COURSE OUTLINE

MBA 532Marketing Communications Strategy

Sep/Oct 2013

Department of MBA Programs Faculty of Management

Professor: Duane WeaverTelephone: (250) 753-3245, ext 2601

Office Hours: Mon/Tue/Thu 4:30-5:30 PM. or by appointment

Office: B250/R448Email: duane.weaver@viu.ca

Seminar Time: Monday 5:30-8:30 PM andWednesday 5:30-8:30PM.

Seminar Room: B255 R150

MBA 532 Marketing Communications Strategy

MBA 532Marketing Communications Strategy

DIRECTED STUDY

Table of Contents

Purpose of This Course Outline.......................................................................................3

What is a learning Outcome?...........................................................................................3

Course Description...........................................................................................................4

Course Objectives............................................................................................................4

Learning Outcomes..........................................................................................................4

Reading List.....................................................................................................................4

Method of Evaluation........................................................................................................5 Essay Assignment Student Lead Presentation Marketing Communication Plan

Schedule of Activities.......................................................................................................9

Marketing Journals.........................................................................................................10

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MBA 532 Marketing Communications Strategy

The Purpose of this Course Outline

The purpose of this course outline is to give you information about lecture/seminar/class details, assignment details, contact details for teaching staff and information about learning resources. The aim is to provide sufficient information to enable you to study effectively and to assist you with planning the work involved in assignments so you have adequate time to complete them. You may find that assignment hand-in dates can fall within a few days of each other, or even on the same days, and hence forward planning is all-important. One of the functions of this course outline is to help you plan your workload, by giving you sufficient information at the start of your studies.

It is important to realise that the course outline is just one mechanism to help you with your studies and that you need to utilize the full range of support that is available at Malaspina University-College. You need to read the Student Handbook as well.

Your main lines of support are as follows: Course Professor/Instructor Director, MBA Programs Dean, Faculty of Management

What is a Learning Outcome?

You will note that this outline specifies “learning outcomes” for this course. A learning outcome characterizes what it is that you are expected to have learned at the end of the course, if you have successfully completed it. You will note that the learning outcomes are specified in terms of what knowledge/understanding and skills you will have acquired. This will then tell you beforehand what the course aims to teach you and what it is that you need to learn in order to succeed.

It is important to realize that the assignments for this course are designed to test your achievement of the stated learning outcomes.

Course Description

This course is designed to develop an understanding about the role of communications in the marketing mix. The course covers different types of promotional tools, media and methodologies of integrated marketing communication process. Students will learn an analytical approach to the study of marketing communications including how to integrate all of the marketing communication elements and how this is critical to an organization’s success.

Course Objectives

The major objectives of the course are: To introduce students to the principle and basic concept of marketing communication

process in a streamlined integrated marketing strategy. To provide an understanding of integrated marketing communications (IMC)

and its influences on other marketing functions and other promotional activities.

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MBA 532 Marketing Communications Strategy

To analyze and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy.

To develop positive communication skills by extending the marketing communication approaches and techniques into effective marketing strategy and programs which are necessary to communicating to target audiences.

Learning Outcomes

(Where: I=Introduced, D=Developed, A=Assessed)

Knowledge and Understanding

Successful students will have a knowledge and understanding of:

how to develop and understanding of the function of IMC and analyze the role of the IMC practitioner in an organization by applying logical and strategic thinking to solving communication problems (IDA),

Skills and Attributes

Successful students will be able to:

critically evaluate marketing communications concepts and theory (DA), identify and evaluate a range of marketing communications activities (DA), and outline key components, features and processes of marketing promotional plans (DA).

Reading Lists

Suggested/Supplement Readings

Belch, G.E. and Belch, M.A. (2003), Advertising and Promotion: An Integrated Marketing Communications Perspective, New York: McGraw-Hill/Irwin.

Blair, M., Armstrong, R. and Murphy, M. (2003), The 360 Degree Brand in Asia: Creating More Effective Marketing Communications, Singapore: John Wiley & Son.

