Jennifer Bechkoff

Jennifer Bechkoff is a Professor of Marketing & Business Analytics at San José State University's Lucas College of Business. She specializes in marketing education innovation, consumer behavior analysis, and soft skills development for business students. Her teaching portfolio includes courses like Marketing Research, Consumer Behavior, Business Communication & Ethics, and Online Learning Strategies.

• Ph.D. in Marketing (University of Cincinnati, 2008)
• MBA in International Business (CSU Fresno, 1998)
• B.S. in Finance (CSU Fresno, 1997)

Her research focuses on consumer decision-making biases (e.g., omission neglect), online education methodologies, and the integration of gamification in marketing pedagogy. She pioneered online marketing courses at SJSU and chaired the Department's curriculum committee (2009–2021). Current roles include representing the Lucas College on the Academic Senate’s Committee on Committees.

Her articles explore topics like student perceptions of workplace professionalism, cross-cultural marketing education, and cognitive biases in consumer behavior. She also owns Coffein Coffee Co. and delivers business etiquette workshops through The Etiquette Institute.