From the Dean
Florida Tomorrow. It's more than a catchy name for UF's third capital campaign. Add an exclamation point, and it's an emphatic cheer
for the Gator Nation. "Florida Tomorrow!" is about building on UF's position as one of the nation's best public universities. Whether
measuring the quality of students, faculty or athletic success, we have a strong foundation to propel us into the future.
We are confident and enthusiastic about "Florida Tomorrow!" because of the groundwork that has been laid in the past. Today, the
Warrington College of Business Administration serves more undergraduates than almost any other college at UF. Looking back over the
past 30 years, we have met our mandate to provide the highest quality education, despite limited resources. In fact, as in so many cases,
necessity was the mother of invention. The budget limitations and burgeoning population of students in the 1970s pushed us to change
the way we teach business forever. In the 1990s, when technology caught up with our vision, we introduced programs delivered over
the Internet. Our electronic platform programs are widely recognized for their innovation and quality.
But, in the end, faculty are at the heart of what we do. By focusing on recruiting and retaining quality faculty, we have excelled in
national and international rankings. Graduate students and undergraduates alike benefit from faculty research and interaction with
industry. We foster this interaction to produce graduates with the teamwork and decision-making skills that make organizations effective
and profitable. We also focus on teaching ethics and servant leadership, so that our graduates develop into leaders in their communities.
Being in the business of developing leaders naturally leads one to think about the future. So we must also add a question mark and
ponder "Florida Tomorrow?" when designing a curriculum that will serve our students today and in their future careers. What will
classes without walls and our students look like 20 years from now, or 50 years? What kind of global visibility and position will
UF and the state of Florida have in a world with a borderless economy?
These are big questions, and as we approach our second century of educating business leaders, we know what it takes to be a top tier
business school. Our strategy is to be ahead of the curve in defining and providing the skill sets for success, and preparing our students
for "what comes next," no matter what "next" is. With your support of the Florida Tomorrow campaign, you have the power to prepare
us to meet that challenge.
Dean John Kraft
The Promise of Tomorrow
What is Florida Tomorrow? Here at the University of Florida's
Warrington College of Business Administration, we believe it's
an opportunity, one filled with promise and hope. It's that belief
that feeds the university's capital campaign to raise more than
The Florida Tomorrow campaign will shape the university, cer-
tainly. But its ripple effect will also touch the state of Florida,
the nation and the entire world. Florida Tomorrow is pioneering
research and spirited academic programs. It's a fertile envi-
ronment for inquiry, teaching and learning. It's being at the
forefront to address the challenges facing all of us, both today
What is Florida Tomorrow? At the Warrington College of
Business Administration, it's our pledge to support faculty, stu-
dents and programs. It's our commitment to improve the business
landscape, here at home and around the globe. And it's our prom-
ise to future generations to prepare tomorrow's next great leaders.
UF College of Business
Florida Tomorrow Campaign Goals
Endowed Graduate Scholarships
Degree Programs and Centers
TOTAL $112 million
i.i' I t-
Florida Tomorrow is a place ..
where ideas are translated into action.
"Success," author Henry David Thoreau once said, "usually
comes to those who are too busy to be looking for it." Thoreau
might not have had UF's Warrington College of Business
Administration in mind we he uttered those words, but the senti-
ment applies there.
UF's business college has a reputation as one of the finest in the
world. Case in point, one recent listing of America's public busi-
ness schools ranked UF's MBA program No. 2 for overall academic
experience and another had UF in the top 10 in accounting, market-
ing, real estate and finance. In 2006, The Economist, an international
magazine that caters to executives and policymakers, did one bet-
ter; it placed the Warrington College of Business Administration at
the top of America's public institutions and fifth worldwide.
What sets UF apart are its professors, claim the editors and vot-
ers who put such lists together. UF's business college prides itself
in recruiting and retaining talented, committed faculty members.
