Monica B. Fine
Professor and Consultant
Marketing is what I do—in more ways than one.
Remember that old saying, “Those that can’t do, teach”?
When I hear that old adage, I have to smile. Because for many of us academic types, it’s not remotely true.
Yes, I teach marketing at Coastal Carolina University, and I serve as the Associate Dean of Student Success for the Wall College of Business. I was also most recently the Department Chair for the Marketing & Hospitality Department. But like any good marketer, I’m not at my best unless I’m doing marketing, too. When I’m not in the classroom, I’m consulting for small businesses in the South, helping them to grow through better marketing, branding, and promotion.
Explore this site to learn more about my consulting services (through my consulting business, B. Fine Consulting), my research pursuits, and more. I look forward to connecting with you.
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research
Identifying Regional Differences in the U.S. Craft Beer Industry: The Case of Southern States
This study analyzes regional differences in the U.S. craft beer industry by comparing Southern and non-Southern states using 2024 per capita measures of breweries, production, and economic impact. While Southern states continue to lag behind on these measures, faster growth over the past decade suggests the region is gradually closing the gap, with consumption, culture, and policy playing key explanatory roles.
Student Perceptions of Service Quality Provided by their University
This study examines how individual student characteristics influence perceptions of service quality in higher education, using established service quality measures and survey data from current students. Findings show that motivation, attitude, and educational expectations significantly shape service quality perceptions, while involvement and gender do not.
Perimeter based advertising and fan characteristics in the NHL and MLB
This study examines perimeter advertising in the NHL and MLB, revealing distinct patterns tied to fan demographics. NHL games feature more ads for business services and light beer, while MLB games highlight home improvement and regular beer, reflecting targeted marketing strategies.