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Robert Mackalski Photo

Robert Mackalski

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
Appointments
  • Assistant Professor of Practice
Vita
Vita February 2021
Summer 2021 Office Hours

Working remotely. 

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

Refereed Publications

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, "Sportif MAA: ??????." 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 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).