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INTEREST CATEGORY: INTERORGANIZATIONAL, INNOVATION AND TECH, DOCTORAL STUDENTS
POSTING TYPE: Events

Author: Lori Nicolini

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IPSS Course Registration Open for Spring 2023

The Institute for the Study of Business Markets Offers Online PhD Seminar

One course will be offered this semester: ÌýÌýB2B Digital Marketing and Analytics

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B2B Digital Marketing and Analytics will be taught by Professor Venkatesh (Venky) Shankar, 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.

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 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.Ìý This seminar will be broken into eight (8) sessions of 120 minutes each session.

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• Typical session structure will be as follows:
• 20-30 minutes:Ìý Instructor (and/or guest scholar) will introduce area
• 60 minutes: Critique/discussion of 2-3 readings lead by assigned students
• 20-30 minutes: Instructor will summarize key findings discuss future areas for research
• The seminar will begin on February 15, 2023

This seminar will be held on Wednesdays from 11:00AM – 1:00PM ET beginning on February 15, 2023

Registrations and application materials should be received byÌýWednesday, February 8, 2023. ÌýPlease follow the Admission Procedure at

Interested participants may register for this seminar at

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Any questions can be emailed to LNicolini@psu.edu