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.
The core curriculum is made up of 3 courses (9 credits) and 2 additional management courses of your choosing.
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.
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.
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.
Candidates seeking admission to 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.
- Online application
- Official transcripts of all college-level coursework *
- A one-page personal statement describing your goals, strengths, and potential for achievement in graduate school
*Materials should be submitted to applygrad.lasell.edu/apply or emailed to firstname.lastname@example.org:
The Office of Graduate Enrollment
1844 Commonwealth Ave.
Newton, MA 02466