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Required Textbooks

Effective Early Fall 2016

It is important that you order your textbook(s) for IMC courses as soon as they are updated and communicated approximately one calendar month prior to the beginning of each term. Ordering your textbooks early will prevent problems due to unanticipated shipping delays.

Important Note: Do not order your textbooks for future IMC courses you plan to take in subsequent terms as they are subject to change until confirmed for each term. Students should not order textbooks more than one month before the start of a course.

IMC Textbooks by Course

IMC 610 – Introduction to IMC

Advertising and promotion: An integrated marketing communications perspective (10th ed.)

Belch, G., & Belch, M. (2014). Advertising and promotion: An integrated marketing communications perspective (10th ed.). New York: McGraw-Hill. ISBN: 978-0078028977

 

Publication manual of the American Psychological Association (6th ed.)

American Psychological Association. (2009). Publication manual of the American Psychological Association (6th ed.). Washington, DC: American Psychological Association. ISBN: 9781433805615

 

IMC 611 – Marketing Research & Analysis

Marketing research essentials

McDaniel, C., & Gates, R. (2014). Marketing research essentials (10th ed). New York: Wiley & Sons. ISBN: 9781118808849.

 

IMC 612 – Audience Insight

Consumer behavior: Buying, having, and being

Solomon, M. R. (2013). Consumer behavior: Buying, having, and being (10th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 9780132671842

 

Doing anthropology in consumer research

Sunderland, P. L., & Denny, R. M. (2007). Doing anthropology in consumer research. Walnut Creek, CA: Left Coast Press. ISBN: 9781598740912

 

IMC 613 – Brand Equity Management

Strategic brand management

Keller, K. (2013). Strategic brand management (4th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall. ISBN: 9780132664257

 

IMC 614 – Media Analysis

Media buying & planning in the 21st century

Geskey, R. (2015). Media buying & planning in the 21st century (3rd edition). 2020:Marketing Communications LLC. ISBN: 9781502358714.

 

IMC 615 – Creative Strategy & Execution

Creative strategy in advertising

Drewniany, B. L., & Jewler, A. J. (2013). Creative strategy in advertising (11th ed.). Boston, MA: Wadsworth. ISBN: 9781133307266

 

Hey, Whipple, squeeze this: A guide to creating great advertising

Sullivan, L. (2012). Hey, Whipple, squeeze this: A guide to creating great advertising (4th ed.). Hoboken, NJ: John Wiley & Sons. ISBN: 9781118101339

 

IMC 616 – Direct Marketing

Contemporary direct and interactive marketing

Spiller, L. D., & Baier, M. (2012). Contemporary direct and interactive marketing (3rd ed.). Chicago, IL: Racom Communications. ISBN: 9781933199375

 

IMC 617 – Sales Promotion

Sales promotion

Mullin, R. (2010). Sales promotion (5th ed.). Kogan Page. ISBN: 9780749457044

 

Professional selling

Jones, W. (2010). Professional selling (1st ed.). Dubuque, Iowa: Kendall Hunt. ISBN: 9780757583100

 

IMC 618 – PR Concepts & Strategy

Strategic communications planning for effective public relations and marketing

Wilson, L. J., & Ogden, J. (2008). Strategic communications planning for effective public relations and marketing (5th ed.). Dubuque, IA: Kendall/Hunt. ISBN: 978-0757548871

 

IMC 619 – Emerging Media & the Market

No required textbook.

No required textbook. Your instructor will provide weekly reading assignments.

 

IMC 620 – Research Methods

Marketing research

Burns, A. C., & Bush, R. F. (2010). Marketing research (6th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 9780136027041

Note: We will be using IBM SPSS Statistics Standard GradPack 20 in this class. IBM, the maker of SPSS, recommends that students obtain a 6 or 12 month license to use the software, which is available for both Mac and Windows users. Two potential sources for a download are: http://www.onthehub.com/spss or www.studentdiscounts.com/spss.aspx. You will need to choose the Standard GradPack or Premium GradPack option. The Base GradPack option will not do everything we need to do in the class. If you would like to try some statistics beyond what we are doing in the class, you may want the Premium option. The Standard option will allow you to do everything that is required of you in this course.
 

