The Concept of Value in B2B and Developing Winning Value Propositions (Ralph Oliva) (TRACK4)
This course will be delivered remotely. The course may be taken individually or as part of the B2B Marketing Mastery TRACK™ Series. Register on this page for the individual course or click here to register for the full B2B Marketing Mastery TRACK.
FORMAT
Two remote sessions, 4 hours each.
DATES
- September 2 & 3, 2025
RECOMMENDED FOR:
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This course is designed to provide practical working know-how for B2B marketing and sales professionals, communications professionals, and anyone whose career would be advanced by becoming more precise, efficient, and effective in persuasive activity.
OVERVIEW
Understand the Concept of Value in B2B Offerings and how to analyze, measure and link this to defining a unique and impactful Value Proposition for your offering.
PRICING:
- This Course, comprised of 2 Modules, and is offered as part of our B2B Marketing Mastery TRACK™ Series or can also be taken on its own.
- Individual Course Registration Member Rate: $1995.00
- Individual Course Registration Non-Member Rate: $2395.00
INSTRUCTOR:
Stefan Wuyts
Stefan Wuyts is Professor of Marketing and Director of the Institute for the Study of Business Markets at the Smeal College of Business, Penn State. For his doctoral dissertation at Erasmus University Rotterdam (the Netherlands, 2003), he received the KVS-Medal from the Royal Netherlands Economic Association. In 2007, he was named MSI Young Scholar by the Marketing Science Institute. Prior to joining Penn State in 2018, he was a Postdoctoral Research Fellow at Erasmus University Rotterdam (2003-2004), and member of the faculty at Tilburg University (the Netherlands, 2005-2010) and Koç University (Turkey, 2010-2018). At Koç University, he also served as Director of the Graduate School of Business. Stefan’s research interests include B2B marketing, innovation, interorganizational relationships, and networks. He is intrigued by the management and governance of complex organizational forms (platforms, alliance portfolios, multilateral alliances, marketing ecosystems), and the impact of digital technology and sustainability on business markets. He coauthored Social Networks and Marketing (MSI, 2007) and coedited The Connected Customer – The Changing Nature of Consumer and Business Markets (Routledge, 2010) and the Handbook of Business-to-Business Marketing (Elgar, 2022). His research was published in Journal of Marketing (JM), Journal of Marketing Research, International Journal of Research in Marketing (IJRM), Journal of the Academy of Marketing Science (JAMS), Journal of Operations Management, and Journal of Management, among others. Stefan serves as Associate Editor for JM, JAMS, and IJRM, and received several Outstanding Reviewer and Area Editor Awards. In his research, which is essentially phenomenon-driven, Stefan loves interacting and working with B2B marketing practitioners to identify and address managerially relevant research questions. In his role as ISBM Director, his two top priorities are to (1) stimulate more doctoral students and junior faculty to focus on B2B marketing problems and (2) bridge the worlds of B2B marketing practice and academia.
Ralph Oliva
Dr. Ralph A. Oliva, Emeritus Professor of Marketing, Smeal College of Business, Penn State; former Executive Director and Faculty Lead, ISBM. Former Vice President of Market Communications and Design, Texas Instruments. Dr. Oliva brings over 50 years of experience in B2B marketing practice and has received12 awards for teaching excellence from his students in the second year of the MBA program at Penn State. He has taught, coached and consulted on value-based B2B marketing extensively around the world for ISBM member firms.
