This course aims to introduce students to one of the most contemporary principles in marketing communications, namely Integrated Marketing Communications, and the tools used for the implementation of a successful marketing communications campaign. It specifically makes reference to different marketing communications tools and the creative process and covers ethical issues that need to concern any successful organisation. Emphasis is placed on the use of alternative marketing communications programmes and the use of new media and the internet by organisations wishing to remain competitive in the highly cluttered arena of traditional advertising and promotion.