Wilbur O. and Ann Powers College of Business

Clemson answers market demand with new MBA in digital brand communications


Clemson University will launch a new MBA concentration in digital brand communications for the Fall 2022 semester, covering the topics of digital trends, content strategy and decision modeling to prepare students for the new frontier of strategic branding and marketing.

Clemson’s top-ranking MBA program is revered across the country for its innovative approach paired with hands-on experience through collaborative projects with some of the world’s most prestigious companies. In addition, the MBA concentrations in entrepreneurship and innovation, and business analytics have proved invaluable in preparation for today’s ever-changing workforce.

The new concentration is a partnership between Clemson and the Erwin Center for Brand Communications and is now open for Fall 2022 enrollment.

“At the Erwin Center, we strive to equip students with the tools to build brands that offer the best customer experiences,” explains Katie Hildebrand, executive director of the Erwin Center for Brand Communications. “This MBA concentration offers a dynamic and experiential learning environment through collaboration with industry professionals, with the goal of generating future leaders who can leverage technology to meet consumer needs and generate relationships.”

The program will blend the applications of brand experience planning, creative storytelling and data analytics to create meaningful relationships between brands and consumers in the modern market.

“What we’re committed to in the Clemson MBA program is creating great leaders for the future,” explains MBA Program Director Greg Pickett. “There are many avenues to achieve that sense of leadership, and I think building great brands is going to be one of those areas that will be in high demand.”

Whether through social media or virtual reality content, brands are using data, technology and storytelling to forge stronger relationships and consumer experiences than ever before. The Clemson MBA in digital brand communications intends to build the next generation of brand leaders through experiential learning.

“This degree focuses on blending the creative side of storytelling with the logistical side of strategy and operations,” shares MBA Director of Academic Programs Jane Layton. “Students will have the opportunity to apply their knowledge to real-life projects in their capstone course, teaming up with local companies and presenting their campaign results with their professors and our business partners.”

Coursework covers instruction in the art and science of brand building, including classes in digital trends, e-commerce platforms and data visualization. Students will also have the opportunity to solve real-world challenges through hands-on coursework in a digital strategy capstone course, developing new branding strategies for local businesses.

“Branding and storytelling have always been a part of marketing,” adds Pickett. “What’s changed is the way we communicate with consumers. This program will position our students for success in any venture. It’s the necessary cross-section of creativity, communication and data we need in business today.” 

The two-year, part-time program blends online and in-person learning, designed for working professionals of all backgrounds. Students will complete the majority of coursework online with the addition of two on-campus residency weekends per semester to develop strong connections with classmates, professors and industry partners. “The beauty of this concentration is that you aren’t required to have a background in marketing to apply,” says Layton. “You could come from any background, whether it’s engineering or finance, and be successful.”

For more information on Clemson’s MBA in digital brand communications or to apply, visit www.clemson.edu/MBAdbc.

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