COMMUNICATION professor Gwenetha Pusta has co-authored the first Integrated Marketing Communications (IMC) textbook contextualized in the Asian setting.
Pusta, who teaches at the Faculty of Arts and Letters, pointed out that IMC textbooks used by Filipino students were American.
“The problem with American books that they (students) study is that they can’t identify themselves in the context. It is difficult for them to think critically,” Pusta said.
IMC is the coordinated use of different promotional tools to achieve a marketing campaign’s objectives.
The new book includes graphics, case studies and presentation slides.
Pusta’s book, co-authored with Thanaseelen Rajasakran Yuslina Liza Mohd Yusof and Istan Syafinaz Mat Shafie, was launched at the UST Miguel de Benavides Library on Wednesday.
It was first launched at Chulalongkorn University in Thailand, at the sidelines of the annual conference of the Asian Media Information and Communication Center, last June 18.
