Integrated marketing communications (IMC) is a strategic, innovative approach through which organizations drive performance by engaging, serving and communicating with consumers and other constituents. IMC combines qualitative understanding of consumers with large-scale analytics to develop communications and content that build and maintain strong brands. Grounded in advertising and direct media communications, IMC has emerged as the premier way for organizations to manage customer experiences in the digital age. The IMC Full-Time degree combines classroom learning with real-world marketing communications experiences and domestic and global travel opportunities. The program is designed to help launch your career in marketing communications by giving you a high-quality foundation in the principles of IMC and applied training while connecting you with industry professionals.<br><br>A brand is so much more than a logo, tagline, product or marketing campaign. The most adept and sought-after marketers know that a brand is a promise and that a well-planned brand strategy can make or break an organization. Through the courses in the Brand Strategy sub-sequence, you learn how to manage brand communications and make key decisions in a consumer-driven marketplace, where customers can share information and opinions freely and instantaneously. Through Brand Strategy courses, you will also learn to identify brand opportunities and use consumer insights to measure brand awareness and equity, lead business decisions and shape perceptions. From mapping a consumer decision journey to developing key brand messages to measuring a brand's consumer connection, you learn the ins and outs of what makes a successful brand strategy in today's complex media environment.