Marketer, Mentor, and Consultant
WHO I AM
Ralph is a Professor of Marketing in the Smeal College of Business at Penn State University, and a Director of the Institute for the Study of Business Markets. He is working as part of the team driving the growth of the ISBM as the world's leading academic center devoted to advancing knowledge and practice in Business-to-Business marketing. The ISBM is supported by over 40 major B2B firms, and a network of over 200 researchers, all focused the study of how business markets work; and how to better understand, create, deliver - and profitably harvest - value. See www.isbm.org.
As Professor of Marketing in the Smeal College of Business at Penn State, Ralph teaches B2B Marketing, Strategic Brand Management, and Integrated Strategic Communications in the second year of the MBA and Executive MBA programs. He also teaches and consults extensively with ISBM Member firms in a variety of B2B marketing areas.
Research focus areas for Dr. Oliva include B2B Market Communications strategies, Ingredient Branding, and Distribution Channel management.
Before joining Penn State, Ralph spent 23 years in B2B and consumer marketing at Texas Instruments (TI). He has served as Vice President of Market Communications and Design for TI worldwide, managed the TI brand globally, and served as principal architect of the TI website. He also made significant contributions to the design and markting of several TI consumer products, including the TI-30 "Student Mathkit" and the TI Learning Aid "Speak and Spell." Ralph developed a "Virtual University" for marketing at TI, authored 15 books, and served as TV spokesperson for the application of technology to education.
B2B Marketing, Value Managment and Pricing, Market Communications, Brand Strategy and Management,
Author of 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
Courses (Smeal College MBA and Executive MBA, Second Year)
MKTG 534, B-to-B Marketing
MKTG 532, Strategic Brand Management
MKTG 534, Integrated Market Communications
PAST & PRESENT