ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.

ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to 

Course Timeframe: Spring 2023

B2B Digital Marketing and Analytics

This PhD seminar, taught by Dr. Venkatesh (Venky) Shankar will review the foundations, major contributions, and recent developments in business-to-business (B2B) digital marketing through selected readings on different topics such as B2B digital strategy, e-commerce, channels, supply chain, social media, mobile, and analytics. The emphasis will be on frameworks of B2B digital strategy and marketing and emerging research in this domain. The seminar will review both established, as well as, new themes in this domain, and discuss their principles and implications. The analysis and discussion will provide participants with new ways to think about B2B digital marketing. In addition, a principal purpose is to generate new ideas, new research topics, and new applications for existing B2B digital marketing problems. The seminar in itself will not teach participants research methodologies but will facilitate their learning of methodologies. It will introduce the application of new methods such as Natural Language Processing (NLP) for B2B data. Participants are expected to fully get into the research rigor of the readings and research ideas.

It will consist of eight to ten sessions of 120 minutes. Exact timing and dates are to be determined.

Please follow the Admission Procedure (https://isbm.org/admission-procedure/) when registering for this Course.

Complete Course Details and Registration