This course is designed to reinforce the concept of integrated marketing communications (IMC). It aims to increase students’ understanding of the planning, implementation, and evaluation process of an IMC campaign. The course explores the understanding of corporate image and brand management, buyer behavior and the process of IMC planning as the groundwork of an IMC program. It also discusses the integration of key elements of the marketing communications mix such as advertising, digital marketing, social media, sales promotion, direct and personal selling, public relations, sponsorships, etc. Students will also learn about the role of ethics and regulations in IMC planning, and how global markets’ requirements could affect IMC planning and processes. Prerequisite: BUS 330.