Bauer Business Minds: Research for the Real World.
Bauer Business Minds: Research for the Real World - C. T. Bauer College of Business, University of Houston
Dr. Vanessa Patrick

Bauer researchers are difference makers. In this newsletter we showcase three stories of faculty who not only make a difference in the world of business, but in society at large.

By developing an understanding of how an ad on TV can influence online search on your second screen, Dr. Rex Du’s research provides nuanced insight on how marketers can more accurately quantify the effects of their advertising spend and shape how they evaluate their marketing campaigns.

Marketing doctoral student Rita To and I worked with a team of researchers to profile leading arts organizations and use the insights gleaned to develop a best practices framework that lays out how collaborative art can transform community.

Speaking of transforming community, only last week Accounting Professor Dr. Saleha Khumawala received the 2019 Award of Excellence for Innovation + Talent award at the University Economic Development Association (UEDA) for Bauer’s SURE™ program.

At Bauer, we are proud to make a positive difference through the work that we do. After reading these stories, we hope you agree!

Dr. Vanessa Patrick
Associate Dean for Research
Bauer Professor of Marketing


Evaluating TV Ad Effectiveness
Bauer Researcher Rex Du Develops Framework
for Online Behavioral Response

TV Watching

The way many American consumers watch television has changed; 178 million watch with a smartphone, laptop computer, or some other mobile device in hand. As the second screen phenomenon took hold, enterprising business startups seized on the opportunity to track online spikes in web traffic related to when a company’s TV ads ran, promising valuable insights to paying clients. Bauer College Marketing Professor Rex Yuxing Du recognized the limitations of that less than nuanced approach and developed an alternative, detailed in a study recently published in the Journal of Marketing.


Creating a Community
Bauer Research Focuses on the Intersection
of Art and Community Development

Houston Art Mural

A new interdisciplinary study from C. T. Bauer College of Business yields important insights about the intersection of art and community-development. Associate Dean for Research and Marketing Professor Vanessa Patrick and Bauer doctoral student Ngoc (Rita) To are part of a team of researchers whose work, "Collaborative Art: A Transformational Force Within Communities," was recently published in the Journal of Consumer Research.


Our Award-winning Social Entrepreneurship Program
Bauer’s SURE™ Program Recognized by the University Economic Development Association

SURE Program

The Stimulating Urban Renewal through Entrepreneurship (SURE™) Program at the University of Houston, C. T. Bauer College of Business was recently recognized as one of the nation’s best university-led economic development initiatives.


The C. T. Bauer College of Business is an AACSB Accredited Business School.

The University of Houston is an EEO/AA institution.