MS in Communication: Integrated Marketing Communication

Overview

Master of Science in Communication

The Integrated Marketing concentration provides students with a solid understanding of all aspects of a successful marketing and communications campaign, and positions students to master important aspects of advertising, public relations, consumer behavior and insights, organizational strategy, and brand development.

A convenient, flexible approach

  • Courses are available 100% online or in a blended on-campus format
  • 36 credits of coursework: 21 credits in the core program curriculum; 9 credits of concentration-specific courses; 6 credits of electives; Capstone project
  • Affordable 8 or 16-week courses

A holistic approach to communication
Topics addressed in the Integrated Marketing concentration include:

  • Creating, maintaining, and protecting a brand from inception to market
  • Establishing a target audience
  • Effectively deploying paid and earned media for brand promotion
  • Integrating the messaging strategy of public relations and advertising
  • Budgeting effectively and leading a team

A community of learners
Faculty with rich industry experience are invaluable partners to Lasell graduate students, providing one-on-one support, career guidance, and a rich network of contacts in Boston’s media market. In addition, students work and study with a diverse cohort of peers who bring rich and varied professional experience to every class or group project. As part of our diverse community, you’ll learn to effectively disseminate messaging about a service or idea, recognize consumer behaviors, and build relationships with stakeholders and investors to elevate a brand.

Build your knowledge, build your network
The Integrated Marketing concentration positions graduate students to expand their professional networks and develop their professional skills throughout the program. In collaboration with peers who bring rich expertise to every discussion, students will gain proficiency in organizational communication and media relations, learn to manage public opinion, and master approaches to audience engagement. Targeted internships and Capstone experiences provides additional acumen in specific areas of interest.

Career advancement
Thanks to a vibrant community of working professionals and a wide range of available services, graduate students are positioned to develop their expertise and advance their career. As a Lasell graduate student you will have the opportunity to:

  • Benefit from the experience of your faculty and peers, who bring deep expertise and a unique point of view to every class discussion and group project
  • Expand your network and learn to position yourself as a leader in your field
  • Engage with an active alumni community
  • Participate in career services programs that include webinars on developing a career plan

A rewarding career path
Graduates in the Integrated Marketing concentration pursue work in various areas of the marketing and public relations fields. Our graduates are well positioned to succeed in roles that include:

  • Director of Paid Search
  • Paid Search Strategist
  • Integrated Marketing Manager
  • Director of Field Marketing
  • Director of Internal Communication
  • Global Marketing Manager

Curriculum

COURSE CODE COURSE TITLE CREDITS
MSC Core Requirements
COM701 Communication, Ethics & Society 3
COM702 Organizational Communication 3
COM703 Communication Research 3
COM705 Media Relations 3
COM709 Negotiations & Conflict Resolution 3
COM738 Persuasion & Public Opinion 3
Choose 1 from the following:
COM796 Comprehensive Examination 3
COM797 Thesis 3
COM798 Special Study Project 3
COM799 Professional Internship 3
Concentration Courses
COM725 Advertising 3
COM742 Integrated Marketing Communications 3
MGMT740 Consumer Behavior 3

Two Electives: 6 credits
Students may take any courses offered at the graduate level to fulfill their elective credits

Course Schedule

Fall 2018

Course NumberNameFormatInstructorDay/TimeSession Dates
MAIN SESSION: 9/4 - 12/14
COM701 Communication, Ethics & Society Hybrid: 1st on-campus session - 9/10 Laramee, Michael M 6:30PM - 9:00PM 9/4-12/12
COM703 Communication Research Hybrid: 1st on-campus session - 9/12 Anderson, Lauren W 6:30PM - 9:00PM 9/4-12/12
COM713 Writing for Public Relations Hybrid: 1st on-campus session - 9/4 Markos, Kristina T 6:30PM - 9:00PM 9/4-12/12
COM725 Advertising Hybrid TBA TBA 6:30PM - 9:00PM 9/4-12/12
COM742 Integrated Marketing Communications Hybrid TBA TBA 6:30PM - 9:00PM 9/4-12/12
COM796 Comprehensive Examination
Prereq: (COM703 Lecture Min Grade: B- Min Credits: 3.00)
Online Barrett, Janice Online 9/4-12/12
COM797 Thesis
Prereq: (COM795 Lecture Min Grade: B- Min Credits: 3.00)
Online TBA Online 9/4-12/12
COM798 Special Study Project
Prereq: (COM703 Lecture Min Grade: B- Min Credits: 3.00)
Online Laramee, Michael Online 9/4-12/12
COM799 Professional Internship Online Vicente, Erin Online 9/4-12/12
SESSION 1: 9/4-10/23
COM709 Negotiations & Conflict Resolution Online Santos, Javonte Online 9/4-10/23
COM713 Writing for Public Relations Online Rizzo, Rick Online 9/4-10/23
COM751 Health Communication Online TBA Online 9/4-10/23
SESSION 2: 10/24 - 12/12
COM703 Communication Research Online Rizzo, Rick Online 10/24-12/12
COM705 Media Relations Online Janbek, Dana Online 10/24-12/12
COM722 Crisis Communication Online TBA Online 10/24-12/12
COM738 Persuasion & Public Opinion Online Alland, Helene Online 10/24-12/12
COM750 Intercultural Communication Online TBA Online 10/24-12/12

Admission Requirements

Candidates seeking admission to Lasell College's Communication graduate degree or 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. The TOEFL may be waived for international applicants who have earned a bachelor's degree at an accredited college/university in the United States, United Kingdom, Australia, New Zealand or Canada. All other applicants must submit a TOEFL/IELTS score.

Admission Requirements Checklist:

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

*A cumulative grade point average of 3.0 is recommended for recent college graduates withfewer than 3 years of professional work experience.

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