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What should you expect from the program?

The Erwin Center is designed to give students hands-on experience in creative brand building, digital strategies, emerging media and account management. Classes will cover how to focus on consumer insights to build successful content strategies and social media campaigns, and students will learn how to leverage strategic media planning to achieve brand objectives.

Intro to Brand Communications and Advertising

Survey of Brand Communication CourseSurvey of Brand Communication - COMM 3660 Section 2
Credit Hours: 3 CRN: 84698
Prereq: Sophomore standing
Provides a historical perspective on the brand communications industry, introduces the concepts of the industry ecosystem and the players therein, and provides an overview of disciplines and the roles they play in the development of brand communication. In this course, students typically assess and create brand communications campaigns to solve challenges for non-profit clients. These are real-world challenges with clients participating with students by playing a role in briefing and ultimately reviewing the projects. Previous projects have included the following organizations: Big Brothers Big Sisters of the Upstate, Fostering Great Ideas, and NEXT Innovation Center.

  • Tuesday Evenings

  • 5:00 P.M. - 7:45 P.M.

  • Erwin Center Studio, Daniel Hall 303

  • Lisa Papenfus

How to Create a Big Brand

Brand Creation and CommunicationBrand Creation and Communication - COMM 3660 Section 3
Credit Hours: 3 CRN: 90642
The role of communication in brand creation and the processes involved in the development of a brand are examined. Students evaluate popular brands to understand their influence on consumers and the industry. Students will work on ideating and creating brand communications platforms and creative messaging to drive new brand experiences with consumers. Past clients include Uinta and Ritz Carlton.

  • Wednesday Evenings

  • 6:15 P.M. - 9:00 P.M.

  • Erwin Center Studio, Daniel Hall 303

  • Andy Mendelsohn

Creative Technology & Digital Brand Communication

Digital Analytics and Brand Communications - COMM 3660 Section 4
Credit Hours: 3 CRN: 90643
Explores interactive technology, digital content, social media strategy, digital project management, digital outlets, and website technology in relation to brand communications and digital analytics.

  • Thursday Evenings

  • 6:15 P.M. - 9:00 P.M.

  • Erwin Center Studio, Daniel Hall 303

  • Alicia Littleton

Elevating the Brand Through Effective Client Relations

Reputation Management - COMM 3990 Section 4
Credit Hours: 3 CRN: 84360
This course examines the unique combination of marketing, branding and strategic communication necessary for universities and other non-profit organizations to create and grow an army of advocates for their cause. This course also provides students with exposure to the critical thinking and project management skills required to become a successful marketer and communicator.

While the course format will include some lecture and skills training, the heart of this class will be the Creative Inquiry projects designed to give students hands-on experience in determining and articulating aspects of Clemson’s brand with key constituencies. Project groups will work on behalf of specific university clients to provide recommendations for elevating the Clemson University brand with important audience groups.

  • Tuesday Evenings

  • 6:00 P.M. - 8:30 P.M.

  • Daniel 414

  • Mark Land

Social Content and Strategy

COMM 4660 Section 1
Credit Hours: 3 CRN: 87588
In the contexts of health challenges and crises, individuals often rely on the power of narratives to heal, hope, and pursue possibility. In this special topics health communication course, students will participate in engaged practices aimed toward understanding the role of stories in the personal and public sphere as well as how humans experience resiliency through narrative organizing and build community amidst vulnerability. During the course of the semester, students will join the efforts of multiple organizations as well as develop a Clemson University focused project.

  • Monday Evenings

  • 7:00 P.M. - 9:00 P.M.

  • Social Media Listening Center, Daniel Hall 304

  • Nigel Robertson

The McLaren Project

COMM 3990 Section 3
Credit Hours: 1
While McLaren is surely becoming more of a recognized sports car brand and is well-known to the enthusiast ("petrolhead"), it is not as well-known to what we call the "lifestyle" buyer. The Lifestyle buyer has the money AND an interest in expensive sports cars but just wants to drive the car on the road and park at restaurant valets, cars-n-coffee events, that type of thing. They don't track drive and don't always read the buff books where we get the great reviews.

The McLaren Project tasks teams within the Erwin Center for Brand communications to create a digital campaign with their original thinking around a digital platform that is: (1) economical and (2) would provide more brand awareness to the proactive buyers - both lifestyle and petrolheads out there. Teams are tasked with avoiding celebrity/athlete tie-ins and high dollar influencers but are able to be as creative in developing their final presentations which will go before McLaren's Brand Marketing team in December.

  • Thursday Evenings

  • 4:00 - 7:00 P.M.

  • Watt Center 307

  • Lori Pindar and Bryce Conti