OVERVIEW

This PhD course will provide a high-level overview of those B2B marketing issues that are both important and researchable.    The first half of the course (in 2023) will set the foundation. The course will be based on two main sources. Lilien (2016) and Lilien, Petersen and Wuyts, eds. (2022).  Students registered and accepted to the course, will receive copies of both publications. The course will have two parts:

Sessions 1-3 (11 Oct, 25 Oct, and 8 Nov, 2023):  Overview of Key B2B issues. Sessions 1 and 2:  Lecture and Discussion led by Lilien and Stefan Wuyts (who will discuss the ISBM B2B Trends Studies and implications). During Session 3, students will each select one topic to present at a session in 2024. Preferably, that topic will be a Chapter in the Handbook. During that session we will also select dates and times for sessions in 2024. Class will be held at 11:00AM ET on these three Wednesdays.

Sessions 4-??  (Jan-Feb 2024): During each session in 2024, two students will take turns leading the class (1 hour each). (Example—if there are 8 students, we will have 4 classes in 2024.)  Each student will lead a discussion of the Handbook Chapter and 2-3 supporting papers. The author(s) of the Handbook Chapter will be invited to attend that session and comment on the research opportunities identified.

Students will receive a grade (and feedback) based on their participation in class, especially in their presentation and workshop leadership.

Format 

• Approx. seven session will be 120 minutes each
• The seminar will held in October/November 2023.  Exact days and time to be determined based on student interest.
• A separate link to pay the $750.00 registration fee will be emailed after the admission requirements have been emailed and student has been approved to participate.

For questions, please contact Prof., Gary Lilien (GLilien@psu.edu).

References

Lilien, Gary L. (2016) “The B2B Knowledge Gap” International Journal for Research in Marketing, Vol 33 Issue 3 #108(September) 543-556.

Lilien, Gary L., Andrew Petersen and Stefan Wuyts, eds. (2022).  The Handbook of Business-to-Business Marketing, 2nd Edition.    Northampton MA: Edward Elgar Press.

Please register for this course below.
Click here to View Complete Admission Procedures and Requirements.

Instructor

Dr. Lilien is Distinguished Research Professor of Management Science and former Chairman of the Management Science Department. He is also co-founder and Former Research Director of the Institute for the Study of Business Markets, the world’s leading institution focusing on fostering research in nonconsumer markets.Dr. Lilien is the author or co-author of more than 20 books (including Marketing Models with Phil Kotler and Marketing Engineering with Arvind Rangaswamy) and over 120 professional articles primarily in the areas of industrial marketing, new product development, marketing models, and bargaining theory.

Dr. Lilien’s research interests are in marketing decision support, marketing engineering, market segmentation, new product modeling and marketing-mix issues for business products, bargaining and negotiations in business markets, modeling the industrial buying process, and innovation diffusion modeling.