Clow, K. E., and Baack, D. (2004), Integrated Advertising, Promotion, and Marketing Communications, 2nd edition, New Jersey: Pearson Prentice Hall Hulbert, J.M., Capon, N. and Piercy, N. (2003), Total Integrated Marketing: Breaking the Bounds of the Function, New York: Free Press.

O’Guinn, T.C., Allen, C.T. and Semenik, R.J. (2006), Advertising and Integrated Brand Promotion, 4th edition, Thomson South-Western, Ohio.

Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications, London: Pearson Education.

Schultz, D.E., Tannenbaum, S.I. and Lauterborn, R.F. (1993), Integrated Marketing Communications, Chicago: NTC Publishing Group.

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MBA 532 Marketing Communications Strategy

Semenik, R.J. (2002), Promotion and integrated Marketing Communications, Ohio: South-Western Thomson Learning.

Smith, P.R. and Tylor, J. (2002), Marketing Communications: An Integrated Approach, London: Kogan Page.

Tuckwell, K.J. (2005), Integrated Marketing Communications: Strategic Planning Perspectives, Toronto: Pearson Prentice Hall

In order to find practical examples to help develop strategies and creative communication tactics for the group project and exercises, students should also pay regular attention to additional sources, such as The Wall Street Journal, Business Week, Fortune, Forbes, Advertising Age, and television news. Valuable information regarding segmentation and market research search can also be found via the GMID (Global Management Information Database) and Euromonitor from the VIU library. In addition, a list of peer reviewed journals will be made available for the expertise assignment.

Grading Scheme

A+ 90 – 100% B+ 76 – 79.99% C+ 64 – 67.99% D Referrals A 85 – 89.99% B 72 – 75.99% C 60 – 63.99% F <55 FailureA- 80 – 84.99% B- 68 – 71.99% C- 55 – 59.99%

Method of Evaluation

Instrument & Weighting

1. Essay Assignment – 30%2. Revised Print Ad – 10%3. ELM Case and sample ad – 5%4. Student Lead Presentation – 15%5. Marketing Communications Plan – 40%

1. Essay Assignment (30%)

To assess students’ understanding of fundamental communications theory, each student is required to complete one essay assignment, in approximately 1,000 words, on integrated marketing communications (IMC). In the essay, students should be able to demonstrate a thorough understanding of a recent revolution from an IMC perspective to an integrated brand promotion (IBP) perspective. The distinction between IMC and IBP must be addressed in a written essay report. The report will include a summary of events and issues related to the IMC program, target audiences, and the analysis of advertising and promotional activities that would impact on buyer behaviour.

Due Date: Sep 16, 2013, before 5:30 pm

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MBA 532 Marketing Communications Strategy

2. ELM Case and Sample Ad

The project teams will review and analyze the ELM Case. The final output will be the presentation of their solution (as a print advertisement)

Due Date: Sep 26, 2013, before 5:30 pm

3. Revised Print Ad (10%)

To enable students to demonstrate their ability to apply theory in practice. Students are expected to take the feedback from the sample worst case print ads and develop a revised mock-up of an appropriate print ad using an appropriate form of appeal and message strategy to meet the anticipated target audience needs. To effectively develop the mock up, students are expected to consider elements of an effective message strategy and utilize ELM or some other executional strategy found in advertising research. Either approach will require research into the needs of the target market and the benefits of the product/company. When presenting the advertisement a creative brief should be provided. Fellow students and the professor will assess the ads.

Due Date: Sep 30, 2013, before 1:00 pm

4. Expertise Assignment: Student Lead Presentation (15%)

To challenge students to demonstrate critical thinking skills based on the concept of marketing communications approaches each student will be assigned to select from a list of topics to lead a seminar and presentation (15 minutes max.). Seminar outlines must be submitted one week prior to presentation for review and feedback. This assignment aims to improve your ability of critical thinking and is also designed to specifically address: your ability to integrate basic knowledge and skills into marketing communications strategies, your ability to think critically in your discussion of the advertisement or a promotional campaign you choose, and your ability to think creatively in design your presentation and deliver the message to the audiences. You are expected to demonstrate focused "expertise" in one area of marketing communications demonstrating both historical context and up to date recent research discussions/issues.

