ACADEMIC CV

EDUCATION

University of Southern Denmark, Odense, Denmark – 2007
Ph.D. in Marketing

University of Boulder at Colorado, Boulder, CO – Fall 2003
Visiting Scholar at Leeds School of Business

Emerson College, Boston, MA – 1998
M.A. in Marketing Communication and Advertising

Ankara University, Faculty of Political Science, Ankara, Turkey – 1996
Diploma in Economics

ACADEMIC EMPLOYMENT

California State University Los Angeles, Los Angeles, CA – 08/2017-present
Department of Marketing
Assistant Professor

Woodbury University, Burbank, CA – 08/2008-08/2017
Department of Marketing
Academic Sabbatical, fall 2014 – spring 2015
Acting Coordinator of Department of Marketing, spring 2014
Coordinator of Department of Marketing, fall 2011 – fall 2013
Assistant Professor, 08/2008-05/2012
Associate Professor, 06/2012-08/2017

California State University Northridge, Northridge, CA – spring 2008
Department of Marketing
Adjunct Faculty

University of Southern Denmark, Odense, Denmark – 08/2002 – 07/2005
Department of Marketing
Ph.D. Student/Instructor

Bilkent University, Ankara, Turkey – 09/1998 – 08/2002
Department of Communication and Design
Instructor

RESEARCH INTERESTS

  • Sustainable marketing/consumption
  • Social marketing
  • Alternative sustainable lifestyles
  • Transnationalism
  • Transmigrant consumer research
  • Global consumer culture
  • Other as the extended self
  • Digital consumption

TEACHING INTERESTS/EXPERIENCE

  • Consumer Behavior
  • Principles of Marketing
  • International Marketing
  • Sustainable Marketing
  • Mindful Consumption
  • Civic Engagement and Social Issues
  • Community Based Social Marketing
  • New York Field Experience
  • Media Marketing
  • Public Relations
  • Marketing Concepts and Strategy (MBA)
  • Global Marketing (MBA)

