The Integrated Marketing Communication program is designed for students who are interested in generating creative marketing solutions and effectively communicating these solutions to key stake holders. The program employs experiential learning approaches focused on the development and management of brand relationships, positioning and segment analysis, and evidence-based decision making. Each course helps develop the skills necessary for marketing professionals to execute strategic marketing and communication plans, with a consistent approach that reflects a brand’s values, product positioning, and company mission across a variety of channels. In a rapidly evolving global marketplace, organizations devote substantial resources to create superior interactions with customers at all points of contact. Winning the hearts and minds of consumers means organizations must offer the right product and services, to the right customers, at the right time and at the right place. They must also communicate with employees, partners and customers about their brands before, during and after purchase. Every product, service, or idea needs effective communication within organizations and to external audiences to capture market attention, build demand, and drive product use.