Matt Hettche

Luter School of Business - Department of Management and Marketing

Matthew Hettche

Associate Professor

Luter Hall 107
(757) 594-7692


  • Ph D in Philosophy, Purdue University
  • MA in Philosophy, Virginia Polytechnic Institute and State University
  • BA in English, La Salle University


Database Marketing, Digital Marketing, Marketing Managment


normative marketing ethics; digital marketing; intellectual history


Dr. Hettche has been a faculty member at CNU since 2009. His research is focused in the areas of digital marketing, interactive marketing, and marketing ethics. In the classroom, Dr. Hettche aims to create a hands-on and collaborative environment. He also participates regularly in undergraduate research projects.

  • Journal Article, Academic Journal
    (2019). Incorporating Third-Party Online Certifications into a Marketing Course: Effects of Learning Style on Student Responses. Marketing Education Review. Volume, 29. Issue, 3. Pages, 193-206.
  • Journal Article, Academic Journal
    (2018). Communication and Engagement Strategies for Promoting Division III College Sports: An Exploratory Study. Atlantic Marketing Journal.
  • Journal Article, Academic Journal
    (2015). Analyzing media types and content orientations in Facebook for global brands. Journal of Research in Interactive Marketing. Volume, 9. Issue, 1. Pages, 4-30.
  • Journal Article, Academic Journal
    (2014). Moving Participation Beyond the Classroom: Who Benefits from Online Social Communities?. Journal of Advertising Education. Volume, 18. Issue, 1. Pages, 5-13.
  • Journal Article, Academic Journal
    (2013). The communication of global citizenship through Public Service Announcements: a US study. Journal of Marketing for Higher Education. Volume, 23. Issue, 1. Pages, 1-14.
  • Robert Hasbrouck, Matthew Hettche, Michael Clayton, Association of Marketing Theory and Practice, "Message Strategies of North American For-Profit Colleges and Universities: A Qualitative Analysis," Charleston, SC. (2019)
  • Annie Cecil, Matthew Hettche, Robert Hasbrouck, Northeast Decision Sciences Institute Annual Conference, "The Metrics of Innovation: A Case Study of the Outdoor Power Tool Industry and the Sustainability Initiatives of STIHL Inc," Alexandria, VA. (2016)
quick edit report a problem