Profile for Ken Graham | UW-La Crosse

Ken Graham

Associate Professor

Marketing

Specialty area(s)

Marketing Strategy, Integrated Marketing Communications, Digital Marketing

Program Director: Digital Marketing Graduate Certificate Program

Brief biography

I’m a marketing professor, researcher, and former marketing practitioner who enjoys helping students connect classroom learning to the real-world marketing challenges they’ll encounter. I earned my PhD in Marketing from Mississippi State University after completing an MBA, an MS in Mass Communications, and a BA in Strategic Communications at Oklahoma State University.

My research explores how people form relationships with brands, how organizations utilize AI and advanced technology in marketing, and why consumers and organizations adopt—or resist—new technologies. I’ve presented my work at national academic conferences and published in marketing journals including Industrial Marketing Management, Journal of Research in Interactive Marketing, Marketing Education Review, and the Journal of Innovation Management. I've also authored several book chapters and co-edited a book series on High Impact Teaching Practices in Business Education.

Before moving into higher education, I worked as a senior art director for national restaurant and consumer electronics brands, developing marketing strategy and executing national promotional campaigns. Additionally, I worked as the senior consumer marketing manager for a large regional bank network, where I managed multimillion-dollar budgets and developed strategies across digital and traditional media. I also owned a small advertising agency, which let me work directly with clients and turn marketing ideas into real-world campaigns. Those experiences continue to shape my research and teaching. Students need to understand marketing and business theory, but long-term success comes from applying theory in practice and adapting quickly to rapidly changing market conditions.

Current courses at UWL

Fall 2026 Course Taught at UWL

MKT 386 Business Marketing & Distribution

Undergraduate Courses Taught at UWL
MKT 341 International Marketing
MKT 365 Integrated Marketing Communications
MKT 386 Business Marketing & Distribution
MKT 415 Marketing Application & Advanced Research
MKT 440 Comparative Marketing Systems (London Study Abroad)
MKT 445 International Marketing Strategy (London Study Abroad)
MKT 465 Digital Marketing & Analytics
MKT 479 Marketing Management Capstone

Graduate Courses Taught at UWL
DMK 730 Legal & Ethical Considerations in Digital Marketing
DMK 735 Digital Marketing Strategies & Tactics

Education

Ph.D. (Marketing): Mississippi State University (2015)
MBA: Oklahoma State University (2010)
MS (Mass Communication): Oklahoma State University (2005)
BA (Advertising): Oklahoma State University (2003)

Career

Teaching history

Mississippi State University
Marketing Instructor
Undergraduate courses taught:
• Marketing Management Capstone
• Marketing Research
• International Marketing
• Principles of Marketing

Graduate courses taught:
    • Sales Management

Oklahoma State University
Visiting Assistant Professor
Undergraduate courses taught:
    • Copywriting and Creative Strategy
    • Graphic Design for Strategic Communications
    • Professional Portfolio

Professional history

Bank of Oklahoma, Tulsa, OK (2004 – 2006)
Vice President, Senior Marketing Manager

Managed $2 million marketing budget for the Consumer Banking Division of BOK Financial Corporation’s 140-branch affiliate bank network across a seven-state region.
Managed print media buys and ad placements for all BOK Financial subsidiaries and affiliates, and radio ad buys for Bank of Oklahoma. Worked closely with media representatives and was the bank’s point person in media contract negotiations.
Collaborated with branch sales and product management units to develop marketing strategies to achieve growth and profit objectives utilizing digital and traditional sales and marketing channels, in-branch merchandising, and collateral advertising.
Coordinated with event and travel agencies to plan and execute annual international sales-incentive trips, sales conferences, trade shows, and corporate-sponsored special events.

Bank of Oklahoma, Tulsa, OK (2000 – 2004)
Assistant Vice President, Marketing Production Manager

Collaborated with branch sales managers, product managers, and marketing managers across multiple sales regions to provide creative direction and develop appropriate marketing tactics to execute marketing strategies and achieve organizational objectives.
Managed the day-to-day activities of the in-house marketing production department, including the management and professional development of the graphic design team, project scheduling, department budget management, vendor relationship management, and ensuring corporate and quality control standards were maintained.

The Graham Agency, Tulsa, OK (1997 – 2002)
Owner/Creative Director

Effectively grew this boutique B2B design firm from startup to over 100 client firms.
Developed integrated marketing communications campaigns for various small to medium manufacturing and industrial product and service firms, including web development, print advertising, product packaging, news releases, trade show displays and graphics, direct mail marketing, and collateral advertising.
Managed day-to-day operations, including client prospecting, sales and sales management, project management, budgeting, bookkeeping, negotiating media contracts, staff training and development, and account management.

