News from Clemson University's Department of Marketing
Spring 2026

Clemson marketing family,

Happy Spring – perhaps the best time of the year in Tigertown! I'm grateful for Spring, especially after the unusually cold, snowy Winter we had. I'm also grateful for the many people who support our students and the Department of Marketing. Almost weekly, alumni, parents of current or recent students and members of the local business community contact me to ask, "What can I do to help?"

In response to these requests, I have begun compiling a list of our needs. While we always appreciate people giving their time and sharing their expertise, I wanted to focus on financial support as Clemson nears the end of our fiscal year. Financial contributions help strengthen academic programs by funding scholarships, supporting experiential learning, enhancing classroom technology and supporting faculty recruitment and development. As a donor, you're investing in the future workforce, building visibility for you or your organization and creating lasting impact by supporting innovative initiatives and programs. Your contribution can be earmarked for specific initiatives or support the area(s) of greatest need. If you would like to provide financial support, consider the following opportunities:

Gifts to the Marketing Excellence Fund offer the most flexibility, as they support the areas of greatest need, such as student travel and events, student awards and scholarships, faculty research and travel, and student and faculty recruiting. Gifts can also be earmarked to support specific areas of impact, including:

Providing a one-time scholarship to allow a student to study marketing in major international cities through the Gateways to World Markets (New York) or European Perspectives on Marketing (London/Paris) programs. Minimum gift: $1000 per scholarship.

Sponsoring an industry trip for a group of students to help them gain firsthand insight into workplace expectations, explore potential career paths and better understand how their academic learning connects to real-world practice. Minimum gift: $1,500-$2,000, depending on the trip location and the number of students.

Sponsoring a lunch-and-learn for a group of students to help them learn about real-world marketing applications, identify career paths and expand their professional networks. Minimum gift: $250- $500, depending on food costs and the number of students.

Visit the Marketing Excellence Fund webpage for donation options. If you would like your gift to support one of the specific impact areas listed above, please contact Danny Weathers, chair of the Department of Marketing, with your request.

The Michael J. Dorsch Memorial Annual Fellowship helps attract top students by providing an annual scholarship to a student in the Master of Science (M.S.) marketing program. Visit Clemson Forever for donation options. Specify that your gift will support the "Michael J. Dorsch Memorial Annual Fellowship."

Department of Marketing Annual Scholarships reward and support top undergraduate students in sales, sports marketing, marketing research and general marketing. Visit Clemson Forever for donation options. Specify that your gift will support the "Marketing Department Annual Scholarship" or the "Tiger Paw Classic" (student-run golf tournament with proceeds going to scholarships and student support).

Endowing a scholarship for marketing students will provide ongoing financial support for our current Tigers and generations of future Tigers. An endowed scholarship has an immediate impact on students and your Clemson legacy. To contribute, please contact Katharine Anne Ashmore for more information.

Endowing a Professorship supports marketing students by allowing us to attract and retain top faculty talent. To contribute, please contact Katharine Anne Ashmore for more information.

The J. Daniel and Nancy Garrison Sales Innovation Program develops students' sales expertise through education, experiential learning and industry engagement. To contribute or for more information about supporting the SIP, contact Ryan Mullins, director of the J. Daniel and Nancy Garrison Sales Innovation Program.

Thank you for sharing your time, expertise and money! Without this support, we couldn't offer the many great opportunities and experiences highlighted in this newsletter. As always, Go Tigers!

Danny Weathers, Ph.D.
Chair and Professor

Clemson marketing alumna Peyton Finley credits her time on campus for shaping her career in sports marketing and partnerships. Inspired by Professor Amanda Cooper "Coop" Fine and hands-on experiences, such as leading the Tiger Paw Classic, she built a strong foundation through coursework, mentorship and real-world involvement.

Since graduating, Finley has worked with organizations including the Tampa Bay Buccaneers, Tampa Bay Lightning and RISE, gaining experience across community impact, events, and marketing. Today, she serves as a partnership activation manager at Boston Common Golf, where she collaborates with corporate partners to bring sponsorships to life across a growing league.

Finley encourages students to gain experience early, build meaningful relationships and develop a reputation for reliability. "The sports industry is small, and trust is everything," she says.

Clemson University's Master of Science in Marketing program is bridging the gap between classroom learning and real-world impact through its longstanding partnership with the Clemson Region of the South Carolina Small Business Development Centers (SC SBDC). Through Professor Michele Cauley's Market Research Practicum, graduate students collaborate directly with local businesses, applying data-driven strategies to solve real marketing challenges while gaining hands-on experience. This year alone, students will support nearly 20 small businesses, delivering insights that enhance digital presence, refine brand identity and drive growth.

