The Master of Business Administration with a concentration in Marketing at Lasell University increases your opportunities for career advancement and obtain higher-paying jobs. Earning this degree will provide you with everything you need to make a bigger impact in your current job and to better compete for a higher-level position in the Marketing field.
This program cultivates vital management and marketing skills to help you flourish in domestic and global business environments. Our Marketing MBA provides industry insights and fosters key proficiencies needed to manage and execute a marketing strategy. You will explore a variety of topics pertinent to today's marketer, including business analysis, market research, market segmentation, consumer behavior, advertising, operations, and more. Lasell's MBA in Marketing gives the knowledge base you need to adopt new marketing techniques and practices as the industry evolves and plays a critical role in your organization's success.
Lasell puts an emphasis on developing a graduate's professional potential to become a marketing leader. According to the U.S. Bureau of Labor Statistics, jobs for Marketing, Advertising, and Promotion Managers are projected to grow 8% from 2018 to 2028. Take advantage of this demand to reach new strides in your career by earning an MBA with a concentration in Marketing. Your graduate degree will give you the qualifications to excel in roles such as:
Below is the curriculum for the MBA with a concentration in Marketing:
|MGMT703||Strategic Information Management||3|
|MGMT714||Principles of Project Management||3|
|MGMT728||Human Resource Management||3|
|MGMT749||Ethical Theory & Management||3|
|MGMT769||Statistical Analysis for Decision Making||3|
|MGMT771||Accounting for Managers||3|
|MGMT772||Financial Analysis for Managers||3|
|MGMT773||Entrepreneurial Strat & Venture||3|
|Marketing Concentration (Choose 3)|
|COM742||Integrated Marketing Communications||3|
|MGMT741||Marketing Research & Data Analytics||3|
|MGMT760||New Product Development||3|
MGMT700 - Global Leadership - 3 Credits
This course considers the key aspects of what it means to be a leader in our ever-changing global business environment. Best practices and key considerations for developing global strategy, driving change around the world, managing multicultural teams, addressing the intricacies of a global supply chain, and the challenges we face from macro trends, such as climate change and sustainability. Formerly MBA706
MGMT703 - Strategic Information Management - 3 Credits
This course presents the conceptual foundations of information technology and examines the development, application, and advances of information technology resources in organizations. With a focus on the managerial perspective, students investigate issues related to the development of contemporary systems development approaches. Formerly MBA713
MGMT714 - Principles of Project Management - 3 Credits
This course focuses on the essentials of project management. It approaches project management from the standpoint of managing a single, stand-alone project that is small to medium in size. The course takes attendees through the project life cycle in the same sequence they would face when managing a real project in the workplace. Topics covered include the product and project life cycles, including initiation, planning, executing, controlling, and closing.
MGMT728 - Human Resource Management - 3 Credits
This course examines the staffing function of management, including planning, recruiting, selection, training, motivation, appraisal, compensation, labor laws, and organizational development. The course also addresses the current issues affecting the human resource manager, including the changing workforce and need to increase productivity as well as changes in the areas of unions and affirmative action.
MGMT745 - Strategic Marketing - 3 Credits
This course provides an overview of data-driven strategic marketing, the management, planning and control of the function and the process. Designed as a foundation course for the Masters in Marketing, this class places an emphasis on developing the skills to lead, plan, implement and measure strategic marketing initiatives within the dynamics of today's organization. Formerly MGMT706
MGMT749 - Ethical Theory & Management - 3 Credits
This course introduces the discipline of ethical analysis and its application to management. The course examines different methods of value clarifications, the sources of ethical conflict in management practices, the structure of ethical arguments, as well as the ethical theories and principles associated with management. The course also explores how these concepts are concretely applied in organizations and professional life. Formerly MBA707
MGMT769 - Stat Tech & Analysis for Decision Making - 3 Credits
This course covers basic statistical techniques in a managerial setting featuring case studies and conceptual exercises. Statistical topics include effective use of numerical and graphical summaries, estimation and confidence intervals, hypothesis testing and regression. A few more advanced topics such as data mining, the Bayesian paradigm and principles of model building may be encountered during projects. Formerly MBA709
MGMT770 - Managerial Economics - 3 Credits
Managerial Economics is the application of economic theory and methodology to managerial decision-making problems within various organizational settings such as a firm or a government agency. The emphasis in this course will be on-demand analysis and estimation, production and cost analysis under different market conditions, forecasting and decision making under uncertainty. The course provides an understanding of the microeconomic forces that influence firm decision making. Topics include competitive markets and market failure, benefit-cost analysis, demand estimation and forecasting, decision making under risk and uncertainty, production and cost estimation, and market structure analysis.
