Over the years, faculty members of the Tech Marketing program have identified an increasing need to embed practical experiences in their curricula and offer students more ‘hands on’ opportunities to better prepare them for their careers as leading marketers, who are in tune with relevant and contemporary industry trends. At the same time, the small business owners community in the vicinity of the college was characterized by not having sufficient access to digital marketing knowledge, skills and resources with which they could promote their businesses. It therefore made sense to develop an academic program connecting the community of students with the community of small to medium business owners and entrepreneurs in the area. This program would establish a meaningful and sustainable exchange between academia and society and thus also reflect the social impact values and agenda of the institution.