A recent project with Vansco, Inc. highlights the program's impact, as students developed actionable marketing strategies that strengthened the company's online visibility and strategic focus. By combining experiential learning with community engagement, the M.S. marketing program not only prepares students for immediate success in the workforce but also plays a vital role in advancing economic development across South Carolina.

Camryn Curry, a marketing major and management minor from Orlando, Florida, serves as senior chair of the Marketing Student Advisory Board (MSAB), where she plays a key role in strengthening connections between students and faculty while helping shape the overall marketing student experience. In this leadership position, she collaborates with fellow board members to plan engaging departmental events, elevate student perspectives and lead initiatives, including the semesterly industry trip. Through these experiences, students gain behind-the-scenes access to leading organizations, including Bank of America Stadium and Coca-Cola.

Through her involvement in MSAB, Curry has cultivated strong leadership, communication, and teamwork skills while fostering a sense of community among marketing students. She encourages others to get involved, describing MSAB as a valuable opportunity for those who want to connect with peers, contribute ideas and make a meaningful impact within the department. "It’s a chance to bring new ideas to the table and serve as a spokesperson for the department," she said.

CU Insights brings classroom concepts to life through its annual Marketing Research and Insights industry trip, giving Clemson students a firsthand look at careers in marketing analytics. This past fall, 16 students traveled to Atlanta with Professor Anastasia Thyroff, visiting Kantar, Inspire Brands and Microsoft to see how data and insights drive strategy and innovation for leading brands.

Throughout the experience, students engaged with industry professionals, explored real-world case studies and connected their coursework to practical applications. These immersive visits not only expanded their understanding of marketing research but also helped them build confidence, grow their networks and gain clarity about future career paths in the field.

Chances are, you've heard that buying experiences brings greater happiness than buying material goods. A concert ticket over a new outfit, a cooking class over a new kitchen gadget - the advice seems straightforward enough.

But Anastasia Thyroff, Ph.D. (Clemson University Department of Marketing) and Matthew Hawkins, Ph.D. (Université Bourgogne Europe) suspected there was more to this story. Their research reveals that how we intend to use a purchase matters more than whether it's physical or experiential.

When they classified purchases by intended use, a third category emerged: activity engagement purchases - purchases that support ongoing, meaningful activities. And these generate the most happiness of all.

Consider running shoes. Buy them as a collector's item to display? That's a material purchase. Buy them for a once-in-a-lifetime Boston Marathon? That's an experiential purchase. But buy them for your weekly neighborhood runs - to build endurance or connect with a running community? That's activity engagement, and it brings the most lasting happiness.

Dean's Award for Excellence in Business: Kylie DeWeese

Department of Marketing Annual Award for General Marketing: Laine Brennan and Drey Owen

Department of Marketing Annual Award for Sports Marketing: Sophia Brubaker and Noah Boudolf

Department of Marketing Annual Award for Research: Cooper Norris and Olivia Adrian

J. Daniel and Nancy Garrison Sales Innovation Program Students of the Year: Lilly Respess and Garrett Began

With graduation just around the corner, we proudly celebrate our seniors for their dedication, resilience and commitment to finishing strong. Take a look at where some of our students are headed next as they begin this exciting new chapter.

Senior marketing major Mira Soin's journey to Clemson began with a campus tour and grew into a college experience defined by connection, leadership and bold leaps of faith. From serving as a Clemson University tour guide to engaging with student-run agencies and campus organizations, Soin embraced every opportunity to get involved and built relationships that shaped her academic and professional path.

That spirit of connection carried her to a competitive internship with Fans First, the company behind the Savannah Bananas tour, where she gained hands-on experience in sports entertainment marketing. Supported by mentors and faculty in the Wilbur O. and Ann Powers College of Business, Soin developed creative agility and confidence in a fast-paced, high-energy environment. Her story reflects Clemson marketing's commitment to experiential learning, meaningful mentorship and preparing students to launch Fiercely Forward into impactful careers.

When Spotify releases its annual Wrapped campaign, millions eagerly share their personalized listening summaries across social media. According to Clemson marketing professor Ishani Banerji, the campaign's success lies in its ability to tap into two fundamental human needs: the desire to belong and the desire to stand out. Drawing on optimal distinctiveness theory, Banerji explains how Wrapped balances connection and individuality by letting users celebrate shared favorites while showcasing their unique tastes.

Spotify has transformed personal data into vibrant, shareable stories, turning a year of listening into a global cultural moment that has sparked billions of views, inspired brand imitators, and earned top industry honors. Wrapped is more than a recap; it's a masterclass in consumer psychology and experiential marketing.

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

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