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
• Innovative Processes

Research Interests

• Brand measurement and brand love
• Spillover effects and virality
• Impact of experiential learning in case studies on engagement and learning

Appointments

• Assistant Professor of Practice, 2020
• Associate Professor of Practice, 2024

Scholarship

Published In

• Journal of Brand Management
• Harvard Business School Case Publishing
• Ivey Publishing
• Ivey Business Journal

Published Case Studies

Mackalski, R., Hanna, A. A., Simon, R., Hollingsworth, A., & Ducusin, M. (2025). "The Bay: A third space for misfits." Ivey Business School Case W45611.

Mackalski, R., and M., and Ducusin, M. (2025) “Lincoln Ice Hockey Association: Growing Hockey in the Heartland.” Ivey Business School Case W39864.

Mackalski, R., Dellar, M., Ducusin, M. (2024). "Evolvo: The Marketing Mix to Scale a Fitness Business". Ivey Business School Case W38851. 

Mackalski, R., Simon, R., Stara, D., Ducusin, M. (2024). "The Ticket 93.7 FM: Value Creation and Digital Transformation". Ivey Business School Case W39097.

DiMuro, F., Robert Mackalski, C. Nelson, and Marc Ducusin, "Saska: From Saskatchewan Icon to National and International Brand," Ivey Business School Case W33452, February 2023.

Mackalski, Robert, Mary Dellar, and Marc Ducusin, "Defeat Duchenne Canada: Scaling Up a Charitable Organization," Ivey Business School Case W30129, February 2023.

DiMuro, Fabrizio, Robert Mackalski, Cheryl Nelson, and Marc Ducusin, “Runza: From Nebraska Icon to National and International Brand,” Ivey Business School Case W29265, December 2022.

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, "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 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.

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

Journal Articles

Friesen, G., Mackalski, R., Polsley, S., & Ducusin, M. (2026). Elevating case method teaching in the age of artificial intelligence. Ivey Business Journal

Mackalski, R., Jaeger, A., Djuric, M., Ducusin, M. (2024). "The Beach Vendors of Zona Sul, Rio de Janeiro". Ivey Business School Industry Note W39864.

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

Conference Presentations

Forthcoming: Mackalski, R., Linde, K., & Polsley, S. (2026, July). Making the Case: The Impact of Case Studies and Experiential Learning on Brand Equity and Employment Interest. Paper to be presented at the 24th Annual International Conference on Marketing (ATINER), Athens, Greece.

Mackalski, R., Linde, K., & Polsley, S. (2026, March 19). Case-based learning and student outcomes: The role of brand equity and experiential pedagogy in marketing education. Academy of Collegiate Marketing Educators Conference 2026, Dallas, TX, United States.

Courses

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.

International Studies in Business and Marketing: Global Branding in Brazil (MRKT 491) -  Traveling to Brazil as the experiential learning destination, Global Branding examines how brands are developed and managed across global markets, with a focus on brand equity, cross-cultural strategy, and international marketing. Travel outside the United States is required, and students may need a passport or educational visa.

Teaching Interests

• Marketing Management
• Marketing for high growth companies
• Brand Management
• Global Branding

Awards

Grants/Fellowships/Teaching

Layman Award recipient, The Office of Research and Economic Development, University of Nebraska- Lincoln for scholarship support (2024-2025)

Seacrest Teaching Fellow, College of Business, University of Nebraska-Lincoln. (2022-2025 )

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

Case Study Distinction Submissions by publisher to  the Case Center Annual Awards

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

Outstanding Case Writer Category, "Defeat Duchenne Canada: Scaling Up a Charitable Organization"  (2023).

Outstanding Case: Hot Topic for "Cunningham’s Pub: Halle-Lujah for Wings" (2022).

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