Ye Hu        Associate Professor and Conn Fellow
Marketing Ph.D. Program Coordinator
Department of Marketing and Entrepreneurship
C.T. Bauer College of Business
University of Houston
713.743.2181 ·

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Ph.D., Marketing
Wharton School
University of Pennsylvania

M.A., Statistics
Wharton School
University of Pennsylvania

B.A., Economics
B.E., Automotive Engineering
Tsinghua University

My recent research focuses on leveraging Internet search data to study how consumers respond to marketing mix dynamically, and how consumer interests expand across geographic regions over time. More extensively, my research interests cover two general fields, digital marketing and conjoint analysis/mechanism design.
In digital marketing, I have studied the following topics:
  • Google Search
  • Online Auctions
  • Consumer Ratings
  • Automotive Industry
I have taught various marketing topics at undergraduate, MBA, and doctoral levels, at three different institutions: C. T. Bauer College at the University of Houston (current), Krannert School of Management at Purdue University, and the Wharton School of the University of Pennsylvania.
  • Empirical Models (Ph.D.)
  • International Marketing
  • Internet Marketing
  • Introduction to Marketing
  • Marketing Management
  • Marketing Research
  • New Product Development
  • Pricing
  • Quantitative Analysis for Business Decisions

Honors and Awards
  • Highest Teaching Evaluation at the Bauer College of Business, Spring 2017 (MARK 7371: Pricing Strategy)
  • Bauer G.R.E.A.T. Excellence in Teaching Award, 2016, Best instructor of the program voted by the Woodlands I Global Energy Management Executive MBA class
  • 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
Refereed Publications


MARK 4368: Pricing
MARK 7371: Pricing Strategy

Smart Pricing Business
Interesting Pricing Stories

BZAN 6310: Quantitative Analysis for Business Decisions

Online Resources