K. Douglas Hoffman

College of Business
Department of Marketing
Appointed: 2007
Office: 115 Rockwell Hall
Phone: (970) 491-2791
Email: [email protected]
Web: View K. Douglas Hoffman’s Web Page

  • B.S., Ohio State University, 1981
  • M.B.A., University of Kentucky, 1984
  • D.B.A., University of Kentucky, 1988

Dr. K. Douglas Hoffman is a Professor of Marketing within the College of Business and specializes in the field of services marketing. Dr. Hoffman’s teaching experience at the undergraduate and graduate levels spans over 20 years while holding tenure track positions at Colorado State University, the University of North Carolina at Wilmington, and Mississippi State University. In addition, he has taught as a visiting professor at the Helsinki School of Business and Economics (Helsinki, Finland), the Institute of Industrial Policy Studies (Seoul, South Korea), and Thammasat University (Bangkok, Thailand).

When it comes to teaching innovations, Dr. Hoffman has achieved several teaching-related milestones. Examples include co-authoring the first Services Marketing textbook targeted exclusively at the undergraduate market and teaching the first services marketing courses at Mississippi State University, The University of North Carolina at Wilmington, and Colorado State University. In addition, Dr. Hoffman developed and taught the first E-Marketing and online Principles of Marketing courses at Colorado State University.

In addition to his research scholarship within the field of services marketing, Dr. Hoffman has written numerous journal and conference proceedings articles on teaching scholarship that have appeared in a variety of outlets such as the Journal of Marketing Education, Marketing Education Review, Journal of Services Marketing, and Innovative Higher Education. His teaching scholarship has also expanded into the co-authorship of textbooks including Services Marketing: Concepts, Strategies & Cases (3e) and Marketing Principles and Best Practices (3e) both published by Thomson*South-Western.

Dr. Hoffman has been an invited presenter at national conferences and has joined panels to discuss teaching issues including innovative ideas in services marketing education; teaching services marketing from a multi-national perspective; and including services in the marketing curriculum. As further evidence of his educational leadership stature, Dr. Hoffman served as the first Teaching Coordinator of the Services Marketing Special Interest Group of the American Marketing Association. Other teaching-related service activities include serving as the College of Business representative for the University Committee on Teaching and Learning, a Co-chair for the University Committee on Advising, College of Business Coordinator for the Master Teacher Initiative, and Advisory Board Member for the Institute for Learning and Teaching.

Dr. Hoffman is the founder of Colorado State University’s College of Business’ Master Teacher Initiative. The primary mission of the Master Teacher Initiative is to enhance the quality of teaching within the College of Business at Colorado State University. The Master Teacher Initiative has been adopted by all other colleges on campus and has been singled out by The Association to Advance Collegiate Schools of Business (AACSB) as a benchmark program for other universities to follow. Professor Hoffman is currently serving as the University Coordinator for the Master Teacher Initiative.

Teaching Awards and Recognitions

  • 2006-2007, Everitt Companies Teaching Scholar, Colorado State University College of Business
  • 2006-2007, Pinnacle Award for Overall Excellence
  • Colorado State University College of Business
  • 2006-2007, Sherwin-Williams Distinguished Teaching Award, Society of Marketing Advances
  • 2005-2006, Excellence in Undergraduate Teaching Award, Colorado State University System Board of Governors
  • 2005-2006, Outstanding Marketing Teacher Award, Academy of Marketing Science
  • 2004-2005, Gladys Eddy Award for the Enhancement of the Undergraduate Experience
  • 2003-2004, Excellence in Teaching Award, Colorado State University College of Business
  • 2000-2001, Jack E. Cermak Advising Award, Colorado State University
  • 1999-2000, Mortar Board Rose, Colorado State University
  • 1998-1999, Honorary Faculty Member of the Year, Alpha Kappa Psi
  • 1997-1998, Professor of the Year, Colorado State University Business College Council
  • 1997-1998, Favorite Faculty of the Year, Colorado State University Honors Students
  • 1991–1992, Chancellor’s Excellence in Teaching Award, The University of North Carolina at Wilmington

Current Teaching Activities

Professor Hoffman routinely teaches Principles of Marketing and Services Marketing undergraduate courses to juniors and seniors within the College of Business. Dr. Hoffman also teaches the graduate-level Marketing Management course to M.B.A. students enrolled in the on-campus program, the executive program in Denver, and the distance program. He also occasionally teaches graduate-level Services Marketing classes overseas.