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Required Textbooks

Effective Late Fall 2014

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

IMC 610 Belch & Belch 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.). Washington, DC: American Psychological Association.

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

IMC 611 - McDaniel, C., & Gates, R. (2010). Marketing research essentials (8th ed).

McDaniel, C., & Gates, R. (2010). Marketing research essentials (8th ed.). New York: Wiley & Sons. ISBN: 9781118249321



IMC 612 - Audience Insight

IMC 612 - Audience Insight Text book Solomon

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



Sunderland, P.L., & Denny, R.M. (2007). Doing Anthropology in Consumer Research. Walnut Creek, CA: Left Coast Press

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

Keller, K. (2013). Strategic brand management (4th ed.).

Keller, K. (2013). Strategic brand management (4th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall. ISBN: 0132664259




IMC 614 - Media Analysis

Kelley, L. & Jugenheimer, D. (2011). Advertising media planning: A brand management approach. (3nd ed.). Armonk, NY: M.E. Sharpe.

Kelley, L. D., Jugenheimer, D. W., & Sheehan, K. B. (2011). Advertising media planning: A brand management approach. (3rd ed.). Armonk, NY: M. E. Sharpe. ISBN: 9780765626363



Katz, H. (2010). The media handbook: A complete guide to advertising media selection, planning, research, and buying. (4th ed.). Mahwah, N.J.: Lawrence Erlbaum Associates.

Katz, H. (2010). The media handbook: A complete guide to advertising media selection, planning, research, and buying (4th ed.). New York, NY: Routledge. ISBN: 9780415873543




IMC 615 - Creative Strategy & Execution

615 textbook

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



615 textbook 2

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

IMC 616 – Direct Marketing - spiller

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 - 5th Ed

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




Professional selling - 1st Ed

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




IMC 618 - PR Concepts & Strategy

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

Wilson, L. J., & Ogden, J. (2010). Strategic communications planning for effective public relations and marketing (5th ed.). Dubuque, IA: Kendall/Hunt. ISBN: 9780757548871




IMC 619 - Emerging Media & the Market

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





IMC 620 - Research Methods

Burns, A., & Bush, R. (2010). Marketing Research, 6th Edition. Upper Saddle River, NJ: Prentice Hall.  ISBN: 0-13-602704-0.

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 in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era

Dietrich, G. & Livingston, G. (2012). Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era. Indianapolis, Indiana: Que Publishing. ISBN-13: 9780789749178


IMC 622 - Multicultural Marketing

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

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




IMC 624 - Cause Marketing

624 textbook

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 626 - B2B Direct Marketing

Vitale, R., Giglierano, J., and Pfoertsch, W.  (2011). Business-to-Business Marketing: Analysis and Practice. Upper Saddle River, NJ: Prentice-Hall.

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

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





IMC 628 - Applied Public Relations

seitel IMC 628 textbook

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




IMC 629 - Mobile Marketing

Krum, C. (2010). Mobile marketing: Finding your customers no matter where they are.

Krum, C. (2010). Mobile marketing: Finding your customers no matter where they are. Indianapolis, IN: Que. ISBN: 978-0789739766




Martin, C. (2011). _The third screen: Marketing to your customers in a world gone mobile_.

Martin, C. (2011). The third screen: Marketing to your customers in a world gone mobile. Boston, MA: Nicholas Brealey Publishing. ISBN: 9781857885644



Scott, D. M. (2011). The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly (3rd ed.).

Scott, D. M. (2011). The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly (3rd ed.). Hoboken, NJ: John Wiley & Sons. ISBN: 9781118026984


IMC 630 - Sports Marketing

IMC 693L fullerton

Mullin, B., Hardy, S., & Sutton, W. (2007). Sport Marketing (3rd ed.). Human Kinetics/Champaign, IL. ISBN: 9780736060523




IMC 631 - Crisis Communication

IMC 693M Fearn-Banks

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




IMC 693M Coombs

Coombs, W. Timothy (2012). Ongoing crisis communication (3rd ed.). Thousand Oaks, CA: SAGE Publications. ISBN-10: 9781412983105; ISBN-13: 978-1412983105




IMC 632 - Political Marketing

IMC 693P – Political Marketing-cwalina

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



IMC 693P – Political Marketing - maarek

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



IMC 693P – Political Marketing-madia

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

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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.



welsh633

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.



horan633

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



IMC 633 Wasserman

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




IMC 634 - Digital Storytelling

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





IMC 635 - Visual Information Design

Baer, K. (2010). Information design workbook: Graphic approaches, solutions, and inspiration + 30 case studies. Beverly, MA: Rockport.

Baer, K. (2010). Information design workbook: Graphic approaches, solutions, and inspiration + 30 case studies. Beverly, MA: Rockport. ISBN: 9781592536276


Eliot, T.S. (1968). The four quartets. San Diego: Harcourt.

Eliot, T. S. (1968). Four quartets. San Diego, CA: Harcourt. ISBN: 9780156332255




Malamed, C. (2009). Visual language for designers: Principles for creating graphics that people understand. Beverly, MA: Rockport.

Malamed, C. (2009). Visual language for designers: Principles for creating graphics that people understand. Beverly, MA: Rockport Publishers. ISBN: 9781592537419



IMC 636 - Campaigns

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





IMC 637 - Internal Brand Communication

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

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



637 textbook 4

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




IMC 640 - Introduction to DMC

IMC 640 - cluetrain

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.


IMC 640 - smith

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



IMC 641 - Social Media & Marketing

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





IMC 642 - Web Metrics & SEO

Fleischner, M. H. (2011). SEO made simple:Strategies for dominating the world's largest search engine (2nd ed.). Charleston, SC: CreateSpace.

Fleischner, M. H. (2013). SEO made simple:Strategies for dominating the world’s largest search engine (3rd ed.). Charleston, SC: CreateSpace. ISBN: 9781481838061




IMC 642 - kaushik

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

IMC 643 - Levelle

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 644 - DMC Campaigns

IMC 644 - Wertime

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




IMC 644 - Michalko

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



IMC 693N - Global Brand Management

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

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




IMC 693S - Public Affairs
Textbook for IMC 693S – Public Affairs

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




IMC 693V - Environmental Marketing

Textbook for IMC 693v Environmental Marketing

Harrison, B.E. (2008). Corporate greening 2.0: Create and communicate your company’s climate change and sustainability strategies (2nd ed.). Exeter, NH: Publishing Works, Inc. ISBN: 9781933002705



Textbook for IMC 693v Environmental Marketing

Ottman, J. (2011). The new rules of green marketing: Strategies, tools and inspiration for sustainable branding. San Francisco: Berrett-Koehler Publishers, Inc. ISBN: 9781605098661

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