Real World Business Challenge: Learning Marketing by Doing

Written By: Martha Bellet

What Is the Real World Business Challenge?

The Real World Business Challenge (RWBC) is one of AMA’s most hands-on opportunities for marketing students to gain practical experience while still in college. Throughout each spring semester, AMA members work directly with local businesses to tackle real marketing challenges and develop solutions to them.

Rather than having students learn through hypothetical case studies, RWBC allows students to apply what they’re learning in the classroom to real clients. For students interested in marketing, RWBC is an opportunity to learn through actually doing marketing rather than learning about it. It also builds confidence, especially with client-facing work.

How RWBC Works

RWBC begins at the start of the spring semester and goes until mid- March. The project is designed to be fast-paced and collaborative. Student teams are matched with local businesses based on the client’s needs and the students’ interests. Each team works closely with its client throughout the half-semester.

RWBC features four project packages that vary in scope and deliverables, allowing businesses to choose the level of support that best fits their needs. Packages range from roughly $350 to $800 and can include work such as branding, social media strategy, email marketing, SEO recommendations, and website evaluations. This flexible structure helps clients get targeted marketing support while giving students hands-on experience across different areas of marketing.

The challenge is completed at the MAC SMAC Conference. This year, MAC SMAC is on Friday, March 6. Teams will present posters showcasing the work they completed and compete alongside other student teams. Marketing professors will judge each poster, which allows the experience to be both a professional presentation experience and a celebration of the work done over the semester.

My Experience with RWBC: From Team Member to Project Lead

When I first joined AMA as a sophomore, I had no prior marketing experience. I hadn’t even taken a marketing class yet. RWBC became my introduction to what real-world marketing actually looks like. It was especially a beneficial experience to work with small businesses and real clients.

Last year, I worked on a team that partnered with Seacoast Art Spot, a local business offering art classes for all ages. Their main goal with our team was that they needed help improving their branding. We helped by developing logos, a brand kit, email marketing materials, and business cards. That experience gave me an understanding of branding, team collaboration, and how client feedback can influence marketing decisions.

This year, my role in RWBC looks very different. I am overseeing the entire project. Over winter break, it was my job to secure clients and meet with them to define their scopes of work and match them with student teams. Throughout the semester, I’ve served as the main point of contact for both team leads and clients, helping guide projects, answer questions, and ensure everything stays on track.

Seeing RWBC from both perspectives, first as a team member and now as a project lead, has been incredibly rewarding and has challenged me in new ways.

What I’ve Learned

RWBC has taught me far more than just marketing skills. This experience has taught me the importance of clear communication and time management in client relationships. It is so cool because all of these lessons were learned in the context of real-world marketing work. Leading the project has also strengthened my leadership skills and taught me how to balance supporting peers while maintaining professionalism with clients.

Even though the challenge isn’t fully complete yet, it’s been exciting to see how much progress each team has made and how confident students have become in their work. Watching ideas turn into real deliverables for small businesses has been one of the most rewarding parts of the experience.

Why You Should Get Involved

Whether you’re brand new to marketing or looking to build on prior experience, RWBC is an incredible opportunity for students at any stage, any major, or any year of school. It provides hands-on learning, real client relationships, and substantial work you can talk about in interviews or showcase on your resume.

For me, RWBC has been one of the most impactful parts of my AMA experience, and I’m excited to see how this year’s projects wrap up at MAC SMAC. If you’re looking for a way to gain confidence, experience, and practical marketing skills, the Real World Business Challenge is absolutely worth joining!