pt. 1. The practice and environment of integrated marketing communications (IMC). An overview of integrated marketing communications -- Enhancing brand equity and accountability -- Brand adoption, brand naming, and intellectual property issues -- Environmental, regulatory, and ethical issues -- pt. 2. Fundamental IMC planning background and decisions. Segmentation, targeting, and positioning -- The communications process and consumer behaviour -- The role of persuasion in integrated marketing communications -- Objective setting and budgeting -- pt. 3. Advertising management and new media choices. Overview of advertising management -- Effective and creative ad messages -- Endorsers and message appeals in advertising -- Traditional advertising media -- Online and mobile advertising -- Social media -- Direct marketing and other media -- Advertising media: planning and analysis -- Measuring ad message effectiveness -- pt. 4. Sales promotion management. Sales promotion overview and the role of trade promotion -- Consumer sales promotion: sampling and couponing -- Consumer sales promotion: premiums and other promotions -- pt. 5. Other IMC tools. Public relations, word-of-mouth influence, and sponsorships -- Packaging, point-of-purchase communications, and signage -- Personal selling.