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Bachelor of Business : BUMAR203A Marketing Communication Management

Prescribed Text

Integrated marketing communications (2021) - eBook and book by Edwina Luck; Nigel Barker; Anne-Marie Sassenberg; William Chitty; J. Craig Andrews; Terence A. Shimp
Various editions available

Recommended

Harrison-Walker, L 2014, 'Strategic brand orientation and its antecedents',
Academy of Marketing Studies Journal, vol. 18, no. 2, pp. 49-65, viewed 8 November 2020, ProQuest Central.
Sneath, JZ, Finney, RZ & Close, AG 2005, ‘An IMC approach to event marketing’,
Journal of Advertising Research, vol. 45, no. 4, pp. 373-381, doi:10.1017/S0021849905050440

Weekly Readings

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 1 Integrated marketing communications foundations and rise of digital marketing

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 2 Persuasive communication and consumer attitudes

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 3 Market segmentation and brand positioning

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 4 Establishing objectives and budgeting for IMC campaigns
Chapter 5 Managing message creation and strategies

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 6 Media planning and analysis

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 7 Broadcast media
Chapter 8 Print and support media

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 9 Digital marketing, behavioural targeting and search
Chapter 10 Social media marketing

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 11 Direct marketing and sales promotion

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 12 Personal selling and relationship marketing
Chapter 13 Marketing public relations and sponsorship marketing

Luck, E, Barker, N, Sassenberg, A-M, Chitty, B, Andrews, JC & Shimp, TA 2021, Integrated marketing communications,
6th Asia-Pacific edn, eBook, viewed 3 September 2024, ProQuest eBook Central.
more...less...
Subject guide refers to 2015, 4th Asia-Pacific edition
Chapter 14 Evaluating integrated marketing communications effectiveness