Dae Hee Kwak

Assistant Professor of Sport Management
Co-Director, Michigan Center for Sport Management

About

Dr. Kwak's research focuses on sport consumer behavior in various sport-related consumption contexts. His long-term research goal is to identify how sport consumer behavior is similar/dissimilar with other types of consumer behavior. His current work focuses on how emotion and experiential judgments influence various decisions to consume sport-related products/services.

Areas of interest

Sport Consumer Behavior, Sport Consumer Psychology, Sport Media Behavior, and Cognitive Biases and Emotion.

Contact

Dae Hee
Kwak
1402 Washington Hts.
Ann Arbor, MI 48109-2013
(734) 615-2884
(734) 647-2808

Classes

Course Course Title Credits Term Instructor
SM 346 Principles of Marketing 3 Fall, Winter Kwak
Course Name RO: Prin of Marketing
Course Level: Undergraduate
Description
Intended for students with no previous exposure to marketing, this course introduces basic marketing concepts, advertising, consumer behavior, strategic planning and the marketing of sport, fitness and health as a consumer service.
Prerequisites: Junior status.
Component: LEC
SM 439 Sponsorship-Linked Marketing 3 Fall, Winter, As Arranged Kwak
Course Name RO: Spnsrshp Lnkd Mrktng
Course Level: Undergraduate
Description
The central goal of this course is to provide the student with both a theoretical and an applied understanding of the values and limits to sponsorship-linked marketing. Various areas of sponsorship will be considered including sports, arts, and causes. Although a managerial perspective of the sponsor will be maintained, views from both the sponsor and sponsee will be considered. The course takes an integrated marketing communications perspective and treats sponsorship as a contributor to an overall communications platform. In the process of developing this understanding the course will utilize basic concepts across a number of disciplines in an integrative fashion.
Prerequisites: Advisory prerequisite: SM 346.
Component: LEC

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