Ralph A. Oliva

Color portrait of Ralph Oliva

Professor of Marketing

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

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Ralph is a faculty leader fo the Institute for the Study of Business Markets, and Professor of Marketing in the Smeal College of Business at Penn State University. He is helping 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 now manages the "MBA in practice" program for ISBM, mentoring student teams doing research and business analysis projects for ISBM member firms (11 projects completed/in process so far this year..
Before joining ISBM, Ralph spent 23 years at Texas Instruments Incorporated, working primarily at their headquarters in Dallas. Ralph was vice president of market communications and design at Texas Instruments, as well as overall leader and primary architect of www.TI.com. In this role He had primary responsibility for management of the TI brand, market communications, design strategy, and corporate identity. Ralph has authored 15 books, served as TV spokesperson for the application of technology to education.

Expertise

Professor Oliva's areas of research interest include B-to-B Market Communications and Brand Management, Distribution Channel 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 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.

MKTG 597B – Marketing Engineering (3)
This course covers selected topics in Marketing. Students will discuss such topics as brand management, integrated marketing communications, pricing policies, new product marketing, and marketing engineering. The topics may change from year to year. The c

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

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.

MKTG 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.

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

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

Selected Publication

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

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