IMC 621 – Current Topics in IMC

Marketing 2016 (18th ed.)

Pride, W. M., & Ferrell, O. C. (2015). Marketing 2016 (18th ed.). Independence, KY: South-Western College Publishing. ISBN: 978-1285858340

 

IMC 622 – Multicultural Marketing

Marketing to the new majority: Strategies for a diverse world

Burgos, D., & Mobolade, O. (2011). Marketing to the new majority: Strategies for a diverse world. New York, NY: Palgrave Macmillan. ISBN: 9780230111653

 

IMC 623 – Global Brand Communication

Global marketing management

Kotabe, M., & Helsen, K. (2010). Global marketing management (5th ed.). Hoboken, NJ: John Wiley & Sons, Inc. ISBN: 9780470381113

 

IMC 624 – Cause Marketing

Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

Kotler, Hessekiel, & Lee (2012). Good Works!: Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line. Wiley. ISBN: 9781118206683

 

IMC 625 – Advanced Creative Concepts

Strategic thinking for advertising creatives

Taylor, A.K. (2013). Strategic thinking for advertising creatives. London: Laurence King Publishing. ISBN: 9781780672731

 

IMC 626B2B Direct Marketing

Business-to-business marketing: Analysis and practice

Vitale, R. P., Giglierano, J., & Pfoertsch, W. (2011). Business-to-business marketing: Analysis and practice. Boston, MA: Prentice Hall. ISBN: 9780136058281

 

IMC 627 – Healthcare Marketing

No required textbook.

No required textbook. Your instructor will provide weekly reading assignments.

 

IMC 628 – Applied Public Relations

The practice of public relations

Seitel, F. P. (2011). The practice of public relations (11th ed.). Boston, MA: Prentice Hall. ISBN: 9780136088905

 

IMC 629 – Mobile Marketing

No required textbook.

No required textbook. Your instructor will provide weekly reading assignments.

 

IMC 630 – Sports Marketing

Sport Marketing

Mullin, B., Hardy, S., & Sutton, W. (2014). Sport Marketing (4th Edition eBook With Web Study Guide). Human Kinetics/Champaign, IL. ISBN: 9781450469463.

 

IMC 631 – Crisis Communication

Crisis communications: A casebook approach

Fearn-Banks, K. (2011). Crisis communications: A casebook approach (4th ed.). New York, NY: Routledge. ISBN: 9780415880596

 

Ongoing crisis communication

Coombs, W.T. (2015). Ongoing crisis communication: Planning, managing, and responding (4th ed.). Thousand Oaks, CA: Sage Publications. ISBN: 9781452261362

 

IMC 632 – Political Marketing

Political marketing: Theoretical and strategic foundations

Cwalina, W., Falkowski, A., & Newman, B. I. (2011). Political marketing: Theoretical and strategic foundations. Armonk, NY: M. E. Sharpe. ISBN: 9780765629166

 

Campaign communication and political marketing

Maarek, P. J. (2011). Campaign communication and political marketing. Malden, MA: Wiley-Blackwell. ISBN: 9781444332353

 

The social media survival guide for political campaigns: Everything you need to know to get your candidate elected using social media

Madia, S. A. (2011). The social media survival guide for political campaigns: Everything you need to know to get your candidate elected using social media. Voorhees, NJ: Full Court Press. ISBN: 9780982618547

 

IMC 633 – Entrepreneurship in IMC

The Consulting Bible: Everything You Need to Know to Create and Expand a Seven-Figure Consulting Practice

Weiss, Alan (2011). The Consulting Bible: Everything You Need to Know to Create and Expand a Seven-Figure Consulting Practice (3rd ed). John Wiley & Sons, Inc. ISBN: 978-0470-92808-0.

 

The St. Bernard Principle: Why Specialists Are the Alpha Dogs in Business

Welsh, Paul J. (2011). The St. Bernard Principle: Why Specialists Are the Alpha Dogs in Business. Paul J. Welsh. ISBN: 978-1-4507-6951-8.

