Do you teach business research?


exercises and best practices

JULY 27, 2022

12:00 P.M. EDT

Integrated Marketing Communications — design, implement, and evaluate a successful marketing campaign.

This dynamic courseware truly bridges the gap between industry and academia, focusing on the skills students need to enter the workforce with confidence. Integrated Marketing Communications by Diane Law underscores the steps needed to implement a successful marketing campaign across multiple channels.

Chapter 1: What Is Integrated Marketing Communications?

Chapter 2: Developing a Successful IMC Campaign

Chapter 3: Understanding the Marketer

Chapter 4: The Creative Process

Chapter 5: Marketing Communications Mix

Chapter 6: IMC Channels: Advertising

Chapter 7: IMC Channels: Public Relations

Chapter 8: IMC Channels: Digital Marketing

Chapter 9: IMC Channels: Direct Marketing

Chapter 10: IMC Channels: Broadcast Media

Chapter 11: IMC Channels: Print Media and Out-of-home

Chapter 12: Implementing the Campaign

Chapter 13: Measuring Campaign Success



Diane Law

A senior marketing executive, marketing consultant, entrepreneur, educator, and author, Diane Law is noted for developing top-level marketing professionals and high-performance, market-driven enterprises.

Throughout a career with leadership roles in the private sector and experience as a professor in higher education teaching a variety of marketing courses, Diane has been sought out to drive business growth and advance the study and practice of marketing.

In her most recent position, Diane provides marketing direction and advisory consulting to Tuyo Ventures, an early-stage idea incubator specializing in raising equity funding to promote ideas that solve societal issues through technological solutions.

Diane has continued to advance the practice of marketing as an adjunct and associate professor of marketing with various universities in California. She recently earned a DBA in marketing from Grand Canyon University in Phoenix, Arizona.

Diane currently resides in the Charlotte metro area in North Carolina, where she remains active in a variety of business, educational, and civic endeavors.

Get a First Look at the New Intro to Business Courseware!

"Introduction to Business: Best Practices & Emerging Trends"

Get a First Look at the All-new "Introduction to Business" Courseware

Join authors Laura Muñoz and Rich Miller as they guide you through ...

  • Turn-key courseware for teaching business fundamentals and best practices.
  • Fully actionable insights for students to learn modern business tactics and soft skills.
  • Case studies and real-life strategies designed to take students through business operations, supply chain, marketing, finance, and more.

“Introduction to Business” gives your students a strong foundation in business principles.

This first-in-its-class courseware includes a robust set of resources, such as an up-to-date text, lesson plans, quizzes, and assignments.

In this courseware, students will learn to:

  1. Define what a business is and describe established business models.
  2. Reflect on the importance of redefining failure, success, and developing resilience while identifying how emotions impact business reality.
  3. Demonstrate active listening skills and how to adapt communication styles based on social dynamics.
  4. Interpret the value of people and illustrate the best practices of businesses that are highly rated by their employees.
  5. Define operations management and its roles.
  6. Identify what a supply chain is and name its components and benefits, key performance indicators, and sustainability practices.
  7. Articulate what a value proposition is and how the sales team supports a business.
  8. Define marketing, where it takes place, and describe the elements of a marketing strategy.
  9. Describe a digital presence and assess the impact of content and digital platforms.
  10. Define accounting, its benefits, and explain the importance of using accounting frameworks for financial statements.
  11. Differentiate between debt and equity financing, and compare and contrast different sources of funding.
  12. Describe the differences between managers and leaders, and compare different leadership and decision-making styles.

… And so much more.

About the Authors

Picture of Laura Muñoz
Laura Muñoz

Laura Muñoz is an award-winning author who serves as an Associate Professor of Marketing at the University of Dallas. She received her Ph.D. in Business Administration from the University of Texas-Pan American (AACSB accredited, now UT-Rio Grande Valley). She attended the Case Method Workshop at Harvard Business School and the Negotiation Seminar: Dealing with Difficult People at Harvard Law School. She has over fifteen years of experience teaching marketing, entrepreneurship, and professional selling courses and is an international educational speaker and consultant for businesses and universities.

Her research has been published in leading journals such as the Journal of Business and Industrial Marketing, Journal of Personal Selling and Sales Management, Journal of Marketing Education, Marketing Management Journal, Marketing Education Review, and The Journal of Business & Entrepreneurship to mention a few. Some of her awards include the 2021 Best Paper in the Education track and the 2020 Best Paper in the Sales and Sales Management track at the Society for Marketing Advances Annual Conference, the 2019 Outstanding Researcher and the 2017 Engagement Award at the University of Dallas’ College of Business, and the 2015-2017 Outstanding Service Awards at the National Conference in Sales Management.

Picture of Rich Miller
Rich Miller

Rich Miller is an award-winning author and an Associate Professor of Operations Management at the University of Dallas. He received his Doctorate in Business Administration (DBA) from Cleveland State University in Operations and Supply Chain Management in 2010. Before earning his DBA, he held several engineering positions at Tier 1 suppliers to Honda, Toyota, Ford, and General Motors. In his almost 20 years of teaching experience, he has taught Intro to Business, Finite Math, Statistics, Operations Management, Lean Systems, and Sustainable Supply Chain Management.

His research has been published in leading journals, such as the Journal of Business and Industrial Marketing, Journal of Management Education, Journal of Marketing Education, Operations Management Education Review, and The Journal of Business & Entrepreneurship to mention a few. In 2016 he received the Fritz Roethlisberger Award for the best paper in the Journal of Management Education for the article "Getting to the root of the problem: Using problem-solving and collective reflection to improve learning outcomes." He has also received the Best Paper in the Sales Management track at the 2020 Society for Marketing Advances Annual Conference. In 2015 he was awarded the Haggerty Teaching Award at the University of Dallas.