Associate Director of the Zimmerman Advertising Program
Carol Osborne, a veteran of nearly two decades of advertising industry experience, is an instructor for the Muma College of Business marketing department, and holds the title of Associate Director of the Zimmerman Advertising Program (ZAP). She earned her BA from State University of New York at Albany, and her MBA from the University of South Florida.
Osborne gained deep insight into brand management and market research as an advertising manager for Cox Media's Val-Pak division, the direct-mail giant who handles clients large and small. Quickly rising through the ranks, Osborne was soon named as the Vice President of Marketing for the Cox Media Group and was recognized as a "Woman to Watch" by the industry's leading publication, Advertising Age, in 2000.
After enjoying a successful career in advertising, Osborne decided to teach marketing and advertising students at USF, and also took on the role of directing the AAF National Student Advertising Competition (NSAC). Run by the American Advertising Federation, NSAC allows students across the nation to compete to produce the best campaign for a real national client. During her first year with NSAC, Osborne was most was impressed with the dynamics of advertising students and their research, strategy, and creative execution skills. After spending 20 years in the account management side of the advertising field, she found a passion in working with students who were also looking to enter advertising and marketing careers.
"Part of what makes ZAP a unique course of study is the collaboration between two powerful colleges, Arts and Sciences, and Business" said Osborne, adding that she enjoys her role creating and maintaining business culture into an advertising curriculum. Osborne is responsible to ensure that ZAP covers the business aspect of advertising such as marketing strategy, marketing research, segmentation, targeting, and position. This is important for accreditation standards and reporting measures that assess the program for the Muma College of Business. The most enjoyable part of her job is with the ZAP study abroad program, which allows her to take the students to London each summer.
When asked what advice she would give to students starting in ZAP, she said she would recommend each student to begin (or continue) reading business news to comprehend how integral advertising and marketing are to brands, organizations, governments, media, and even, universities.