University of North Florida

What you'll study

This applied master's emphasises strategic planning, research-driven campaigns and contemporary media practice. Core topics typically include strategic public relations, integrated marketing communications, advertising strategy, media law and ethics, crisis communication, and applied communication research methods. Students learn to combine theory and practice through campaign development, media production and analytics-focused coursework.

• Strategic Public Relations: planning and managing reputation, stakeholder analysis and message design.
• Integrated Marketing Communications: aligning PR, advertising and digital channels for cohesive campaigns.
• Research Methods: qualitative and quantitative techniques for audience insight, campaign evaluation and measurement.
• Crisis Communication and Ethics: preparing for and responding to organisational crises within legal and ethical frameworks.
• Digital Media and Analytics: social media strategy, content analytics and performance measurement.
• Creative and Visual Communication: basic media production and visual design for persuasive messages.
• Capstone/Practicum: applied project or professional practicum that produces a campaign portfolio or client-facing work.

The programme may offer flexible completion routes, such as a professional project/capstone or a research thesis, allowing students to focus on applied practice or prepare for doctoral study.

Entry requirements

Applicants should hold a recognised bachelor’s degree in communication, public relations, advertising, journalism, marketing or a related field. Admissions committees typically look for evidence of academic ability, relevant professional or internship experience, and clear professional goals.

• Official undergraduate transcripts showing satisfactory academic performance.
• A personal statement or statement of purpose outlining career aims and fit with the programme.
• Current résumé or curriculum vitae detailing education and relevant experience.
• Letters of recommendation from academic or professional referees.
• Applicants whose first language is not English must demonstrate English proficiency through an approved test or equivalent qualification.

Specific documentary requirements, minimum GPA expectations and any standardized test policies (such as GRE waivers) are set by the university and can vary; prospective students should consult the programme admissions page or contact the department for precise criteria.

Career prospects

Graduates enter a wide range of communication roles across private, public and non-profit sectors. The programme prepares students to take on mid-to-senior level positions that require strategic thinking, research literacy and management skills.

• Public relations manager or director
• Corporate communications specialist
• Advertising account manager or strategist
• Digital and social media strategist or analyst
• Brand or reputation consultant
• Communications officer in government, healthcare, education or non-profit organisations
• Media relations and crisis communication specialist
• Further academic study at the doctoral level in communication or related fields

The applied nature of the degree, combined with practicum and portfolio work, supports transitions into agency roles, in-house communications teams, consultancy and leadership positions in communications management.

Why study at University of North Florida

The University of North Florida offers an applied communications curriculum delivered by faculty who combine research and professional experience. Small class sizes support personalised mentoring and close collaboration on campaign work and research projects.

• Location advantage: Jacksonville’s diverse media, corporate and nonprofit sectors provide internship and networking opportunities with regional employers.
• Applied learning: the programme emphasises real-world campaign development, practicum placements and portfolio-building to prepare students for professional practice.
• Facilities and resources: students have access to media production labs, communication research tools and university career services to support experiential learning and job placement.
• Professional engagement: connections with industry groups and an active communications community help students build professional networks while studying.

Prospective students should contact the Department of Communication at the University of North Florida for detailed programme structures, available specialisations and guidance on preparing a competitive application.