Presentation Schedule: To be announced in class (either June 5, 10, 12, or 17)

5. Marketing Communications Plan (40%)

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MBA 532 Marketing Communications Strategy

Students will be assigned (to teams of 3 or 4) to select a product or service and develop a marketing communications plan for it. The plan, in approximately 2,500 words, should consist of five sections: first, a brief but thorough overview of the current market situation. Second, the current segmentation, targeting, and positioning strategies. Third, the recommendations to the media strategy and plan. Fourth, students should elaborate in the creative strategy which is in line with the communication plan. Finally, students should provide a financial plan for their strategy showing the expected variance growth in customers, unit sales per customer, contribution margin per unit and a summary total profit less new expenses demonstrating the overall ROI (Return on Investment) over a specified period of time reflecting the APR (Annual Percentage Rate). These forecasts must be based on researched evidence to support your educated guess. Before you start working on the assignment, the chosen product or service must be approved by the instructor.

ROUGH DRAFT IS DUE: IN CLASS OCT. 10 th (BRING 4 PRINTED COPIES)

Due Date: October 18, 2013, before 5:30 PM – to be received as a digital file(WORD document please) via emailNOTE: it must be received before 5:30PM….a good idea is to send it at least the day before due to internet technical difficulties that no doubt will occur – 1 minute early is early…1 second late is late and will receive a 10% penalty per day up to 3 days max. (then 0%).

Team Project Guidelines

The purpose of team project assignments is to develop and test your analytical application and synthesis skills within the context of a particular marketing/business situation. Thoroughness and insight will generate strong answers to the tasks you need to address. To substantiate your discussion and justification, you must include a minimum of two other “hard” published sources of reference in addition to your text. It is strongly recommended that you use “peer reviewed” literature as much as possible (whether sourced digitally or in hard bound print form).

NOTE: Your assignment should be presented to conform to both the Course Outline (i.e. plagiarism and deadlines) and the guidelines below. Please read these guidelines, as marks will be deducted for inferior presentation. In addition, the professor reserves the right to discuss issues and ask questions pertaining to the assignment with group members. Thus, each student within the group should ensure that he / she is familiar with the entire assignment.

Keep in mind that the project is designed to develop and test not only your knowledge but also how you apply that knowledge in a practical way. Therefore, you must develop the ability to discuss issues in case-specific terms, rather than general and theoretical terms.

Another purpose of project is to develop your insight and discernment. Satisfactory answers to case questions often depend on your ability to infer or conclude from the case, and then to consider and discuss potentially significant issues that may not necessarily be explicitly stated in the case. In other words, be prepared to look beyond what is immediately obvious, to consider inter-relationships of data, and to think about and comment on the pertinent implications arising from the case data and your analysis of it. Sometimes assumptions may be required. These should be logical

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MBA 532 Marketing Communications Strategy

and explained clearly and concisely. Be careful not to make unnecessary or indefensible assumptions, or assumptions, which are contrary to facts already given in the case.

Both the project and case work require time to digest the data, to consider and reflect upon it thoughtfully, and then to prepare thoroughly considered and well argued answers to the question with which you are faced. Do not try to do this at the last minute. Allow time over several days/weeks to read and re-read each case carefully, making sure that you understand the key issues and their marketing implications as well as deciphering the external research conducted.

Construct your answers in a logical manner, avoiding sweeping generalities, and support them with a thorough and sound discussion or argument. Your discussion should always be supported with referenced theory. Do not be afraid to use references. Referencing prevents plagiarism and assists in substantiating an effective line of argument. Where appropriate to do so, always provide reasons for what you can conclude, propose or recommend.

An executive summary is not required, but can be very useful for the team assignment.

A contents page must be included and should demonstrate an ability to organize and structure your work suitably (use headings in your assignment).

A reference page must be included at the end of your assignment. Make sure all in-text references are listed on the reference page.

Marks will be awarded or deducted for overall structure, organization and presentation, as well as for literary style and quality of argument.

