New USF lab gets inside the minds of consumers

It’s the science behind the sell: Companies are learning how to get you to spend your money at one of the few labs in the world that combines sales and marketing research.

Iowa caucuses becomes classroom for group of USF students

All eyes are on Iowa as candidates for the Democratic presidential nominee make their final campaign pushes ahead of the caucuses Monday, and a University of South Florida professor and five students will be there to see it all first-hand.

Classes at USF's new downtown medical school begin Jan. 13

The University of South Florida's new downtown medical school officially opened Wednesday. The $189 million, 13-story building is the largest state investment in any university facility in the history of Florida.

Generation Z: Still in school, and already their own boss

Generation Z may have a leg up on other generations when it comes to entrepreneurship. Studies show Gen Z likes the idea of being their own boss. In fact, many high school and college-age students have already started their own businesses.

USF honors those who gave ultimate sacrifice

Saturday night's University of South Florida's football game against the Cincinnati Bearcats was more than just tackles and touchdowns. It was USF's annual Salute to Service night, a night dedicated to honoring those willing to make the ultimate sacrifice.