-depth understanding of new product innovation practices, including design-thinking methods, agile consumer research, idea generation, new concept development and testing, forecasting, and launch.

Types of projects include mobile app concepts, new category entries, next-generation products/services, line extensions, and new service experiences.

Exit Video

Bringing Business Solutions to Avon

Hear why Avon chose to partner with the Kilts Center to gain fresh insights on concept creation and ideation from marketing students at Booth.

Reaching a New Generation of Hockey Fans

As the Chicago Blackhawks National Hockey League team needed strategies to diversify its audience through increased engagement with Gen Z and millennial fans, they turned to Booth marketing lab students to tackle the problem.

Learn More »

Switching on Student Expertise

When streaming service Pluto TV needed analysis, its team turned to Booth marketing students—and ended up getting even more than they anticipated.

Learn More »

A Pact for Healthier Snacking

Harper Du shares how her team leveled up the innovation to create a product launch that took the pandemic into consideration—all while working virtually.

Read Harper's Story »

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