Dr. Kwak's research focuses on consumer psychology underlying various fan behaviors and decision making in various sport-related consumption contexts. His recent work focuses on how emotion and experiential judgments influence consumers' perceptions, attitudes, and behaviors in the sponsorship, gambling, and merchandise consumption contexts.
|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.