Figures and exhibits can contribute beneficially to work of this nature. Look for opportunities to use them sparingly, but thoughtfully as a means of adding substance to your work and giving it a professional look.

Please DOUBLE SPACE and use ARIAL 12 pt. font.

This is a BUSINESS REPORT and as such should follow the convention of FLUSH LEFT MARGINS and ragged right. Headlines are appropriate and bullets should be used prudently.

Document should be long enough to answer all the questions thoroughly and succinctly, but not too long that the reader loses interest. The key is to provide focus and depth of analysis.

Standards and Academic Conduct

Assignments must be submitted by the allocated due dates. Extensions will only be granted on medical or compassionate grounds and will not be granted because of work or other commitments. Requests for extensions must be made in writing to the professor prior to the due date. Medical certificates or other evidence must be attached and must contain information that justifies the extension sought. Late assignments that have not been granted an extension

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MBA 532 Marketing Communications Strategy

will, at the professor’s discretion, be penalized by ten per cent (10%) of total marks from the mark that would otherwise be awarded for each full day overdue. Assignments more than 3 days late will not be accepted (this includes weekends and holidays).

Assignments must be free of spelling, punctuation and grammatical errors. Assignments containing such errors will receive penalties (i.e. mark deductions).

Use a title page for assignments – staple – no folders please.

Plagiarism refers to the practice of presenting the words of another author (it may be a text writer or another student) as your own. This is not permitted. At times you will be asked to learn about and discuss the views or theories of others. This should be done with appropriate acknowledgement of source materials. In other words, you must reference your work. Acknowledge your sources – both direct and indirect quotes – with in-text citations. Refer to the Referencing section contained in this course outline.

“Free riders” are individuals who coast on or use the efforts of others. It can be a problem in academic settings when teamwork is submitted for credit. Therefore, it is important that each group member makes effective contributions to the assignment.

“Firing” a group member is permissible. However, the group must apply a fair disciplinary process before dismissal is allowed. This process includes presenting two written warnings explaining the unacceptable behaviour to the group member.

If, after two warnings have been presented to the group member, that member’s behaviour is still unacceptable, the professor must be notified of the group’s intent to dismiss the group member and present an explanation why the member is being “fired”. The discussion with the professor must be made at least one week prior to the assignment due date. The “fired” group member will receive a significant penalty in relation to the assignment’s grade.

Academic Misconduct

Academic misconduct will not be tolerated. Academic misconduct includes, but is not limited to: giving or receiving information during any quiz, test or exam; using unauthorized sources of information during any test or exam; and plagiarizing the work of another person. More details on this topic are set out in the Student Conduct Policy in Vancouver Island University’s Calendar and a full version of this policy can be viewed on the internet at http://www.mala.ca/policies/policy.asp?rdPolicyNumber=99.01 .

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MBA 532 Marketing Communications Strategy

Schedule of Activities

Date Activity ResourceSep 05 Introduction and course overview

Discussion about CommunicationsCourse OutlineWorst Print Ad example

Sep 09 Seminar Discussion about IMC/IBP Students to bring research questions to discuss-come well read and well prepared.

Sep 12 Lecture/Seminar Discussion: Consumer Behaviour

(hand in one typed question each at start of class)

Students to bring researched questions to discuss (see class website)

Sep 16 Essay Assignment Due (30%)Discuss Expertise AssignmentAssign Marketing Plan Teams (select product)Students to bring questions regarding areas of expertise

Sep 19 Lecture/Seminar Discussion: Market Segmentation, Positioning and the Value Proposition(hand in one typed question each at start of class)Expertise Outline Due

Students to bring researched questions to discuss

Sep 23 Lecture/Seminar Discussion: The Advertising Plan

Team work/planning timeSep 26 Lecture/Seminar Discussion: Message Strategy

ELM Case due (bring sample ads) (5%)Sep 30 Lecture/Seminar Discussion: Media Planning

StrategyRevised Print Ads DUE (10%)

Students to bring revised Print Ads (mock ups)

