1. Explain the role of the marketing communications program within the context of a marketing plan and the critical importance of the concept and practice of integrated marketing communications.

2. Provide a thorough understanding of principles and theory behind effective advertising and promotions and a practical knowledge of the approaches and practices used by modern agencies and their clients.

3. Provide the skills to manage the marketing communications function, including how to work with third parties (i.e., ad agencies, BTL agencies, research agencies) in order to achieve the IMC program goals.

4. Enhance ability to critically evaluate advertising and promotions from business, regulatory, social and ethical perspectives.

5. Improve public speaking and business presentation skills.

6. Create an environment for participative learning with high student involvement in class discussions.

7. Ensure that every student who completes this course can create, implement and evaluate an IMC plan.