Steven Koch

Senior Professor of Practice - Director, MS Marketing Program

Steven Koch


Mr. Koch has more than 20 years of industry experience in marketing, sales, and senior management. His background spans a broad spectrum of responsibilities from marketing research to mergers and acquisitions to general management. Once referred to as the "Coca-Cola Foods whiz" kid by Brand Week and a "consumer market whiz" by Lubricants World, he gained a reputation early in his career as a highly valued marketer.

Mr. Koch retired from Pennzoil-Quaker State in September of 2002 to pursue a 2nd career in academia. He spent the 2002-2003 academic year as Lecturer at Rice University, teaching Brand Management, Business to Business Marketing, and Action Learning Project (Rice University's version of the Business Consulting Projects Program at Bauer).

While at Pennzoil-Quaker State, Mr. Koch held various senior management positions including Senior Vice President and General Manager, Pennzoil-Quaker State Chemicals, Senior Vice President, Marketing Services and Customer Development, and Vice President, New Products and Marketing Information. During his tenure at Pennzoil-Quaker State, his teams received numerous industry excellence awards for marketing and advertising and were recognized by Business Week for developing and commercializing one of the "Top Products of 1999." He managed the successful acquisition and integration of several companies for the Pennzoil Products Company and was viewed as a leader and innovator in the automotive aftermarket, having significantly contributed to the establishment of category management practices across the entire industry.

Before joining Pennzoil, Mr. Koch spent 2 1/2 years with video game marketer Sega, where he first served as Director of Direct Marketing and Marketing Information and subsequently Group Director of Strategic Planning and Marketing Information. Steve's background also includes 6 years with Coca-Cola Foods where he began as a marketing research manager and was promoted to Director of the Marketing Research Department. While there, Mr. Koch championed several strategically significant marketing initiatives including product optimization (e.g. RSM) and marketing mix modeling. He began his marketing career as a Consumer Research Analyst with Mattel Toys where he lead the company's development of modeling survey data to forecast new product revenues long before the products were commercialized . This saved the company significant dollars and improved its new product success rate.

Mr. Koch has served on several for-profit and non-profit board of directors and in his spare time tends to his car collection and ranch in Central Texas.

Mr. Koch received his B.S. in Marketing from San Diego State University and his M.S. in Marketing from California State University, Long Beach.

Areas of Expertise

  • Internet Marketing
  • Ecommerce
  • Marketing Research
  • New Product Marketing

Contact Info

MH 385L
No Web Site Currently


  • Internet Marketing and Ecommerce
  • New Product Marketing
  • Business Consulting Lab
  • Marketing Administration (EMBA)


California State University, Long Beach
San Diego State University