Ye Hu

Associate Professor - Conn Fellow

Ye Hu


Ye Hu is award-winning marketing professor at the C. T. Bauer College of Business, University of Houston. He holds a Ph.D. in Marketing from The Wharton School of the University of Pennsylvania and a B.E. in Economics, B.Sc. in Automotive Engineering from Tsinghua University.

Dr. Hu's recent research focuses on leveraging Internet search data to study how consumers respond to marketing mix dynamically. He was the finalist for the Paul E. Green Award of Journal of Marketing Research in 2005. His paper was awarded the Journal of Advertising Research best paper in 2007. His paper received the American Marketing Association Advanced Research Techniques Forum best paper award in 2014. His papers have appeared in Journal of Marketing, Journal of Marketing Research, Management Science, Strategic Management Journal, Marketing Letters, Journal of Retailing, Journal of Interactive Marketing, Journal of Advertising Research, and Customer Needs and Solutions.

An enthusiastic instructor, he received teaching awards from both Purdue University and the University of Houston.

Honors and Awards

  • Highest Teaching Evaluation at the Bauer College of Business, Spring 2017 (Pricing Strategy)
  • Bauer G.R.E.A.T. Excellence in Teaching Award, 2016, Best instructor of the Global Energy Management EMBA Program, voted by the Woodlands GEMBA class I (Statistics)
  • Robinson Fellowship, Bauer College of Business, University of Houston, 2015-
  • Best Paper, American Marketing Association Advanced Research Techniques Forum, 2014
  • Excellence in Reviewing, Journal of Interactive Marketing, 2013
  • Lucile and Leroy Melcher Excellence in Research Award, C. T. Bauer College of Business, 2012
  • Best Paper Award, Journal of Advertising Research, 2008
  • Krannert Distinguished Teacher, Purdue University, Spring 2005, 2007
  • Purdue Center of International Business Education and Research Research Grant, 2006
  • Finalist, Paul E. Green Award, 2005
  • AMA-Sheth Doctoral Consortium Fellow, University of Minnesota, 2003

Research Interests

  • Online search
  • Social media
  • Advertising
  • Entertainment industry
  • Conjoint analysis

Areas of Expertise

  • Pricing
  • Marketing analytics
  • Applied Bayesian statistics
  • Dynamic linear models
  • Conjoint analysis
  • Automotive industry


Contact Info

MH 385G
Visit Web Site


Ph.D., Marketing & M.A., Statistics, The Wharton School of the University of Pennsylvania
B.E., Economics & B.S., Automotive Engineering, Tsinghua University