Rowena Crabbe
University of Texas at Austin
McCombs School of Business
“Amazing and interactive teaching that dives into the intersection of business, social justice, and equality. This was one of my favorite courses at UT Austin. Professor Crabbe was always extremely encouraging and open to discussion. Hers was the only class where I felt we didn’t have enough time during class because I always wanted to discuss and probe further into the topic at hand.” – Tessa Garcia
Rowena Crabbe, 39, is an assistant professor of marketing at the McCombs School of Business at The University of Texas at Austin. She teaches courses on the influence of marketing in society at the undergraduate and MBA levels.
As a teacher, Crabbe leverages industry experience in diversity and inclusion, consulting, and corporate social responsibility, combined with a sociology background, to bring a unique perspective and framework to class discussions.
She was recently a visiting assistant professor at Virginia Tech, where she earned a B.A. in marketing management and an M.S. in marketing research. She completed a Ph.D. in sociology at the University of Illinois Chicago with a concentration in race and ethnicity and a dissertation on the logics of boutique fitness.
BACKGROUND
At current institution since what year? 2022
Education:
- PhD Sociology, University of Illinois, Chicago
- M.S. Business Administration, Virginia Tech
- B.A. Marketing Management, Virginia Tech
List of Undergraduate courses you teach: The Influence of Marketing in Society and Marketing
TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR
I knew I wanted to be a business school professor when … I realized being a business school professor allowed me the autonomy to do meaningful real-world research on my chosen topics and work with and learn from bright young people.
What are you currently researching, and what is the most significant discovery you’ve made from it? I’m focusing on companies’ narratives on social issues such as racial justice, gender equity, and lgbtq+ rights. I also focus on understanding Black entrepreneurs’ unique challenges and marketing strategies.
If I weren’t a business school professor, I’d be … a nutritionist or a fitness instructor
What do you think makes you stand out as a professor? On the first day of class, I tell students my story – including all the bumps, bruises, wrong turns, the trashy TV I watch, my most recent travels, and show pictures of my family. I hope this helps them think of me as a full, unique person, rather than just a professor in front of the classroom. I hope this encourages them to bring their full unique selves to our classroom discussions.
One word that describes my first-time teaching: Terrifying!
Here’s what I wish someone would’ve told me about being a business school professor: That business school students are well-rounded. Many have double majors, multiple minors, and participate in various extra-curricular activities. They care GREATLY about the world and their role in making society more equitable.
Professor I most admire and why: Kathy Li: Kathy approaches research, teaching, service, and mentoring strategically, with intention, efficiency, kindness, and self-awareness. She has been a mentor and a role-model to myself and all the junior faculty at McCombs.
TEACHING BUSINESS SCHOOL STUDENTS
What do you enjoy most about teaching business students? The breadth of personal and professional experiences that students bring to the classroom. Their thoughtfulness, commitment to equity, and desire to make the world a better place.
What is most challenging? The most challenging but fun part is incorporating current events into our class discussion and adjusting the discussion on the fly when students bring up an interesting current example.
In one word, describe your favorite type of student: open
In one word, describe your least favorite type of student: close-minded
When it comes to grading, I think students would describe me as …fair – no surprises.
LIFE OUTSIDE THE CLASSROOM
What are your hobbies? Running, traveling, baking, reading, and attending concerts
How will you spend your summer? Visiting my niece and nephew, running around town lake in Austin, and traveling to Italy and Ghana
Favorite place(s) to vacation: Almafi Coast
Favorite book(s): I’m currently reading The Covenant of Water; I also loved Cutting for Stone – Both by Abraham Verghese
What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? I love shows about tween/teen angst, particularly with protagonists of color, e.g., Never Have I Ever, Ginny & Georgia, On My Block
What is your favorite type of music or artist(s) and why? R&B/Neo-soul
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have much more of this … openness to perspectives from a broader set of people, disciplines, and methods.
In my opinion, companies and organizations today need to do a better job at … understanding their role in broader social issues.
I’m grateful for … the opportunity to learn with and from the students in my classes.
DON’T MISS THE ENTIRE ROSTER OF 2023’S 50 BEST UNDERGRADUATE BUSINESS SCHOOL PROFESSORS.
Questions about this article? Email us or leave a comment below.