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The course focuses on applying the principles of integrated marketing communications to the employee audience with the goal of building internal brand loyalty as a method of achieving business strategy. Through open discussions, case studies, research, stimulating readings and guest speakers in the discipline students will learn how some of the world’s most successful organizations including Southwest Airlines, Whole Foods and Best Buy engage their employees to help grow market share and build world-class brands. Expected outcomes include new insights into the untapped potential of the internal audience to shape customer and public perception and the development of tactics to leverage this influence. Students will develop an internal communications portfolio using both social media and traditional media.