This course evaluates the components of an integrated marketing communications (IMC) program and how to create a reliable approach to an organization’s marketing strategies to develop IMC effectiveness. In addition, students learn how to develop marketing strategies and execute diverse communication tactics critical to an organization. Through case study analysis, students explore best practices and determine strategic objectives, target markets and messages, and apply multiple marketing tactics. Special topics include advertising, public relations, personal selling, sales promotion, direct marketing, and social media.