Advanced Integrated Marketing Communications addresses the need to strategically integrate a variety of promotional tools to achieve brand equity and increase the effectiveness of promotional communications with relevant target audiences.  This unit is designed to address all aspects of Integrated Marketing Communications (IMC) including the creation, implementation and evaluation of sales promotion strategies, direct marketing, sponsorships, exhibitions, product placement, field marketing and packaging. A core aspect of this unit is the focus on integrating these strategies by applying critical analysis to the problem and the marketplace to aid in informed decision-making.