This is the golden age of marketing

With digital-savvy consumers, mountains of customer data, and more ways to reach your audience than ever before, marketing is going through exciting transformation. During this three-semester program we bring the top 15–20 Tippie marketing students together, and with a combination of skill-building curriculum and real-time projects, we help them launch their marketing careers.

Apply to the institute

Field immersion projects

Our field immersion projects (that satisfy the Tippie RISE requirement and a marketing elective) make us like no other institute in the Big Ten. Real clients seek our services to fix their bottom-line marketing problems. Through these year-long projects of rigorous research, our high-performing teams of scholars deliver outcomes that will affect their clients for years to come.

Field immersion projects

Experts on board

The Marketing Institute Advisory Board guides our organization to excellence by offering expertise in their fields. Companies represented on our board include Kimberly-Clark, Hormel Foods, Amperage Marketing, Neiman Marcus, Principal Financial, and Mead Johnson. Contact us to join our advisory council.

Excellent internships

100% of our scholars perform summer internships following their junior year. We offer internship guidance that sets our students on a level above their marketing peers. If you have interest in providing summer internship opportunities to a capable Marketing Institute Scholar, contact us.

Top-notch employees

Institute scholars are sought after because they perform their first day on the job. Our students have launched careers with companies like Accenture, Target, SC Johnson, Hormel Foods, Mead Johnson, and Best Buy. We are happy to arrange interviews with our students at your convenience, on- or off-campus.  

How does it work?

The three-semester program is broken down to help scholars progress into top marketing recruits. You'll start by learning the soft skills that you need to confidently execute your field immersion project. Later, you'll complete the institute with a finished consulting project that will actually affect your client's business. 

Spring semester (2 s.h.)

Once admitted to the Marketing Institute, you will register for the Scholars Seminar. This course focuses on developing the confidence and professional skills that you'll need for your year-long project. Executives from leading corporations will visit your seminars to share their career experiences with you. 

As part of your first semester, you'll be assigned "mini field projects." Through these projects, you'll get a glimpse of what's in store for the year ahead.

Fall semester (2 s.h.)

To kick off the fall semester, you will be assigned your field immersion project. You'll be assigned to a team of three to four people based on your individual strengths and interests. Your team will formally meet your client and develop an agreement on project expectations. From here, you'll focus on primary research that will lead to your final recommendations your client.

During this semester, you will also be assigned an advisory board mentor as well as an alumni mentor. Your advisory board member will give you the chance to build a relationship with a Fortune 500 executive.

Final semester (2 s.h.)

The final stretch of your field immersion project. Your team will focus on secondary research and extracting your final implications and recommendations for your client. You'll complete the institute with a final presentation to your client and the Marketing Institute Advisory Board. 

Apply to the institute

We accept applications at the beginning of fall semester. To be eligible, you must have completed Introduction to Marketing Strategy (MKTG: 3000) and have three semesters remaining before graduation.

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Questions? Contact us or stop by S259 PBB.

Marketing Institute Class of 2017

Current field immersion projects

Our field immersion projects keep things interesting. Whether our teams are working with a $300 million retailer or a startup in progress, we know that starting can be half the battle. We leave it up to our scholars to decide how they'll tackle their client's bottom-line marketing problems. This year's projects include a team that dove in by researching consumer shopping behavior. Another decided that creating an integrated communication strategy would give them a kick start. Below you can dive deeper into the problems that our scholars are solving.

The Tile Shop

Maddie Shepard, Katie Tamburo, Adam VanFleet, and Hannah Welch
A $300 million retailer with 107 stores based in Plymouth, Minnesota. The project involves consumer research (and possibly ethnographic studies) to understand factors that drive consumer purchase behavior.

Austin Electric

Zach Davidson, April Fox, and Caitlyn Summers
Based in Austin, Minnesota, the project involves creating a marketing plan that will continue to drive growth and address the company’s strategic initiatives for the future in the B2C segment.

Johnson County Food Policy Council

Jake Krische, Emii Le, Allison Johnson, and Katie Znerold
This project involves B2B and B2C research to determine if there is value in creating a “locally grown and/or made in Johnson County” proprietary label on food products. Will it influence consumers’ shopping behavior?

Montessori School of Iowa City

Hayley Driscoll, Matt Salzburg, Walker Thompson, and Ann Znerold
Define and create a value proposition (based on market research studies with parents of past and current students) and create a marketing strategy and communication plan that includes tactics to reach their target audience.

Music League of America

Kaitlyn Brennan, Jordan Levine, and Alison Morrison
A startup whose goal is to provide a system of development for college singers, songwriters, and bands. The MLA will become the first-ever established National College Music League. As a new venture, create a marketing plan and an integrated communication strategy.

Support the Marketing Institute

We're able to provide career-launching marketing projects and cutting-edge curriculum thanks to generous endowment gifts and donations. We rely on your support to keep our institute moving forward in it's mission to prepare and produce career-ready marketers.

Give to the institute

Marketing Institute Advisory Board

Elizabeth Allison
COO, Neiman Marcus Last Call
Dallas, TX

Nick Benson
Director of Community Development & Outreach, Office of Outreach and Engagement, UI
Iowa City, IA

Randall (Randy) Bachman
VP of Marketing, The Principal Financial Group
Des Moines, IA

Barry Calpino
VP of Innovation, Mondelez International
Chicago, IL

Shelley deSilva
Vice President, Sales, The HON Company
Muscatine, IA

Amos Dupuich
Director of Social Media, ACT
Iowa City, IA

Mike Hankins
Global Promotions Manager (retired), John Deere Worldwide
Moline, IL

Ami Hokomoto
VP of Sales, Marketing & Distribution, Continental Western Group
West Des Moines, IA

Nicole Johnston
Vice President, Family Care Sales Strategy, Kimberly Clark Corporation
Neenah, WI

Steve LaCroix
Chief Marketing Officer, Minnesota Vikings NFL
Minneapolis, MN

Scott Khwaja
Director, Grocery Channel, Mead Johnson Nutrition
Loveland, OH

Mark Mathis
Partner and Chief Strategy Officer, Amperage Marketing
Cedar Rapids, IA 

Julia Gutz Moller
Senior Director, U.S. Marketing, Brand & Creative Services, Allianz Life Insurance Company
Minneapolis, MN           

Don Schoen
Founder & CEO, BettrLife Corporation
West Des Moines, IA 

Steven J. Venenga
Vice President of Marketing, Hormel Foods Corporation
Austin, MN

Nick Westergaard
Chief Brand Strategist, Brand Driven Digital
Coralville, IA

Young alumni members

Yvonne Filley
MBA Candidate, University of Illinois–Urbana Champaign
Champaign, IL

Alyssa Pelfrese
Category Management Analyst, Mead Johnson Nutrition
Minneapolis, MN

Talib Al-Sammarraie
Account Manager, Elicit Inc.
Chicago, IL


Alumni Story
Tippie College of Business undergraduate Emii Le reflects on her undergraduate career studying marketing.

Marketing Institute experience goes way beyond class projects

Her junior year, Emii Le applied, and was accepted into Tippie’s Marketing Institute.

“I really appreciated the experience I got out of the Marketing Institute (MI). They gave us hands-on experience.” Emii says, “We got to work with a real company and clients —it went beyond a class project.”  

In Emii's case, the Marketing Institute even helped her land a full time job.

Read Story