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BUS2 134B: Integrated Marketing Communication

This guide provides some vital links and information to help you get started for the IMC class.

Getting Started

The library can be a good place to start looking for information about the company you want to research. There are tools to use, including library databases, to locate case studies quickly as well

You might want to consider starting with databases:

Researching a Particular Company Using Case Studies

Finding Case Studies

A great way to study individual companies is to find case studies about them.

Here are some tips to do that:

Try exploring library databases

Enter the name of your company in the first search box and then limit by Publication Type.
Business Source Complete search boxes Nike company name​​Scroll down until you see the Limit Your Results box

Case study boxes under limit your results

Enter the name of your company in the search box and then limit by Case Study, under Document Type
ABI INFORM company search example
Scroll down the screen until you locate the Document Type limiter box.

ABI/INFORM Document Type limit box