Rochester Institute of Technology

What you'll study

The programme blends theoretical and practical study across contemporary media forms. Core topics typically include media and society, media law and ethics, research methods in communication, digital storytelling, visual communication, and persuasive communication. Students gain applied skills in multimedia production—audio and video production, digital editing, web and social media content creation—and learn to apply analytics and audience research to measure impact.

Structure commonly features a combination of required core courses, discipline-focused electives and hands-on practicum components. Typical modules and learning experiences include:

• Media Theory and Criticism: Introduction to media history, critical perspectives on media influence and cultural studies.
• Media Law and Ethics: Legal frameworks, copyright, privacy, and professional ethical standards.
• Digital and Multimedia Production: Technical training in audio and video production, editing software, and mobile storytelling.
• Public Relations and Strategic Communication: Campaign planning, message design, media relations and crisis communication.
• Research Methods: Qualitative and quantitative methods, content analysis, and audience research techniques.
• Capstone/Portfolio Project: A supervised project or practicum that synthesises theory and production skills into a substantial piece of professional work.

Students are encouraged to take electives across related fields—such as advertising, marketing, data analytics, or film and animation—to tailor the degree to specific career goals. RIT’s emphasis on experiential learning means many courses integrate project-based assignments and collaboration with on- and off-campus partners.

Entry requirements

Applicants should hold a recognised secondary school leaving qualification. Admissions typically consider academic transcripts, a personal statement outlining interest in media and communication, and a record of relevant extracurricular involvement or work experience.

Depending on the applicant’s background and the programme emphasis, you may be asked to submit a sample of creative work or a portfolio if you are aiming for a production-focused pathway. Applicants whose first language is not English will need to demonstrate English proficiency through accepted evidence.

RIT also evaluates applicants for fit with the university’s cooperative and experiential learning approach, so evidence of teamwork, project work or independent media projects can strengthen an application.

Career prospects

Graduates enter a wide range of roles across media, communications and related industries. Typical career paths include:

• Content producer / multimedia producer
• Social media manager or strategist
• Public relations or corporate communications specialist
• Broadcast or digital journalist
• Media researcher or audience analyst
• Advertising copywriter or account executive
• Community engagement and communications roles in non-profit and public sectors

RIT graduates benefit from practical portfolios, internship and co-op experience, and connections with alumni and industry partners when entering the job market. Many alumni also pursue postgraduate study in specialised areas such as media studies, journalism, strategic communication or digital media production.

Why study at Rochester Institute of Technology

RIT is known for its practice-oriented approach to teaching and strong links with industry. The university emphasises experiential learning through labs, student-run media outlets and structured co-op or internship opportunities that allow students to build professional experience while studying.

Students in Communication and Media Studies can take advantage of campus facilities for audio and video production, digital labs and collaborative spaces, as well as interdisciplinary collaboration with related schools and departments. Faculty often bring industry experience and research expertise, supporting both applied skills development and critical scholarship.

Finally, RIT’s career services and strong employer network help students secure placements and transition into media and communication roles after graduation, while the programme’s flexible elective options allow students to customise their learning for specific sectors or ambitions.