The course is to introduce the value-based, consumer/customer-focused approach to Integrated Marketing Communications. Students will learn and practice touchpoint integrations to create an integrated brand experience on the part of the consumers/customers using various promotional tools including advertising, public relations, promotions, marketing, strategic campaign planning, social media marketing, as well as word-of-mouth and viral marketing, Special attention to effectiveness and measurable results of IMC, in the form of Return On Investment (ROI), will be emphasized. The students enrolling in this course will be at the forefront of the surging IMC 3.0 movement that is currently taking place in business corporations, agencies, NGOs and Government.