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Director's Welcome

Because its purpose is to create a customer, any business enterprise has two – and only these two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.

Peter Drucker

Welcome to the School of Marketing and Innovation at USF’s Muma College of Business!  We provide of an outstanding collection of undergraduate, graduate, and outreach programs across three campuses (located in Tampa, St. Petersburg, and Sarasota-Manatee) that create the next generation of business leaders and that help drive business success.  

We develop critical thinkers who produce results by leveraging creativity, analytics, and technology to collaboratively solve problems and deliver value to customers. A hallmark of our programs is the array of experiential learning opportunities we offer – both inside and outside the classroom.

For undergraduate students, we offer majors in Marketing, Supply Chain Management, Entrepreneurship, Global Business, and Business Advertising, and a minor in Sales. In addition, we offer outstanding co-curricular activities via excellent student organizations in all disciplines. Plus, we have a Marketing Practice Center that links students with paid consulting projects for local businesses.

For graduate students, we offer an MS in Marketing, MS in Supply Chain Management, and MS in Entrepreneurship and Applied Technologies, as well as MBA concentrations in Marketing Strategy and Digital Marketing, as well as a PhD concentration in Marketing.  We also offer graduate certificates in Digital Marketing, Customer Experience Management, and Entrepreneurship.

Just a few of our program accolades:

• Our undergraduate American Marketing Association chapter ranks #4 out of 330 AMA chapters across the U.S.
• We host the largest and most comprehensive annual intercollegiate sales competition in the world.
• Our Entrepreneurship program ranks #9 in the U.S.
• Our Supply Chain Management graduates earn among the highest starting salaries of any major in the college
• Our Zimmerman Advertising Program is the top living learning community at USF
• Our MS in Marketing program ranks in the top 35 in the U.S. (TFE Times)

Our school is also home to three centers of excellence that forge a strong and meaningful connection between academia and industry and that link research, teaching, and practice.  These include the Center for Marketing and Sales Innovation, the Monica Wooden Center for Supply Chain Management and Sustainability, and the Nault Center for Entrepreneurship.  Our relationship with our industry partners is vital to our success as an institution and to the fulfillment of our students’ goals.

Our award-winning faculty provide thought leadership and insight into topical issues across these disciplines via published research in their respective fields’ most prestigious journals, while also commanding the attention of the business press.

We are committed to creating and delivering value for you, and to helping you attain your objectives, whether you are a student at any level, alumnus, businessperson, community member, or any of our numerous stakeholders and constituents.

I invite you to learn more about our School by clicking on the various links embedded in this website.  Thank you for visiting and please let us know how we can be of service to you.

Go Bulls!

Douglas E. Hughes
Director, School of Marketing & Innovation
Professor of Marketing
dehughes1@usf.edu