School of Marketing and Innovation

Director's Welcome

Doug Hughes

“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.” – renowned business scholar 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.  

For undergraduate students, we offer majors in Marketing, Supply Chain Management, Entrepreneurship, Global Business, and Advertising, along with concentrations in Sales and Sport & Entertainment Management.

For graduate students, we offer an M.S. in Marketing, M.S. in Supply Chain Management, M.S. in Entrepreneurship and Applied Technologies, as well as MBA concentrations in Sport & Entertainment Management, Marketing Strategy, and Digital Marketing, and a Ph.D. in Marketing.  We also offer graduate certificates in Digital Marketing and in Entrepreneurship.

Our school is home to four 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, the Center for Entrepreneurship, and the Vinik Sport & Entertainment Management Program.  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.

As a former corporate executive and now, for the last twelve years, a professor in higher education, I am delighted be part of a such a distinguished group of scholars and such an impressive array of programs.  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