"I tell the students when taking on these projects that you want to be marketing for these businesses like you are either managing or owning the business yourself", says McMurry business professor, Jared Reynolds.
Business students have the chance to formulate a marketing plan for Monk's, and in turn, 10% of all the sales will benefit the students at the McMurry School of Business. And professors say it's about much more than a cup-o-joe.
"Having this hands-on practical marketing experience will allow these students to immediately have an impact at whatever business they work for", explains Reynolds.
Over at the McMurry campus, business students, like senior Kyle Davidson, understand the importance of stepping outside of the classroom in favor of some real-world application.
"You actually get to see it happening, and know if in the real world, it actually works", says Davidson.
This isn't the first time the school has teamed up with local businesses.
"It's also a great way to get plugged in with other businesses here through the Chamber of Commerce. Really the whole point is to analyze the business, and find out its strengths and weaknesses", Davidson tells us.
Professors encourage student students to keep their creativity brewing, all while getting their fill of real-world experience.