Provides an overview of real-world advertising and promotion practices within the context of an integrated marketing communications (IMC) approach. IMC includes advertising, sales promotion, digital and social media, experiential marketing, and public relations, as well as the functions of marketing, research, advertising and promotion agencies, the creative process, and media placement. Emphasizes customized interactive sessions, including presentations by business professionals and relevant reading and case study analysis. Develops real-world skills and expands their understanding of consumer roles. Prerequisites: None