Dr. Ralph Oliva

Professor

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Biography

Ralph Oliva is an Emeritus Professor of Marketing in the Smeal College of Business at Penn State University and a Distinguished Practice Fellow/Faculty leader at the Institute for the Study of Business Markets (ISBM). His academic focus revolves around Business-to-Business marketing, particularly understanding how to create and deliver value. At ISBM, he has managed the 'MBA Practice' program, mentoring student teams engaged in research for over 50 projects with member firms. Previously, Oliva spent 23 years at Texas Instruments Incorporated, where he served as Vice President for Market Communications and played a key role in developing the TI brand and corporate identity.

Research Interests

Brand Strategy B2B Marketing Strategy Understanding, Quantifying and Communicating Value Market Communications Ingredient Branding

Courses

MKTG 534 – Integrated Marketing Communications MKTG 532 – Brand Management MKTG 533 – Business Marketing MKTG 399 – Foreign Studies MKTG 496 – Independent Studies MKTG 596 – Individual Studies MKTG 597B – Brandscape Practicum MKTG 494H – Research Project MKTG 597P – Value Based Pricing

Requirements for Pennsylvania State University

Doctorate Program
Requirements
GPA Requirement
Required:3
TOEFL
Writing
Required:24
Speaking
Required:23
Total
Required:100
IELTS
Writing
Required:7
Speaking
Required:7
Overall
Required:7
GRE General
Prerequisites
Master's degree in related field for PhD Baccalaureate degree from accredited institution
Application Checklist
  • Three letters of recommendation
  • Statement of Purpose
  • Writing Sample
  • Official Transcripts
  • Resume/CV
Specialization Notes

GRE scores are highly recommended but not strictly required for Applied Linguistics.