What We Do

Academic supervisors mentor student teams to help collaborating organizations address real digital marketing challenges through hands-on projects. These projects may include website optimization, social media marketing, digital advertising, and other data-driven marketing decisions grounded in analytics and evidence-based insights.

Collaborating organizations contribute real-world business context and, where appropriate, data that support applied learning and academic research.

This partnership model enables students to translate theory into practice while helping organizations develop actionable digital marketing strategies informed by rigorous academic expertise from the DeGroote School of Business.

Collaborator Onboarding Guide

Step 1

Complete the Sign-up form below to introduce your organization, outline the marketing challenges you are facing, and indicate the areas in which you are interested in collaborating.

Step 2

Our team will schedule a meeting with you to discuss potential collaboration opportunities, project scope, timelines, and expected outcomes.

Step 3

Once a collaboration is confirmed, the McMaster Industry Liaison Office (MILO) will facilitate a Student Academic Project Agreement (SAPA) to ensure appropriate data protection and risk management. The Digital Marketing Lab will then assemble a supervised student team to begin the project.