Marketing Management: Creating a Mature Consumer Strategy


Hybrid of online and on-campus:
January 20, 2016 – February 9, 2016
January 18, 2017 – February 7, 2017

March 8, 2017 – March 28, 2017

*Online faculty to be announced summer 2016.

This course is designed to develop the strategic mindset and organizational skills needed to create and/or implement integrated marketing communications that yield a competitive advantage.


Product Description

The Who, What, When and How Tos of Marketing to Matures
Today’s health care and housing choices are as varied and complex as the mature consumers
making these decisions. To succeed, leaders need to understand both the fundamentals of
marketing strategy and management AND the latest techniques. This course is designed to
develop the strategic mindset and organizational skills needed to create and/or implement
integrated marketing communications that yield a competitive advantage.

Upon completion of the course, you will be able to

  • Define which part of mature market you are (or should be) targeting and the related,
    strategic marketing concepts that would benefit your organization.
  • Set priorities for an integrated marketing communication strategy for a targeted segment.
  • Describe organizational skills and actionable direction implementing integrated marketing strategy in medium term.

This course consists of 1 live meeting + 2 weeks of online learning.


Nursing Home Administrators: 20
Berkshire AHEC is approved by the Massachusetts Board of Nursing Home Administrators to provide education credits for nursing home administrators.

Berkshire AHEC is approved by the Board of Examiners of Nursing Home Administrators for the State of New Hampshire Division of Health Professions. 9 hours.

Sponsor: Berkshire AHEC

Nursing: 20
This program meets the requirements for nursing contact hours as specified by the Massachusetts Board of Registration in Nursing – 244 CMR 5.04
Sponsor: Berkshire AHEC

Successful Completion Requirements:
Participants seeking CE credit are expected to sign in and out at each session, attend the entire program, and complete all evaluations. Continuing Education

Social Work: 14
This program has been approved for Social Work Continuing Education hours for relicensure, in accordance with 258 CMR. Collaborative of NASW and the Boston College and Simmons Schools of Social Work Authorization Number D 70197
. Social Work CEUs are granted by ELDER Management Education.

Grade report
Upon completion of a course, Lasell College will send a final grade report indicating a grade of pass or fail. A course average of >70 is a pass.

Transcript of ELDER Management courses can be requested from Lasell College.
Request a transcript.

Professional Certificate of Eldercare Management
courses-certificateYou will receive a certificate of completion for each course you take.

To earn your Professional Certificate in Eldercare Management from Lasell College, you must complete the 5 ELDER Management courses.

Learn more about our Professional Certificate Tracks.


Courses 1 2 3 4 5
Price per course $775 $725 $700 $675 $650
Volume Discount $1,450 $2,100 $2,700 $3,250
LeadingAge member 10% discount $697.5 $1,305 $1,890 $2,430 $2,925
Early enrollment discount
Two months prior to course start $1,900 $2,500 $3,050
LeadingAge member 10% discount $1,710 $2,250 $2,745


ErinReadErin Read

“Mature marketing truly is rewarding and fun! That’s why we do what we do. It’s been my pleasure and privilege to be a member of the Creating Results team for the past 11 years, after starting my career in marketing communications in 1993. We’ve helped many clients achieve their goals with boomers and seniors. We do this as a team by collaborating with clients on strategic, integrated marketing programs. In addition, I get to work with my colleagues to spread the good word of 50+ marketing through speaking, training and national research studies. I also have a personal WHY for working with ELDER and now with you: Like many in senior services, I was blessed to have an influential older person in my life. In my case, it was my Nana. Born in the Depression, she helped several generations of townspeople as a visiting nurse, raised two daughters, and had an outsized influence on 13 grandchildren and at least 26 of her 32 great-grands. She also did not plan or prepare to live to 98. She was not prepared financially, nor intellectually, nor emotionally. Nana’s family made sure she never wanted for anything but I always wondered what more could have been achieved. Nana inspires me to do what I do: educate and motivate older adults so they don’t just get what they need but also what they deserve – opportunities for high quality, purpose-filled lives. Nana is one of my WHYs.”

Meet the ELDER Faculty

KateSalmonRobinsonKate Salmon-Robinson

How lucky are we?!
I’m incredibly passionate about being a part of the senior living and healthcare profession. How lucky are we to have exciting, challenging and ever-changing work that can positively impact so many lives?! Think about the lives of those we directly serve and their families and the other people who care about them… but also consider the lives of the people who work in our communities – and their families and the other people who care about them! Just imagine for a moment the potential ripple effect from each encounter with your customers/elders, your colleagues and even prospective customers.

What is my philosophy on marketing management?
I’d say my overall thinking on sales and marketing … is that it is all about relationships. Building and maintaining relationships. And, while it often goes without saying, I will say it here anyway, of course – it’s also about quality. That is to say, doing the right thing – maintaining a culture of taking care of your customers and your staff. If you are already serving your customers and your staff at a very high level, that is more than half the battle.

You’ve got to get to the heart of the matter… and your organization.
After quality and culture, the next hurdle can often be more challenging for many people and organizations to get their head around, because it is more amorphous, less clinical and less absolute: You’ve got to know who you are, what you do and what you do well… knowing your “core brand story” is critical. That will become a fundamental tool – it will guide the messaging and tactics you will employ to communicate your brand to the world.”

Meet the ELDER Faculty