Readings:

• Complete readings for Lesson 1 in the Course Syllabus.
  • Text: Chapter 1, "An Introduction to Marketing Communications"
  • Text: Chapter 2, "The Role of IMC in the Marketing Process"
  • Journal article by Ewing, "Integrated Marketing Communications Measurement and Evaluation"
• Read online materials in Lesson 1.

Assignments:

1. Participate in two discussion forums.
2. Complete practice self-assessment.