Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of social hierarchy, compensatory consumption, persuasion, and consumer behavior. His work asks, and seeks answers to, what makes for effective advertising and what motives underlies consumer consumption. To answer these questions Dr. Rucker draws on his rich training in social psychology. His work has appeared in leading journals that span psychology and marketing such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. In addition, his research has been covered in major media outlets such as The New York Times, Time Magazine, and ABC News.
Dr. Rucker currently teaches Advertising Strategy at Kellogg. The course focuses on basic psychological principles to better understand how to plan and execute successful advertising. In recognition of his commitment to teaching excellence Dr. Rucker was nominated as a finalist for the L.G. Lavengood Outstanding Professor of the Year Award and a recipient of the Top Elective Professor Award. In addition to his work in the classroom, Dr. Rucker is a co-instructor of the annual Kellogg Advertising Superbowl Review. The review is in the spirit of Kellogg's focus on experiential learning and cultivates basic principals learned in the classroom to critically evaluate advertising in a real world and high stakes environment.
For executives navigating an ever-changing marketing landscape, this program gives participants practical knowledge of marketing management tools and how to implement them into a successful strategy across multi-level teams.
If your business is B2B, here is a rare opportunity to learn from the experts how to deepen your understanding of marketing dynamics and drive profitable growth in the new B2B environment.
Discover how to create effective, strategy-driven marketing campaigns that move customers and consumers in today’s ever evolving digital landscape. Utilizing tools such as insight, positioning and creative brief work, along with new tactical approaches across the communication spectrum, you’ll learn to ask the right questions, and explore frameworks and examples applicable to developing both B2C and B2B marketing communications plans.