Eastern Michigan University

What you'll study

This applied master’s emphasises strategic communication planning, audience research, media production and campaign evaluation. Typical modules cover:

• Strategic Public Relations: planning and managing integrated PR campaigns, stakeholder analysis and reputation management.
• Advertising and Brand Communication: advertising strategy, creative development, media planning and brand positioning.
• Digital and Social Media Communication: social media strategy, content creation, community management and analytics.
• Research Methods and Measurement: qualitative and quantitative methods for communication research, metrics, media monitoring and campaign evaluation.
• Crisis Communication and Ethics: crisis planning and response, legal and ethical considerations in communication practice.
• Media Production and Visual Communication: writing for media, multimedia production, visual storytelling and design fundamentals.
• Applied Practicum or Capstone: hands-on practicum with an external client, agency-style campaign project or a thesis option for students who wish to pursue research.

Programme delivery combines seminars, practical labs and client-based projects, enabling students to build a professional portfolio. Students typically choose electives to specialise in areas such as digital advertising, nonprofit communications, or analytics.

Entry requirements

Applicants are normally expected to hold a recognised bachelor’s degree in communication, journalism, marketing, English or a related field. Typical application components include academic transcripts, a personal statement outlining professional goals, a current résumé or CV and letters of recommendation.

Some applicants may be asked to submit a portfolio of writing or multimedia work to demonstrate practical experience. International applicants must demonstrate English language proficiency through a recognised test unless exempt. The department may consider prior professional experience in communications as a positive factor. Standardised test requirements vary by intake and may be optional—check the school for current guidance.

Career prospects

Graduates go on to roles across agencies, corporate communications teams, nonprofits and government organisations. Common job titles include:

• Public Relations Specialist / Account Executive
• Social Media Manager or Digital Communications Specialist
• Advertising Strategist or Media Planner
• Corporate Communications or Internal Communications Manager
• Brand Manager and Content Strategist
• Public Affairs or Community Relations Coordinator
• Research Analyst in media measurement or market research

The programme’s practicum and industry connections also support students seeking internships and entry to regional agencies, corporate communication departments and media organisations. Graduates who prefer academic research may progress to doctoral study in communication-related fields.

Why study at Eastern Michigan University

Eastern Michigan University combines applied training with faculty who have active industry experience, making it a practical choice for students aiming to move directly into communication roles. The university’s location near a major metropolitan area provides access to regional advertising and PR agencies, corporate communication teams and nonprofit partners for practicum and internship placements.

Small class sizes support close faculty mentoring and collaborative project work, while campus resources—such as media labs, production facilities and student-run communication outlets—allow students to develop portfolio-ready work. The programme’s emphasis on both strategy and production prepares graduates to manage integrated campaigns, measure outcomes and adapt to rapidly evolving digital media landscapes.