In the last ten years IMC education has made strides toward legitimizing what some perceived as the simple coordination of marketing communication tools to evolve into what IMC truly is—a strategic process (Kliatchko, 2008). Nonetheless the state of IMC education is still unclear at most universities. IMC is taught in different colleges across the same campus in many instances. Moreover there have been hurdles in determining where to house IMC—marketing or communications? Kerr (2009) conducted an international study that explored the current state of IMC education and in doing so identified a framework and process that helps IMC educators identify how they can participate and leverage the cause of IMC education. This study builds on Kerr’s (2009) work by exploring the use of Wikipedia as a tool to push IMC education forward and build the IMC education brand amongst educators, students, and industry.
|Journal||International Journal of Integrated Marketing Communications|
|State||Published - Mar 2011|