University of Michigan

Fall 2012 Winners - Together We Stand, United We Rise

Daniel Cady

Daniel Cady

Daniel is from Minneapolis, Minnesota. He attended Breck High School, where he captained the baseball team and played basketball as well. He wanted to change his goals and focus on academics when he decided to attend the Stephen M. Ross School of Business at the University of Michigan. Through the Ross School of Business he has realized his passion for marketing, sales and entrepreneurship. He has held summer internships at both Red Frog Events and Coyote Logistics, where he gained great experiences in project management, sales and marketing. After working for a company for some time, he plans to start and run his own company. Although he has major business goals for himself, family is still very important to him and he will never forget where he has come from.

“I’m so happy we get to work with the Pistons and Fox Sports because we are gaining experiences that are invaluable. Not many other schools have a partnership with a real organization where students’ ideas are actually heard and used.”

“I loved my experience with Fox Sports and the Pistons. They were so open about what the organization was looking for and it really helped in producing a product they enjoyed.”

“Fox Sports has one of the most innovative, action-based learning projects that I have been a part of.”

“It is nice to know that as a student, your opinion matters and the work you are doing matters.”

Samantha Hirsh

Samantha Hirsh

Samantha Hirsh is originally from Randolph, New Jersey and will graduate in May 2013 from the University of Michigan.  She will receive her BBA from the Ross School of Business with an emphasis in Finance.  After graduation, she will be working at BlackRock as part of the Financial Markets Advisory team.  She has worked in both finance and in the entertainment industry in the past.

Working with Fox Sports Detroit and the Pistons is something I will always remember and something I will take with me as I pursue my future career.”

“It was my favorite class that I have ever taken because it was hands-on and felt like we were really working for a client.”

“[FOX Sports] U was fun, thought provoking, challenging, and exciting.”

“The team at Fox Sports was really eager to work with us and helped coach us to make our 360 degree marketing campaign the most effective it could possibly be.”

Christoph Herrmann

Christoph Herrmann

Originally from Schweinfurt, Germany, Christoph Herrmann will graduate in May 2012 with a Bachelor of Science in Business Administration from WHU – Otto Beisheim School of Management in Vallendar, Germany.

During college, he studied abroad at the University of Chicago and at the Ross School of Business at the University of Michigan. Christoph has gained working experience as an entrepreneur and as an intern in the consulting, wholesale and manufacturing industries.

“The greatest part about being part of Fox [Sports] University is when you get so excited about developing your project that you forget the time and refuse to stop because you really love what you are doing.”

“As part of the rare breed of German fans of American sports, it was a dream come true to dive into the world of the NBA and sports marketing.”

“Developing an entire marketing campaign for one of the NBA’s most renowned franchises is one of the greatest experiences of my college career”

“Fox [Sports] University enabled us to truly start from scratch and create a holistic, streamlined marketing campaign.”

Brian Pesis

Brian Pesis

Brian was born and raised in Farmington Hills, a city in Metro Detroit. He attended North Farmington High School for four years, at which he served as Business Editor of their nationally recognized yearbook, and president of a volunteer organization called Friendship Circle. He attends the University of Michigan in the Ross School of Business, with a focus in Marketing. He has worked as a Marketing Intern in the Destination Programs of University of Michigan Health System for the past two years.

 “The experience I gained during this project is invaluable and will surely be an asset to me in my career.”

“It’s the sort of real world experiences with Fox Sports U that help set the Ross School of Business a step above other schools and in the workplace.”

Justin Kelman

Justin Kelman

Justin Kelman is a Senior at the Ross School of Business at the University of Michigan. At Ross, he is placing an emphasis in marketing in his studies. His past work experience have been mainly in marketing and sales, having interned at companies such as ePrize and After graduation, he is hoping to pursue a career in marketing, sales, and/or advertising. Above all he is a huge Piston’s fan and, furthermore, extremely excited to be involved with this program.


“As a huge Pistons and basketball fan in general, I was excited to be able to have the opportunity to apply what I have learned in school to something that I was previously interested in.”

“These types of projects are great because students seem to be more inherently interested and provide more incentive for involvement.”


Fall 2012 Project Description

FOX Sports Detroit kicked off its partnership with the University of Michigan’s Ross School of Business in the fall of 2012. The class created a marketing campaign promoting Detroit Pistons basketball telecasts on FOX Sports Detroit. Students also focused on how to engage fans and enhance the enthusiasm for Pistons basketball among Michigan sports fans. Campaigns were designed to begin in August 2013 and continue into the 2013-2014 season.


Professor Profile

David Wooten

David Wooten

David Wooten is the Alfred L. Edwards Associate Professor of Marketing at the Stephen M. Ross School of Business at the University of Michigan. He earned his Ph.D. and MBA degrees from the University of Michigan and a BBA degree from Georgia State University. Prior to joining the Ross Faculty, he served on the faculties of Columbia University and the University of Florida. Before pursuing an academic career, he was employed in marketing research at General Mills.

He has taught marketing management at the undergraduate and graduate levels. His research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, and other academic journals and cited in such outlets as the New York Times and He is on the editorial review boards of the Journal of Consumer Research, the Journal of Consumer Psychology and the Journal of Sport Management.

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