Scott R. Hamula is an Associate professor of IMC and Chair of the Department of Strategic Communication at the Roy H. Park School of Communications at Ithaca College. He co-founded the Integrated Marketing Communications major. His research interests are branding strategies in higher education and electronic media, brand activation, and experiential marketing. He is the faculty advisor for the American Advertising Federation (AAF) student chapter and its award-winning team for the National Student Advertising Competition (NSAC). He teaches Introduction to Strategic Communication, Advertising, and Ad Lab.