College of Business and Law's Marketing Technology Lab officially opens

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College of Business and Law's Marketing Technology Lab officially opens

RMIT students and industry partners now have access to a world-class immersive learning environment with the launch of the College of Business and Law’s new Marketing Technology Lab in Building 80.

Located on Level 11, the lab is a fully functioning retail and digital environment. It features RMIT’s first ‘igloo’ installation for immersive experiences, alongside live data display walls and a simulated retail store to replicate real-world customer interactions.

Designed with a privacy-first philosophy, the lab prepares the next generation of marketers to balance data-driven innovation with ethical data practices, informed consent, and consumer trust.

The space is designed to be tech-agnostic, allowing students to explore various software and hardware platforms to understand responsible and ethical technology application in the real world.

07 August 2026

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The global marketing technology (MarTech) industry is now valued at more than $700 billion and has doubled in size over the past five years. Yet despite record investment, only 28 per cent of organisations report having adequate in-house MarTech capability, while 74 per cent acknowledge a critical skills gap.

The RMIT Marketing Technology Lab bridges this gap by enabling students and industry to explore how data, creativity and technology can deliver better customer experiences without compromising consumer privacy, transparency or trust.

Professor Colin Picker, Deputy Vice-Chancellor, College of Business and Law, highlighted the co-creation of the lab and the Marketing Technology major with industry as a key component of its promise.

“We sought direct input from our partners to ensure the tools, the software, and the challenges our students face here are identical to those they will encounter in the sector. This collaboration is the hallmark of how we intend to operate moving forward, ensuring the industry has graduates ready to fill the gaps and ensuring our graduates are ready for the evolving industry.

“For the College of Business and Law, technology is not an add-on or a separate feature, it is part of our College DNA. It is embedded in how we do what we do.”

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Teams from RMIT’s Property Services Group and Information Technology worked collaboratively to deliver the project successfully with RMIT-first installations.

Seamus McCartney, Executive Director, Property Services, said the lab demonstrates how RMIT is creating spaces that respond to changing student, industry and technology needs.

"The MarTech Lab is a great example of how we are enabling the delivery of innovative and purposeful places that support applied learning, research and industry engagement,” he said.

"This work is guided by RMIT’s Living Places Plan, we're creating environments that bring people, technology and ideas together, ensuring our spaces remain adaptable and relevant to the future needs of our students, staff and partners."

This cross-university approach ensures the lab is a connected space that supports applied teaching, industry engagement, and advanced research.

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07 August 2026

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