Ralph is Emeritus Professor of Marketing in the Smeal College of Business at Penn State and Distinguished Practice Fellow/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 40 major firms, and a network of over 2000 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 landmark 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 Brand Strategy, B2B Marketing Strategy, Understanding, Quantifying and Communicating Value, Market Communications and Ingredient Branding.
Education
MS in Solid State Physics, Rensselaer Polytechnic Institute, Troy, NY, 1973-01-01 Ph D in Solid State Physics, Rensselaer Polytechnic Institute, Troy, NY, 1973-06-01 BS in Physics, Fordham University, New York, NY, 1966-01-01
Courses Taught
B A 596 – Individual Studies
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
MKTG 399 – Foreign Studies
Courses offered in foreign countries by individual or group instruction.
MKTG 494H – Research Project (H)
Supervised student activities on research projects identified on an individual or small-group basis.
MKTG 496 – Indep Studies
Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses.
MKTG 532 – Brand Management
To examine and understand the processes of building, designing, measuring, and maintaining brand equity.
MKTG 532 – Brand Mgmt
To examine and understand the processes of building, designing, measuring, and maintaining brand equity.
MKTG 533 – Business Marketing
Study of marketing of goods and services to business, institutions, and government.
MKTG 534 – Integrated Market Communications
Provides the frameworks for thinking, tools, language, and skills for strategic management of integrated market communications.
MKTG 534 – Integrated Mkt Com
Provides the frameworks for thinking, tools, language, and skills for strategic management of integrated market communications.
MKTG 596 – Individual Studies
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 (B)
To help MBAs develop a broader understanding of brands and branding within business and educational environments.
MKTG 597B – Marketing Engineering (B)
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 597B – Topics in Marketing (B)
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 597P – Value Based Pricing (P)
This course will provide participants with the ability to strategically manage the pricing process and make profitable pricing decisions.
Selected Publications
Oliva R. A. "Review of "The Theory of the Brand"" JBBM