News from Clemson University's Department of Marketing
Winter 2025

Hello, Clemson Marketing family,

As another exciting year begins in Powers Hall, I'm reminded how special this department truly is. Our students bring incredible energy and curiosity to everything they do—from developing campaigns for local nonprofits to studying how digital tools and AI are reshaping marketing strategy.

Our faculty continue to lead impactful research and create hands-on learning experiences that connect theory with real-world practice. It's inspiring to see how their work—and our students' enthusiasm—reflect Clemson's values of creativity, collaboration and purpose.

I'm especially grateful for our alumni and donors, whose support helps make all this possible. Whether you've shared career advice, sponsored an internship or contributed to a scholarship fund, you've played a vital role in our students' success.

Confession time. I didn't write the paragraphs above. ChatGPT did. Although generic, they are pretty accurate. Our students are energetic, our faculty are impactful, both with their research and in the classroom, and our donors and alumni are crucial to the success of our students and the department. You'll read about some of our great students and faculty in the newsletter.

I provide these paragraphs to illustrate one of the biggest challenges we're currently facing in the Department of Marketing – understanding the appropriate role of AI in educating our students and preparing them for marketing careers. AI is here to stay, and it’s a powerful tool if used in the right way. Despite some dire warnings, it's not going to replace marketers. However, it will change—and already is changing—how marketers (and many others) do their jobs. There's clearly a need to incorporate AI into our curriculum. However, we need to do so in ways that enable students to (a) build foundational marketing knowledge, (b) develop critical thinking skills and (c) be prepared to use AI and other technologies, not only now but as they rapidly evolve. It's not an easy task, but we're up for the challenge!

[Back to ChatGPT] As we look ahead, we're focused on expanding experiential learning, strengthening industry partnerships and keeping Clemson Marketing at the forefront of innovation. I invite you to stay connected, share your story and visit us soon—you'll see that the Tiger spirit is as strong as ever.

[Back to a real person] Seriously, we do want to stay connected to you, and we're appreciative of all you do to support and advocate for the department. On behalf of our students, staff and faculty, thank you!

Danny Weathers, Ph.D.

Chair and Professor

Laine Brennan '26

Hannah Roberts '17

Daryl Johnson '92 '94

Clemson's strong alumni network continues to open doors for students like Laine Brennan '26, whose internship at Honeywell Intelligrated was shaped by the mentorship of Clemson graduates Daryl Johnson '92, '94, global marketing director for Honeywell's Smart Energy and Thermal Solutions division, and Hannah Roberts '17, customer marketing manager in Honeywell's Productivity Solutions and Services unit. Through the Honeywell-Clemson Networking Series, Brennan gained hands-on marketing experience, professional insight and a deeper appreciation for how Clemson connections drive career success. Her story is a testament to the power of mentorship, curiosity and the Tiger spirit in transforming opportunity into achievement.

Each year, the Wilbur O. and Ann Powers College of Business and the Department of Marketing honor exceptional students who demonstrate excellence and embody the values that uphold the prestige of a Clemson education. We are proud to recognize and congratulate the following students for their outstanding achievements and dedication to academic and professional excellence. Explore their Clemson Experience and paths after graduation.

At Clemson University, innovation is transforming the way marketing students learn and engage with technology. Through Professor Mike Giebelhausen's AI Makerspace (AIM) Club and Professor Larry Carter's Biometrics for Business Creative Inquiry course, students gain hands-on experience with artificial intelligence and biometric research tools that uncover how consumers truly think and feel.

From building AI-driven marketing solutions to analyzing emotional responses with cutting-edge software, these programs equip students with the skills to lead in a tech-driven marketplace. Together, AIM and Biometrics CI are redefining customer experience education and preparing Tigers to shape the future of marketing.

Thinking about studying abroad in 2026? European Perspectives on Marketing offers the opportunity to earn credit for MKT 4270 while exploring three of Europe's most dynamic cities: Paris, Brussels and London, May 11-25, 2026. Open to all majors, this immersive program combines global business insights with cultural discovery, providing you with a firsthand look at how marketing connects the world. Spots are limited, so don't wait! Contact Professor Papenfus or click the button below for details. Applications are open until the program fills or Feb. 1, 2026.

Clemson Marketing and Finance students took their learning beyond the classroom this summer through the Gateways to World Markets and Financial Horizons programs, gaining an insider's look at more than 30 top companies across New York City. Led by Professors Mary Anne Raymond and Bela Zykaj, the trip provided students with the opportunity to meet with executives and explore global firms, including Goldman Sachs, Coca-Cola, EY, Google and Boll & Branch. Students had the opportunity to connect with Clemson alumni eager to mentor the next generation of business leaders. From the New York Stock Exchange to Citi Field, students experienced firsthand how classroom lessons translate into real-world success, building confidence, professional skills and a deeper appreciation for the power of the Clemson network.

