By Laine Brennan, Marketing Major, UPIC Intern for the Department of Marketing, Class of 2026
At Clemson University’s Wilbur O. and Ann Powers College of Business, the Master of Science in Marketing program is designed to go beyond theory, equipping students with the analytical tools and real-world experience necessary to solve complex marketing challenges. One of the program’s most impactful components is its collaboration with the Clemson Region of the South Carolina Small Business Development Centers (SC SBDC), a partnership that connects graduate students in Professor Michele Cauley’s MKT8700 Market Research Practicum with local businesses in need of strategic marketing support.
Through this collaboration, students gain hands-on experience while contributing meaningful value to South Carolina’s economic landscape. For small businesses, particularly those without dedicated marketing resources, the partnership provides access to fresh insights, data-driven strategies, and innovative solutions. For students, it offers an immersive opportunity to apply classroom knowledge and market research skills in dynamic, real-world settings.
A Partnership with Purpose
For more than four decades, the SC SBDC has supported entrepreneurs across the state through consulting, education, and access to critical resources. As a center within Clemson University’s Wilbur O. and Ann Powers College of Business, and part of a statewide consortium of partner universities, it connects academic expertise with the practical needs of South Carolina’s small business community. This partnership not only supports business growth but also creates meaningful opportunities for experiential learning, allowing students to engage in applied research and real-world problem-solving alongside entrepreneurs. Together, this work advances South Carolina’s economic development while helping small businesses create opportunity, strengthen communities, and transform lives.
Within the MS Marketing program, this partnership takes shape through client-based projects in which student teams work directly with small businesses in Professor Cauley’s year-long Practicum course. This academic year alone, students will have served close to 20 small business clients. These engagements allow students to tackle real marketing challenges while developing professional skills in communication, strategy, and execution.
Cauley states, “Our MS Marketing program is structured to provide our students with experiential, data-driven learning to ensure that they are not only well positioned for the evolving marketplace but also capable of making immediate contributions to organizations in our state. By working alongside the Clemson Region SC SBDC, our students are active participants in strengthening local economies and supporting entrepreneurial success, one of Clemson University’s strategic pillars.”
A Case in Point: Supporting Vansco, Inc.
One recent example of this collaboration in action is a student team’s work with Vansco, Inc., a Greenwood, South Carolina-based manufacturer specializing in custom electrical wire harnesses and cable assemblies. As a business operating in the B2B space, Vansco faced unique challenges in refining its marketing strategy and strengthening its digital presence.
The Clemson MS Marketing team, composed of Gail Green (account executive), Lexi Hanushek (operations), Ryan Grant (market research), and Sarah Goldstein (team lead), worked closely with Vansco to develop a comprehensive marketing approach.
While each member held a defined role, the team operated collaboratively, supporting one another across tasks and ensuring a cohesive final product.
Their work focused on several key areas:
- Enhancing Vansco’s digital presence, including improvements to its website and Google Business profile
- Increasing visibility and professionalism on LinkedIn
- Strengthening search engine optimization (SEO) to improve discoverability
- Developing a digital interactive map to identify strategic trade show opportunities
- Refining the company’s unique selling proposition and clarifying its brand identity
To inform their strategy, the team leveraged Clemson’s Social Media Listening Center, an interdisciplinary lab that uses advanced analytics and artificial intelligence to monitor and analyze online conversations. By incorporating these insights, the students were able to make data-driven recommendations that aligned with Vansco’s goals and target audience.
Delivering Real Value
For Vansco, the partnership provided both strategic direction and practical outcomes. According to owner Al Merrill, the students made a meaningful impact on the company’s marketing efforts.
“Clemson students have added value to our marketing strategy by defining key elements of a marketing plan, assisting us in maintaining a professional online presence, directing our message to the target audience, and clarifying our brand identity,” Merrill said.
He also noted that the collaboration influenced the company’s broader approach to marketing. “As a result of their input, we are more focused on establishing a professional online presence and defining a marketing budget.”
For small businesses like Vansco, these improvements can be transformative. Merrill emphasized the accessibility and value of the program, particularly for companies without dedicated marketing expertise. “This program is especially good for companies that are too small to have a dedicated marketing resource or up-to-date marketing experience,” he said
Learning Beyond the Classroom
While the impact on businesses is significant, the experience is equally transformative for students. Working with Vansco exposed the team to the nuances of B2B marketing, a departure from the B2C-focused training many had previously encountered.
Student account executive, Gail Green, reflected on the opportunity to expand her perspective: “This project allowed me to hone my marketing research skills while gaining a new understanding of B2B marketing. It challenged me to think differently and adapt my approach.”
Beyond technical skills, the project strengthened essential professional competencies. Students developed communication skills through regular client interactions, learned to manage timelines and expectations, and gained experience navigating the complexities of working with a real business where marketing is not always the top priority.
The team also learned to effectively utilize Clemson’s extensive resources, including tools like the Social Media Listening Center and industry databases. These resources enhanced their ability to deliver data-backed insights and reinforced the importance of analytics in modern marketing strategy.
Sarah Goldstein highlighted the value of these tools in shaping the team’s approach. “Using Clemson’s resources allowed us to better understand how conversations about businesses unfold online and how that insight can inform strategy,” she said.
Equally important was the collaborative nature of the project. Team members learned to balance responsibilities, adapt to different working styles, and support one another to achieve a shared goal. Regular meetings with the client, ongoing progress updates, and a final presentation ensured accountability and professionalism throughout the engagement.
A Model for Impact
The partnership between Clemson’s MS Marketing program and the SC SBDC exemplifies the power of experiential learning. By connecting students with real businesses, the program creates a mutually beneficial environment where education and economic development intersect. Last year alone, six small businesses across the Upstate & Upper Savannah regions of South Carolina and beyond received over 340 hours of experiential learning through supervised consulting resulting in six tailored go-to-market strategies derived from market research insights and valued at $36,400. These collaborations supported a combined 61 jobs, fueled local economic development, and provided graduate students with hands-on consulting experience rooted in community impact.
Students graduate not only with advanced knowledge of marketing theory and analytics but also with the confidence and experience to apply those skills in professional settings. At the same time, small businesses gain access to innovative strategies and resources that might otherwise be out of reach.
As Clemson continues to prioritize hands-on learning and community engagement, initiatives like this partnership serve as a model for how universities can drive meaningful impact. These efforts prepare the next generation of marketing leaders while supporting the growth and success of local businesses across South Carolina.
