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Marco Wolf

Dr. Marco Wolf



Dr. Marco Wolf is a professor in the School of marketing (since 2008). Before joining academia he pursued career as an airplane technician and a purchasing agent in the German Air Force. He found the career as a purchasing agent a thrill and also a stepping stone for his introduction into a formal business education. Dr. Wolf’s research interest includes do-it-yourself (DIY) consumption, co-production, and prosumption. His teaching interest include International Marketing, Creative Marketing, Marketing Management, and study abroad programs.
Dr. Wolf has published research articles in refereed journals such as the Academy of Marketing Science Review, Psychology & Marketing, Journal of Marketing Theory and Practice, Journal of Consumer Behavior, 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.

  • PHD - New Mexico State University (2008)
  • MBA - New Mexico State University (2004)
  • BA - New Mexico State University (2003)

Creative Marketing 322
Principles of Marketing 300
International Marketing 495
Marketing Management 428
Marketing Management MBA 605
British Studies Program CBE (2019)
Study Abroad Panama Co taught (2012,14)

  • Towards a Classification of Marine Wildlife Crime: Marketing Strategies to Curtail Illegal Fishing, Malicious Acts, and Waterway Pollution, Psychology & Marketing, 2020,
  • Prosumer Who Home Brew: A Study of Motivations and Outcomes, JOurnal of Marketign Theory and Practice, 2020, DOI: 10.1080/10696679.2020.1801321
  • Do-it-Yourself Activities and Subjective Well-Being, International Journal of Applied Positive Psychology, 2020, 10.1007/s41042-020-00035-7
  • Digital Marketing Adoption and Success for Small Businesses: The Application of the Do-it-Yourself and Technology Acceptance Models, Journal of Research in Interactive Marketing, 2019,
  • Do-It-Yourself Projects as Path toward Female Empowerment in a Gendered Market Place, Psychology & Marketing, 2015,
  • Circumventing Traditional Markets: An Empirical Study of Marketplace Motivations and Outcomes of Consumers' Do-It-yourself Behaviors., Journal of Marketing Theory and Practice, 2013,
  • Understanding the Do-It-Yourself Consumer: DIY Motivations and Outcomes, Academy of Marketing Science Review, 2011, DOI 10.1007/s13162-011-0021-2
  • German (Native or Bilingual)
  • English (Full Professional)

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North Academic Building (NAB) 110 map

Gulf Park



Areas of Expertise

Research- Prosumption, Do-It-Yourself Consumption, Value Co-creation and Co-production