Research Guides: Strategic Communication Studies: Marketing

Recommended CSB+SJU Databases

Along with public relations and advertising, marketing is one one aspect of the PRAM concentration in the Strategic Communications Studies major. According to the American Marketing Association (AMA), marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Both advertising and public relations fall under the umbrella of marketing. Head here for specific information and resources related to digital marketing.

To learn more about a company's marketing strategy, try searching for:

[Company Name] + Brand Guidelines
[Company Name] + Marketing Strategy
[Company Name] + Digital Marketing Strategy

Also refer to to the Global Business Leadership Research Guide for tips and tricks on:

Researching a Company, to investigate a company's marketing strategy
Researching an Industry, to learn more about the history, trends, or current state of an industry

Browzine: Marketing & Sales Journals
From the Journal of Advertising, to the Journal of Brand Management, to the Social Marketing Quarterly, browse thousands of journals across 80+ journals related to marketing and sales specifically.

Business Source Premier
Collection includes peer-reviewed journals and other business publications, including company profiles, business case studies, industry reports, and SWOT analyses.
Euromonitor Passport
A global market research database providing statistics, analysis, reports, surveys, and breaking news on industries, countries, and consumers. Note: First-time users must register using their campus email accounts.
First Research
Industry reports from Dun & Bradstreet, now part of D&B Hoover's.
D&B Hoovers (including FirstResearch)
Provides information on companies and industries, including corporate and financial information, company structure, industry market research, and analyst reports.
Mergent Intellect

Private and public U.S and international business data, industry news, facts and figures, executive contact information, and industry data.
Statista

Data sources for industries in countries around the world. Visit the Getting Started Guide for more information.

How To: Write a Marketing Plan

How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and Reach Your Marketing Goals
A step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan.
HubSpot | What is a Marketing Plan & How to Write One
"Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses."
Investopedia | What is a Marketing Plan? Types and How to Write One
This page contains all the important elements needed to create a marketing plan, including its goals and KPIs, marketing channels, budget, content type, and more.
Indeed | How to Write a Marketing Plan (With Tips and a Template)
"In this article, we discuss everything you need to know to create a great marketing plan with tips, a template and an example."
The Marketing Plan Handbook
For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines.

Academic Scholarly Journals

Marketing Encyclopedias & Other Reference Works

The Advertising Age Encyclopedia of Advertising
The first comprehensive resource on this central element of our culture, this work is a valuable tool for students in a variety of disciplines, professionals in the field, and nostalgia seekers.
A Dictionary of Marketing
This is an accessible A-Z guide to all areas of marketing. Covering traditional techniques and theories as well as the latest terms and concepts in e-marketing and search engine optimization, this is the ideal reference for students and practitioners of marketing.
Encyclopedia of Major Marketing Strategies, Volume 4
A continuation of Encyclopedia of Major Marketing Campaigns (1999,2007, 2013), this volume expands its international coverage through its 100 essays covering some of the top global and emerging brands that appeared from 2014 to 2018. Essays are aligned to the strategic marketing framework, ensuring that the marketing strategies covered can easily be utilized in an academic environment as case studies, or illustrative examples often described as "war stories" by professors.
Principles of Marketing
Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses.
The Sage Handbook of Marketing Ethics
This new handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions.

Strategic Communication Studies

Marketing News & Trade Publications

U.S. Marketing Associations

Recommended CSB+SJU Databases

How To: Write a Marketing Plan

Academic Scholarly Journals

Marketing Encyclopedias & Other Reference Works