MGMT771 - Accounting for Managers - 3 Credits
As the language of business and the cornerstone of our capital markets, accounting provides terminology, frameworks, and concepts with which to analyze and understand the financial consequences of business activities. This course explains the basics of accounting, links accounting to financial statements, analyzes financial statements and works through economic analysis of investments. As these activities have become increasingly complex and global, the task of presenting timely, relevant, and reliable financial information to interested internal and external users has become more challenging. The course highlights how managers use cost, cash flow and financial reporting information in their decisions. Pre-requisites: PMBA 708, 709, 710 with a grade of B- or better. Formerly MBA711
MGMT772 - Financial Analysis for Managers - 3 Credits
The primary purpose of this course is to help you develop a high degree of financial statement, financial analysis, and financial management expertise in order to enhance your capabilities as an informed manager and decision maker. In addition, this course has a global perspective which examines the operation of the foreign exchange markets, foreign exchange risk management, sources and instruments of international financing, foreign direct investment and the management of political risk, multinational capital budgeting, and financing control systems for the multinational firm. Formerly MBA712
MGMT773 - Entrepreneurial Strat & Venture Creation - 3 Credits
Entrepreneurship is the process of creating and growing new businesses and is fundamentally concerned with the identification and exploitation of opportunities for wealth creation (profit). Successful entrepreneurs generate wealth by identifying opportunities for value creation and then develop competitive advantages to exploit them. The broad objective of this course will be to apply insights from the fields of strategic management and economics to the process of entrepreneurship in order to understand what differentiates successful from unsuccessful entrepreneurial firms.
Marketing Concentration Courses (Choose 3)
COM742 - Integrated Marketing Communications - 3 Credits
This course introduces students to the theory and practice of integrated marketing communication (IMC) and provides 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.
MGMT740 - Consumer Behavior - 3 Credits
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.
MGMT741 - Marketing Research & Data Analytics - 3 Credits
This course provides an in-depth study of the marketing research process and how data analytics are an integral part to strategic decision making in the current business environment. The course will integrate the primary research process with secondary data analytics and review the tools used to gather, interpret, analyze and present data to management for better decision-making. Through a project-based approach, students will learn how to conduct research and integrate data analytics in a manner relevant to the business challenge.
MGMT744 - Global Marketing - 3 Credits
The purpose of this course is to explore the nature of marketing in a global context. This includes the decision of extending or adapting domestic marketing strategies for use abroad and the special demands of managing the marketing functions globally. The major emphasis is on developing global marketing strategies. However, the course also addresses issues of importance to entrepreneurs just entering global markets. Formerly MBA715
MGMT746 - Digital Marketing - 3 Credits
This course provides a practical view of how Digital Marketing has grown to become a strategic foundation for today's marketer. It is critical to have a basic understanding of the tools and best practices of Digital Marketing and how they are applied to build marketing programs that are smarter and faster. The course will cover how branding and marketing messages translate across digital platforms and how the latest techniques to reach and engage audiences are assessed and integrated into the marketing strategy.
MGMT760 - New Product Development - 3 Credits
The main objective of this course is to provide a framework so that students gain a fundamental understanding of the new product development and introduction process. The course emphasizes the process of new product development, from idea generation to commercialization, and the critical role it plays in driving innovation and growth. It will provide practical tools to develop and implement launch plans for new products, services and brands.
|SPRING MAIN 1/22 - 5/11|
|MGMT745||Strategic Marketing||On-Campus Blended||Plumb, Chelsey|
|MGMT763||Employee Learning & Development||On-Campus Blended||Howard, Kim|
|SPRING 1: 1/22 - 3/10|
|MGMT728||Human Resource Management||Online||Parry, Robin|
|MGMT769||Statistical Analysis for Decision Making||Online||Borden, Dan|
|SPRING 2: 3/23 - 5/11|
|MGMT700||Global Leadership||Online||Parry, Robin|
|MGMT703||Strategic Information Management||Online||Pineault, Gerry|
|MGMT740||Consumer Behavior||Online||Staskawicz, Cheryl|
|MGMT746||Digital Marketing||Online||Plumb, Chelsey|
|MGMT749||Ethical Theory & Management||Online||Carvalho, Kathy|
|MGMT770||Managerial Economics||Online||Johansson, Tulin|
|MGMT773||Entrepreneurial Strat & Venture Creation||Online||McGeough, Bob|