Kutztown University

What you'll study

The degree combines foundational communication theory with practical skills in writing, media production, research and strategic campaign planning. Core topics include public relations writing, principles of advertising, strategic communication, media law and ethics, audience research and message design. Students also study digital media, social media strategy, multimedia production (audio, video and web), crisis communication and branding.

Programme structure typically includes lower-division foundation courses in communication and writing, a sequence of intermediate courses that build skills in media research and production, and advanced practicum and capstone courses where students plan and execute integrated campaigns. Assessment methods include writing portfolios, individual and group projects, client-based campaigns, presentations and a final capstone project or internship reflection.

Practical learning is emphasised through lab work and applied projects. Most students complete an internship with a public relations or advertising agency, corporate communications department, nonprofit or government office. Electives allow specialisation in areas such as digital advertising, corporate communication, nonprofit communication or media entrepreneurship.

Entry requirements

Applicants typically need a high school diploma or equivalent and a competitive academic record. Most successful applicants present a solid grounding in English and communication subjects. Typical entry guidance includes a minimum GPA expectation and replacement of standardised test requirements with a review of academic performance and written work where relevant.

In addition to academic qualifications, applicants may be asked to submit a brief writing sample, examples of creative work (for those interested in advertising or multimedia) or a personal statement outlining interest in communication. Mature applicants with relevant professional or volunteer experience are encouraged to apply and can have experiential learning considered as part of the admissions review.

Career prospects

Graduates move into a wide range of entry-level and mid-level roles across public relations, advertising, marketing and communication. Typical job titles include public relations specialist, account executive at an agency, communications coordinator, social media manager, media relations officer, copywriter, content strategist, event coordinator and corporate communications assistant.

Alumni also work in specialised areas such as nonprofit fundraising and communications, political communication, crisis and reputation management, brand strategy and digital campaign analytics. The programme provides a foundation for continued professional development, industry certification and postgraduate study in communication, marketing or business.

Why study at Kutztown University

Kutztown offers a hands-on, applied approach to communication education with small class sizes and close faculty mentorship. The programme emphasises real-world experience through internships, client projects and practicum courses that let students build a professional portfolio before graduation.

Students benefit from campus media and production facilities, opportunities to work with local businesses and community organisations, and proximity to major media markets for internship placements. The department focuses on preparing graduates who can write clearly, plan strategic campaigns, produce multimedia content and adapt to the changing demands of the communication professions.