Profile for Kenneth Graham
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Kenneth Graham
Associate Professor
Marketing
University of Wisconsin-La Crosse
Specialty area(s)
Marketing Strategy, Integrated Marketing Communications, Digital Marketing
Current courses at UWL
MKT 341 International Marketing
MKT 440 Comparative Marketing Systems
MKT 445 International Marketing Strategy
MKT 479 Marketing Management Capstone
Other Course Taught at UWL
MKT 365 Integrated Marketing Communications
MKT 386 Business Marketing & Distribution
MKT 400 Social Media Marketing & Analytics
MKT 415 Marketing Application & Advanced Research
MKT 465 Digital Marketing & Analytics
Education
PhD Marketing: Mississippi State University
MBA: Oklahoma State University
MS Mass Communication: Oklahoma State University
BA Advertising: Oklahoma State University
Career
Teaching history
Mississippi State University (2011-2015)
Marketing Instructor
Undergraduate courses taught:
• Marketing Management Capstone
• Marketing Research
• International Marketing
• Principles of Marketing
Graduate courses taught:
• Sales Management
Oklahoma State University (2007 - 2011)
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
- Developed and executed integrated marketing strategies to achieve growth and profit objectives utilizing television, print, radio, internet/email, direct mail, merchandise campaigns, branding, and collateral advertising for the Consumer Banking division of BOK Financial Corporation’s 140 branch affiliate bank network in a seven state region;
- Coordinated in-house marketing projects and relationships with outside advertising agencies, negotiated media and commercial printing contracts, provided creative direction to in-house graphic design staff and to external advertising agencies;
- Coordinated and executed bank involvement at special events, including incentive trips, sales conferences, trade shows, and corporate sponsored events.
Bank of Oklahoma, Tulsa, OK (2000 – 2004)
Assistant Vice President, Marketing Production Manager
- Managed the day-to-day activities of in-house marketing production department including: management and development of graphic design staff, project scheduling, budgeting, managing vendor relationships, ensuring corporate and quality control standards were maintained;
- Managed print media buys and ad placements for all BOK Financial subsidiaries and affiliates. Worked closely with media representatives and assisted in contract negotiations.
The Graham Agency, Tulsa, OK (1997 – 2002)
Owner/Creative Director
- Achieved client’s marketing objectives through development and execution of effective integrated marketing communications, including: website design, newspaper and magazine advertisements, product packaging, press releases, trade show displays, product brochures, and direct mail.
- Managed day-to-day operations, including: client prospecting, sales and sales management, project management, budgeting, bookkeeping, negotiating media contracts, staff training and development, sales, and account management.
Research and publishing
Publications
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 & 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).
Peer Reviewed Conference Presentations
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.
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, Paula Dootson, 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.
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.
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.
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.