Oct 3 Student Lead Presentation (9) 15%

Mktg. Pln. Discussion

Seminar lesson plan/outline

Oct 7 Student Lead Presentation (9) 15%

Mktg. Pln. Discussion

Seminar lesson plan/outline

Oct 10 Student Lead Presentation (6) 15%Mktg. Pln. ROUGH DRAFT DUE and review---Bring 4 printed copies of Mktg. Plan---

Seminar lesson plan/outlineBring 4 copies-Mktg Pln

Oct 14 THANKSGIVING DAY University ClosedOct 17 Student Lead Presentation (6) 15%

Mktg. Pln. Working Time

Seminar lesson plan/outline

Oct 18 Marketing Communications Plan Duebefore 1PM (digital copy via email) (40%)

On the following page is a listing of marketing journals you may find useful for your assignments:

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MBA 532 Marketing Communications Strategy

Marketing Journals   ARC: Research: Journals: Other Marketing Journals Links to all known marketing journals and key journals from other fieldsRelated ARContent: AMA JournalsJournal Rankings Marketing JournalsARC: Research: Journals: Other Marketing Journals Links to all known marketing journals and key journals from other fieldsRelated ARContent: AMA JournalsJournal Rankings Marketing JournalsAcademics @ AMAAcademy of Marketing Science ReviewAdvances in Consumer ResearchAsia Pacific Journal of Marketing and LogisticsAsian Journal of MarketingAustralasian Marketing Journal Consumption, Markets and CulltureCorporate Reputation ReviewDirect Marketing: An International JournalEuropean Journal of MarketingHealth Marketing QuarterlyIndustrial Marketing ManagementInternational Journal of AdvertisingInternational Journal of Bank MarketingInternational Journal of Consumer StudiesInternational Journal of Electronic Marketing and RetailingInternational Journal of Internet Marketing and AdvertisingInternational Journal of Market ResearchInternational Journal of Media ManagementInternational Journal of Mobile MarketingInternational Journal of Nonprofit and Voluntary Sector MarketingInternational Journal of Retail and Distribution ManagementInternational Journal of Research in MarketingInternational Journal of Sport Management and MarketingInternational Journal of Sport Marketing & SponsorshipInternational Journal of Technology MarketingInternational Journal of Wine MarketingInternational Marketing ReviewInternational Review of Retail, Distribution and Consumer ResearchInternational Review on Public and Non Profit MarketingJournal for Advancement of Marketing Education Journal of AdvertisingJournal of Advertising Research

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MBA 532 Marketing Communications Strategy

Journal of Applied Marketing TheoryJournal of Brand ManagementJournal of Business & Industrial MarketingJournal of Business-to-Business MarketingJournal of Consumer BehaviourJournal of Consumer CultureJournal of Consumer MarketingJournal of Consumer PsychologyJournal of Consumer ResearchJournal of Consumer Satisfaction, Dissatisfaction and Complaining BehaviorJournal of Customer BehaviourJournal of Database Marketing and Customer Strategy ManagementJournal of Direct, Data and Digital Marketing PracticeJournal of Empirical Generalisations in Marketing ScienceJournal of EuromarketingJournal of Fashion Marketing and ManagementJournal of Financial Services MarketingJournal of Food Distribution ResearchJournal of Food Products MarketingJournal of Global Academy of Marketing ScienceJournal of Global MarketingJournal of Historical Research in MarketingJournal of Hospital Marketing & Public RelationsJournal of Hospitality and Leisure MarketingJournal of Interactive AdvertisingJournal of Interactive MarketingJournal of International Consumer MarketingJournal of International Food & Agribusiness MarketingJournal of International MarketingJournal of Internet MarketingJournal of MacromarketingJournal of Market-Focused ManagementJournal of MarketingJournal of Marketing ChannelsJournal of Marketing CommunicationsJournal of Marketing for Higher EducationJournal of Marketing ManagementJournal of Marketing ResearchJournal of Marketing Theory and PracticeJournal of Medical MarketingJournal of Nonprofit & Public Sector MarketingJournal of Personal Selling & Sales Management Journal of Pharmaceutical Marketing & ManagementJournal of Political MarketingJournal of Product & Brand ManagementJournal of Product Innovation Management

