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MS in Integrated Marketing Communication

Overview

Ms in Comm

  • 100%

    Online or Blended format
  • 12-24 months

    Time to Complete
  • $600

    Cost Per Credit

The Master of Science in Integrated Marketing Communications (IMC) teaches students how to synthesize the full range of communications into cohesive brand experiences. By studying the theory and practice of integrated marketing communication, you will be prepared to deliver a consistent, seamless, customer-first content experience across all channels.

This integrated marketing communications approach is being adopted by more companies because they can avoid duplication, take advantage of synergy among promotional tools and develop more efficient outreach to various audiences in a rapidly changing media environment.  This course will instill the knowledge and skills the market demands and set you apart from the competition.

What you'll learn:

  • Innovative techniques and strategies to create, maintain and protect a brand from inception to market
  • Obtain certifications in industry tools such as Hubspot, Outbound email, Google Garage, Google Adwords and Google Analytics
  • Develop a relevant target audience, understand the consumer behavior, and develop digital stories that resonate with customers
  • Ways to effectively deploy paid and earned media for brand promotion
  • How to integrate the messaging strategy through every relevant channel
  • Budgeting and team leadership

Connect learning to practice

Lasell’s philosophy of Connected Learning provides you with opportunities to draw on  and skills to enhance your career prospects. Rigorous coursework is complemented by opportunities to put learning into practice, including a Capstone research experience and lectures from industry leaders (in person and via live stream) who present and discuss their work. 

On Your Schedule

Lasell offers programs fully online, hybrid, or a combination of both in which you have the flexibility to arrange your course schedule to fit your schedule in any given semester. 

Advance your career 

Today’s complex marketing environment demands communications professionals who can ensure that cross-channel communications and messages are strategically linked together. You will be positioned to succeed in various areas of the marketing and public relations fields in such roles as:

  • Director of Digital Marketing
  • Communication Manager
  • Social Media Specialist
  • Media Buyer
  • Marketing Operations Manager
  • Customer Engagement Manager
  • Director of Marketing and Communication

Accelerate your success

Join Lasell’s vibrant community of working professionals and gain access to a wide range of resources to develop your expertise and expand your network. As a Lasell graduate student, you will:

  • 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 salary negotiations and developing a career plan

Curriculum

2020 Courses

COM701 Communication, Ethics and Society 3
COM705 Media Relations 3
COM725 Advertising 3
COM733 Social Media 3
COM734 Digital Media Analytics 3
COM735 Digital Storytelling 3
MGMT740 Consumer Behavior 3
MGMT741 Marketing Research & Data Analytics 3
COM742 Integrated Marketing Communications 3
COM744 Integrated Marketing Communications Strategic Campaigns* 3
COM 796/797/798/799 Capstone (Choose 1) 3
Elective (Choose 1)
COM738 Persuasion and Public Opinion 3
MGMT744 Global Marketing 3
MGMT746 Digital Marketing 3
Total Credits 36

 

Note: Students are required to complete 27 credits prior to taking the Capstone.  However, this requirement can be waived depending on special circumstances (i.e. student gets an offer of an internship prior to completing the 27 credits)

COURSE CODE COURSE TITLE CREDITS
MSC Core Requirements
Concentration Courses
Choose 1 from the following:




Course Schedule

2020 Courses

Course Number Name Format Instructor
SUMMER 1: 5/19 - 7/7
COM701 Communication, Ethics & Society Online Sobel, Ethan
COM742 Integrated Marketing Communications Online Barrett, Janice
MGMT744 Global Marketing Online TBA
SUMMER II: 7/8 - 8/31
COM705 Media Relations Online Covarrubias, Kristina
COM734 Digital Media Analytics Online Quintino, Joao
COM738 Persuasion & Public Opinion Online Alland, Helene
MGMT740 Consumer Behavior Online Borden, Dan
SPRING 2: 3/23 - 5/11
COM702 Organizational Communication Online Barrett, Janice
COM705 Media Relations Online Barrett, Janice
COM709 Negotiations & Conflict Resolution Online Barrett, Janice
COM729 Mediation & Facilitation: Tech to Intervene Online Javonte, Santos

Admission Requirements

Candidates seeking admission to Lasell University'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. A one page personal statement describing your goals, strengths and potential for achievement in graduate school
  4. Resume

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

Materials should be emailed to gradinfo@lasell.edu.
The Office of Graduate Enrollment
Lasell University
1844 Commonwealth Ave. 
Newton, MA 02466