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 – fall 2017-present
Department of Marketing
Assistant Professor

Woodbury University, Burbank, CA – fall 2008-fall 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, fall 2008-spring 2012
Associate Professor, spring 2012-fall 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)

JOURNAL ARTICLES

  • Uphadhyaya, S., Üçok Hughes, M., & Houston, H. R. (2019). Using Sustainability as a Framework for Marketing Curricula and Pedagogy. The Journal of Sustainability Education, 20 (April). [web link] [PDF]
  • Anderson, J., Üçok Hughes, M., & Nguyen, C. (2019). The Highs and Lows of Startups in the Cannabis Industry: A PESTLE Analysis of the Current Issues. Business Forum, 27(2), 26-36. [web link] [PDF]
  • 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, 26 (3), 194-205. [web link] [PDF]
  • Üçok Hughes, M., Stovall, T., & Ventzislavov, R. (2017). Constructing a Narrative Identity of Los Angeles Through a Gastronoir Adventure. In A. Gneezy, V. Griskevicius, & P. Williams, (Eds.), NA – Advances in Consumer Research Volume 45, (pp. 486-488). Duluth, MN : Association for Consumer Research. [web link]
  • 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.  [web link] [Emerald blog]
  • 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. [PDF]
  • 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. [PDF]
  • 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. [PDF]
  • 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. [PDF]
  • 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. [PDF]
  • 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. [doc]
  • 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. [PDF]

EDITORIALS

  • Üçok Hughes, M., and Balan, S. (2020). Introduction to the Special Issue: Sustainability. Business Forum, 28(1). [PDF]
  • Üçok Hughes, M., & Houston, R. (2018). Introduction to the Special Issue: Alternative Imaginings. Markets, Globalization & Development Review, 3 (2), Article 1. Available at: [web link] [PDF]

BOOK CHAPTERS

  • Stovall, T., Üçok Hughes, M., and Ventzislavov, R. (forthcoming in 2020). Curated Nostalgia- Constructing and Consuming the City Through a Culinary Adventure. In Consumer Science and Strategic Marketing: Case Studies on Food Experiences: Insights for Marketing, Retail and Events. (pp. xxx-xxx) Elsevier.
  • Visconti, L., Üçok Hughes, M., and Corengia, M. (2020). Reexamining Market Segmentation: Bifurcated Perspectives and Practices. In L. Peñaloza, N. Toulouse, & L. M. Visconti (Eds.), Marketing Management: A Cultural Perspective 2nd ed. (pp. xxx-xxxx). London: Routledge. [book web page]
  • Üçok Hughes, M., McConnell, W., & Groner, S. (2019). A Community-Based Social Marketing Anti-Littering Campaign: Be the Street You Want to See. In Basil, D., & M., D. Gonzalo (Eds.), Social Marketing in Action: Cases from Around the World. (pp. 339-358). New York, NY: Springer. [book web page]
  • 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. (pp. 869-883) New York, NY: Springer. [book web page] [PDF]
  • 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. [book web page]

