Integrated Marketing Communication


Designed for the working professional who wants to focus on a particular area of study, the certificate provides a substantial base that can be used for career advancement or continuation in Lasell's Master of Science in Communication Program. Each certificate is composed of five three-credit courses and can be completed within nine months.

Candidates to the certificate programs must hold a bachelor's degree and submit an application for study in the graduate program along with all necessary documents.


There are three courses (9 credits) that are part of the Core Curriculum. They are:

COM 725 - Advertising
The emphasis in this course is on the role of strategic thinking about promotional elements in the field of advertising. The development of an integrated marketing communications program requires an understanding of the overall marketing process, including how organizations plan for advertising and determine their advertising goals and objectives. Students in this course examine the process of planning, developing, and executing an advertising campaign and related integrated marketing communications programs, as well as the various factors and considerations that influence this process. Advertising starts with research, and moves through analysis, planning, action and evaluation; hence, this course requires students to undertake the kind of strategic thinking, planning, and execution that is done by marketers, researchers, media planners, and copywriters. Throughout the course, students learn how advertising is regulated and about the key social issues and consumer problems with advertising.

COM 742 - Integrated Marketing Communications
This course introduces students to the theory and practice of integrated marketing communication (IMC) and provide an overview of developments in the field. Students learn about the profession of corporate communication and its interface with society. Some of the topics addressed in the course include the relationship between public relations (PR) and marketing, the history and development of advertising and public relations, public opinion and its role in IMC planning, media relations, research for campaign design, global communication, and crisis management.

MGMT 740 - Consumer Behavior
This course explores how and why consumers behave the way they do. Consumers can be indi­vidual households buying goods and services for their own consumption or they can be buyers in industrial and other business-related markets. The course takes an interdisciplinary, in-depth approach to the study of buyer behavior.

Two additional courses (6 credits) are required to complete the certificate.  The courses can be any graduate Communication course.

COM701 Communication, Ethics, & Society 3
COM702 Organizational Communication 3
COM703 Communication Research 3
COM704 Corporate Communication 3
COM705 Media Relations 3
COM706 Global Media 3
COM709 Negotiations & Conflict Resolution 3
COM713 Writing for Public Relations 3
COM721 Principles of Public Relations 3
COM722 Crisis Communication 3
COM724 International Corporate Communication 3
COM725 Advertising 3
COM730 Graphic Design for the Marketplace 3
COM731 Video Production 3
COM738 Persuasion & Public Opinion 3
COM742 Integrated Marketing Communications 3
COM743 Integrated Marketing Com & the Internet 3
COM744 Integrated Marketing Com Planning 3
COM750 Intercultural Communication 3
COM751 Health Communication 3
COM754 Governmental Relations 3
COM755 Communication Law 3
COM756 Health Promotions & Campaigns 3
COM758 Branding Health Services 3
COM761 Communicating in Groups and Teams 3
COM762 Communication Strategies for Leaders 3
COM796 Comprehensive Examination 3
COM797 Thesis 3
COM798 Special Study Project 3
COM799 Professional Internship 3

Application Requirements

Candidates seeking admission to a certificate programs must hold a bachelor's degree from an accredited institution and demonstrate through academic background and/or work experience the ability to succeed in graduate studies. GRE/GMAT scores are not required for admission.

Application Requirements

  1. Online application
  2. Official transcripts of all college-level coursework *
  3. Two letters of recommendation
  4. A one page personal statement describing your goals, strengths and potential for achievement in graduate school

*Materials should be addressed to:
Lasell College
The Office of Graduate Enrollment
1844 Commonwealth Ave. 
Newton, MA 02466