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MBA 532 Marketing Communications Strategy

Journal of Promotion ManagementJournal of Public Policy & MarketingJournal of Relationship MarketingJournal of Research for ConsumersJournal of Research in Marketing and EntrepreneurshipJournal of Restaurant and Foodservice MarketingJournal of RetailingJournal of Retailing and Consumer ServicesJournal of Segmentation in MarketingJournal of Service ResearchJournal of Services MarketingJournal of Strategic MarketingJournal of Targeting, Measurement and Analysis for MarketingJournal of the Academy of Marketing ScienceJournal of Travel & Tourism Marketing Journal of Vacation MarketingMarketing Management Journal Managing Service QualityMarketingMarketing BulletinMarketing Education ReviewMarketing Intelligence & PlanningMarketing LettersMarketing ReviewMarketing ScienceMarketing TheoryMarketing Zeitschrift fuer Forschung und Praxis (German)Der Markt (in German)Psychology and MarketingPublic Relations ReviewQualitative Market ResearchQuantitative Marketing and EconomicsRecherche et Applications en Marketing (in French)Review of Marketing ResearchReview of Marketing ScienceRevue Française du MarketingServices Marketing QuarterlySocial Marketing QuarterlySport Marketing QuarterlyYoung ConsumersOther JournalsAcademy of Management JournalAcademy of Management ReviewAdministrative Science QuarterlyAmerican Economic ReviewAnnual Review of Anthropology

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MBA 532 Marketing Communications Strategy

Annual Review of PsychologyAnnual Review of SociologyApplied Economics Research BulletinBusiness HorizonsCalifornia Management ReviewCornell Hospitality QuarterlyDecision AnalysisDecision SciencesEconometricaElectronic Commerce Research and ApplicationsElectronic MarketsEntrepreneurship Theory and PracticeE-Service JournalEuroMed Journal of BusinessExperimental Economicse-Review of Tourism ResearchEuropean Journal of Innovation ManagementEuropean Management JournalGames and Economic BehaviorHarvard Business ReviewInformation Technology and TourismInternational Business ReviewInternational Journal of Arts ManagementInternational Journal of e-Business ResearchInternational Journal of Electronic CommerceInternational Journal of ForecastingInternational Journal of Hospitality ManagementInternational Journal of Innovation ManagementInternational Journal of Internet and Enterprise ManagementInternational Journal of LogisticsInternational Journal of Physical Distribution & Logistics ManagementInternational Journal of Product DevelopmentInternational Journal of Services and Operations ManagementInternational Journal of Tourism ResearchInternational Journal of Value Chain ManagementInternational Journal on Media ManagementInternational Small Business JournalInternet ResearchJournal of Applied PsychologyJournal of Behavioral Decision MakingJournal of Business & Economic StatisticsJournal of Business and EntrepreneurshipJournal of Business and PsychologyJournal of Business EthicsJournal of Business Research Journal of Business Venturing

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MBA 532 Marketing Communications Strategy

Journal of ClassificationJournal of Consumer PolicyJournal of Consumer AffairsJournal of EconometricsJournal of Economic PsychologyJournal of Electronic Commerce ResearchJournal of Experimental Psychology: Learning, Memory and CognitionJournal of International Business StudiesJournal of International ManagementJournal of Internet CommerceJournal of ManagementJournal of Management StudiesJournal of Operations ManagementJournal of Personality and Social PsychologyJournal of Political EconomyJournal of Public AffairsJournal of Public Relations ResearchJournal of Purchasing & Supply ManagementJournal of Research for ConsumersJournal of Revenue and Pricing ManagementJournal of Small Business and Entrepreneurial DevelopmentJournal of Sport ManagementJournal of Supply Chain ManagementJournal of Teaching in International BusinessJudgment and Decision MakingLong Range PlanningManagement DecisionManagement ScienceManufacturing and Service Operations ManagementMIS QuarterlyMultivariate Behavioral Research OmegaOrganization ScienceOrganizational Behavior and Human Decision ProcessesOrganizational Research MethodsPsychological BulletinPsychological ReviewPsychometrikaPublic Opinion QuarterlyResearch PolicySeoul Journal of BusinessService BusinessService Industries JournalService ScienceSloan Management ReviewStrategic Management Journal

