Lionhearted Leaders: Matthew Bauman
From theory to application: Matthew Bauman creates an engaging learning experience for students
Matthew Bauman, assistant professor at Purdue University Northwest’s (PNW) White Lodging School of Hospitality and Tourism Management, likes to create a learning experience for his students. By using experiential learning in his courses, he engages students by providing real-world examples of theories and concepts through research projects and hands-on lesson plans.
“It’s important for students to learn concepts and theories,” explains Bauman, whose teaching focuses on the areas of food, beverage, meeting and event planning and sales and marketing for the hospitality and tourism industry. “Students should be able to think about things philosophically and analytically, but also be able to apply that conceptual information to real-world settings. I try to connect the relationship between the two and give students some valuable skills to take away from the class.”
From concept to application
Bauman combines his work as a researcher, experience in the industry and passion for the field to create an engaging educational experience for his students. “I like to keep my classes fresh. I try to create an experience for my students,” says Bauman. “A memorable experience is more engaging and results in greater information retention.”
Part of that experience involves Bauman bringing his research into the classroom. Recently, he attended the World Bulk Wine Exhibition in Amsterdam where he conducted a blind taste test with the same wines packaged in cans and bottles. He then used the data as a topic of discussion in his class. Taking it a step further, Bauman had his students use the data to create a marketing plan for canned wines. The student project culminated in a final presentation which included a marketing plan, product design and mock-up, along with social media advertisements and messaging.
The project, as Bauman explained, was a practical lesson in connecting research and application while also reinforcing the importance of communication skills. “Communication is really important in the hospitality industry,” says Bauman. “You need to know how to communicate with people both verbally and in writing. Our industry is the people business and communication is key!”
I like to keep my classes fresh. I try to create an experience for my students. A memorable experience is more engaging and results in greater information retention.
Developing researchers
A trained researcher, Bauman enjoys introducing his students to the field of research. Designing research studies, conducting statistical analysis and collecting data are some of the important skills he tries to impart on the student researchers.
Bauman and two of his students were recently awarded a research grant to explore expressions of gratitude, or how people show reciprocity, in the form of tipping during service encounters. He is also working with another student on exploring sustainable tourism and the impact of short-term rentals on Michigan City as a tourism destination.
Creating an interactive classroom
In addition to sharing his research, Bauman regularly shares his first-hand experiences within the industry and invites his students to do the same. He uses these experiences as a starting point to further conversations on the culture, roles and challenges within the industry. “Many of my students are working in the industry in some capacity,” he says. “I appreciate that they bring these experiences to the classroom. It further connects the conceptual information and the actual practice of operationalizing.”
Bauman also likes to tie lessons to appreciation. In his Sales and Service for Beverage Operations course, students are provided the opportunity to taste a variety of different beverages from water, soda, coffee and tea to wine and beer. “What’s more enjoyable, or memorable, than experiencing something first-hand?” says Bauman. “It also familiarizes them with the wide variety of beverages out there.”
Bauman’s interest in wine extends beyond the academic as he currently has one of the largest collections of canned wine in the world. He is hoping to capture the world record this year when he submits his collection to the Guinness Book of World Records.
A love of wine
Bauman’s lifelong passion for cooking and exploring cuisines from around the world, as well as his interest in craft beer, led to his choice to study the hospitality industry. “I’ve always loved the sensory experience of different foods and beverages and pairing them together,” says the Houston native. However, a wine appreciation class he took during his second year in college sparked his interest in the wine industry.
While Bauman’s teaching focuses on the hospitality and tourism industry as a whole, his area of interest for academic research focuses on the various aspects of the wine industry. He has conducted research and authored several papers, articles and chapters on wine tourism, packaging, branding, marketing and sustainability.
Bauman’s interest in wine extends beyond the academic as he currently has one of the largest collections of canned wine in the world. He is hoping to capture the world record this year when he submits his collection to the Guinness Book of World Records.
Bauman believes his passion and enthusiasm for research and teaching led to his being named a Lionhearted Leader at PNW. “I’m a college professor teaching about wine and beverage,” says Bauman. “This is my passion. I love what I do and that comes across especially when I’m teaching. I feel incredibly grateful that I get to do what I love.”