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Dr. Deukmook Bae is an Assistant Professor in the Department of Applied Physiology and Sport Management at the Simmons School of Education and Human Development. He earned his Ph.D. in Sport and Entertainment Management from the University of South Carolina, where he also taught courses in sport marketing, finance, and business principles. He holds both a Master’s in Sport Management and a Bachelor’s in Sport Science from Seoul National University, South Korea, where he also served as a teaching assistant and research mentor.

Dr. Bae’s research program focuses on enhancing consumer engagement across digital sport consumption journeys, with an overarching goal of integrating sport into society in sustainable ways. His primary research interests include (1) sport gambling consumer behavior, (2) pricing strategies, (3) social media and sport consumer behavior, (4) AI integration in sport marketing, and (5) sport management education. His work appears in leading journals such as Journal of Sport Management, Sport Marketing Quarterly, European Journal of Education, and Performance Enhancement & Health. He also serves as an ad hoc reviewer for several journals and the SEVT Conference.

Prior to joining ÕýÆ·À¶µ¼º½, Dr. Bae was recognized for his teaching excellence at the University of South Carolina, receiving a Career Influence Award (2024) and a nomination for Ph.D. Teacher of the Year (2025). He also contributed to a funded project with FC Cincinnati (Fan Panel Phase).

During his time at Seoul National University, he earned multiple research scholarships and was an accomplished student-athlete, captaining the university basketball team in 2013 and later coaching from 2017 to 2020. He also served as a first lieutenant in the Korean Army, further developing his leadership and discipline.

In his free time, Dr. Bae enjoys watching NBA games and playing tennis, basketball, and soccer.