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MBA 532 Marketing Communications Strategy

Strategy & LeadershipStructural Equation ModelingSupply Chain ManagementTechnological Forecasting and Social ChangeTechnovationTourism and Hospitality ResearchTourism AnalysisTourism ManagementTransportation Research Part E: Logistics and Transportation ReviewAcademics @ AMAAcademy of Marketing Science ReviewAdvances in Consumer ResearchAsia Pacific Journal of Marketing and LogisticsAsian Journal of MarketingAustralasian Marketing Journal Consumption, Markets and CulltureCorporate Reputation ReviewDirect Marketing: An International JournalEuropean Journal of MarketingHealth Marketing QuarterlyIndustrial Marketing ManagementInternational Journal of AdvertisingInternational Journal of Bank MarketingInternational Journal of Consumer StudiesInternational Journal of Electronic Marketing and RetailingInternational Journal of Internet Marketing and AdvertisingInternational Journal of Market ResearchInternational Journal of Media ManagementInternational Journal of Mobile MarketingInternational Journal of Nonprofit and Voluntary Sector MarketingInternational Journal of Retail and Distribution ManagementInternational Journal of Research in MarketingInternational Journal of Sport Management and MarketingInternational Journal of Sport Marketing & SponsorshipInternational Journal of Technology MarketingInternational Journal of Wine MarketingInternational Marketing ReviewInternational Review of Retail, Distribution and Consumer ResearchInternational Review on Public and Non Profit MarketingJournal of AdvertisingJournal of Advertising ResearchJournal of Applied Marketing TheoryJournal of Brand ManagementJournal of Business & Industrial MarketingJournal of Business-to-Business MarketingJournal of Consumer Behaviour

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MBA 532 Marketing Communications Strategy

Journal of Consumer CultureJournal of Consumer MarketingJournal of Consumer PsychologyJournal of Consumer ResearchJournal of Consumer Satisfaction, Dissatisfaction and Complaining BehaviorJournal of Customer BehaviourJournal of Database Marketing and Customer Strategy ManagementJournal of Direct, Data and Digital Marketing PracticeJournal of Empirical Generalisations in Marketing ScienceJournal of EuromarketingJournal of Fashion Marketing and ManagementJournal of Financial Services MarketingJournal of Food Distribution ResearchJournal of Food Products MarketingJournal of Global MarketingJournal of Historical Research in MarketingJournal of Hospital Marketing & Public RelationsJournal of Hospitality and Leisure MarketingJournal of Interactive AdvertisingJournal of Interactive MarketingJournal of International Consumer MarketingJournal of International Food & Agribusiness MarketingJournal of International MarketingJournal of Internet MarketingJournal of Global Academy of Marketing ScienceJournal of MacromarketingJournal of Market-Focused ManagementJournal of MarketingJournal of Marketing ChannelsJournal of Marketing CommunicationsJournal of Marketing Education Journal of Marketing for Higher EducationJournal of Marketing ManagementJournal of Marketing ResearchJournal of Marketing Theory and PracticeJournal of Medical MarketingJournal of Nonprofit & Public Sector MarketingJournal of Personal Selling & Sales Management Journal of Pharmaceutical Marketing & ManagementJournal of Political MarketingJournal of Product & Brand ManagementJournal of Product Innovation ManagementJournal of Promotion ManagementJournal of Public Policy & MarketingJournal of Relationship MarketingJournal of Research for Consumers

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MBA 532 Marketing Communications Strategy

