Undergraduate Major

The most visible link between businesses and the audiences they serve falls under the field of marketing. Marketing is a dynamic industry with many dimensions, including brand management, promotion, product planning, selection and distribution, and more. Marketing operations are carried out domestically and internationally in nearly all business organizations that offer a good or service and many marketing concepts and skills are applicable to the operations of organizations in education, healthcare, government and political campaigns. 


The Muma College of Business offers a B.S. in Marketing, with concentrations in Digital Marketing, Entrepreneurship, Professional Selling and Sports & Entertainment Management on the St. Petersburg campus.

View more information about options on the USF Tampa and Sarasota-Manatee campuses.


Two students sitting in a classroom looking at something outside the camera view

The marketing program prepares students for initial entry and management positions in many areas of marketing. The curriculum develops in students valuable interpersonal, collaborative and communication skills, while training them to deal with audiences who are constantly changing their needs, wants and desires. Through the program, students learn how to attract customers, use both traditional and digital media to reach audiences, analyze market information and thrive in a competitive environment with rapidly evolving technology.

At the St. Petersburg campus, students have the unique opportunity to analyze data, write reports and participate in professional consumer focus groups that are a staple of marketing research through the Customer Experience Lab. The goal of the lab is to serve the community and bridge the gap between academic and business research. Recently, the lab has worked with the Foundation for a Healthy St. Petersburg on what messaging resonates with various audiences as it pertains to Covid vaccines and helped conduct national surveys for Neptune Flood Insurance on perceptions of flood risk and flood insurance.  

Students are also encouraged to be part of the Professional Sales Club on campus, which is devoted to expanding knowledge of and interaction with the marketing and sales professions. In past years, students in this club have participated in Selling by the Bay, a quick-pitch competition providing real-world experience in a fast-paced selling environment. 

In addition to these experiential learning opportunities, marketing students have gone on to complete internships with the St. Petersburg Chamber of Commerce, the data protection company Guardian Eagle, the fintech company CashQ and more. With a Marketing degree, students are prepared for a variety of different career paths, including market research, brand management, sales, account management, advertising, social media, event marketing, customer experience management and more.  


Always refer to the Undergraduate Catalog for degree requirements. Students will normally begin progress toward the major by taking at least one course from the major core, as these often serve as prerequisites for the electives. Students are urged to consult with the marketing advisor to create the most beneficial set of courses.


For questions about this program, contact an Academic Advisor