Dae Hee Kwak


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.


Dae Hee
OBL 2118
1402 Washington Hts.
Ann Arbor, MI 48109-2013
(734) 615-2884
(734) 647-2808


Course Course Title Credits Term Instructor
SM 346 Principles of Marketing 3 Fall, Winter Kwak
Course Name RO: Prin of Marketing
Course Level: Undergraduate
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
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