Ralph A. Oliva

Color portrait of Ralph A. Oliva

Professor of Marketing

Department Marketing
Office Address 388A Business Building
Phone Number 814-865-5670
Email Address rao8@psu.edu

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Ralph is Emeritus Professor of Marketing in the Smeal College of Business at Penn State and faculty leader for the Institute for the Study of Business Markets (ISBM). He is working to drive the growth of the ISBM as the leading academic center devoted to advancing knowledge and practice in Business-to-Business marketing worldwide. The ISBM is supported by 45 major 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. Ralph has managed the "MBA in practice" program for ISBM, mentoring student teams doing research and business analysis projects for ISBM member firms (over 50 projects to date.) Ralph continues teaching and mentoring students in the Smeal college and practicing professionals in ISBM Member firms.

Before joining ISBM, Ralph spent 23 years at Texas Instruments Incorporated (TI), working at their headquarters in Dallas and in assignments globally. As vice president of market communications and design at Texas Instruments, he served as primary architect of www.TI.com, and built and managed the TI brand, market communications, design strategy, and corporate identity. While at TI he authored 15 books, worked on the design of the TI-30 calculator and "Speak and Spell" Learning Aid for children, and served as TV spokesperson for the application of technology to education.

Expertise

Professor Oliva's areas of research interest include Business Communications, B-to-B Marketing Strategy, Market Communications and Brand Management, and ingredient branding.

Education

Ph D, Solid State Physics, Rensselaer Polytechnic Institute, 1973

MS, Solid State Physics, Rensselaer Polytechnic Institute, 1973

BS, Physics, Fordham University, 1966

Courses Taught

MKTG 534 – Integrated Mkt Com (2)
Provides the frameworks for thinking, tools, language, and skills for strategic management of integrated market communications.

MKTG 532 – Brand Mgmt (2)
To examine and understand the processes of building, designing, measuring, and maintaining brand equity.

MKTG 533 – Business Marketing (2)
Study of marketing of goods and services to business, institutions, and government.

MKTG 399 – Foreign Studies (3)
Courses offered in foreign countries by individual or group instruction.

MKTG 496 – Indep Studies (1)
Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 596 – Individual Studies (1)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 597B – Brandscape Practicum (1)
To help MBAs develop a broader understanding of brands and branding within business and educational environments.

MKTG 494H – Research Project (Variable)
Supervised student activities on research projects identified on an individual or small-group basis.

MKTG 597P – Value Based Pricing (1)
This course will provide participants with the ability to strategically manage the pricing process and make profitable pricing decisions.

B A 596 – Individual Studies (variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

Selected Publication

Oliva R. A., "Review of "The Theory of the Brand"." JBBM

Research Impact and Media Mention

"Ongoing Articles", Marketing Management Magazine

Editorships

Journal of Business to Business marketing (J BBM), Subject Matter Editor, February to April 2018
Created/edited detail book review on a landmark book "The Theory of the Brand " by Sidney Levy
JBBM, Editorial Board, January 2018 - Present