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Dr. Stephen Bok was once a student at Cal State East Bay. He received multiple degrees as a Pioneer including a Bachelor of Arts in Psychology, Master of Social Work (MSW), and Master of Business Administration with a Concentration in Marketing & Human Resource/Organizational Behavior. After a few years at the University of Texas at Arlington to get his Ph.D. in Business Marketing, Stephen came back to Cal State East Bay in 2019 to be an Assistant Professor in Marketing.

LET'S GET TO KNOW STEPHEN BOK WITH A QUICK Q&A

Q. First job on your resume

A. Baseball umpire

Q. Did you wear “real clothes” on during the pandemic (wink: zoom)

A. Of course, dressing up is important to mentally get into the zone and practice.  We need rituals to create our sense of normalcy.  It is like brushing our teeth in the morning.  Brushing our teeth starts our day fresh and clean with aspirations to do good in the world.

Q. One word a coworker use to describe you

A. Reliable

Q. One song you can’t get out of your mind

A. Alan Walker, Salem Ilese, and TOMORROW X TOGETHER - PS5

Q. Secret hobby or skill

A. Mindfully watching a sunset to gently embrace the colors and moment.  Each sunset is surprisingly different when we slow down to notice.

Q. Inbox 0 or Inbox 1000

A. Inbox 255

Q. Last show you watched

A. Survivor 42

Q. Who would play you in a movie

A. Harry Shum Jr.

Q. Last text you sent

A. happy birthday 🎂

DEEPER DIVE INTO PROFESSOR BOK AND MARKETING

What made you come back to Cal State East Bay?

CSUEB is like my second home.  It is a safe and welcoming environment.  With the right mindset and fortitude, anything truly is possible here.  It is where my dreams came true.  At this university, I sometimes imagine myself sitting in one of the classroom desks as a student again.  I remember the struggles and excitements of student life.  I know what it takes to enhance the student learning experience.  My heart is connected to this university because of how much I was given. 

School is a give and receive experience.  Place your attention and positive energy into lessons; and you shall receive the gift of decades of knowledge.  91̽»¨ the skills into practice and it will light the path to your learning journey.

What made you change your focus from Psychology to Marketing?

Psychology is actually a great foundation for marketing and understanding consumer behavior.  It was the professors at CSUEB that inspired me to further pursue marketing.  The exceptional lessons and flexibility to bring in understanding of human behavior added to the breadth of knowledge I was imbued.  From experimental design to the facets of human needs, I believe psychology goes hand-and-hand with marketing.  More fact-based information is generally helpful when conducting research. 

Tell us a little about the change you’re seeing in Marketing?

Marketing is increasingly online and digital in quick serve clips (i.e., social media platforms).  The average attention span has decreased.  It is about what is new, unique, and eye-catching.  Five minutes of fame has changed to five seconds of insta-fame (if at that).  The content creators able to build loyal followers and retain consumers’ interests over longer periods of time are the ones currently succeeding.  Content is changing daily to amaze consumers online. 

Why should students pursue this? Why shouldn’t students pursue Marketing?

Marketing is a rigorous scientific field of study.  The academic standards for marketing research, measuring behavioral data, and theory development are sky high. We are seeing the benefits of this hard work in society.  For instance, nonprofits promoting health precautions utilize marketing principles.  Sales teams are consistently looking for individuals that can genuinely connect with people and understand their needs.  With our online behaviors tracked, people are making careers analyzing big data.  Marketing attracts diverse personalities because of the various opportunities to pursue exciting careers.

I think if someone is interested in marketing and has already committed to another major; a minor or double majoring are options.  College is a safe place to explore different fields of study.  Many people find their dream career through a process of elimination.  As mentioned in my bio, I majored in psychology as an undergraduate and found my way to marketing.  Knowledge is power.  Do what you love.  Ask: What excites me?  What can I spend hours doing and feel like no time has passed?  How can I make that my future? 

Dreams take work.  It takes focus to reach each goalpost.  It is also likely not to come true.  But if you shoot for the moon, you will land among the stars.  The journey is what makes life worth living.

What are some of the jobs that you find the most exciting?

Marketing consulting is exciting because it is an invitation to see the inner workings of an existing business.  Businesses exist to improve lives or solve a problem.  Supporting the underlying missions and goals of an organization are rewarding.  It is a way to help well intended, good people.  Sales and social media marketing are noteworthy too.  

Top advice for future marketers

Have a growth mindset (see research from Carol S. Dweck Ph.D.).  Marketing practices are changing frequently.  What’s relevant today is not relevant in tomorrow’s digital world.  It’s like posting a comment to the Oscars a week later; it’s not today’s news.  Learn to be anticipatory and expect to post a comment to the upcoming Oscars.  The ability to adapt and change with the times are necessary in our digital age.  This can be learning new software, reading scholarly articles, or trying a new app.  The American Marketing Association (AMA) does a great job curating digestible newsletters too.   

What are some of the special marketing programs offered at Cal State East Bay and are there new opportunities to look out for?

Check out the Certificate in Digital Marketing and Analytics Program:

/marketing/certificate-in-digital-marketing/index.html

For current students looking for marketing experience: Marketing Internship Pipeline Program

/marketing/marketing-internship-pipeline-program.html

Alumni are also welcomed back to share marketing experiences: Marketing Connect Speaker Series

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