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, 2020
• Associate Professor of Practice, 2024

Vita

Read Vita

Scholarship

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

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

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, 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., 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.

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.

Teaching Interests

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

Service

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).