The UW–Madison experience encompasses far more than just intellectual challenge. Our faculty and staff have created an environment that encourages students to pursue knowledge outside of traditional classroom settings. 

Increasing support for UW–Madison’s unique edcuational experience is the second pillar of the All Ways Forward campaign. With your help, we can build new opportunities and expand existing ones to allow the campus community to explore, collaborate, create, and discover how they can change the very shape of reality.

The stories below showcase some of the people and programs that will benefit from those who support this pillar of the campaign.

A recipe for success

One day, Richard King, a shareholder and director at Capital Brewery, asked Thomas O’Guinn, professor of marketing at the University of Wisconsin–Madison Wisconsin School of Business, if his MBA students would be interested in a project on beer.

O’Guinn said yes, but not for the obvious reasons.

Founded in 1984, Capital Brewery is one of the oldest craft breweries in Wisconsin, and its beers have won both national and international competitions. “Craft beers were a small fraction of the national beer market until about 10 years ago. Now traditional big-brewer, big brand beer sales are declining and craft beer sales are growing significantly, which means there’s a real opportunity to capture market share,” says O’Guinn.

And that’s where the Wisconsin MBA students come in. Read more and get involved. 

Crafting strong communities together

Artists working in underdeveloped areas often struggle to make a living wage due to insufficient demand in local markets. Students in Design Studies, Retailing, and Consumer Science have devised new and creative solutions to this challenge — including Wisconsin Without Borders Marketplace, which upholds Fair Trade practices and provides artisans with a vehicle to expand their customer base and increase sales. 

As part of a global initiative, students are partnering online and side-by-side with artisans in Ecuador, Mexico, and Kenya. Students provide insight into trends and demands abroad, helping artists translate traditional skills and designs into more marketable consumer products. Examples include reimagining intricately crocheted and beaded doilies as colorful necklaces. Read more and get involved.