Integrated Marketing Communications (IMC) remain an integral component of marketing. Therefore, understanding how companies effectively communicate and interact with customers (including potential customers) creates the foundation you (student) need to have a firm understanding of how marketing communication manifest in practice which is key to the development of effective marketing skills. Such an understanding will help you succeed in your marketing career. Henceforth, this course is designed to help you start your journey towards your desired entry into marketing careers.

 American Government is designed to meet the scope and sequence requirements of the single-semester American government course. This title includes innovative features designed to enhance student learning, including Insider Perspective features and a Get Connected Module that shows students how they can get engaged in the political process. The book provides an important opportunity for students to learn the core concepts of American government and understand how those concepts apply to their lives and the world around them. American Government includes updated information on the 2016 presidential election.Senior Contributing AuthorsGlen Krutz (Content Lead), University of OklahomaSylvie Waskiewicz, PhD (Lead Editor)

An analysis of the behavior of humans as actors in a variety or organizational contexts and cultures, including group, inter-group, and individual behavior. A cross cultural perspective of organizational behavior is also examined, including the concepts of time-management, work ethic, teamwork, and verbal and non-verbal communication.

Course Outcomes:
1. Describe why managers and entrepreneurs require a knowledge of organizational behavior.
2. Describe characteristics of culture and resulting behavioral tendencies (especially as related to communication, teamwork and leadership, and conflict resolution).
3. Explain the foundations of individual behavior in diverse organizational and cultural settings.
4. Explain the foundations of group behavior in diverse organizational and cultural settings.
5. Discuss inter-group behavior.
6. Identify the rules of organizational design.
7. Describe organizational culture.

Information Literacy for Journalism, Public Relations, Advertising and Marketing Students

Short Description:
This book teaches college-level journalism and strategic communication students to become information experts. If you use or adapt this book in your classroom please let us know, and tell us about your experience.

Word Count: 94398

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This class looks at the birth and international expansion of an American industry of political marketing, with a special emphasis on Latin America. We will focus our attention on the cultural processes, sociopolitical contexts and moral utopias that shape the practice of political marketing in the U.S. and in different Latin American countries. By looking at the debates and expert practices at the core of the business of politics, we will explore how the “universal” concept of democracy is interpreted and reworked as it travels through space and time. Specifically, we will study how different groups experimenting with political marketing in different cultural contexts understand the role of citizens in a democracy.

Short Description:
In this introductory book on CSR and Sustainability Communication, we discuss the evolution of the sustainability story in corporate, political, and environmental discourses as well as paradigms and theoretical approaches to better understand communication about, of and for sustainability. The textbook follows a strategic communication perspective and offers practical examples and exercises for making sustainability and related issues accessible and comprehensible, for co-creating social change. The book offers students and instructors as well as (future) communication strategists and campaigners foundations, strategies, tools and methodologies of sustainability communication to create a new story and take authorship for the new narrative. Furthermore, it attracts professionals, advocates, and academics who are passionate about taking proactive roles in restoratively addressing the pressing interrelated sociocultural and ecological issues if our times, to become reflexive leaders and advocates.

Long Description:
Over the last two decades, sustainability has become a widespread normative framework or regulatory idea – mostly communicated in a context of sustainable development and thus as ‘alternative to’ or ‘fight against climate change’. Sustainability is generally defined as the fact that a given activity or action is capable of being sustained and therefore continued, related to the responsibility for the future, meeting global needs, the protection of the environment, development and ecocultural consciousness as a deeper logic and matter of life, as well as participation and engagement. Thus, sustainability communication encompasses the relationship between humans and their environment and focuses on social discourses (Godemann at al., 2011). Here, a critical approach seems to be fruitful to grasp the largely amorphous concept of sustainability that gets bent into many different shapes in the public sphere (Weder et al., 2019a; 2021; Dimitrov, 2018).

For the introductory book at hand, we focus on the role of strategic communication in shaping sustainability as current narrative of our society in relation to the ‘old’ climate change narrative of destruction and imbalance between human and nature. Therefore, we conceptualize the evolution of the sustainability narrative as core process of strategic communication. We focus on organizations and their responsibility towards the society (Corporate Social Responsibility) and identify the potential of strategic communication for a transition of the old to the ‘new’ narrative.

After the clarification of the basic paradigms of Corporate Responsibility, Environmental and Social Governance, and Sustainability as normative framework and narrative of the future, we introduce the basic paradigms of communication, communication from a functional, rather instrumental and critical, social-constructivist perspective, before we focus on sustainability and CSR communication and related strategies and tactics of content-related, storytelling-focused communication management.

In this introductory book on CSR and Sustainability Communication, we discuss the evolution of the sustainability story in corporate, political, and environmental discourses as well as paradigms and theoretical approaches to better understand communication about, of and for sustainability. The textbook follows a strategic communication perspective and offers practical examples and exercises for making sustainability and related issues accessible and comprehensible, for co-creating social change. The book offers students and instructors as well as (future) communication strategists and campaigners foundations, strategies, tools and methodologies of sustainability communication to create a new story and take authorship for the new narrative. Furthermore, it attracts professionals, advocates, and academics who are passionate about taking proactive roles in restoratively addressing the pressing interrelated sociocultural and ecological issues if our times, to become reflexive leaders and advocates.

