Hachtmann brings global perspective to J school
By Katie Cummins
J Alumni News Staff
Frauke Hachtmann had never even heard of Nebraska when one of her club tennis teammates asked if she wanted to come play tennis at the University of Nebraska. She moved to the United States from Germany intending to stay for one year. That was in 1991.
Since moving to Lincoln, Hachtmann, the new professor in the College of Journalism and Mass Communications advertising department, has done her best to get an education.
While playing for four years on the UNL tennis team, she earned a bachelor's degree in advertising. She went on to earn a master's degree in journalism from UNL, and then in 2000 she received her master's degree in business administration from UNL.
Hachtmann is primarily interested in international advertising. She taught an experimental class, Global Advertising, last year and now it is regularly offered.
"It's really rewarding hat the class was picked up, " Hachtmann said. "International advertising is so interesting for me, and now more people will have the opportunity to learn about it."
Hachtmann said living in Europe most of her life and in the United States the past 11 years has made her curious to examine the similarities and differences in advertising between the two continents. She would also like to study advertising in Asia more closely.
Although Hachtmann was born and raised in Hanover, Germany, she plans to remain in the United States.
"The opportunities are so much greater in America," Hachtmann said. "Some might think it is strange to study international advertising from Lincoln, Neb., but I think it is a great place to work from."
Her colleagues at UNL are happy to have her here, too. Nancy Mitchell, head of the advertising department, likes what Hachtmann adds to the department.
"She brings a new dimension to the advertising department with an international perspective, and I think she has a lot to offer the students," Mitchell said.
Before she began in the advertising department, Hachtmann worked as a graduate assistant and then media coordinator for the Athletic Marketing Office at UNL. She was in charge of purchasing advertising for all 23 university sports. She was also the editor in chief of the Red 'N White newsletter sent to university donors.
While working as media coordinator, Hachtmann left a favorable impression on Don "Fox" Bryant, the former sports information director for UNL.
"I think she's an outstanding, intelligent woman who does great work," Bryant said. "She's got a great, upbeat personality, and although I'm said to see her leave the Athletic Marketing Office, I think teaching is a great opportunity for her."
In the future, Hachtmann plans to visit her mother and sister at least once a year in Germany.
"I do miss my family and will always consider myself a German citizen, but I feel like I have such a great opportunity here in Nebraska. I think it's a great university with wonderful students."
Hachtmann is also planning to get her doctorate in marketing at UNL sometime in between teaching her classes and getting back into tennis-playing shape.
"I was kind of burned out on tennis after playing club tennis my whole life and then college tennis. Now I'm starting to miss it, but I need to get back into shape before I'll play some of the College of Journalism professors!"
