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| News from Clemson University's Department of Marketing
Winter 2024
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From the Department Chair
Dear alumni, friends and supporters:
I'm a statistician by training, so I like numbers. Since the "interim" label was removed from my title as Chair of the Department of Marketing in Summer 2024, I've spent much time digging through numbers to better understand our department. While I won't bore you with the many statistics I've uncovered, a few are worth noting. In Fall 2015, we had 404 undergraduate and 12 graduate marketing majors. In Fall 2024, these numbers are 972 (undergraduate) and 38 (graduate). This represents a 140% increase in undergraduate majors and a 217% in graduate majors in just 10 years! For comparison, Clemson University's growth has been 28% for undergraduate students and 21% for graduate students over the same period. Marketing is now one of the largest undergraduate majors on campus.
While opportunities always exist to improve, this growth suggests we're doing something right. Among other things, students tell us our courses are relevant and they like our faculty and advisors. We also focus on experiential learning, a priority in the Clemson Elevate strategic plan - Deliver the #1 Student Experience. For example, we provide ample opportunities for students to engage with industry through class projects, internships, industry trips and study abroad. In 2023/2024 alone, through guest speakers, industry panels and other networking opportunities, the Department had over 7600 industry-student interactions! Two experiential learning examples from November 2024 are worth highlighting. First, Alyssa Neff, a marketing major and Honors student, showcased her research on AI-enabled marketing with faculty member Mike Giebelhausen at the Society for Marketing Advances conference in Tampa. Although faculty members or doctoral students, not undergraduates, usually present research at major academic conferences, Alyssa represented the Department and herself quite well! Second, the Marketing Student Advisory Board took an industry trip to Greenville, where they met with the Greenville Drive, the Peace Center, Michelin and FerebeeLane.
These and other experiential learning opportunities aren't possible without the generous support of our industry partners, alumni, donors and others. Thank you! While we're excited that students view marketing as a desirable major, maintaining a high-quality student experience becomes more challenging as the number of students grows. With over 1000 majors, we need your support now more than ever. If you're looking for opportunities to contribute, please let me know. We'll find ways to get you plugged in, whether through mentoring students, serving as a guest speaker in classes or for panel discussions or hiring Clemson marketing graduates. Or consider a financial gift to the Marketing Excellence Fund. This fund provides the department with flexibility in supporting student and faculty initiatives.
We wish you a wonderful holiday season and hope to see you in the upcoming year. Go Tigers!
Danny Weathers, Ph.D.
Chair and Professor
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In This Issue
Enjoy Stories and Highlights from this Semester:
- Alumni Spotlight
- Marketing Student Advisory Board
- New Faculty
- Student Scholarships
- M.S. Program Update
- Student Engagement
- Faculty Research
- In the News
- Stay Connected
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Alumni Spotlight: Brecken Campagna
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Marketing Student Advisory Board
On Nov. 15, Marketing Student Advisory Board members embarked on their annual Fall Industry Trip to Greenville. This valuable opportunity connects Clemson marketing students with local professionals and showcases the diverse roles and dimensions in which marketers can thrive. Students gained insights into the business strategy behind the Pearce Center, Ferebee Lane, Greenville Drive and Michelin.
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The Clemson marketing department has recently added two new faculty members: Yuanyuan (Gina) Cui, Ph.D., and Alec Pappas, Ph.D. Cui's research is centered around the intersection of misinformation and consumer behavior, bringing a unique marketing perspective to the study of dissemination and engagement. Pappa's research focuses on social dynamics in sales and how these factors affect performance and turnover in the workplace. Learn more about our new faculty members.
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Each year, outstanding students are recognized by both the Wilbur O. and Ann Powers College of Business and the Department of Marketing for their commitment to excellence and continuing to uphold the value of a Clemson degree. View this year's award recipients.
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M.S. Marketing Program Update
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Cohort Spotlight
We want to highlight the newest members of our M.S. Marketing cohort! This master's program is designed to enhance the skills of students who pursue a marketing-related career by advancing their expertise in marketing theory and practice. Meet this year's members!
Alumni Spotlight: Emily Brown
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Gateway to World Markets
This summer, a group of finance and marketing students met with over 100 business leaders in New York City as part of the "Gateway to World Markets" course. Here, students enhanced their global awareness, saw how trends affected business, learned about the importance of relationships across companies and markets and gained insights into their future careers. See where our marketing students went and how to inquire about future class participation.
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'The Tortured Poets Department' highlights the dark side of social media
Marketing professor Angeline Scheinbaum has studied how social media affects consumers' mental health. When she recently listened to Taylor Swift's latest album, she noticed parallels between the lyrics and the research she's been conducting for the past decade. Read more.
AI and Robots in Restaurants Face Human Issues
A recent New York Times article highlighted research by Michael Giebelhausen, associate professor of marketing, and colleagues on using robots in service industries. Their research finds that using robots in retail spaces, such as restaurants, has a positive negative impact on the customer experience due to a lack of perceived emotional connection. Read the article.
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Sales Faculty Research Collaborations with Industry Partners
At the Wilbur O. and Ann Powers College of Business, the sales faculty is redefining how academia and industry can collaborate to solve real-world challenges. By working closely with industry partners, they're driving research that doesn't just add to the academic field but also creates actionable insights that impact how businesses operate. Read more.
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CU Insights Students Explore the Marketing Research Industry in Atlanta
CU Insights, a marketing research and insights club, recently visited Atlanta on an industry trip to experience market research in a real-world setting. While there, they visited SKIM, Coca-Cola and Chick-fil-A. Learn more about their industry trip.
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