Grand Valley State University

What you'll study

The programme combines core communication theory with applied courses in public relations, advertising and digital media. Students study message design, audience research, media law and ethics, campaign planning and evaluation, and multimedia production. Coursework typically includes modules such as:

• Introduction to Strategic Communication – foundations of PR, advertising and integrated campaigns.
• Media Writing and Editing – news writing, feature writing, press releases and newsroom-style editing.
• Public Relations Campaigns – research, planning, implementation and measurement of PR campaigns.
• Advertising and Creative Strategy – creative development, copywriting and concepting for ads across platforms.
• Digital and Social Media Communication – social strategy, content management and analytics.
• Research Methods for Communication – quantitative and qualitative techniques for audience and campaign evaluation.
• Media Law and Ethics – key legal and ethical issues affecting communicators.
• Multimedia Production – introductory video, audio and digital design skills for storytelling.
• Professional Practicum / Internship – supervised workplace experience with local organisations, agencies or in-house communications teams.

Students may choose elective courses that deepen skills in areas such as crisis communication, nonprofit communication, analytics, or strategic branding. The programme emphasises hands-on learning through lab courses, real client projects in student-run agencies, and internship placements with regional media and businesses.

Entry requirements

Admission to the bachelor's programme requires a high school diploma or equivalent. Typical academic preparation includes coursework in English and social sciences. Applicants are expected to demonstrate strong written and oral communication skills.

• Domestic applicants: secondary school completion with a competitive GPA; specific course prerequisites may include English and other humanities or social science subjects.
• International applicants: a recognised secondary credential equivalent to U.S. high school completion and evidence of English proficiency (such as TOEFL, IELTS or equivalent) if the applicant’s prior education was not in English.
• Transfer students: college transcripts showing successful completion of general education and introductory communication courses; evaluation of transferable credit will determine progress toward degree requirements.

Some courses or practicum placements may require a portfolio of writing or multimedia samples; applicants should review departmental guidance and speak with an advisor about preparation and course sequencing.

Career prospects

Graduates enter diverse roles across the communications, marketing and media sectors. Common career destinations include:

• Public relations specialist or account executive in agencies and corporate communications teams.
• Social media manager, content strategist or digital communications coordinator.
• Advertising account executive, media planner or copywriter at creative agencies.
• Corporate communications or internal communications professional in non-profit, education, healthcare or government organisations.
• Media relations specialist, event communications coordinator and crisis communications adviser.
• Freelance writer, content producer or consultant working across digital platforms.

The programme’s practicum and internship components are designed to help students build portfolios, professional networks and workplace-ready skills that employers value.

Why study at Grand Valley State University

Grand Valley’s School of Communications offers a mix of classroom instruction and experiential learning tailored to regional and national media markets. Students benefit from access to campus media outlets, student-run agencies and partnerships with local businesses and public organisations in West Michigan, providing frequent internship and project opportunities.

• Hands-on learning through labs, client projects and internship placements that build practical skills and professional portfolios.
• Faculty with professional and research experience in public relations, advertising and digital media who mentor students on career development.
• Campus resources including media production facilities, career services and alumni networks that support job placement and graduate progression.
• Opportunities to engage with the broader community through service-learning, campaigns for non-profits and regional industry events.

Together, these elements prepare graduates to enter the communication professions with applied experience, a professional portfolio and connections to employers in a range of sectors.