PUBLISHED CONFERENCE PROCEEDINGS

  • Üçok Hughes, M., and Pehlivan, E. (2020). Destigmatization and legitimization of cannabis consumption: A semiotic analysis of the current cannabis market. AMA Marketing and Public Policy Conference, (318-319). Marina del Rey, CA. [Weblink]
  • Üçok Hughes, M., & Martin, D. (2019). Collective consumption in intentional communities. In J. E. Richard and D. Kadirov (Eds.). Proceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC) (pp. 407-410). Wellington, New Zealand. [PDF]
  • Üçok Hughes, M., & Martin, D. (2018). When utopian ideologies meet marketplace realities: fairy tale dreams at ecovillage communities. In Consumer Culture Theory Conference Proceedings, (p. 61). Odense, Denmark.
  • Üçok Hughes, M., Stovall, T., Cardona R., & Pehlivan, E. (2018). Multi-Cultural marketing strategies: Considerations for the U.S. Hispanic market for digital and mobile campaigns. In Academy of Marketing Science World Conference Proceedings, Porto, Portugal.
  • Upadhyaya, S., Üçok Hughes, M., & Houston, R. (2018). Using the sustainability framework to reframe marketing curricula and pedagogy. In Marketing Educators’ Association Conference Proceedings, (182-183). Santa Fe, NM.
  • Üçok Hughes, M., Stovall, T., & Cardona, R. (2016). Digital marketing and the overlooked Hispanic 50+ demographic. In Marketing EDGE Direct/Interactive Marketing Research Summit Proceedings, Los Angeles, CA.
  • Üçok Hughes, M., & McConnell, W. (2016). Alternative lifestyles for a sustainable future: Issues, dilemmas, and paradoxes of ecovillages. In P. Polsa, J. Denegri-Knott, R. Mellado Silva and F. Kerrigan (eds.) International Society for Markets and Development Conference Proceedings, (p. 327). Lima, Peru.
  • McConnell, W. & Üçok Hughes, M. (2016). Fissures of “Place” in the globalization of marketing: leveraging survival for Cabo Pulmo, North America’s oldest coral reef. In P. Polsa, J. Denegri-Knott, R. Mellado Silva and F. Kerrigan (eds.) International Society for Markets and Development Conference Proceedings, (pp. 406-407). Lima, Peru.
  • Üçok Hughes, M., Bendoni, W., & Nagel, A. (2015). Fashion disruption in the digital age. In 2015 Global Fashion Management Conference Proceedings, (pp. 333-337). Florence, Italy. [PDF]
  • Üçok Hughes, M. & McConnell, W. (2015). Changing social behavior by giving power to the people: A successful community-based social marketing youth littering campaign. In Proceedings of the Academy of Marketing Science Annual Conference, Denver, CO.
  • McConnell, W. & Üçok Hughes, M. (2015). Enviro-ethical Dialogism: Implications for CSR and Consumer Engagement. In World Social Marketing Conference Proceedings (pp. 14-17), Sydney, Australia. [web link]
  • 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. Proceedings of Marketing Educators’ Association Conference, Las Vegas, NV, 15-17 April (pp. 163-169). [PDF]
  • 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. Proceedings of Marketing Educators’ Association Conference, Las Vegas, NV, 15-17 April (pp. 44-48). [PDF]
  • Bagramian, R., Üçok Hughes, M., & Visconti L. M. (2012). Bringing the Nation to the Nation Branding Debate: Evidence From Ukraine. Proceedings of the Academy of Marketing Science Cultural Perspectives in Marketing Conference. [PDF]
  • Üçok Hughes, M., Kaigler-Walker, K., & Bendoni, W. (2012). Young children as parents’ eextended 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. [PDF]
  • 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. [PDF]
  • Visconti, L. M., &  Üçok Hughes, M. (2012). How International Marketing Trends Impact Segmentation and Targeting: A Cultural Revision. Proceedings of International Marketing Trends Conference. Venice, Italy. [PDF]
  • Schiele, K., & Üçok Hughes, M. (2013). Transfer and classification of knowledge structures of digital consumers. Proceedings of the Academy of Marketing Science Conference, Monterey, CA.
  • Üçok Hughes, M., & Bendoni, W. (2013). An application of a social media campaign in a marketing field experience course. In D. B. McCabe and G. S. Black (Eds.), Proceedings of the Marketing Educators’ Association Conference, (pp. 11-13). Portland, OR.
  • Bagramian, R., Üçok Hughes, M., & Visconti, L. M. (2012). Bringing the nation to the nation branding debate: evidence from Ukraine. Proceedings of the Academy of Marketing Science World Marketing Conference, Atlanta, GA.
  • 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. [PDF]

CONFERENCE & WORKSHOP PRESENTATIONS

  • Üçok Hughes, M., Pehlivan, E., & Coskuner-Balli, G. (2019). Legitimization of Recreational Cannabis Consumption: Introduction of Market and Aesthetics Logics in the Field. Paper presented at nitmkg2: Bringing Institutional Theory to Marketing Conference, Paris, France. [Web link]
  • Üçok Hughes, M., & Pehlivan, E. (2019). From Counter-Culture to Commoditization: Corporate Co-optation of Cannabis Consumption. Paper presented at Southern California Consumer Culture Community Colloquium, Los Angeles, CA.
  • Üçok Hughes, M., Stovall, T., & Ventzislavov, R. (2016). 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. & Martin, D. (2015). Community Consumption: An Urban Ecovillage Ethnography. Poster presented at Consumer Culture Theory Conference, Fayetteville, AR. [Web link]
  • Bendoni, W., Pehlivan, E., & Üçok Hughes, M. (2014). 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). The Emerging Paradigm of Enviro-ethical Dialogism, Corporate Social Responsibility, and Consumer Dynamism. Paper presented at Symposium on International & Interdisciplinary Business Research, California State University, Los Angeles, CA. – Best Paper Award
  • Pehlivan, E., Berthon, P., Üçok Hughes, M., Berthon, J. P. (2014). 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). 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.
  • Bagramian, R., Üçok Hughes, M., & Visconti, L. M. (2012). Bringing the Nation to the Nation Branding Debate: Evidence From Ukraine. Poster session presented at American Marketing Association Summer Educators’ Conference, Chicago, IL.
  • Üçok Hughes, M., Kaigler-Walker, K., & Bendoni, W. (2011). 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). 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, M., & Askegaard, S. (2008). 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). 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). 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.

WORKING PAPER

  • 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. [web link]

PUBLISHED DOCTORAL DISSERTATION

  • 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.

UNIVERSITY SERVICE

California State University Los Angeles

  • Department of Marketing Program Review Committee Chair – fall 2019
  • 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 SERVICE

  • Co-editor, Special Issue: “Sustainability”, Business Forum 2020
  • Co-editor, Special Issue: “Alternative Imaginings“, Markets, Globalization & Development Review 2018
  • Reviewer for Journal of International Journal of Fashion Studies 2019
  • Reviewer for Journal of Product and Brand Management 2019
  • 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, 2019
  • Reviewer for Interpretive Consumer Research Workshop 2011
  • Reviewer for Marketing Educators’ Association Conference 2012, 2013, 2014
  • Reviewer for European Marketing Academy Conference 2012, 2018

GRANTS

  • Mini Grant by Office of Research, Scholarship, and Creative Activities – 2018-2019
  • Faculty-led Curriculum Design for Student Achievement in the CSU Grant – 2019