Fowler College of Business
Michael Belch teaches integrated marketing communications (IMC) at San Diego State University, where he has received numerous outstanding professor awards. He has also taught in France, Spain, China, Argentina, Chile, Colombia, Slovenia, and the Netherlands. Belch has co-authored numerous articles in academic journals on
advertising, consumer behavior, and international marketing.
Additionally, he co-authored the number one IMC textbook, Advertising and Promotion: An Integrated Marketing Communications Perspective with his brother George Belch.
Belch’s previous employment includes: marketing representative
of General Foods Corporation, and a consultant to a number of Fortune 500 companies including McDonalds, Whirlpool Corporation, Senco
Products, GTI Corporation, IVAC, and May Companies, as well as
advertising agencies including Phillips-Ramsey and Dailey & Associates.
Belch received his Ph.D. from the University of Pittsburgh.
Ph.D. University of Pittsburgh, 1976
Major: Consumer Behavior
Minor: Social Psychology
MBA, Drexel University, 1973
B.S., Pennsylvania State University, 1970
Belch, G. E., & Belch, M. A. (2021). Advertising and
Promotion: An Integrated Marketing Communications
Perspective (12th ed.). McGraw Hill Higher Education.