On April 16, students in Midway University’s 市场营销专题（MCO-425） course traded the classroom for the historic grounds of Keeneland Race Track, where they got a front-row look at what it takes to market one of the most iconic names in horse racing.

Led by Professor Allie Hembree Martin, four students spent the day touring Keeneland’s facilities, engaging directly with the track’s marketing and communication teams, and experiencing a race from the exclusive vantage point of the Winner’s Circle. But this trip was more than just a behind-the-scenes tour—it was the culmination of a semester-long partnership that brought real-world marketing challenges into the classroom.

Earlier in the semester, students had a virtual meeting with Keeneland’s Digital Marketing Manager to learn about the unique challenges of promoting the 2025 Spring Meet. From there, every class assignment—from digital ad campaigns to podcast creation—was built around solving real marketing needs for the brand. 现场参观是加深他们理解，收集内容，并将课堂策略应用于快节奏的体育营销世界的机会。

“The trip to Keeneland was very informative and gave me a glimpse into how my future career in marketing could look like,” said sophomore Kaylen Gallenstein. “It was interesting to see the behind-the-scenes work of campaigns and to realize how much planning, thought, and dedication go into the marketing process.”

Keeneland的团队让学生们难得地看到了他们日常运营的规模和复杂性。 Students learned how sometimes a well-planned out campaign must pivot quickly—especially in cases like this year’s delayed opening weekend due to flooding—and how the team manages a high volume of marketing content and media relations efforts. 让学生们和马丁教授都印象深刻的是，基恩兰必须接触到的听众数量之多，以及为每个听众量身定制信息的策略。

基恩兰大学的工作人员还鼓励学生们去实习，并分享了前实习生的鼓舞人心的故事，他们的角色发展成了长期的职业道路。 Many of the visiting students had already applied for Keeneland’s internship opportunities and used the visit to ask questions and build connections with professionals in the field.

“I chose Keeneland for this experience not only because of the strong professional relationships I’ve built there, but because the equine industry is such an important part of our students’ interests and career aspirations,” said Professor Martin. “I wanted them to see firsthand what it means to work in marketing at a world-class organization—where innovation, strategy, and tradition intersect. Opportunities like this are everywhere, but it’s curiosity, initiative, and the willingness to build relationships that turn those opportunities into meaningful careers.”

学生们在整个访问过程中拍摄视频、音频和采访，并将其用于最终项目，包括数字广告、社交媒体视频和播客片段。 结果呢? A portfolio-ready experience that brought theory to life—and may have opened doors to future careers.

Photo L to R: Benjamin Goodlock, Maddison Williams, Kaylen Gallenstein, Chelsea Johnson, and Allie Hembree Martin