A brand's first contact with the consumer is by Marketing Communications. Whether by traditional advertising and sales promotion or by new media and approaches, the proliferation of marketing communications is impacting culture and business performance and must be managed by marketers. Integrated marketing communications campaigns are the best way to effectively build brands. This course covers the role and execution of marketing communications within the context of overall marketing strategy and in conjunction with other elements of the marketing mix. Students acquire an understanding of marketing communications tools and apply them to a real client situation through the development and team presentation of an integrated marketing communications campaign.