About Us
The Digital Marketing Lab (DML) was founded with a bold vision: to bridge the gap between academic learning and real-world marketing practice. As a collaborative initiative based at McMaster University’s DeGroote School of Business, DML brings together passionate students, experienced faculty, and forward-thinking industry partners to solve real business challenges through data-driven digital strategies. Our purpose is twofold — to equip students with hands-on experience and to empower small businesses with modern marketing tools that drive meaningful growth.
Through DML, students step beyond the classroom to apply their knowledge in areas like SEO, content creation, social media marketing, paid ads, analytics, and consumer research. Guided by expert mentorship and faculty oversight, they develop and execute live marketing campaigns that make a measurable impact. At the same time, local businesses — often with limited access to professional marketing resources — gain valuable strategic support tailored to their unique goals, audience, and industry.
This symbiotic model fosters innovation, cultivates future-ready marketers, and supports community-driven economic development. Whether launching brand awareness campaigns, analyzing customer data, or optimizing websites for conversion, the Digital Marketing Lab enables students to grow their skills while helping small businesses thrive in a competitive digital landscape. DML is not just a program — it’s a platform for learning, impact, and partnership.
Discover how students and small businesses collaborate to craft data-driven, innovative marketing solutions that make a real-world impact.
Contact
DeGroote School of Business
McMaster University
Hamilton, Ontario
L8S 4M4
digitalmarketing.degroote@gmail.com
digitalmarketinglab.org 