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MKTG 384 - Integrative Marketing Communications

This guide will help MKTG 384 students conduct research for their IMC campaigns.

Industry Trends: JMU subscriptions

I recommend trying these keywords/terms in different combinations to find articles that might be relevant.

  • Wine OR winery OR vineyard
  • Gift shop*
  • "special events" OR festivals
  • rural tourism OR agritourism
  • market*

Industry Associations

These groups might publish research about the state of the industry or toolkits to help your client succeed with marketing or recruiting. Some industry associations only make research available to dues-paying members. Ask your client if they are a member. 


Connecting from off-campus

JMU students, faculty & staff can use electronic resources from off-campus via one of these methods.


In-class activity: Google Form

Tips for Getting the Best Info from Marketing Databases

JMU Libraries has created several tutorials in Google Slides to help students use our specialized business resources.

Click on the name of the database to open the tutorial that shows how to search for data and cite the information you find in APA style.