PUBLICATIONS

  • Üçok Hughes, M.. Stovall, T., Pehlivan, E., & Cardona, R. (2018). Strategic Target Marketing Considerations and Implications for the U.S. Hispanic Market. Journal of Cultural Marketing Strategy, 3 (2), 152-171.
  • Üçok Hughes, M., Uphadhyaya, S., & Houston, H.R. (2018). Educating future corporate managers for a sustainable world: Recommendations for a paradigm shift in business education. On the Horizon.
  • Üçok Hughes, M., McConnell, W., & Groner, S. (forthcoming). A Community-Based Social Marketing Anti-Littering Campaign: Be the Street You Want to See. In Basil, D., Gonzalo, M., D. (Eds.), Social Marketing in Action: Cases from Around the World. Springer.
  • Üçok Hughes, M. (2018). Sustainable Living in the City: The Case of an Urban Ecovillage. In Dhiman, S. & J. Marques (Eds.), Handbook of Engaged Sustainability. Springer.
  • Üçok Hughes, M., Bendoni, W., & Pehlivan, E. (2016). Storygiving as a co-creation tool for luxury brands in the age of the internet: A love story by Tiffany and thousands of lovers. Journal of Product and Brand Management – Special Issue: Technopocene: Technology’s Transformation of People, Products and Brands, 24 (4), 357-364.
  • Pehlivan, E., Berthon, P., Üçok Hughes, M., & Berthon, J. P. (2015). Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships. Business Horizons – Special Issue: The Magic of Secrets, 58 (6), 591-598. – Lead article. Featured in Harvard Business Publishing for Educators.
  • Üçok Hughes, M., Eckhardt, G., Kaigler-Walker, K., & Gilbert, Z. (2015). The discontinuous evolution of women’s fashion in China. Qualitative Market Research: An International Journal – Special Issue: “Journey to the West”: Rethinking the Role of Asian Business and Consumer Culture in the Global Marketplace, 18 (4), 391-408. – Lead article.
  • Üçok Hughes, M. (2015). Design and implementation recommendations for an undergraduate sustainable marketing course. In G. Black, & M. M. Nelson (Eds.), Teaching Marketing to New Generations and Non-Traditional Students. Paper presented at Marketing Educators’ Association Conference, Las Vegas, NV, 15-17 April (pp. 163-169).
  • Üçok Hughes, M., & McConnell, W. (2015). A journey towards an interdisciplinary integrated marketing curriculum. In G. Black, & M. M. Nelson (Eds.), Teaching Marketing to New Generations and Non-Traditional Students. Paper presented at Marketing Educators’ Association Conference, Las Vegas, NV, 15-17 April (pp. 44-48).
  • Schiele, K., & Üçok Hughes, M. (2013). Possession rituals of the digital consumer: A study of Pinterest. In G. Cornelissen, E.  Reutskaja, & A. Valenzuela (Eds.), European Advances in Consumer Research (pp. 47-50). Duluth, MN: Association for Consumer Research.
  •  Üçok Hughes, M., Kaigler-Walker, K. & Bendoni, W. (2012). Young children as parents’ extended selves. In L. Robinson (Ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same. Proceedings of the Academy of Marketing Science [CD-ROM]. Ruston, LA: Academy of Marketing Science.
  • Visconti, L. M., & Üçok Hughes, M. (2012). Market segmentation and targeting reloaded. In L. Peñaloza, N. Toulouse, & L. M. Visconti (Eds.), Marketing Management: A Cultural Perspective (pp. 295-314). London: Routledge.
  • Üçok Hughes, M. (2012). Social Status Implications of Transmigrants’ Consumer Practices in Their Cultures of Origin. In Z. Gürhan-Canli, C. Otnes, & R. Zhu (Eds.), NA – Advances in Consumer Research (pp. 148-152). Duluth, MN: Association for Consumer Research.
  • Visconti, L. M., Üçok Hughes, M., & Bagramian, R. (2012). Diversity appreciated? A visual longitudinal analysis of Ukraine’s nation branding campaigns. In Z. Gürhan-Canli, C. Otnes, & R. Zhu (Eds.), NA – Advances in Consumer Research (pp. 935-936). Duluth, MN: Association for Consumer Research.
  • Üçok Hughes, M., & Kaigler-Walker, K. (2012). Development and implementation of an AACSB assessment plan: Assessing two mission-based principle learning objectives in an introductory marketing course. Proceedings of Marketing Educators’ Association Conference (pp. 202-212). Long Beach, CA.
  • Üçok, M. (2011). Consumption practices of transmigrants: A multi-sited ethnographic study of Turkish immigrants in Denmark. Published doctoral thesis, University of Southern Denmark University Press.
  • Üçok Hughes, M. (2010). From resistance to integration: Changing consumer acculturation practices of immigrants. In M. Campbell, J. Inman, & R. Pieters (Eds.), Advances in Consumer Research (pp. 10-14). Pittsburgh, PA: Association for Consumer Research.
  • Üçok, M., & Askegaard, S. (2008). Capital build-up and transfer: The case of Turco-Danish transmigrants.  In A. Lee, & D. Soman (Eds.), Advances in Consumer Research (pp. 162-165). Memphis, TN: Association for Consumer Research.
  • Üçok, M. (2006). Transnational consumption practices for social mobility: A study of Turkish immigrants in Denmark. AMID-Academy for Migration Studies in Denmark Working Paper. http://www.amid.dk/pub/papers/AMID_58-2006_Mine_Ucok.pdf
  • Üçok, M., & Kjeldgaard, D. (2005). Consumption practices in transnational social spaces: A Study of Turkish Transmigrants. In K. Ekström & H. Brembeck (Eds.), European Advances in Consumer Research, (pp. 431-436). Goteborg, Sweden: Association for Consumer Research.