One of those professors is Richard Lutz. Lutz, the J.C. Penney
Professor of Marketing, teaches both MBA and undergradu-
ate students. His popular Principles of Marketing class with
a classroom enrollment of 100 and another 1,400 students who
take the course online even caught the attention of editors at
Lutz is so good at what he does, one student told the maga-
zine's reporter, "I know many people who changed their business
concentration to marketing after taking his class." Another stu-
dent called Lutz a "wonderful teacher, mentor and friend who
truly cares about his students."
Lutz shrugs off the compliments. It's the college's students, he
says, who should be praised that they're the ones making a
name for the Warrington College of Business Administration.
"Fortunately for us, we get the finest [students] in Florida,"
Lutz says. "Teaching this caliber of student is a constant challenge
and a treat."
Still, he admits, there is a circular pattern: good professors
attract gifted students; and top students and professors together
elevate a program's reputation; as a result, a more-respected pro-
gram makes it easier to recruit quality professors; and so on and
so on. Because of that, it's critical to the business college's success
that it continues to lure and keep the best and brightest professors.
"We realize that faculty renewal is essential, not just for the
teaching mission," Lutz says, "but also to sustain our research
excellence and continue our service to the state and nation."
And, he could have added, to keep that cycle of excellence intact.
Florida Tomorrow is a day
when no man lives in darkness and none know hunger or thirst.
Global climate change, water shortages and terrorism, at
first glance, might seem out of place as topics of study in a
business college. But in the Warrington College of Business
Administration, those issues are front and center.
Researchers and professors there in the Public Utility Research
Center are looking to solve potentially crippling problems before
they become reality. That proactive approach to natural and man-
made threats such as hurricanes and terrorism is critical to
ensure that international, national and state infrastructure does
not collapse in times of calamity.
To that end, the center regularly contributes reports and schol-
arly publications to the fields of energy, telecommunications and
water resources. It also is host of an annual conference and an exec-
utive development workshop for utility commissioners. All this
is done with the goal of dealing with concerns that unite people
across the globe; and more immediately, address issues regarding
water and emergency preparedness that affect Floridians.
Sanford Berg is one of the people at UF's business college
committed to the Public Utility Research Center's cause. As a dis-
tinguished service professor and director of water studies, he's
well aware of the looming water crisis facing Florida's residents.
"Water is not free use by one sector diminishes availability to
another," he points out.
The simple economics of that natural resource, he says, calls
for close attention and understanding of "what we're giving up
when we make choices, whether watering our lawns or filling our
Likewise, emergency preparedness is of particular concern to
Floridians, especially since five of the seven most-intense hur-
ricanes ever to hit the United States crashed into the Sunshine
State. UF's Public Utility Research Center is stepping forward
there, too. The center is coordinating information and research
nationwide in an attempt to help maintain and restore utilities to
the state's ever-growing population should storms or other catas-
In short, say professors in the Warrington College of Business
Administration, the work done through UF's Public Utility
Research Center is as important in preparing for doing business
in the 21st century as learning about taxes and marketing plans.
The center's role, after all, is to examine and explore ways to
make energy, water and telecommunications less costly and more
reliable all while adjusting to an ever-changing world and
Florida Tomorrow is a belief ...
that the bottom line isn't the only thing that counts.
The Business of Communication
In business, communication matters. So much so, in fact, that
American corporations spend $3.1 billion each year helping
employees become better writers and speakers. Business icon Lee
Iacocca, former CEO of Chrysler Corp., considered good communi-
cation skills an integral part of success.
"You can have brilliant ideas," he said once, "but if you can't get
them across, your brains won't get you anywhere."
That simple truth is the heart of the mission at UF's
Warrington College of Business Administration's Center for
Management Communication. It's the center's job to make sure
UF's students have the writing and public speaking skills to
thrive in the business world.
That's important, says Fiona Barnes, the center's director. She
points out a U.S. Department of Education report that notes that
college graduates with strong writing skills earn three times more,
on average, than their peers.
The concept that communication and business go hand-in-hand
is nothing new. Warrington College recognized that long ago.
What makes that especially crucial now, however, is that more and
more society is functioning in information-based economy, where
the difference between reward and failure can be the direct result
of effective communication in memos, letters, e-mail, reports
and presentations. The Center for Management Communication,
Barnes says, can correct "the inadequate communication skills of
otherwise well-prepared students."