Word Count: 36013

ISBN: 978-1-74272-361-7

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Many resources online provide limited lists of available communication channels, but the lists miss relevant details for those learning about the range of ways we can communicate. This introductory reading intends to share the sheer volume of ways we can communicate with audiences and publics to illustrate the need to strategically consider all the options we may use to share our messages.

Word Count: 78190

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NSCC EDITION [PREL 2166]

Word Count: 91331

ISBN: 978-1-990641-81-7

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Short Description:
Lecturer, Marketing and Communications The Pennsylvania State University

Word Count: 93101

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Learning Objectives:
Describe the four models of public relations and the four stages of a typical public relations campaign.
Analyze the role of public relations in media and culture.
Analyze the ways public relations is taking the place of traditional advertising.
Explain the concept of branding.
Describe the uses of public relations in politics, government, and news media.
Understand what integrated marketing communications (IMC) are.
Understand why organizations may change their promotional strategies to reach different audiences.
Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program.
Understand the difference between types of communication that target many people at one time versus types of communication that target individuals.
Understand the difference between media and vehicles.
Explain the similarities and differences between advertising and direct marketing.
Understand the benefits of direct marketing and what types of direct marketing organizations often utilize.
Understand what a unique selling proposition is and how it is used.
Understand different types of promotion objectives.
Identify different message strategies.
Understand different ways in which promotion budgets can be set.
Understand how the budget can be allocated among different media.
Learn about different types of sales promotions companies use to get customers to buy their products.
Understand the different types of sales promotions companies use with their business customers.
Understand why sales promotions have become such an integral part of an organization’s promotion mix.
Differentiate between push and pull strategies.
Understand the concept of public relations and why organizations allocate part of their promotional budgets to it.
Understand what the different types of public relations tools are.
Explain how companies use different public relations tools to their advantage.
Understand the different social media zones.
Understand how social media can generate publicity.
Explain how social media keeps changing.

In this course students will develop oral and written communication skills that will allow a business professional to communicate effectively with customers, clients, and employees. Students will develop and deliver effective presentations using presentation software, learn negotiating skills, and practice extemporaneous speaking. Students will craft effective emails, product descriptions, resumes, and other business-related writing and oral communication skills. Students will practice skills needed to effectively apply and interview for jobs.

Course Outcomes:
1. Communicate effectively in customer service situations and with vendors.
2. Concisely and professionally document agreements.
3. Deliver effective presentations that utilize charts or visual aids in presentation software.
4. Write effective text aimed at customers using a variety of formats (e.g. emails, blog posts, social media, and printed promotional material).
5. Write effective job application materials and employ effective oral communication in an interview.

This course will help prepare you to conduct public relations suitable for small start-up businesses, international companies, political campaigns, social programs, personal development, and other outreach projects.

Short Description:
Public Relations Case Studies: Strategies & Actions provides students with real-world PR case studies. The case studies explore PR dilemmas and campaigns in a variety of sectors and circumstances. The book offers learning opportunities about audience analysis, campaign planning, strategy, tactics, message development, media relations, and crisis communications for the PR practitioners of today and the future.

Word Count: 21457

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Short Description:
Public Relations: From Strategy to Action guides students through the process and practice of engaging in the world of public relations. The book teaches audience analysis, campaign planning, strategy, tactics, message development, and media relations for the PR practitioners of today and the future.

Word Count: 33513

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Sample case assignment for public relations courses. Students learn about the research step using a real small business. 

Il volume rappresenta la tappa finale della prima stagione di implementazione del Progetto ABACUS (giugno 2019 - settembre 2020), sostenuta dal finanziamento pubblico garantito dalla Regione Siciliana e dalla Presidenza del Consiglio dei Ministri. In tal senso, la pubblicazione raccoglie sia una sezione di materiali di discussione critica sul percorso progettuale e sui primi esiti maturati, sia una ricca parte di contributi tematici offerti da referenti istituzionali, studiosi ed esperti, docenti accademici e ricercatori, professionisti e rappresentanti di organismi del Terzo settore Sono state così affrontate ed esaminate differenti tematiche e problematiche socio-culturali e socio-economiche, e prospettive e approcci metodologico-operativi tra loro affini e convergenti, che si sviluppano a cavallo delle politiche sociali, giovanili e culturali, della progettazione sociale e culturale, dell'innovazione sociale e della diversità culturale, in differenti contesti socio-territoriali siciliani e italiani, con una particolare attenzione per quelle iniziative che rappresentano casi paradigmatici in cui le istanze istituzionali, della ricerca, dell'educazione e della formazione si incontrano con le aspettative dei pubblici differenziati e, specialmente, delle giovani generazioni, anche sull'orizzonte della innovazione dell'occupazione giovanile.