My Hands-On Marketing Experience at USD

As a soon-to-be marketing graduate at the University of San Diego, I’ve had the opportunity to go beyond textbooks and into real-world client work. One of the most impactful experiences during my college career was collaborating with local businesses through project-based coursework. From crafting campaigns to analyzing metrics, these hands-on experiences helped me discover my passion for becoming a paid media strategist.

A highlight was developing an integrated marketing communications (IMC) plan for Lumulus Technologies, a San Diego-based startup. We researched target audience segments, evaluated brand positioning, and proposed digital strategies tailored to the company's goals. Since the firm operates in a technical industry I was initially unfamiliar with, I had to quickly get up to speed on complex product features and industry terminology. This experience pushed me to dig deeper into B2B marketing strategy and taught me how to translate technical details into compelling messaging. Working with Lumulus gave me hands-on exposure to real client feedback and creative problem-solving.

Another highlight was working on a Google Ads campaign for the Knauss School of Business, where my team focused on optimizing paid search strategy. We conducted keyword research, wrote ad copy, and tested different targeting approaches to drive traffic to the school’s business programs. This experience taught me how to use Google Ads for performance-based goals and introduced me to data-driven decision making in campaign management.

Looking back, student marketing projects were more than just class assignments - they were stepping stones toward my career. They helped me build my digital marketing portfolio, strengthen my resume, and gain confidence presenting to stakeholders. Most importantly, they helped me confirm that this is the space I want to grow in. For any marketing students out there, I can’t recommend client-based projects enough.