MKT-7024: Strategic Marketing Communication

Hofstede Insights. (2021).
This website has valuable information pertaining to cultural differences, including a tool to compare countries within the What We Do option in the top tool bar.

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. doi :10.1177/0008125620958166

Percy, L. (2018). Strategic integrated marketing communications (3rd ed.). Routledge.
Read Chapters 8, and 9.

Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325–333.