 

The One Page Business Plan for the Professional Consultant. The One Page Business Plan Company

Horan, Jim (2006). The One Page Business Plan for the Professional Consultant. The One Page Business Plan Company. ISBN: 978-1-891315-04-6.

 

The founder’s dilemmas

Wasserman, Noam (2012). The founder’s dilemmas. Princeton, New Jersey: Princeton University Press. ISBN: 978-0-691-15830-3

 

IMC 634 – Digital Storytelling

No required textbook.

No required textbook. Your instructor will provide weekly reading assignments.

 

IMC 635 – Visual Information Design

The shape of content

Shahn, B. (1958). The shape of content. Cambridge, MA: Harvard University Press. ISBN: 978-0674805705

 

The elements of graphic design

White, A. (2011). The elements of graphic design. New York: Allworth Press. ISBN: 978-1581157628

 

Visual language for designers: Principles for creating graphics people understand

Malamed, C. (2011). Visual language for designers: Principles for creating graphics people understand (Reprint Edition). Beverly, MA: Rockport. ISBN: 978-1592537419

 

IMC 636 – Campaigns

No required textbook.

No required textbook. Your instructor will provide weekly reading assignments.

 

IMC 637 – Internal Brand Communication

Inside the organization: Perspectives on employee communications

LeMenager, J. (2011). Inside the organization: Perspectives on employee communications. Charleston, SC: CreateSpace. ISBN: 9781460940693

 

Lead with a Story: A Guide to Crafting Business Narratives that Captivate, Convince, and Inspire

Smith, Paul (2012). Lead with a Story: A Guide to Crafting Business Narratives that Captivate, Convince, and Inspire. AMACOM. ISBN: 9780814420300

 

IMC 638 – Public Affairs

The practice of government public relations

Lee, M., Neeley, G., & Stewart, K. (Eds.) (2012). The practice of government public relations. Boca Raton, FL: CRC Press. ISBN: 9781439834657

 

IMC 640 – Introduction to DMC

The cluetrain manifesto: The end of business as usual

Levine, R., Locke, C., Searls, D., & Weinberger, D. (2001). The cluetrain manifesto: The end of business as usual. New York, NY: Basic Books. Available as a free ebook download.

 

Weblogs & new media: Marketing in crisis

Smith, C. H. (2008). Weblogs & new media: Marketing in crisis. Berkeley, CA: Trewe Press. ISBN: 9781439201107

 

IMC 641 – Social Media & Marketing

No required textbook.

No required textbook. Your instructor will provide weekly reading assignments.

 

IMC 642 – Web Metrics & SEO

SEO made simple for 2016

Fleischner, M. H. (2015). SEO made simple for 2016: Insider secrets for driving more traffic to your website (5th ed.). North Charleston, SC: CreateSpace. ISBN: 9781515344490

 

Web analytics 2.0: The art of online accountability & science of customer centricity

Kaushik, A. (2010). Web analytics 2.0: The art of online accountability & science of customer centricity. Indianapolis, IN: Wiley. ISBN: 9780470529393

 

IMC 643 – Digital Video Production

Levelle, T. (2008). Digital video secrets: What the pros know and the manuals don’t tell you. Studio City, CA: Michael Wiese Productions. ISBN: 9781932907476

Note: This course requires the purchase of a camera as well as the use of editing software, (Editing software is available for free or can be purchased depending on your needs and level of interest). Review our equipment and software recommendations.
 

IMC 644DMC Campaigns

DigiMarketing: The essential guide to new media and digital marketing

Wertime, K., & Fenwick, I. (2008). DigiMarketing: The essential guide to new media and digital marketing. Hoboken, NJ: John Wiley & Sons. ISBN: 9780470822319

 

Cracking creativity: The secrets of creative genius

Michalko, M. (2001). Cracking creativity: The secrets of creative genius. Berkeley, CA: Ten Speed Press. ISBN: 9781580083119

 

IMC 693W – Content Marketing

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works

Didner, P. (2014). Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. ISBN: 9780071840972

 

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