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 

ISBM Pulse: Analytics and market research

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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 sessions of 120 minutes. Sessions will be held on Wednesdays from 11:00AM – 1:00PM ET beginning February 15, 2023.

Please follow the Admission Procedure ( when registering for this Course.

B2B Marketing Analytics Framework (Andrew Petersen)

Data-driven marketing decisions (including choices of which data analytics techniques to use and how) should be based on and address the following First Principles of Marketing, as foundational assumptions:  (1) All customers differ; (2) All customer change; (3) All competitors react; (4) All resources are limited. The First Principles Framework for marketing analytics provides a way to align each of  the four First Principles with a set of approaches, processes, and analysis tools that can deal with the unique issues associated with each principle. This will help firms with developing plans, budgets, and metrics as well as creating a sustainable competitive advantage into the future. Presentation from the October 2021 ISBM Members Meeting.

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2021 ISBM B2B Trends Study

The goals of the 2021 ISBM B2B Trend Study© are (1) to identify research priorities for the academic B2B marketing community and (2) to guide course content and other offerings for the corporate ISBM community.