Integrated marketing communications (IMC), or marcom, is a strategic process that involves the use of coordinated, persuasive and measurable communications with the goal of generating short-term financial returns and long-term shareholder value. This course will provide an overview of IMC, its role in the marketing process, and the channels and tools through which companies communicate with a market, including traditional advertising, sales promotions, digital media, social media, and public relations. The course will simultaneously address consumer response to these coordinated communications and the ever-evolving landscape through which marketers must compete to reach their target market. Course content, classes and assignments will be guided by a framework that mimics the broad steps involved in marketing communications planning: 1) Identifying Your Customer, 2) Setting Clear Objectives, 3) Crafting Your Campaign, 4) Measuring Your Success, and 5) Refining and Repeating. In addition to readings and individual assignments, the course will culminate with a small group project in which students will apply course concepts by auditing and suggesting improvements to an existing company’s IMC program.