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 

This course is for PhD Students only who are enrolled in a PhD Program at an Institute for Higher Learning

B2B Digital Marketing and Analytics


This PhD seminar 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, ecommerce, 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 willnot 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.


  • Eight session will be 120 minutes each
  • The seminar will be held on Wednesdays from 11:00AM – 1:00PM ET, beginning on February 15, 2023 through April 5, 2023.
  • 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.


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


Venky_ShankarVenkatesh (Venky) Shankar is Professor of Marketing and Coleman Chair in Marketing and Director of Research at the Center for Retailing Studies, Mays Business School, Texas A&M University. His areas of specialization include Digital Business, Marketing Strategy, Innovation, New Product Management, Retailing, Services Marketing, Pricing, International Marketing, Branding, Mobile Marketing, and Artificial Intelligence. Shankar has a Ph.D. in marketing from the Kellogg Graduate School of Management, Northwestern University and has corporate experience in the areas of marketing and international business development. He has worked in diverse countries.