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Required Textbooks for Undergraduate Online Courses

Effective Fall 2020

These books are specific to the online undergraduate courses only and will be needed before the first day of class. Books can be purchased through the WVU Bookstore.


It is recommended that all students obtain a copy of the following book. Writing assignments will need to follow APA style for citations.  Several courses listed below require the Associated Press stylebook instead and are noted.

Publication Manual

Publication Manual of the American Psychological Association, 2019 (7th ed.)

ISBN : 9781433832161

You can also view and bookmark a tutorial covering APA citations from the following link http://tinyurl.com/m9osvf



ADV 201 – Advertising and Society

Consumer Culture

Berger, A. (2015).  Ads, fads, and consumer culture : advertising's impact on American character and society. Lanham: Rowman & Littlefield. 

ISBN: 9781442241251



ADV 215 – Principles of Advertising

ADV 215

Arens, W., Schaefer, D. & Weigold, M. (2018).  M: Advertising. Dubuque: McGraw-Hill Education. 

ISBN: 9781259815942



ADV 309 – Advertising & Creativity

ADV 309

The Advertising Concept Book: Think Now, Design Later (Third) Paperback – July 26, 2016 by Pete Barry (Author)

ISBN: 9780500292679



ADV 403 –  Media Planning/Strategy

ADV 403

Katz, H. (2019). The Media Handbook. New York, NY:  Routledge, Taylor & Francis Group.   

ISBN-13: 978-1138352643




ADV 409 – Advertising Research & Media

ADV 409

Geskey, R. (2015). Media Planning & Buying in the 21st Century. (3rd ed). CreateSpace Independent Publishing Platform. 

ISBN : 978-1502358714 



ADV 419 – Advertising Strategies

ADV 419

Keller, K. L. (2013). Strategic Brand Management (4th ed.). New York, NY: Pearson. Print version - ISBN-13: 978-0-13-266425-7 Digital version 



Digital Collection Coursepack. ISBN-10: 1323547215 (Additional information, including specific purchasing information, regarding the custom text will be provided to you by your instructor.) 


ADV 459 – Advertising Campaigns

ADV 459

Parente, D. E. (2006). Advertising campaign strategy: A guide to marketing communication plans(4th ed.). Florence, KY: Thomson South-Western. 

ISBN : 9780324322712 



IMC 410 – Introduction to IMC

IMC 410

Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: an integrated marketing communications perspective (12th ed.). New York, NY: McGraw-Hill Education. 

ISBN: 9781264619467


IMC 610 students also have two special discounted purchasing options to choose from as well:

  1. Loose Leaf Version: Purchase loose leaf full national text at a discount ($90) for WVU IMC students direct from this link:  http://shop.mheducation.com/mhshop/productDetails?isbn=1264619464
  2. eBook: The required book is also available online through McGraw Hill. You can purchase the eBook at a discount ($55) for WVU IMC students direct from this link:  http://bit.ly/2Siu4Jz



MDIA 101
 
– Media & Society

MDIA 101

Hanson, R. 2016 Mass Communication: Living in a Media World. (7th ed.). 

ISBN: 9781544332345




JRL 215 – Media Writing

JRL 215

Kessler, L. (2014) When Words Collide (9th ed.) Cengage Learning. 

ISBN :9781285052472




Associated Press 2019

Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN:  9781541699892



JRL 235 – Electronic Media & Society

JRL 235

Gross, Lynne Shaffer.  Electronic Media. An Introduction. 11th Edition, 2012, McGraw-Hill. 

ISBN: 9780073526164



JRL 322 – Gaming Design & Digital Narrative

No textbook is required for this class.


JRL 361 – Media Relations in Sport

JRL 361

Schultz, B., Caskey, P.H., & Esherick, C. (2014). Media relations in sport (4th ed.). Morgantown, WV: Fitness Information Technology. 

ISBN : 9781935412953 or ISBN: 9781935412946     



JRL 412 – Sport Journalism

JRL 412

Reinardy, S., & Wanta, W. (2015). The Essentials of Sports Reporting and Writing. (2nd edition) New York, NY: Routledge.

ISBN : 9780415737807 



Associated Press 2019

Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN:  9781541699892



JRL 419 – Entertainment Reporting

JRL 419

Titchener, C. B. (2005). Reviewing the Arts. Mahwah, New Jersey, LEA Publishers.

ISBN : 9780805851748




JRL 428 – Media Ethics and Law

JRL 428

Mathewson, J. (2013). Law and Ethics for Today’s Journalist. Sharpe, M. E. Inc.

ISBN : 978-0765640765




JRL 432 – Social Media Strategy

JRL 432

Freberg, K. (2019).  Social media for strategic communication: Creative strategies and research-based applications. Thousand Oaks, CA: Sage.

ISBN: 9781506387109



JRL 433 – Social Media Applications

No textbook is required for this class.


JRL 434 – Social Media Campaigns

No textbook is required for this class. 


JRL 450 – Writing for Health Promotion

JRL 450

Healthcare Writing: A Practical Guide to Professional Success, (1st ed.). Michael A. Arntfield and James W. Johnston. Broadview Press. 

