Chapman University

What you'll study

This four-year bachelor programme combines theory and practice in public relations, advertising and applied communication. You will take lower-division foundations in communication theory, media writing and research methods, then progress to upper-division courses that emphasise campaign planning, creative development and measurement.

• Core subjects: introduction to public relations and advertising, persuasion and audience analysis, media law and ethics, communication research methods, and strategic messaging.
• Creative and production skills: copywriting for advertising and PR, visual communication, multimedia storytelling, digital content production, and portfolio development.
• Planning and strategy: integrated marketing communications, media planning and buying, brand strategy, crisis communication and reputation management, and campaign budgeting.
• Data and measurement: social media analytics, audience insight, survey design, media evaluation and reporting, and ROI for communications.
• Practical experience: client-based projects, agency simulations, internships with local firms and businesses, and a senior capstone campaign or practicum that results in a professional portfolio.

Programme structure

Students combine general education requirements with lower- and upper-division major courses over four years. The programme emphasises experiential learning: many courses include team-based client work, access to campus media facilities and opportunities for faculty-supervised internships. Electives allow students to specialise in areas such as digital strategy, nonprofit communications, or advertising creative.

Entry requirements

Admission is at the undergraduate level and applicants are considered on the basis of academic records, the strength of their high-school preparation and the overall application. Typical expectations include:

• Completion of secondary school/high-school diploma or equivalent.
• Competitive secondary-school grades with a strong record in English and social sciences; specific GPA expectations are set by the university during each admissions cycle.
• A personal statement or applicant essay that demonstrates interest in communications, creativity and teamwork.
• Letters of recommendation from teachers or other professionals are recommended and can strengthen an application.
• Some applicants submit a short portfolio or examples of relevant work (writing samples, social campaigns, multimedia pieces) if available, especially those seeking emphasis in creative production.
• International applicants must meet the university’s English-language proficiency requirements (for example, recognised test scores or approved exemptions).

Chapman considers the whole application; additional factors such as extracurricular experience, internships, and demonstrated leadership in communications-related activities can be influential.

Career prospects

Graduates enter a range of roles across public relations, advertising, marketing and corporate communications. The programme prepares students for positions that require both creative and strategic skills as well as the ability to work with data and digital platforms.

• Public relations practitioner: media relations, corporate communications, community relations and crisis management.
• Advertising and creative roles: copywriter, art director (with further portfolio development), junior creative or account executive in agencies.
• Digital and social media: social media manager, content strategist, community manager and paid social specialist.
• Marketing and brand roles: brand coordinator, marketing communications specialist, product communications and campaign manager.
• Research and insight: media analyst, audience researcher or evaluation specialist within agencies or in-house teams.
• Nonprofit and public sector communications: development communications, advocacy, and public affairs roles.

Alumni may also progress to graduate study in communication, marketing, business or related fields, or pursue professional certification in areas such as digital advertising and analytics.

Why study at Chapman University

Chapman’s programme emphasises hands-on learning and professional preparedness. Small class sizes and close faculty mentorship let students receive personalised feedback on writing, campaign strategy and creative work. The curriculum is built to support portfolio development through studio-style courses, client projects and an industry-focused capstone.

• Proximity to a major media and advertising market provides internship and networking opportunities with agencies, corporations and nonprofits across Southern California.
• Access to campus media labs, production equipment and cross-disciplinary collaboration with film, business and arts programmes supports multimedia storytelling skills.
• A focus on applied campaigns ensures graduates leave with real-world experience, documented projects and a professional portfolio employers seek.