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Robert Mackalski Photo

Robert Mackalski

Seacrest Teaching Fellow and Assistant Professor of Practice in Marketing
Marketing
HLH 345
P.O. Box 880492
Lincoln, NE 68588-0492
402-472-0435
robert.mackalski@unl.edu
Robert Mackalski Photo
Education
Ph.D., McGill University, Marketing, 2014

MBA, McGill University, Marketing, 1995

BSC, Brandon University, Math & Economics, 1992
Areas of Expertise
  • Branding
  • Marketing of high growth organizations
Research Interests
  • Brand Measurement and Management
  • Brand Love
  • Spillover effects and virality
Appointments
  • Assistant Professor of Practice
Vita
Vita March 2023
Spring 2024 Office Hours

Tuesdays and Thursdays, 11 a.m.-Noon, HLH 345C, and by appointment | Working remotely other days.

Biography

Robert Mackalski is a marketing and branding specialist. He focuses on creating marketing and branding strategies in high growth companies. Prior to receiving his Ph.D. in branding from McGill University, Robert co-founded and led the sales and marketing efforts of the e-commerce company, Peachtree Network, and took it public. Robert splits his time among teaching, case writing, academic research on branding, and in support of organizations through advisory work.

Research Interests
  • Brand Measurement and Management
  • Brand Love
  • Spillover effects and virality
Published In

Journal of Brand Management

Harvard Business School Case Publishing

Ivey Publishing

Published Contributions

DiMuro, F., Mackalski, R., Nelson, C., Ducusin, M. (2023). Saska: From Saskatchewan Icon to National and International Brand. Ivey Business School Case W33452.

Mackalski, R., Dellar, M., Ducusin, M. (2023). Defeat Duchenne Canada: Scaling Up a Charitable Organization. Ivey Business School Case W30129.

DiMuro, F., Robert Mackalski, C. Nelson, Marc Ducusin. (2022). "Runza: From Nebraska Icon to National and International Brand," Ivey Business School Case W29265.

Dellar, Mary, Robert Mackalski, Nicolette Papastefanou, and Marc Ducusin, "Cunningham's Pub: Halle-Lujah for Wings," Ivey Business School Case W25213, May 2022.

Mackalski, Robert, Marc Ducusin, Jake Sinclair, and Alana D’Amico, “Dancing with the Stars: Denitsa Ikonomova,” Ivey Business School Case 9B20A067, July 2020. 

Mackalski, Robert, Marc Ducusin, Marika Lapointe, and Emma Clayton, "Aliments Fody: Pour Croquer Dans la Vie," Ivey Business School Case 9B19AF002, February 2019. 

Mackalski, Robert, Marc Ducusin, Marika Lapointe, and Emma Clayton, "Fody Foods: Eating Life to the Fullest," Ivey Business School Case 9B19A002, January 2019. 

Britton, Rob, Robert Mackalski, Mary Dellar, and Mary Towers, "Intelligent Avionics: Breaking Into the Inflight Entertainment Industry." Ivey Business School Case 9B18A067, December 2018. 

Mackalski, Robert, Alfred Jaeger, Marc Ducusin, and Phoebe Balshin, "Birks: The Sparkle of a Cherished Brand." Ivey Business School Case 9B18A014, February 2018. 

Mackalski, Robert and Marc Ducusin, "Sante Au Naturel: Healthy to the Core." Ivey Business School Case 9B17A069, December 2017. 

Mackalski, Robert, Delaney Brown, and Marc Ducusin, "Club Sportif MAA: Staying Ahead of the Game." Ivey Business School Case 9B17C046, August 2017. (Chinese version) 

Mackalski, Robert, Delaney Brown, and Marc Ducusin, "Club Sportif MAA: Staying Ahead of the Game." Ivey Business School Case 9B17A046, August 2017. 

Alvarez, Jose B., Robert Mackalski and Andrew Otazo, “Chilli Beans: Peace, Love, and Sunglasses.” Harvard Business School Case 516-020, March 2016. 

Mackalski, Robert and Jean-Francois Belisle, “Measuring the Short-Term Spillover Impact of a Product Recall on a Brand Ecosystem.” Journal of Brand Management, August 2015. 

Alvarez, Jose B., Robert Mackalski, Annelena Loeb, and Lisa Mazzanti. "Lufa Farms." Harvard Business School Case 514-008, October 2013.

Undergraduate Courses

Marketing (MRKT 341) - The marketing system, its relations with the socioeconomic system, and the influences of each upon the other. Evolution and present structure of marketing institutions and processes. Customer attributes and behavioral characteristics, and how a marketing manager responds to these in the design of marketing strategies, using research, product development, pricing, distribution structure, and promotion.

Teaching Interests
  • Marketing Management
  • Marketing for high growth companies
  • Brand Management
  • Global Branding
Professional Service

Reviewer, Ad Hoc Reviewer, Journal of Brand Management. (2013 - 2017).

Department Service

Course Equivalencies Transfer, Department of Marketing, Desautels Faculty of Management, McGill University. (2013 - 2018).

Guidance to faculty members on how to improve teaching performance, Desautels Faculty of Management, McGill University. (2013 - 2018).

College Service

Undergraduate Program Committee, Desautels Faculty of Management, McGill University. (2015 - 2017).

Teaching & Learning Committee, Desautels Faculty of Management, McGill University. (2013 - 2014).

Faculty Committee, Desautels Faculty of Management, McGill University. (2007 - 2009).

Ph.D. Committee, Desautels Faculty of Management, McGill University. (2007 - 2009).

Awards

Nominated, by Ivey Publishing for Best Case Family Business Category, EFMD 2023 Case Competition, "Runza: From Nebraska Icon to National and International Brand." (2023) 

Nominated, Case Centre 2023-2024 Case Competition in the Outstanding Case Writer Category, "Defeat Duchenne Canada: Scaling Up a Charitable Organization," Ivey Publishing, Scholarship/Research. (2023)

2022-2023 Seacrest Teaching Fellow, College of Business, University of Nebraska-Lincoln, Teaching. (2022).

Nominated, Outstanding Case: Hot Topic for "Cunningham’s Pub: Halle-Lujah for Wings," Ivey Publishing, Scholarship/Research. (2022).

Nominated for "Outstanding Case Writer" for Club Sportif MAA: Staying Ahead of the Game, Ivey Publishing. (2018).

Desautels DDSS Excellence in Teaching Award, McGill University. (2007 - 2014).