This course offers students the landscape of integrated marketing communications (IMC), whose emphasis will be on the role of promotional mix elements in the integrated marketing communications program of an organization. The development of an IMC program requires an understanding of the overall marketing process; how companies organize for different promotional functions; customer behavior and communications theory; and how to set goals and objectives, as well as budget for the IMC program. Besides, attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, the Internet and social media, sales promotion, personal selling, and publicity/public relations. We will examine the process by which IMC programs are planned, developed and executed and the various factors that influence this process.