Skip to main content



MKTG 4P23: Marketing Communications

A guide to information sources and research strategies for tackling your IMC Project assignment

What is Evidence-Based Management?

What is Evidence-based Management (EBMgt)?

"The systematic, evidence-informed practice of management, incorporating scientific knowledge in the content and process of making decisions". (Rousseau, 2012, p.3)

EBMgt consists of four fundamental activities:

  1. Use of the best available scientific findings (e.g., peer reviewed academic research)
  2. Systematic use of organizational facts (i.e. identifying relevant data and transforming them into useful knowledge)
  3. Reflective and thoughtful judgment processes (critical thinking - questioning assumptions, evaluating evidence, etc.)
  4. Ethical decision making and stakeholder considerations

Rousseau, D.M. (2012). Envisioning evidence-based  management. In D. Rousseau (Ed.), The Oxford Handbook of Evidence-based Management (pp. 3-24).  Oxford: Oxford University Press.

Key Scholarly Journals

If you have not had much experience reading scholarly journal articles, the following learning object can help.

Can you name the top scholarly journals that publish research on  IMC topics?  Consult the following list of key scholarly marketing journals to determine if they are relevant to your topic.

Finding Academic Research

Finding academic research to support your IMC project recommendations is an iterative process.

Key Subject-Specific Research Databases

The IMC research literature is scattered across a number of disciplines include marketing, communication, and psychology. The following subject-specific databases are recommended starting points for identifying relevant scientific research findings on IMC topics.

Other Key Sources for IMC Evidence Summaries