Professor of Marketing
, Executive Director, Institute for the Study of Business Markets
Department: Marketing, Institute for the Study of Business Markets
Office: 484B Business Building
Member of Faculty Since: 1996
Ralph is Executive Director of the Institute for the Study of Business Markets (ISBM), and Professor of Marketing in the Smeal College of Business at The Pennsylvania State University.
He’s leading the growth of ISBM as the leading academic center devoted to advancing knowledge and practice in Business-to-Business Marketing worldwide. The ISBM is supported by over 70 member firms, and a network of over 250 researchers. The ISBM is focused on the study of how business markets work, and how to better understand, create, deliver, and profitably harvest value.
Before joining Penn State, Ralph spent 23 years in B-to-B in Consumer Marketing at Texas Instruments. While there he established a “virtual university” for marketing at TI, served as Vice President of Market Communications and Design for TI Worldwide, and was primary architect of www.ti.com . His responsibilities included global management of the TI brand, all of TI’s market communications, design strategy, and corporate identity. Ralph has authored 15 books, served as TV spokesperson for the Application of Technology to Education, and has designed and developed several executive level courses in Business-to-Business.
Professor Oliva’s areas of research include B-to-B Brand Strategy and Market Communications, Ingredient Brand Strategy, and Distribution Channel Management.
Strategic Brand Management, Market Communications, B-to-B Marketing Strategy
Ongoing Articles, Marketing Management Magazine
Ph.D., Solid State Physics, Rensselaer Polytechnic Institute, 1973
M.S., Solid State Physics, Rensselaer Polytechnic Institute, 1973
B.S., Physics, Fordham University, 1966
MKTG 534, B-to-B Marketing
MKTG 533, Integrated Market Communications and Brand Mgmt
MKTG 532, Strategic Brand Management
MKTG 534, Executive MBA course in Integrated Communications and Brand Management