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Required Textbooks for Undergraduate Online Courses

Effective Spring 2018

These books are specific to the online undergraduate courses only and will be needed before the first day of class begins. 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.


American Psychological Association. (2009). Publication manual of the American Psychological Association (6th ed.). Washington, DC: American Psychological Association. 

ISBN : 9781433805615

You can also view and bookmark a tutorial covering APA citations from the following link

ADV 201 – Advertising and Society

ADV 201

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 409 – Advertising Research & Media


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

ISBN : 978-1502358714 

ADV 419 – Advertising Strategies

keller text

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

ISBN-13: 978-0-13-325542-3


Till, B., & Heckler, D. (2008). The truth about creating brands people love. Upper Saddle River, NJ: Pearson/FT Press. 

Case Reading Packet. WVU ADV 419 Advertising Strategy. New York, NY: Pearson Collections. Digital version 

ISBN : 9780137128167 

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


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

ISBN : 9780324322712 

JRL 101 – Media & Society

JRL 101

Hanson, R. 2016 Mass Communication: Living in a Media World. (6th ed.). 

ISBN: 9781506344461  

JRL 215 – Media & Society


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

ISBN :9781285052472

AP Stylebook 2016Associated Press. (2016).  The Associated Press stylebook and briefing on media law 2016 ed. New York, NY: Basic Books.

ISBN: 978-0917360633

JRL 235 – Electronic Media & Society

JRL 235

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

ISBN: 9780073526164

JRL 361 – Media Relations in Sport


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

ISBN : 9781935412953

JRL 412 – Sport Journalism


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

ISBN : 9780415737807 

AP Stylebook 2016

Associated Press. (2016).  The Associated Press stylebook and briefing on media law 2016 ed. New York, NY: Basic Books.

ISBN: 978-0917360633

JRL 419 – Entertainment Reporting


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

ISBN : 9780805851748

JRL 428 – Media Ethics and Law


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

ISBN : 978-0765640765

JRL 432 – Social Media Strategy


Safko, L. (2012). The social media bible: Tactics, tools & strategies for business success (3rd ed.). Hoboken, NJ: John Wiley & Sons, Inc.

ISBN : 9781118269749


Mathos, M., & Norman, C. (2012). 101 social media tactics for nonprofits: A field guide. Hoboken, NJ: John Wiley & Sons, Inc.

ISBN : 9781118106242

JRL 433 – Social Media Applications

No textbook is required for this class.

JRL 434 – Social Media Campaigns


Barker, M.S., Barker, D.I., Bormann, N.F., & Neher, K.E. (2013). Social media marketing: A strategic approach. South-Western Cengage Learning: Mason, OH.

ISBN: 978-0538480871

JRL 450 – Writing for Health Promotion

This course relies on two digital texts, which can be accessed in the course in WVU eCampus.

JRL 452 – Applied Health Promotion

This course does not have a required textbook.

JRL 454 – Health Promotion Campaigns


Kotler, P., & Lee, N. (2011). Social marketing: Influencing behaviors for good (4th ed.). Thousand Oaks, CA: Sage Publications.

ISBN : 9781412981491

JRL 485 – MDS Capstone

No textbook is required for this class.

JRL 488 – Video Editing

No textbook is required for this class.

PR 215 – Introduction to Public Relations

Public Relations bookcover

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

ISBN: 9780190201470.

PR 301 – Writing for Public Relations


Marsh, C., Guth, D.W., & Short, B.P. (2012). Strategic writing: Multimedia writing for public relations, advertising, and more (3rd ed.). Boston, MA: Pearson.

ISBN : 9780205031979

AP Stylebook 2016

Associated Press. (2016).  The Associated Press stylebook and briefing on media law 2016 ed. New York, NY: Basic Books.

ISBN: 978-0917360633

PR 401 – Applied Public Relations


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

ISBN : 9781111344429

PR 410 IMC for Public Relations


Clow, K. E., & Baack, D. E. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NJ: Prentice Hall.

ISBN : 9780132538961


Lattimore, D., Baskin, O., Heiman, S. T., & Toth, E. L. (2012). Public relations: The profession and the practice (4th ed.). Boston, MA: McGraw Hill.

ISBN : 9780073512051

PR 412 IMC for Sport


Stoldt, G. C., Dittmore, S. W., & Branvold, S. E. (2006). Sport Public Relations: Managing Organizational Communication. Champaign, IL: Human Kinetics.

ISBN : 978-0736053402


Mullin, B. J., Hardy, S., & Sutton, W. A. (2007). Sport marketing (3rd ed.). Champaign, IL: Human Kinetics.

ISBN : 9780736060523

PR 431 – Entertainment Media Promotion


Sayre, S. (2010). Entertainment Promotion & Communication: The Industry and Integrated Campaigns. Dubuque, IA: Kendall Hunt Publishing Company.

ISBN : 978-0757578373

PR 432 – Entertainment Media Branding


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


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

ISBN : 978-0470560716

PR 437 – Event Promotion

PR 437 text

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

ISBN: 9780470891070

PR 438 – Event Execution

PR 438 text

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


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

AP Stylebook 2016

Associated Press. (2016).  The Associated Press stylebook and briefing on media law 2016 ed. New York, NY: Basic Books.

ISBN: 978-0917360633

STCM 421 – Advertising and Public Relations Audience 

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

ISBN: 9781133958413

STCM 438  – Branded Content Narrative

Global Content Marketing text by Didner

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

No textbook is required for this class.

STCM 459 – Strategic Comm Campaigns


Rothenberg, R. (1995). Where the suckers moon: The life and death of an advertising campaign. New York: Vintage Books.

ISBN: 9780679740421


Sullivan, L. (2016). Hey, Whipple, squeeze this: The classic guide to creating great ads, 5th Ed. John Wiley & Sons.

ISBN 9781118223833