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Hartman, Katie

Fox Associate Professor of Marketing; Director of Undergraduate Programs & Assessment

Marketing Department
Copeland 514F

Katie Hartman was awarded the Richard P. and Joan S. Fox Professor in Business, a renowned honor which supports her scholarly and research work.


  • PhD, Business Administration (Marketing), Indiana University 
  • MS, Business, Indiana University 
  • MBA, Ohio University 
  • BBA, Marketing and Management, Ohio University 

Research Interests

  • Retail sales interactions
  • Consumer ritual behaviors
  • Customer service
  • Interpersonal communications
  • Tourism
  • Teaching, Learning, and Assessment

Professional Experience

  • Associate Professor of Marketing, Ohio University 
  • Associate Professor of Marketing, University of North Carolina Wilmington
  • Assistant Professor of Marketing, University of North Carolina Wilmington 

Selected Publications

  • Carla Childers, Katie Hartman, Jacob Hiler & Mick Andzulis (2019) Client projects: Student attitudes, learning outcomes, and project evaluations, Journal of Education for Business, DOI: 10.1080/08832323.2019.1627996
  • Quelch, John & Hartman, Katherine B. (2019, May). Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative. Harvard Business School Brief Case 919-521. Boston, MA.
  • Quelch, John & Hartman, Katherine B. (2018, November). Cepuros Foods Malaysia: Finding the Secret Sauce for Growth. Harvard Business School Brief Case 919-513. Boston, MA.
  • Shapiro, Benson P. and Hartman, Katherine B. (2018, March). Wiikano Orchards. Harvard Business School Brief Case 918-517. Boston, MA.
  • Quelch, John A. and Hartman, Katherine B. (2017, March). Pintura Corporation: The Lena Launch Decision. Harvard Business School Brief Case 917-523. Boston, MA.
  • Penrod, Catherine, Tucker, Mary L., and Hartman, Katherine (2017). Models for delivering written business communication skills: Improving the process. Journal of Instructional Pedagogies, 19(October), online.
  • Decker, Cole and Hartman, Katherine. (2016). Brand Personality, Congruency, and Net Promotor Score: A University Case Study. Journal of Marketing Perspectives, 1, 23-37.
  • Hartman, Katherine B., Tracy H. Meyer, and Heather H. Hurley (2013). An Examination of Culture Cushion: Antecedents and Consequences. International Journal of Culture, Tourism, and Hospitality Research, 7(4), 340-352.
  • Hartman, Katherine B. and James B. Hunt (2013). What reveals about how and why students evaluate their professors: A glimpse into the student mindset. Marketing Education Review, 23(2), 149-160.
  • Kinard, Brian R. and Katherine B. Hartman (2013). Are You Entertained? The Impact of Brand Integration and Brand Experience in Television-Related Advergames. Journal of Advertising, 42(2-3), 196-203.
  • Hartman, Katherine B., Tracy H. Meyer, and Lisa L. Scribner (2009). Retail and Service Encounters: The Inter-Cultural Tourist Experience. Journal of Hospitality Marketing & Management, 18(1), 197-215.
  • Hartman, Katherine B. (2006). Television and Movie Representations of Salespeople: Beyond Willy Loman. Journal of Personal Selling & Sales Management, 26(3), 283-292.
  • Hartman, Katherine B. and Rosann L. Spiro (2005). Recapturing Store Image in Customer-Based Store Equity: A Construct Conceptualization, Journal of Business Research, 58(August), 1112-1120.


  • Dean's Special Recognition Award, OHIO College of Business, 2019
  • Research Recognition Award, OHIO College of Business, 2016
  • New Tutor of the Year, Ohio University Honors Tutorial College, 2016
  • Excellence in Professional Activity and Service, OHIO College of Business, 2014
  • Outstanding Reviewer Award, Emerald Literati Network, 2012
  • Faculty Advisor of the Year, Pi Sigma Epsilon, 2011

Richard P. and Joan S. Fox Professorship in Business

The Richard P. and Joan S. Fox Professorship in Business is awarded to faculty in the College of Business exhibiting excellence in research and/or teaching or have the ability to perform leadership roles in the College, the University, and their profession. Hartman, as representative of the endowments' namesake, exhibits a commitment to a strong work ethic, a sense of instilling an appreciation for strong business ethics and corporate social responsibility in the classroom, and an appreciation for community service. Joanie and Rick, who met while high school students in the Cleveland suburbs, were married during Rick's sophomore year at Ohio University. Richard is a 1969 graduate of Ohio University's College of Business and has more than 30 years of financial and operational experience.


Dr. Katherine "Katie" Hartman is a second-generation Ohio University alumnus and faculty member. She is the Fox Associate Professor of Marketing. Her disciplinary research focuses on consumer behavior, marketing strategy, and service interactions. Her pedological research focuses on applied learning and assessment. Her peer-reviewed intellectual contributions include journal articles, case studies, and national presentations.

Dr. Hartman teaches marketing strategy, consumer marketing, marketing research, and consumer behavior. Her courses emphasize problem-based learning, experiential learning, backward design, and assurance of learning through assessment.

Dr. Hartman serves the College of Business as one of the Directors of Assessment and the Chair of the Marketing Department. She serves the University as the co-chair for the Teaching, Learning, and Assessment (TLA) Committee and the chair of the University Curriculum Council’s General Education Committee.