Dr. Marco Wolf

Dr. Wolf joined the faculty of the Department of Marketing and Fashion Merchandising in Fall 2008 after completing his doctorate at New Mexico State University. His current teaching assignments include Marketing Principles, Creative Marketing, International marketing, and Marketing Management at undergraduate and graduate level.  His research interests include consumer behavior and DIY consumer behavior and retail.

Professional Honors and Accomplishments

Dr. Wolf has published research articles in refereed journals such as the Academy of Marketing Science Review, Journal of Marketing Theory and Practice, Journal of Consumer Behaviour, Journal of Research in Interactive Marketing, Journal of African Business, International Journal of Marketing Studies, and Educational Leadership Journal. His work has been presented at national and international conferences.  Dr. Wolf received the BAC Scholar award for the years 2012- 2014.

Selected Publications

Wolf, M. & McQuitty, S. (2013). Circumventing Traditional Markets: An Empirical Study of the Marketplace motivations and Outcomes of Consumers’ DIY Behaviors. Journal of Marketing Theory and Practice.

Wolf, M. & McQuitty, S. (2011). Understanding the Do-It-Yourself Consumer: DIY Motivations and Outcomes. Academy of Marketing Science Review.

Specialty Fields

Teaching:  International Marketing, Marketing Management (MBA), Creative Marketing, Marketing Principles

Research: Do-It-Yourself Consumer Behavior/Retailing, Cross-Cultural Consumer Behavior, Co-creation/Coproduction/ Prosumption