CONFERENCE & WORKSHOP PRESENTATIONS

  • Üçok Hughes, M., & Martin, D. (2018, July). When Utopian Ideologies Meet Marketplace Realities: Fairy Tale Dreams at Ecovillage Communities. Paper presented at Consumer Culture Theory Conference, Odense, Denmark.
  • Üçok Hughes, M., Stovall, T., Cardona R., & Pehlivan, E. (2018, June). Multi-Cultural Marketing Strategies: Considerations for the U.S. Hispanic Market for Digital and Mobile Campaigns. Paper presented at Academy of Marketing Science World Conference, Porto, Portugal.
  • Upadhyaya, S., Üçok Hughes, M., & Houston, R. (2018, May). Using the Sustainability Framework to Reframe Marketing Curricula and Pedagogy. Paper presented at Marketing Educators’ Association Conference, Santa Fe, NM.
  • Üçok Hughes, M., Stovall, T., & Ventzislavov, R. (2017, October). Constructing a Narrative Identity of Los Angeles Through a Gastronoir Adventure. Association for Consumer Research, San Diego, CA.
  • Üçok Hughes, M., Stovall, T., & Cardona, R. (2016, October). Digital Marketing and the Overlooked Hispanic 50+ Demographic. Presentation given at Marketing EDGE Direct/Interactive Marketing Research Summit, Los Angeles, CA.
  • Üçok Hughes, M. & McConnell, W. (2016, August). Alternative Lifestyles for a Sustainable Future: Issues, Dilemmas and Paradoxes of Ecovillages. Paper presented at International Society for Markets and Development Conference, Lima, Peru.
  • McConnell, W. & Üçok Hughes, M. (2016, August). Fissures of “Place” in the Globalization of Marketing: Leveraging Survival for Cabo Pulmo, North America’s Oldest Coral Reef. Paper presented at International Society for Markets and Development Conference, Lima, Peru.
  • Üçok Hughes, M., Stovall, T., & Ventzislavov, R. (2016, May). Constructing a narrative identity of Los Angeles through a gastronoir adventure. Presentation given at Markets, Culture and Consumption Workshop, The Paul Merage School of Business, University of California, Irvine, CA.
  • Üçok Hughes, M., Bendoni, W., & Nagel, A. (2015, June). Fashion disruption in the digital age. Paper presented at GAMMA Fashion Management Conference, Florence, Italy.
  • Üçok Hughes, M. & Martin, D. (2015, June). Community consumption: An urban ecovillage ethnography. Poster presented at Consumer Culture Theory Conference, Fayetteville, AR.
  • Üçok Hughes, M. & McConnell, W. (2015, May). Changing social behavior by giving power to the people: A successful community-based social marketing youth littering campaign. Paper presented at Academy of Marketing Science Annual Conference, Denver, CO.
  • McConnell, W. & Üçok Hughes, M. (2015, April). Enviro-ethical dialogism: implications for CSR and consumer engagement. Paper presented at World Social Marketing Conference, Sydney, Australia.
  • Üçok Hughes, M. (2015, April). Design and implementation recommendations for an undergraduate sustainable marketing course. Paper presented at Marketing Educators’ Association Conference, Las Vegas, NV.
  • Üçok Hughes, M. & McConnell, W. (2015, April). A journey towards an interdisciplinary integrated marketing curriculum. Paper presented at Marketing Educators’ Association Conference, Las Vegas, NV.
  • Bendoni, W., Pehlivan, E. & Üçok Hughes, M. (2014, October). Digital curation in the context of fashion marketing. Paper presented at Marketing EDGE Direct/Interactive Marketing Research Summit, San Diego, CA.
  • McConnell, W., & Üçok Hughes, M. (2014, September). The emerging paradigm of enviro-ethical dialogism, corporate social responsibility and consumer dynamism. Paper presented at Symposium on International & Interdisciplinary Business Research, Los Angeles, CA. – Best Paper Award.
  • Pehlivan, E., Berthon, P., Üçok Hughes, M., & Berthon, J. P. (2014, June). Keeping up with The Joneses: Secrets and duplicity in promotional messages. Paper presented at INBAM Conference, Barcelona, Spain.
  • Bendoni W., Üçok Hughes, M., & Pehlivan, E. (2014, February). A love story by Tiffany & Co. and Thousands of Lovers: Story giving as a co-creation tool. Paper presented at 2014 Global Fashion Management Conference in London, London, UK.
  • Schiele, K., & Üçok Hughes, M. (2013, July). Possession rituals of the digital consumer: A study of Pinterest. Paper presented at the European Advances in Consumer Research Conference, Barcelona, Spain.
  • Schiele, K., & Üçok Hughes, M. (2013, May). Transfer and classification of knowledge structures of digital consumers. Paper presented at the Academy of Marketing Science Conference, Monterey, CA.
  • Üçok Hughes, M., & Bendoni, W. (2013, April). An application of a social media campaign in a marketing field experience course. Paper presented at The Marketing Educators’ Association Conference, Portland, OR.
  • Üçok Hughes, M. (2012, October). Social status implications of transmigrants’ consumer practices in their cultures of origin. Paper presented at North American Association for Consumer Research Conference, Vancouver, Canada.
  • Visconti, L. M., Üçok Hughes, M., & Bagramian, R. (2012, October). Diversity appreciated? A visual longitudinal analysis of Ukraine’s nation branding campaigns. Paper presented at the North American Association for Consumer Research Conference, Vancouver, Canada.
  • Bagramian, R., Üçok Hughes, M., & Visconti, L. M. (2012, August-September). Bringing the nation to the nation branding debate: Evidence from Ukraine. Paper presented at Academy of Marketing Science Cultural Perspectives in Marketing Conference, Atlanta, GA.
  • Bagramian, R., Üçok Hughes, M., & Visconti, L. M. (2012, August). Bringing the nation to the nation branding debate: Evidence from Ukraine. Poster session presented at American Marketing Association Summer Educators’ Conference, Chicago, IL.
  • Visconti, L. M., & Üçok Hughes, M. (2012, January). How international marketing trends impact segmentation and targeting: A cultural revision. Paper presented at International Marketing Trends Conference, Venice, Italy.
  • Üçok Hughes, M., Kaigler-Walker, K., & Bendoni, W. (2011, July). Mom’s little fashionista and dad’s little surfer dude: Young children as parents’ extended selves. Paper presented at Consumer Culture Theory Conference, Evanston, IL.
  • Visconti, L. M., & Üçok Hughes, M. (2011, May). Segmentation and targeting reloaded: The interpretive (r)evolution of two highly institutionalized consumer concepts. Paper presented at EIASM 6th Interpretive Consumer Workshop at University of Southern Denmark, Odense, Denmark.
  • Üçok Hughes, M. (2010, October). From resistance to integration: Changing consumer acculturation practices of immigrants. Paper presented at North American Association for Consumer Research Conference, Pittsburgh, PA.
  • Üçok, M., & Askegaard, S. (2008, October). Capital build-up and transfer: The case of Turco-Danish transmigrants.  Paper presented at North American Association for Consumer Research Conference, Memphis, TN.
  • Üçok, M., & Askegaard, S. (2008, May). Transmigrant consumption practices. A multi-sited ethnographic study of Turkish immigrants in Denmark. Paper presented at Workshop on Immigrants, Consumption and Market, Lille School of Management Research Center University of Lille 2- France, Lille, France.
  • Üçok, M. (2005, May). A multi-sited ethnographic study of transmigrant consumers. Paper presented at EIASM Interpretive Consumer Research Workshop at Copenhagen Business School, Copenhagen, Denmark.
  • Üçok, M. (2004, November). Consumption practices in transnational social spaces: A study of Turkish immigrants in Denmark. Paper presented at AMID-Academy for Migration Studies in Denmark 13th Nordic Migration Conference. Aalborg, Denmark.

