Renee Tacka, DBA
Biography
Renee Tacka is a doctoral-level business professional with 23+ years of experience achieving results in the media, research, consumer goods, and retail industries. She is accomplished in business and operational planning, market development, team management, budgeting, and all functional areas of marketing, including sales, advertising, consumer behavior, database marketing, and market research. She is also a well-known educator throughout the media industry, having trained many newspaper and media clients in sales, advertising, and market research techniques to accomplish both internal and external company goals and objectives. Throughout her career, Renee has helped her clients and employers solve business problems with the application of data and analytic tools to understand different customer segments, build new products that align with segment needs, and create targeted advertising messages that communicate directly with the audience to drive sales results. At The Patriot-News, she not only led a sales team, but also an audience development team that was tasked with understanding how readers interacted with the paper based on media frequency and [newspaper] format preference. Integrated with internal subscriber data, this model enhanced the paper’s communication with its current and prospective readers, while tightening its marketing efforts to deliver the right message to the right customer at the right time.Her dissertation, Consumer Impulsivity and Attitude: A Quantitative Study of Instant Consumable Snack Food (ICSF) Purchases, focused on how attitude-based ICSF product marketing offers an opportunity for marketers in both the consumer and shopper marketing fields to grow the category by increasing the knowledge base around cognitive-affective shopping behavior, not only among the high-purchasing affective shoppers, but also among the lower consuming cognitive shoppers.
Education
- DBA, Wilmington University, New Castle, DE (2019)
- MBA, York College of Pennsylvania, York, PA (2002)
- BS, York College of Pennsylvania, York, PA (1995)
Publications
Tacka, Renee (2022) QUANTITATIVE REASONING AND ITS PREVALENCE IN A MARKET MEASUREMENTAND ANALYSIS BUSINESS COURSE, Analytics in the Classroom MMA Fall 2022 Educators’ Conference Proceedings, Issue Fall 2022, Pages 51-53. Marketing Management Association
Tacka, Renee (2019) Consumer Impulsivity and Attitude: A Quantitative Study of Instant Consumable Snack Food Purchases ProQuest
Tacka, Renee (2017) Advertising Design and Campaign Planning, Insight Marketing and Research Newsletter, Volume 11, Issue 2, Pages 6. Pennsylvania NewsMedia Association
Tacka, Renee (2017) Sales Lessons from Little League, Insight Marketing and Research Newsletter, Volume 10, Issue 3, Pages 4-5. Pennsylvania NewsMedia Association
Tacka, Renee (2015) Connecting advertisers with consumers using a multimedia strategy, Insight Marketing and Research Newsletter, Volume 8, Issue 4, Pages 1-3. Pennsylvania NewsMedia Association
Tacka, Renee (2014) Consumers drive inspiration for media planning, Insight Marketing and Research Newsletter, Volume 7, Issue 3, Pages 8-10. Pennsylvania NewsMedia Association
Tacka, Renee (2013) Controlling the close, Insight Marketing and Research Newsletter, Volume 6, Issue 4, Pages 3,6. Pennsylvania NewsMedia Association
Presentations
Tacka, Renee. Impulse Consumption and Attitude: A Study of Instant Consumable Snack Food Purchases, NABET 44th Annual Conference, National Assoc. of Business, Economics, & Tech, 2021