University of South Alabama

What you'll study

This degree combines core communication theory with practical training in public relations and advertising. Typical modules and topics include:

• Foundations of Communication: introduction to communication theory, interpersonal and group communication, and media studies.
• Public Relations Writing and Media Relations: news writing, press release and media kit development, pitching and relationship building with journalists.
• Advertising Principles and Creative Strategy: advertising planning, creative development, copywriting and campaign design for multiple media.
• Digital and Social Media: social media strategy, content creation, analytics and platform management for brands and organisations.
• Research Methods and Measurement: quantitative and qualitative research techniques, audience analysis, evaluation of campaign effectiveness and media measurement.
• Media Law and Ethics: legal issues affecting communication professionals, ethical decision making and professional standards in PR and advertising.
• Strategic Communication and Campaign Planning: integrated marketing communication, strategic planning, budgeting and implementation of multi‑channel campaigns.
• Practicum/Internship and Capstone: supervised internship or practicum with media outlets, agencies or organisational communications departments, and a culminating capstone project that synthesises research and practice.
• Electives and Specialised Topics: crisis communication, nonprofit communications, event management, visual communication and multimedia production.

Entry requirements

Applicants are normally expected to hold a high school diploma or equivalent and submit official academic transcripts. Admission decisions take into account secondary school preparation, academic achievement, and coursework in writing and the humanities. International applicants must demonstrate English language proficiency through recognised tests or institutional pathways.

Typical application materials include:

• Official high school transcripts (and any college coursework, if applicable)
• Completed application form and personal statement outlining interest in communication
• Letters of recommendation may be requested in some cases
• Evidence of English proficiency for non‑native speakers (test scores or approved alternatives)

Some students enter the major directly; others transfer into the programme after completing introductory communication and general education requirements. Contact the University of South Alabama admissions or the Department of Communication for guidance on specific admission thresholds and transfer credit policies.

Career prospects

Graduates pursue a wide range of roles across public relations, advertising, marketing and organisational communication. Common career paths include:

• Public relations specialist or account executive in agencies and in‑house PR teams
• Advertising account executive, copywriter or media planner
• Social media manager and digital content strategist
• Corporate communications or internal communications professional
• Event coordinator, fundraising and nonprofit communications officer
• Media relations practitioner, crisis communications advisor or public affairs officer
• Market research assistant or communications analyst

Graduates also move on to postgraduate study in communication, business, journalism or related fields, and many build careers through internships and local industry placements across the Gulf Coast media and business community.

Why study at University of South Alabama

The University of South Alabama offers a programme focused on applied learning and regional industry connections. Students benefit from small class sizes and direct access to faculty with professional experience in media, public relations and advertising.

Opportunities for practical experience include supervised internships with local agencies and organisations in the Mobile and Gulf Coast markets, student‑run media outlets and practicum courses that let students build campaign portfolios. The curriculum emphasises contemporary digital skills, ethical practice and measurable outcomes—preparing students to step into entry‑level communication roles or continue to graduate study.