Welcome to the MRKT 4339 Marketing Communications Research Guide! Use the tabs across the top of the page to navigate through the different sections of this guide.
University Tutoring Center (UTC)
Academic Support is available in two formats- PV Online Tutoring or face-to-face in the UTC.
They are able to assist you in your career and life planning through programs and services to bridge the move from college to the career world. Furthermore, we are committed to empowering students to enter the competitive and global market place with confidence and competence. We provide services and resources to all students and alumni. Our staff meet with students and alumni to help identify skills, interests and values as well as explore career opportunities.
This course provides students with a basic understanding of the nature of advertising, promotion, and integrated marketing communications. Students will be provided information to establish an understanding of the development of an Integrated Marketing (IMC) Plan and the process organizations use to implement the plan.
Required Text:
Kenneth E. Clow and Donald Baack, Integrated Advertising, Promotion, and Marketing Communications Pearson Prentice-Hall, 8th Edition, (Pearson, 2018), New York, NY.
ISBN 10: 0-13-448413-4, ISBN-13: 978-0-13-448413-6
Recommended Texts:
Students are expected to enroll for this course with a prior knowledge of the material for prerequisite courses. Examples of textbooks are given below (an equivalent textbook is acceptable). Any deficiency might affect performance and grades in the present course. While it is not required to buy these books, it would be helpful if students retain the books for reference, from earlier course work, if any.
1. Schiffman, L., and L. Kanuk, Consumer Behavior, 10th Edition, (Prentice Hall, 2010) ISBN-10: 0135053013, ISBN-13: 9780135053010
2. Pride, W.M. and O.C. Ferrell, Marketing, 16th Edition, (Boston: Houghton-Mifflin, 2012) ISBN-13: 9780538475402
3. Wade, C., and C. Travis, Invitation to Psychology, 5th Edition, (Pearson, 2012) ISBN-10: 0205035191, ISBN-13: 9780205035199.
John B. Coleman Library |
Library Hours
|