UNIVERSITY SERVICE

California State University Los Angeles

  • College Undergraduate Studies Committee, Chair and College Representative – since fall 2018
  • AACSB Assessment Committee, Department of Marketing Liaison – since spring 2018
  • Marketing Analytics Club Faculty Advisor
  • Marketing Club Faculty Advisor

Woodbury University

  • Agency for Civic Engagement (ACE) School of Business Liaison – fall 2016-spring 2017
  • Healthy and Sustainable Campus Committee – fall 2015-fall 2017
  • School of Business Dean Search Committee – fall 2015-spring 2016
  • Acting Coordinator, Department of Marketing – spring 2014
  • Integrative Learning Committee – fall 2013-spring 2014
  • Fashion Marketing/Accounting/Management Faculty Search Committee – spring 2014
  • Coordinator (the title Chair was changed to Coordinator), Department of Marketing – fall 2011- fall 2013
  • Personnel Committee – fall 2012-fall 2014
  • Acting Chair, Department of Marketing & Fashion Marketing – spring 2011
  • Chair, Marketing Faculty Search Committee – fall 2011
  • Chair, Fashion Marketing Faculty Search Committee – spring 2011
  • Co-coordinator, New Faculty Learning Community – fall 2010, fall 2012
  • Founder and organizer, School of Business Research Colloquium – fall 2010-fall 2012
  • AACSB/BBA Assessment Committee – fall 2012-spring 2014
  • Workload and Compensation Committee – fall 2011
  • Community Honor Task Force – fall 2011
  • Faculty Learning Community – fall 2011
  • Committee for Tracking Graduate & Alumni Success – spring 2011
  • University Web Marketing Committee – fall 2010-fall 2011
  • BBA Curriculum Committee – fall 2010-spring 2014
  • Accounting Faculty Search Committee – spring 2010
  • PD courses curriculum and NSSE results Committee – 2009
  • OASIS (Office of Student Development) Advising Committee – fall 2008-fall 2010

ACADEMIC MEMBERSHIPS

  • Association for Consumer Research (ACR)
  • Academy of Marketing Science (AMS)
  • American Marketing Association (AMA)

ACADEMIC SERVICE

  • Co-editor, Special Issue: “Alternative Imaginings“, Markets, Globalization & Development Review (forthcoming in 2018)
  • Reviewer for Markets, Globalization & Development Review 2017
  • Reviewer for Journal of Business Research 2016
  • Reviewer for Marketing EDGE Research Summit 2014, 2016
  • Reviewer for Qualitative Market Research: An International Journal 2016
  • Ad hoc reviewer for Association for Consumer Research Conferences
  • Reviewer for Consumer Culture Theory Conference 2011, 2012, 2015, 2017, 2018
  • Reviewer for Consumption, Markets and Culture 2009
  • Reviewer for Interpretive Consumer Research Workshop 2011
  • Reviewer for Marketing Educators’ Association Conference 2012, 2013, 2014
  • Reviewer for European Marketing Academy Conference 2012, 2018