Overview of integrated marketing communications -- The marketing communications process and brand-equity enhancement -- Positioning and targeting for MarCom efforts -- The communication process, meaning creation, and fundamentals of consumers' use of MarCom information -- Persuasion in marketing communications -- MarCom's role in facilitating product adoption -- Brand names, logos, packages, and point-of-purchase materials -- Overview of advertising management -- Creative advertising strategy -- Endorsers and message appeals in advertising -- Assessing ad message effectiveness -- Traditional advertising media -- Alternative offline advertising media and mass online advertising -- Offline and online direct advertising -- Media planning and analysis -- Overview of sales promotion management -- Trade-oriented sales promotion -- Consumer-oriented promotions -- Marketing public relations and sponsorship marketing -- Regulatory, ethical, and "green" issues in marketing communications.