Research and publishing

Publications

Graham, Kenneth W. and R. Wixel Barnwell, Banking on Analogy: Leveraging Efficacy Appeals and Regulatory Focus in Online Financial Services Advertising. Journal of Financial Services Marketing (Under Review)

Graham, Kenneth W. and Robert S. Moore, (2021), “The Role of Dynamic Capabilities in Firm-Level Technology Adoption Processes: A Qualitative Investigation,” Journal of Innovation Management, www.open-jim.org, 9(1), 25-50. (https://doi.org/10.24840/2183-0606_009.001_0002)

Graham, Kenneth W., Gwen Achenreiner , Maggie McDermott and Elizabeth Crosby (2020) Is What Students Want What They Really Need? A Values View of Undergraduate Marketing Elective Course Offerings, Marketing Education Review, 30(3), 140-149. (https://doi.org/10.1080/10528008.2020.1773277)

Graham, Kenneth W. and Wilder, Kelly M. (2020), “Consumer-brand identity and online advertising message elaboration: Effect on attitudes, purchase intent and willingness to share,” Journal of Research in Interactive Marketing, 14(1), 111-132. (https://doi.org/10.1108/JRIM-01-2019-0011)

Adams, Frank G. and Kenneth W. Graham, (2017), “Knowledge Creation and Financial Performance in B2B Relationships: The Impact of Resource Hierarchies,” Industrial Marketing Management, 63(May), 179-191. (http://dx.doi.org/10.1016/j.indmarman.2016.10.009).

Books & Book Chapters
Eklund, Mehtap and Kenneth W. Graham (Eds.), Practical Applications of Experiential and Community-Engaged Learning Methods in Business: High-Impact Teaching Practices in Business Education Vol 1 (1st Ed., Vol. 1). Cheltenham Glos: Edward Elgar. (Forthcoming April 2025). https://www.e-elgar.com/shop/usd/practical-applications-of-experiential-and-community-engaged-learning-methods-in-business-9781035315062.html

Eklund, Mehtap and Kenneth W. Graham (Eds.), Flipping the Classroom with Experiential and Community-Engaged Learning in Business: High-Impact Teaching Practices in Business Education, Vol. 2 (1st Ed., Vol. 2). Cheltenham Glos: Edward Elgar. (Forthcoming April 2025). https://www.e-elgar.com/shop/usd/flipping-the-classroom-with-experiential-and-community-engaged-learning-in-business-9781035321612.html

Klein, Lisa, and Kenneth W. Graham In Eklund, M., Graham, K. (Eds.), Chapter 3 - Implementation of a Community-Engaged Learning Program: An Institutional Perspective in High-Impact Teaching Practices in Business Education (Vol. 1). Cheltenham Gloucestershire: Edward Elgar Publishing. (Forthcoming April 2025).

Graham, Kenneth W. In Eklund, M. A., Graham, K. W. (Eds.), Chapter 14 – Using a Marketing Simulation with Peer Tutoring in a Capstone Marketing Management Course in High-Impact Teaching Practices in Business Education (Vol. 1). Edward Elgar Publishing Ltd. (Forthcoming April 2025).

Peer-Reviewed Conference Presentations

Graham, Kenneth W. (2024), “The Algorithmic Secret Sauce: Do Experiential Brands and High Consumers-Brand Identification Have Baked-In Trust and Acceptance of AI-Powered Marketing Tactics?,” Society for Marketing Advances Annual Conference, Tampa, FL.

Graham, Kenneth W. (2023), “The Influence of Experiential Brands and Consumer-Brand Identification on Consumer’s Trust in AI and Their Willingness to Share Personal Data,” Society for Marketing Advances Annual Conference, Fort Worth, TX.

Barnwell, R. Wixel, Kenneth W. Graham, (2021), “The Cash Cow: Efficacy and Analogy in the Context of Financial Online Advertising,” Society for Marketing Advances Annual Conference, Orlando, FL.

Graham, Kenneth W., Mark J. Pelletier, and Kelly M. Wilder (2020), “Two Faces of Brand Hate – Corporate vs Human Brands: Structured Abstract,” Academy of Marketing Science Annual Conference, Virtual.

Barnwell, R. Wixel and Kenneth W. Graham (2020), “Going Viral: Regulatory Focus and the Efficacy of Analogies in Motivating Health-related Behavior,” Society for Marketing Advances Annual Conference, Virtual.

