Dr. K. Douglas Hoffman

Professor, Marketing Academic Department
Daniels Fund Fellow
and University Distinguished Teaching Scholar
(970) 491-2791
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K. Douglas Hoffman (Doug) is a Professor of Marketing and University Distinguished Teaching Scholar at Colorado State University.  Doug received his B.S.B.A. in Marketing from Ohio State University and M.B.A and D.B.A. degrees from the University of Kentucky. His teaching experience at the undergraduate and graduate levels spans 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), Cornell-Nanyang Technological University (Singapore), and Foreign Trade University (Hanoi, Vietnam).

Professor Hoffman is an accomplished scholar in the services marketing area.  His research and teaching scholarship has expanded into the co-authorship of three textbooks including Services Marketing: Concepts, Strategies & Cases (5e) published by Cengage.  He has been the recipient of numerous teaching awards at the college, university and national discipline levels including the prestigious CSU Board of Governors Excellence in Undergraduate Teaching Award.  Doug was designated a University Distinguished Teaching Scholar in 2007—a designation that is held by 12 faculty at Colorado State University.

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. 

Professor Hoffman’s teaching interest include Marketing Management, Principles of Marketing, Retail Management, and Services Marketing.  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.