Journal of Research in Marketing and EntrepreneurshipJournal of Restaurant and Foodservice MarketingJournal of RetailingJournal of Retailing and Consumer ServicesJournal of Segmentation in MarketingJournal of Service ResearchJournal of Services MarketingJournal of Strategic MarketingJournal of Targeting, Measurement and Analysis for MarketingJournal of the Academy of Marketing ScienceJournal of Travel & Tourism Marketing Journal of Vacation MarketingJournal of Website PromotionManaging Service QualityMarketingMarketing BulletinMarketing Education ReviewMarketing Intelligence & PlanningMarketing LettersMarketing ReviewMarketing ScienceMarketing TheoryMarketing Zeitschrift fuer Forschung und Praxis (German)Der Markt (in German)Psychology and MarketingPublic Relations ReviewQualitative Market ResearchQuantitative Marketing and EconomicsRecherche et Applications en Marketing (in French)Review of Marketing ResearchReview of Marketing ScienceRevue Française du MarketingServices Marketing QuarterlySocial Marketing QuarterlySport Marketing QuarterlyYoung ConsumersOther JournalsAcademy of Management JournalAcademy of Management ReviewAdministrative Science QuarterlyAmerican Economic ReviewAnnual Review of AnthropologyAnnual Review of PsychologyAnnual Review of SociologyApplied Economics Research BulletinBusiness Horizons

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MBA 532 Marketing Communications Strategy

California Management ReviewCornell Hospitality QuarterlyDecision AnalysisDecision SciencesEconometricaElectronic Commerce Research and ApplicationsElectronic MarketsEntrepreneurship Theory and PracticeE-Service JournalEuroMed Journal of BusinessExperimental Economicse-Review of Tourism ResearchEuropean Journal of Innovation ManagementEuropean Management JournalGames and Economic BehaviorHarvard Business ReviewInformation Technology and TourismInternational Business ReviewInternational Journal of Arts ManagementInternational Journal of e-Business ResearchInternational Journal of Electronic CommerceInternational Journal of ForecastingInternational Journal of Hospitality ManagementInternational Journal of Innovation ManagementInternational Journal of Internet and Enterprise ManagementInternational Journal of LogisticsInternational Journal of Physical Distribution & Logistics ManagementInternational Journal of Product DevelopmentInternational Journal of Services and Operations ManagementInternational Journal of Tourism ResearchInternational Journal of Value Chain ManagementInternational Journal on Media ManagementInternational Small Business JournalInternet ResearchJournal of Applied PsychologyJournal of Behavioral Decision MakingJournal of Business & Economic StatisticsJournal of Business and EntrepreneurshipJournal of Business and PsychologyJournal of Business EthicsJournal of Business Research Journal of Business VenturingJournal of ClassificationJournal of Consumer PolicyJournal of Consumer AffairsJournal of Econometrics

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MBA 532 Marketing Communications Strategy

Journal of Economic PsychologyJournal of Electronic Commerce ResearchJournal of Experimental Psychology: Learning, Memory and CognitionJournal of International Business StudiesJournal of International ManagementJournal of Internet CommerceJournal of ManagementJournal of Management StudiesJournal of Operations ManagementJournal of Personality and Social PsychologyJournal of Political EconomyJournal of Public AffairsJournal of Public Relations ResearchJournal of Purchasing & Supply ManagementJournal of Research for ConsumersJournal of Revenue and Pricing ManagementJournal of Small Business and Entrepreneurial DevelopmentJournal of Sport ManagementJournal of Supply Chain ManagementJournal of Teaching in International BusinessJudgment and Decision MakingLong Range PlanningManagement DecisionManagement ScienceManufacturing and Service Operations ManagementMIS QuarterlyMultivariate Behavioral Research OmegaOrganization ScienceOrganizational Behavior and Human Decision ProcessesOrganizational Research MethodsPsychological BulletinPsychological ReviewPsychometrikaPublic Opinion QuarterlyResearch PolicySeoul Journal of BusinessService BusinessService Industries JournalService ScienceSloan Management ReviewStrategic Management JournalStrategy & LeadershipStructural Equation ModelingSupply Chain ManagementTechnological Forecasting and Social Change

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MBA 532 Marketing Communications Strategy

TechnovationTourism and Hospitality ResearchTourism AnalysisTourism ManagementTransportation Research Part E: Logistics and Transportation Review

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