|
Originally from Germany, Dr. Stefan Hock earned a master’s degree in strategic marketing and accounting from Ludwig Maximilian University in Munich. After completing his degree, he worked as a strategic consultant for Aon-Hewitt in Chicago, where his interest in the intersection of marketing and finance began to blossom. His experience at Aon-Hewitt motivated him to pursue a Ph.D. in marketing at Virginia Tech, where he was introduced to consumer behavior research and developed a fascination with the psychological processes underlying decision-making.
When asked about the most important skills for marketing students, Dr. Hock emphasizes that success can come from a variety of abilities. He highlights proactivity, curiosity, creativity, analytical and communication skills, and adaptability as key traits that can help students thrive in the dynamic field of marketing. For students uncertain about where to start their marketing careers, Dr. Hock advises them to "participate in career fairs and networking events on campus," noting that “recruiters can describe different career paths in their respective companies better than anyone else.” He also encourages students to join the UConn Marketing Society, where peers are eager to share their wisdom, insights, and experiences to help guide other students .
To stay current with marketing trends and research, Dr. Hock attends academic conferences and frequently reads industry journals. He incorporates this knowledge into his classes through practical examples and engaging activities. For instance, in his Consumer Behavior class, he uses a live survey to demonstrate the “Decoy Effect.” He presents half of the students with three popcorn options from a local movie theater: small for $3, medium for $6, and large for $7, while the other half see only the small for $3 and large for $7 options. The results consistently replicate the original research study. When faced with choosing between the $3 and $7 popcorn, most students initially choose the small for $3. However, when the $6 option is introduced, many students switch to the large for $7. Dr. Hock uses this surprising shift to explain how the addition of a decoy (the medium for $6) can influence consumer decisions. This interactive approach excites students and helps them see how psychological phenomena impact their everyday choices.
Dr. Hock is a respected professor within the School of Business, and marketing students greatly appreciate his engaging teaching style. He finds joy in hearing about his students’ successes after graduation, whether they secure fulfilling jobs or gain admission to desired graduate programs. His goal is to ensure his students are satisfied with their career choices and to emphasize the importance of pursuing work they genuinely enjoy.
Dr. Hock’s work has been featured in several publications, enhancing his profile within the marketing community and leading to invitations to present at conferences and comment on industry trends in the media, such as the case of “Adidas cutting ties with Kanye West.” He collaborates closely with the School of Business’s Office of Marketing & Communications to make his research accessible to a broader audience and integrates his findings into his classes to keep students at the forefront of industry developments.
Outside of academia, Dr. Hock values maintaining a healthy mind and body, quoting the Latin saying “Mens sana in corpore sano,” which means a healthy body fosters a healthy mind. A former soccer scholarship recipient, he continues to play soccer weekly and enjoys running, having completed several half marathons over the years.
Thank you, Dr. Hock, for sharing your amazing achievements and inspiring life with Marketing Today!
|
