Since 2015, UA has invested over $1.1 billion in the physical campus, adding more than 2.55 million gross square feet of space, over 150 new research-intensive faculty, signature research areas (e.g., "The Alabama Research Institutes"), and a growing number of partnerships with industry and with state and federal agencies. Teaching needs include principles of marketing, social media/digital marketing, consumer behavior, retail management, product innovation/managing innovation, marketing analytics, marketing research, sales, strategic marketing, marketing research, and other areas.