Dr. K. Doug Hoffman

Professor, Marketing Department
Partnership for Excellence Fellow and University Distinguished Teaching Scholar
Rockwell Hall, Rm. 115
(970) 491-2791
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Dr. K. Douglas Hoffman is Professor of Marketing, Partners for Excellence Fellow, and University Distinguished Teaching Scholar at Colorado State University. Doug’s teaching experience at the undergraduate and graduate levels spans nearly 30 years while holding tenure track positions at Colorado State University, the University of North Carolina at Wilmington, and Mississippi State University. In addition, Doug 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), Thammasat University (Bangkok, Thailand), and Cornell-Nanyang Technological University (Singapore).

Professor Hoffman is an accomplished scholar in the services marketing area specializing in the field of service recovery research. In addition, Doug 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 three textbooks including Services Marketing: Concepts, Strategies & Cases (4e) published by Cengage. Professor Hoffman served as editor of Marketing Education Review from 2010-2012.  Doug has been the recipient of 16 teaching awards at the college, university and national discipline levels including the prestigious Board of Governors Excellence in Undergraduate Teaching Award.  Doug was named a University Distinguished Teaching Scholar—a lifetime appointment in 2007. 

Dr. Hoffman is the founder of Colorado State University’s Master Teacher Initiative (MTI). The primary focus of the MTI is to enhance the quality of teaching and the visibility of the teaching mission across Colorado State University. The Master Teacher Initiative has been adopted by all nine colleges on campus and has been singled out by The Association to Advance Collegiate Schools of Business (AACSB), the lead international accreditation body, as a benchmark program for other universities to follow.

Doug's current research and consulting activities are primarily in the areas of sales/service interface, customer service/satisfaction, service failure and recovery, and services marketing education.