The Department of Marketing hosted its second Business Summit on Friday, Nov. 7, 2025. Students from all majors learned about trends in AI and how to prepare for the rapidly changing workplace. Thank you to Brandon Speweik and GFT Group for identifying and moderating the panel and providing refreshments, Jessica Speweik (Amazon), McKenzie Miller (JPMorgan Chase), Andrew Brookes (Ford Credit), Scott Johnson (Salesforce) and Sid Nadella (Google) for serving as panelists, Kylie DeWeese for introducing the panel, and Professor Mary Anne Raymond for organizing the logistics.

Social media connects billions of people every day, but not everyone experiences it equally. Clemson's Professor Mary Anne Raymond, Ph.D., and Hillary Smith, assistant director of social media and adjunct marketing lecturer, are leading groundbreaking research on digital accessibility across major social media platforms. Their study, published in the Journal of Advertising Research, analyzed over 1,000 social media posts and revealed that most lacked proper accessibility features such as accurate alt text or video captions, leaving users with visual or hearing impairments at a disadvantage. Their findings highlight an urgent need for platforms to prioritize inclusivity, ensuring all users can fully engage in today's digital world.

Clemson Marketing's own Professor Michael Giebelhausen was featured in The New York Times in an article exploring how consumers respond to robots in restaurants. As a leading researcher on technology and customer experience, Professor Giebelhausen shared insights on why the future of automation hinges less on engineering and more on human emotion. His studies show that diners prefer human chefs because they believe people "cook with love"—but that a friendly interaction with a robot can shift those perceptions. His work highlights a key question shaping the hospitality industry: not what jobs robots can do, but what jobs consumers will allow them to do.

Meet the 2025-26 MS Marketing cohort and connect with them on LinkedIn! 

Clemson's MS Marketing program continues to shape the academic and professional paths of its graduates. Read Grace Gabaldon and Payton Griffin's testimonials to learn what drew them to the program, how its courses and hands-on experiences prepared them for post-graduation success, and how their Clemson education continues to influence their careers and perspectives on marketing today.

Grace Gabaldon '23 '24

"Almost every class had a real-world element, giving us the chance to work on actual projects with real clients."

Payton Griffin '22 '23

"The program felt like a telescope, zooming in on the details that come together to create value for consumers and audiences."

Kaleigh Weaver's journey to marketing success began with an unexpected pivot; from studying animal science in New York to discovering her passion for branding and communications. After leading public relations and rebranding efforts for her student government, Weaver followed that passion to Clemson's Master of Science in Marketing program at the Wilbur O. and Ann Powers College of Business. There, she found mentorship, creativity and hands-on experience, working with small local businesses through the Clemson Region Small Business Development Center. After graduating with her master's degree this past May, Weaver is ready to pursue a career in brand marketing, combining her love for creativity, strategy and client collaboration.

The Marketing Student Advisory Board is made up of sophomore, junior and senior marketing majors selected through an annual application process. Each representative has shown strong leadership and a commitment to improving the department and college. The board partners with marketing faculty on key initiatives and collaborates with the Wilbur O. and Ann Powers College of Business Student Advisory Board on broader interdepartmental efforts.

Clemson senior Kylie DeWeese '26 shares a powerful and heartfelt reflection on how the University became her true home, especially during her most difficult moments. After losing her mother during her first year, DeWeese found unwavering support from professors, staff and friends who helped her persevere and thrive. Now a double major in sports communication and marketing, she has taken on leadership roles across campus, including Cadency and the Marketing Student Advisory Board, as well as Clemson Athletics and local nonprofit work. DeWeese's letter is a testament to resilience, community and the transformative impact of the Clemson Family.

On Nov. 14, 2025, members of the Marketing Student Advisory Board traveled to Greenville to meet with marketing professionals. At Flare Media, the students were able to discuss ad placements, media buying and how AI is impacting this practice. They were even able to participate in a breakout activity for one of Flare's clients, allowing them to see how the team works through their media plan. Finally, the students visited the Greenville Swamp Rabbits to discuss the strategy behind sports marketing, promotions and partnerships. We are so grateful for the support of such amazing community businesses and the time they provided us with!

Keep us posted on your career updates, share internship opportunities or let us know of collaboration opportunities at marketingnews@clemson.edu.
330 Wilbur O. and Ann Powers Hall, Clemson, SC 29634 | 864-656-5295 | clemson.edu/business/departments/marketing

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