Graham, Kenneth W., Mark J. Pelletier, and Kelly M. Wilder (2018), “Does Brand Hate Affect Human Brands and Corporate Brands Differently? A Qualitative Exploration,” Society for Marketing Advances Annual Conference, West Palm Beach, FL.

Graham, Kenneth W., Mark J. Pelletier, and Kelly M. Wilder (2017), “I Hate That Brand! Assessing the Structural Components of Brand Hate: A Proposed Research Agenda,” Society for Marketing Advances Annual Conference, Louisville, KY.

Graham, Kenneth W., Mark J. Pelletier, and Alexandra Krallman (2016), “Enhancing The Experience: Need for Cognition and Involvement as Moderators on Promotion of Experiential Brands,” Society for Marketing Advances Annual Conference, Atlanta, GA.

Graham, Kenneth W. and Robert S. Moore (2016), “Transformational Technology Adoption Processes Within The Firm: A Qualitative Investigation,” Academy of Marketing Science Annual Conference, Orlando, FL.

Pelletier, Mark J., Kenneth W. Graham, and Karen M. Hood (2015), “The Impact of Altered Reality and Warning Perceptions in Direct-to-Consumer Pharmaceutical Advertisements,” Society for Marketing Advances Annual Conference, San Antonio, TX.

Graham, Kenneth W. (2014), “It’s Not You, It’s Me: A Motivated Behavior Model of Technology Acceptance and Use,” Society for Marketing Advances Annual Conference, New Orleans, LA.

Burrage, Ryan, Kenneth W. Graham, Robert S. Moore, and Mellissa L. Moore (2014), “What Makes a “Like”?: The Impact of Identity Threat on Future Online Behavior,” Society for Marketing Advances Annual Conference, New Orleans, LA.

Graham, Kenneth W. and Frank G. Adams (2014), “Knowledge Creation and Firm Performance: The Role of Process Integration in Collaborative Relationships,” Academy of Marketing Science Annual Conference, Indianapolis, IN.

Graham, Kenneth W. and Kelly M. Wilder (2013), “The Impact of Anti-Brand Advertising on Brand Attitude: The Role of Consumer-Brand Identification,” Society for Marketing Advances Annual Conference, Hilton Head, SC.

Graham, Kenneth W. (2013), “The Influence of Technology Addiction on Technology Acceptance and Use: An Exploration of Mobile Communications Technology,” Academy of Marketing Science Annual Conference, Monterey, CA.

Graham, Kenneth W. (2012), “Direct Mail Advertising To Hispanics: The influence of acculturation on attitude toward the ad,” Society for Marketing Advances Annual Conference, Orlando, FL.

Panel Discussions

Barnwell, R. Wixel, Kevin J. Shanahan, Kenneth W. Graham, Mark J. Pelletier, Alishia Horky, Shannon McCarthy, and Michael Levin (2024), “The Laws of Robotics: An Analysis of Marketing through Analogy,” Society for Marketing Advances Annual Conference, Tampa, FL.

Barnwell, R. Wixel, Kevin J. Shanahan, Kenneth W. Graham, Mark J. Pelletier, Alishia Horky, Shannon McCarthy, and Michael Levin (2023), “Avengers Assemble: An Analysis of Marketing through Analogy,” Society for Marketing Advances Annual Conference, Fort Worth, TX.

Barnwell, R. Wixel, Kevin J. Shanahan, Kenneth W. Graham, Mark J. Pelletier, Alishia Horky, and Michael Levin (2022), “We’ve Got the Power: An Analysis of Marketing through Analogy,” Society for Marketing Advances Annual Conference, Charlotte, NC.

Barnwell, R. Wixel, Kevin J. Shanahan, Bob McDonald, Kenneth W. Graham, Mark J. Pelletier, Alishia Horky, and Michael Levin (2020), “The Habits of Highly Effective Marketers: An Analysis of Marketing through Analogy,” Society for Marketing Advances Annual Conference, Virtual.

Barnwell, R. Wixel, Kevin J. Shanahan, Bob McDonald, Kenneth W. Graham, Mark J. Pelletier, Alishia Horky, and Michael Levin (2019), “From Princesses to Prozac - Snow White and the Seven Dwarves: An Analysis of Marketing Through Analogy,” Society for Marketing Advances Annual Conference, New Orleans, LA.

Barnwell, R. Wixel, Kevin J. Shanahan, Bob McDonald, and Kenneth W. Graham (2018), “The Beatles & Marketing – Getting By With A Little Help from Our Friends,” Society for Marketing Advances Annual Conference, West Palm Beach, FL.