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Juan Harraca

Assistant Professor of Instruction
harracaj@usf.edu 
Campus: Tampa
Room: BSN 3409
Phone: 813-974-2596

Juan Manuel Harraca is an assistant professor of instruction in the School of Marketing and Innovation. He teaches upper-level sales, marketing, and strategy courses at undergraduate and graduate levels.

His research focuses on how firms can evolve their maturity in formulating and executing their marketing strategy. To do so, Harraca has developed a marketing strategy maturity model framework intended to be applied to firms of any size, industry, and geography.

Harraca earned a Doctor of Business Administration from the ÈÕ±¾ÎÞÂëAV, Muma College of Business. He holds an MBA from ESE Business School, Universidad de los Andes, Chile, where he has served as an adjunct and assistant professor from 2017 to 2024. Harraca earned a Bachelor of Business Administration from the Universidad Austral, Argentina. 

Harraca has a strong track record as a senior executive, business consultant, and board member, with over 20 years of experience in Latin America, with extensive experience in both B2B and B2C environments.

Teaching

• GEB 4890 – Strategic Management and Decision Making

• MAR 3400 – Professional Selling

• MAR 4403 – Sales Management

• MAR 6816 – Marketing Strategy

Research

• Harraca, J. M. (2023). Assesing Marketing Strategy: Towards an integrated Maturity Model. Muma Business Review, 7, 107-120.