School of Marketing and Innovation
Academic Programs
Marketing and innovation sit at the heart of business growth. The School of Marketing & Innovation prepares students to excel in a marketplace defined by rapid change, digital acceleration, and the need for durable, career‑ready skills. Our programs combine creativity, analytics, and hands‑on experience to help students build the competencies employers value most.
Marketing is both an art and a science, requiring the ability to understand customer needs, craft value, and activate markets in ways that build lasting relationships and drive competitive advantage. Our curriculum is intentionally designed to help students develop these capabilities through cutting‑edge coursework, experiential exercises, and student‑company engagement.
Undergraduate Programs
Market Development Concentration
The Market Development Concentration prepares students for a wide range of customer‑facing and market‑activation roles. Students learn how to understand customer needs, communicate value, and support organizational growth, skills that translate across the fastest‑growing areas of marketing and customer engagement.
Career pathways
experiential marketing, field marketing, customer success, brand activation, marketing specialist roles, business development, account management.
This concentration builds durable competencies such as:
- Customer insight and market analysis
- Value communication and messaging
- Relationship building and customer engagement
- Field and experiential marketing execution
- Professional communication and presentation skills
Digital Marketing & Analytics Concentration
The Digital Marketing & Analytics Concentration equips students with the analytical, creative, and technical skills needed to thrive in today’s rapidly evolving marketing environments. Students learn how to use data to understand customers, optimize campaigns, and measure performance.
Career pathways: digital marketing, social media, analytics, customer experience, market research, customer insights, category analyst, brand assistant.
Key skill areas include:
- Digital marketing strategy and platforms
- Social media management
- Marketing analytics and dashboards
- Customer experience and engagement
- Applied digital projects with real companies
Minor in Sales
Sales is the interpersonal embodiment of the marketing concept and remains a high‑demand skill across industries. The Sales Minor provides students, from any USF major, with foundational competencies in sales, customer engagement, and value communication.
Sales skills are relevant across all careers and industries including finance, supply chain, engineering, entrepreneurship, life sciences, art and performance, hospitality, advertising, and professional services, the sales minor is an excellent complement to any degree program.
Students benefit from co‑curricular opportunities that include professional engagement and experiential learning with industry partners.
Supply Chain Management Programs
Supply chain management ensures the efficient and sustainable flow of goods, services, and finances across global networks. Students gain career‑ready skills in logistics, operations, analytics, and sustainability, all areas experiencing rapid growth and employer demand.
The School offers:
These programs prepare students for roles in logistics, procurement, operations, and supply chain analytics.
Zimmerman Advertising Program (ZAP)
The Zimmerman Advertising Program is a highly selective, accelerated pathway that prepares future leaders in advertising at both the national and international levels. Students earn a bachelor’s degree in business advertising and complete a master’s degree in mass communications in one additional year.
Graduate Programs
Master of Science in Marketing
The MS Marketing program develops advanced analytical, strategic, and research skills for individuals pursuing leadership roles in marketing, insights, digital strategy, and brand management. Coursework integrates theory with applied learning, preparing graduates for high‑impact roles in industry or continued academic study.
PhD in Business Administration — Marketing Concentration
The PhD program prepares scholars to conduct rigorous, high‑impact research that advances marketing theory and practice.
Why Study Marketing & Innovation at Muma?
Our programs are built around:
- Career‑ready skills that employers demand
- Experiential learning through projects, competitions, and industry engagement
- Strong connections to regional and national employers
- Durable, transferable skills that prepare students for long‑term success
Students graduate ready to create value, drive innovation, and lead in a dynamic business environment.