The center serves 250 students a semester. Barnes, though, antic-
ipates that number will continue to grow. She believes the writing
and public speaking courses offered through the center could
someday become a core in the curriculum and a touchstone for a
minor in business writing.
All indications are that the center is on that path. One of the
courses offered through the center is called Writing in Business.
In 2006-07, two students in that class entered the Association for
Business Communication's national writing competition. It was the
first time anyone in the Center for Management Communication
had bothered entering a contest of any kind. Nevertheless, UF's
students won first and third place.
While that sort of recognition is appreciated, it's just a mere
reflection of the center's role in the business world of the 21st
century, Barnes insists. Through rigorous training, tomorrow's
businessmen and businesswomen will have the written, oral
and non-verbal communication skills to do well in the work-
place. Those alumni and their companies, Barnes says, will be
the real winners.
Our Vision of Tomorrow
There's a lot to brag about here in the Warrington College of
Business Administration. We offer more degree programs world-
wide than most business schools; our Hough Graduate School
of Business is one of the largest of its kind; and we're constantly
ranked among the best in the nation.
Those are laudable accomplishments, certainly. But what
makes us most proud is that our students graduate with the
tools, knowledge and confidence to fulfill their dreams and are
remarkable assets to the business community. Our alumni know
how to manage information and relations across cultures, fos-
ter and finance innovation, and balance sustainable development.
Given the unique geography and economy of the state of Florida,
we consider it our responsibility to give our graduates, our state
and our country an enduring advantage in a competitive world.
We could rest on our laurels, but we won't; we know we can
do so much more. We look forward to the challenges and oppor-
tunities tomorrow will bring, and we embrace our role indeed,
our commitment to set the standard for business schools in
the 21st century.
That aspiration, with your help, is within reach. Stakeholders
in the Warrington College of Business Administration can make a
positive impact now and continue touching lives for generations
to come. Numerous naming opportunities are available within
the college to help construct buildings, enhance the undergradu-
ate experience and support graduate education.
Some of those are:
> Professorships and department chairs
> Classrooms, breakout rooms and signature areas
for student services and career services in William R.
Hough Hall, which is slated to open June 2009
> The undergraduate program in business
> Specialized master's degree programs
> Research and educational programs
We invite you to join the Warrington College of
Business Administration in making our shared
vision of Florida Tomorrow a reality.
"The university and the professors there I don't think have
ever been an ivory tower.What they are doing to train and
develop young people, to use their intelligence and move
forward, is driving business success today and in the future.
UF is where problems are solved for all kinds of issues
in Florida, and that knowledge is transferred out as stu-
dents leave, start their own businesses, work in business
or take on roles in education, medicine or administration.
That impacts all of us our businesses, our medical care,
everything around us."
- Beth McCague, alumna and co-chair of the university's
Florida Tomorrow capital campaign.
"My overall experience with the program was phenomenal.
Every day I use what I learned.This program is the prac-
tice of business, not the principles"
- Carol Bosshardt, alumna who enhanced her already
successful career with a specialized master's degree
"One of the things that I look at in investing is obviously
you have to have a return on your investment. So I kind
of look at this as I'm transferring some money from one
manager to another manager [in this case it will be man-
aged by the UF Foundation] and the proceeds of that gift's
total return, a portion of that will go back into funding the
programs for our center."
- Kelley Bergstrom, alumnus and benefactor of the Kelley
A. Bergstrom Center for Real Estate Studies
"No matter when we graduated, we all benefited from
extremely low tuition vs. the value we got in return from
our education.The gift commitment we make is an oppor-
tunity to give back ... especially when we can leverage our
employers' and the state's matching gift programs."
- Steve Thlib. i iJt alumnus and member of the Fisher
School of Accounting Steering Committee
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University fFlorida Foundaionp^ Inc P.O.^*B *BBox142 1 GaiesvlleFL 260 1\ (352) 392-1691 1 ^www.Florid ^omorowSfl.edu ^^