Feliciano Marketing Department Bridges Gap Between Classroom Learning and Real-World Experience

One of the most pressing challenges in business education today is ensuring that students not only acquire the necessary knowledge and technical skills but also the cultural capital and practical experience to succeed in the corporate world. Recognizing the importance of these intangible yet crucial qualities, the Feliciano School of Business’ Marketing Department at Montclair State University has taken a bold step forward by integrating capstone projects, traditionally reserved for MBA programs, into its undergraduate curriculum.

This innovative approach gives students the opportunity to work on real-world marketing challenges, collaborating with leading companies like Hearts & Science, as well as a New York-based social media startup focused on fostering in-person interactions among today’s increasingly disconnected youth. The capstone projects have proven to be an invaluable experience, allowing students to apply their classroom knowledge to solve complex business problems while developing critical cultural and heuristic capital.

“We’re proud to offer our undergraduate students the chance to gain hands-on experience with companies that are shaping the future of marketing,” said Dr. Rae Kim, Assistant Professor of Marketing at Montclair State University. “Our students are not just learning theory, they’re actively contributing to real businesses by providing actionable insights that drive success for our project partners.”

The results of these collaborations have exceeded expectations, with students delivering strategic recommendations and creative solutions that have helped their client companies gain valuable marketing insights. The projects also offer students an unparalleled opportunity to build confidence in their abilities and to prepare for the demands of the marketing industry with practical skills and professional experience.

“We are excited to continue expanding these partnerships, both with large firms and local businesses seeking fresh perspectives from the next generation of marketers,” said Dr. Kim. “The passion and innovation of our Gen Z students are inspiring, and we look forward to fostering even more collaborations that benefit both our students and the business community.”

Montclair State University is committed to providing its students with the tools and experiences they need to thrive in an ever-evolving marketplace. Through programs like the capstone project, the university continues to empower students with the skills, insights, and professional connections necessary to succeed in today’s competitive business environment.

About Montclair State University Marketing Department

The Feliciano Schoolo of Business’ Marketing Department at Montclair State University offers cutting-edge programs designed to prepare students for successful careers in marketing, communications, and business strategy. Through a combination of hands-on learning, industry partnerships, and academic rigor, the department equips students with the skills they need to excel in a rapidly changing marketplace.