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University Communication

University Communication

Coastal Carolina University
P.O. Box 261954
Conway, South Carolina



Michael Latta


new product adoption, small business survival, simulations as active learning tools, the effects of promotion on demand

E. Craig Wall Sr. College of Business Administration

Michael Latta, assistant professor of marketing, joined the Coastal Carolina University faculty in 2005. He earned a master's degree and Ph.D. in psychology from Iowa State University.

Teaching interests
Latta teaches Marketing Strategy in the Wall College of Business Administration. He emphasizes active learning as the core teaching method requiring students to do research, write strategic plans and reports, and make presentations. The ability to identify important and relevant marketing and management strategies and to present them in their own words is the foundation of leadership development in business and prepares students for their highest and best position after leaving Coastal.

Business research interests
Latta is primarily an applied researcher. His work deals with real world problems in business that range from how to run a golf course to promotion strategies for pharmaceuticals. Business consulting experience includes predictive analytics, soft-modeling of key drivers and leadership training. His consulting engagements many times are tied to a research project resulting in a conference presentation and publication that includes student authors and contributions to the research process enhancing their portfolio as they prepare for life after Coastal.

Professional Experience
He has taught business courses at a variety of universities including Thunderbird School of Global Management, University of Notre Dame, St. Joseph’s University and University of the Sciences in Philadelphia, in addition to Coastal Carolina University. On the business enterprise side, he has worked in sales, marketing, product management, and strategic planning positions in a variety of corporations including DuPont, Wyeth, Boehringer Mannheim, and AstraZeneca. He also owned and operated a successful family consulting business for 15 years prior to coming to Coastal.

Contact Information
Phone: 843-349-6476