Ithaca College

What you'll study

The programme combines theory and practice across public relations, advertising and applied communication. Core topics include strategic communication and campaign planning, communication research methods, media law and ethics, crisis communication, integrated marketing communications, advertising strategy and creative development, and digital and social media analytics. Students learn to design, implement and evaluate multi-channel campaigns, using qualitative and quantitative research to inform strategy.

Typical modules and learning experiences include:

• Communication Theory and Persuasion — foundations in how messages influence audiences.
• Strategic Public Relations — planning, stakeholder analysis and reputation management.
• Advertising Strategy and Creative — brief development, copywriting and creative concepting.
• Research Methods and Measurement — survey design, content analysis, metrics and ROI for campaigns.
• Digital Media and Analytics — social media strategy, SEO principles and performance measurement.
• Crisis Communication — preparation, response and post-crisis evaluation.
• Media Law and Ethics — legal and ethical considerations for communicators.
• Capstone Project or Applied Internship — a semester-length practicum where students work on an integrated campaign or complete a placement with an organisation.

The curriculum is delivered through a mix of seminars, workshops, client-facing projects and a supervised capstone or internship, emphasising portfolio development and professional readiness.

Entry requirements

Applicants should hold a recognised bachelor’s degree. While degrees in communication, journalism, marketing, business or related fields are directly relevant, applicants from other backgrounds with demonstrable communication experience are welcome. Typical application components include:

• Transcripts from undergraduate study showing good academic standing.
• A current CV or résumé outlining relevant professional or volunteer experience.
• A personal statement describing career goals, relevant experience and reasons for choosing the programme.
• Two academic or professional letters of recommendation.
• A portfolio of work or writing samples may be requested or recommended, particularly for applicants with advertising, PR or media experience.
• Proof of English language proficiency for non-native speakers (such as IELTS or TOEFL) in line with the college’s international admissions policies.

Admission decisions are based on academic preparation, professional potential and fit with the programme. Some applicants may be invited for an interview.

Career prospects

Graduates are prepared for a wide range of communication roles in the public, private and third sectors. Common career paths include roles such as public relations practitioner, corporate communications specialist, brand manager, account executive in advertising agencies, media planner, social media strategist, content strategist, crisis communications consultant and communications researcher. The programme’s applied focus and internship opportunities also position graduates to move into managerial positions or continue to doctoral study in communication fields.

Alumni typically work for PR and advertising agencies, corporate communication teams, non-profit organisations, government communications offices, media companies and consulting firms. The skillset developed—strategic planning, campaign execution, measurement and storytelling—translates across industries and sectors.

Why study at Ithaca College

Ithaca College’s Roy H. Park School of Communications offers a long-standing reputation for hands-on communication training and close faculty mentorship. The master’s programme builds on the School’s practical orientation, providing access to industry-experienced lecturers, small class sizes and opportunities to work on real-world client projects.

Students benefit from robust internship pipelines and connections to media and communications employers, as well as access to campus production facilities and student media outlets that support portfolio-building. Ithaca’s location in New York State also facilitates proximity to regional media and marketing hubs, enhancing networking and placement opportunities. The college’s emphasis on experiential learning, ethical practice and career support makes the programme suitable for those seeking immediate professional impact in public relations and advertising.