ISBN: 9781554812295



JRL 452 – Applied Health Promotion

JRL 452

Health Communication: Strategies and Skills for a New Era, (1st ed.). Claudia Parvanta  and Sarah Bass. JB Learning.

ISBN: 9781284065879



JRL 454 – Health Promotion Campaigns

JRL 454

Social Marketing: Behavior Change for Social Good, (6th ed.). Nancy R. Lee  and Philip Kotler. SAGE Publishing.

ISBN : 9781544351490


JRL 485 – MDS Capstone

No textbook is required for this class.


JRL 488 – Video Editing

No textbook is required for this class.


JRL 493C/593A – Ethics in an A.I. Society

JRL 493C/593A

Taplin, J. (2017). Move Fast and Break Things: How Facebook, Google, and Amazon Cornered Culture and Undermined Democracy Little, Brown and Company.

ISBN: 9780316275774




JRL 493D/593B

No textbook is required for this class.


PR 215 – Introduction to Public Relations

PR 215

Kelleher, T. (2018).  Public Relations. New York, NY: Oxford University Press.

ISBN: 9780190201470.



PR 301 – Writing for Public Relations

PR 301

Strategic Writing: Multimedia Writing for Public Relations, Advertising, and More, 2018 (4th ed.). Marsh, C., Guth, D. W., & Short, B. P. Routledge.

ISBN : 9781138037106  




PR Associated Press 2019

Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN: 9781541699892




PR 401 – Applied Public Relations

PR 401

Hendrix. J., & Hayes, D. (2013). Public relations cases (9th ed.). Boston, MA: Cengage Learning.

ISBN : 9781111344429




PR 410 IMC for Public Relations

PR 410 1

Clow, K. E., & Baack, D. E. (2018). Integrated advertising, promotion, and marketing communications (8th ed.). Upper Saddle River, NJ: Prentice Hall.

ISBN : 9780134484136



PR 410

Public Relations Campaigns An Integrated Approach, 2018. Regina M. Luttrell and Luke W. Capizzo. Sage Publishing. 

ISBN : 9781506332512



PR 412 IMC for Sport

PR 412 1

Mullin, B. J., Hardy, S., & Sutton, W. A. Sport Marketing, 2014 (4th ed.). Human Kinetics. 

ISBN : 9781450424981 




PR 412

Stoldt, G. C., Dittmore, S. W., & Branvold, S. E. Sport Public Relations: Managing Stakeholder Communication, 2012. Human Kinetics. 

ISBN : 9780736090384



PR 431 – Entertainment Media Promotion

PR 431

Ames, C. (2016).  Entertainment Public Relations: Communicating with Audiences. New York, NY: Peter Lang Publishing, Inc. 

ISBN: 9781433130540




PR 432 – Entertainment Media Branding

PR 432 Entertainment

Lieberman, Al and Pat Esgate (2014). The Definitive Guide to Entertainment Marketing (2nd ed.). Upper Saddle River, NJ:Pearson Education, Inc.

ISBN: 978-0133092080



PR 433 – Entertainment Media Campaigns

No textbook is required for this class.


PR 436 – Event Planning

PR 436 Event Planning

Silvers, Julia R. (2012). Professional Event Coordination (2nd edition, Wiley Events), (2012)

ISBN : 978-0470560716



PR 437 – Event Promotion

PR 437 Event Promotion

Preston, C. (2012).  Event marketing: how to successfully promote events, festivals, conventions, and expositions. Wiley

ISBN: 9780470891070



PR 438 – Event Execution

PR 438 Event Execution

Allen, J., O'toole, W., Harris, R., & McDonnell, I. (2012).  Festival and Special Event Management (5th ed.) John Wiley & Sons

ISBN: 9781742164618



STCM 315 – Strategic Advertising and Public Relations Writing

STCM 315

Marsh, C., Guth, D.W., and Short, B. P. (2012). Strategic Writing: Multimedia Writing for Public Relations, Advertising and More: 3rd edition. Boston: Pearson Education.

ISBN 9780205031979




STCM Associated Press 2019

Associated Press. (2019). The Associated Press stylebook and briefing on media law 2019 ed. New York, NY: Basic Books.

ISBN: 9781541699892




STCM 421 – Advertising and Public Relations Audience 

STCM 421 Advertising
Brown, T. J. & Suter, T. A. (2014).  MR  (2nd ed.). Mason, OH: South-Western, Cengage Learning. 

ISBN: 9781133958413


STCM 438  – Branded Content Narrative

STCM 438 Global Content Marketing

Didner, P. (2014) . Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works.

ISBN: 9780071840972


STCM 439 – Strategic Social Media

STCM 439

Freberg, K. (2019). Social media for strategic communication: Creative strategies and research-based applications. Thousand Oaks, CA: Sage. 
ISBN: 9781506387109



STCM 459 – Strategic Comm Campaigns

STCM 459

Wilson, Laurie J. and Ogden, Joseph D. (2019).  Strategic Communications for PR, Social Media and Marketing (7th ed.) Kendall/Hunt Publishing Company: Dubuque, Iowa. 

ISBN: 9781524983147