The objective of this course is to help the students understand the principles, practice and elements of marketing communication and to provide a comprehensive managerial framework for integrated marketing communications programme. The course will give a broader concept of integrated marketing communication and how it becomes effective to the companies. The elements of integrated marketing communication are explained extensively. Sales force is a part of personal selling. Personal selling is an element of integrated marketing communication. In today’s market driven economy interactive marketing is essential. Sales force is vital to create that interaction between company and the customers.