Ralph Oliva

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
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: rao8@psu.edu
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.    

Current Research

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

Media Mention

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