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

Featured Project — Fox Sports University

In the Spring of 2017, Marketing Institute students at Tippie College of Business took on a real life marketing challenge through Fox Sports University. The goal was to create awareness of Home Team Sports, a B2B sales unit of Fox Sports. One team from Tippie pitched a strategy that stood out from the rest, earning them the opportunity to see their ideas embraced, produced, and put to use by the network. Watch the video to see their story, then read Taylor Delapa's account of the experience.

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 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

The Marketing Institute is now accepting applications. The deadline to apply is October 1. Students who have successfully completed Marketing Strategy (MKTG: 3000) or are currently enrolled in Marketing Strategy (MKTG: 3000) and successfully complete it by the time Marketing Institute coursework begins in the spring semester are eligible to apply. Students are also required to declare marketing as a major and have at least three semesters remaining before graduation to be eligible.

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Questions? Contact us or stop by S259 PBB.

Marketing Institute Students

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.

Past projects include a team that dove in by researching consumer shopping behavior. Another team decided that creating an integrated communication strategy would give their client a kick start toward building brand awareness.

Below are a few examples of the many projects the Marketing Institute consulting teams have worked on over the years.


Cambus is the free bus service that gives 4.5 million riders per year to the University of Iowa community. The project involved rebranding CAMBUS and creating a marketing and communication strategy to increase awareness of student driver job opportunities.

City of Maquoketa

Despite being the largest city and county seat within Johnson County, the number of tourists to Maquoketa has remained relatively stagnant since 1990. The City of Maquoketa asked for a new branding strategy and communication plan to increase tourism in the area.

The Moen Group/ The Gym

The Gym is a downtown Iowa City fitness center that is owned by the Moen Group. It underwent major renovations and upgrades to make it a premier facility for downtown employees and residents. The goal of this project is to create a marketing strategy to attract new members.

Toyota of Iowa City

Create a marketing plan that utilizes new promotional channels, messages, and tactics to increase customer base among millennials.

Fox Sports / Big Ten Network and Mediacom

Develop recommendations on how to market Fox Sports / Big Ten Network among millennials. How are they consuming media “on the go?” What opportunities exist to promote Fox Sports and Big Ten Network among this demographic group?

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 its mission to prepare and produce career-ready marketers.

Give to the institute

Marketing Institute Advisory Board

Elizabeth Allison
Chief Transformation Officer
Neiman Marcus Group

Ric Andersen
Vice President & General Manager
The HON Company

Randall (Randy) Bachman
VP of Marketing
The Principal Financial Group

Amy Best
VP of Research and Development
Spectrum Brands

Mike Collier
Senior Director of Marketing
Nationwide Marketing Group

Jay Cooper
Senior VP and Managing Director
ASM Global

April Elsinger
Public Affairs Administrator
Mayo Clinic

Mike Hankins
Global Promotions Manager (retired)
John Deere Worldwide

Emily Harringa
Manager, Marketing Communications
John Deere Financial

Nicole Johnston
Head of Pet Healthcare
Boehringer Ingelheim

Scott Khwaja
Senior Director, Grocery Channel
Reckitt Benckiser

Steve LaCroix
Chief Marketing Officer
Minnesota Vikings NFL

Shane Morris
Senior Principal Therapy Consultant
Medtronic Structural Heart - CoreValve

Samantha Norris
Director of Partnerships
Leepfrog Technologies

David Parisi
Sales Manager, Retail
Twitter, Inc.

Kent Peterson
VP, Marketing and Commercial Strategy
McGraw-Hill Education

Don Schoen
Founder & CEO (retired)
BettrLife Corporation

Katy Stovall
Director, Online Marketing
Meredith Corporation

Heath J. Streck
Associate Director for Operations
Iowa City VA Health Care System

Steven J. Venenga
Vice President of Marketing, Grocery Products
Hormel Foods Corporation

Steve Waight
VP of Corporate Sponsorships
Chicago Blackhawks

Guy Wendler
CEO & Chairman of the Board (retired)
Stamats Communication

Heather Wendt
President and CEO
Uproar Communications

Mike Wokosin
Co-Founder, The Gig Shift
Founder, Working Title Labs

Young alumni members

Yvonne Filley
Fusion Risk Management

Michael Hoffman

Ryan Shenefelt
deNovo Alternative Marketing


Alumni Story
Christian Williams

Venture into a new future

For marketing major Christian Williams, Tippie College of Business is about the connections you can make—and where they can take you.

He built entrepreneurial connections to start his own marketing agency in college. He took on multiple internships to connect with the perfect career. He also built professional connections to pursue his dream role in brand strategy.

Read Story