VCU Bulletins

Mass Communications, Master of Science (M.S.) – strategic public relations

Nicholson, June O.
Director of Graduate Studies, School of Mass Communications
jonichols@vcu.edu
(804) 827-0251

Graduates of the fast-track strategic public relations concentration of the Master of Science in Mass Communications are a new generation of communications professionals who are able to function in high-level management positions and apply sophisticated strategic thinking to accomplish organizational objectives.

This selective professional program is 30 credit hours, including six hours of approved elective courses in areas such as nonprofit management and marketing. Courses are taught by full-time faculty and experienced public relations professionals. Students take weekend classes (Friday evenings and all day Saturday) as a cohort over four semesters. Continued full-time public relations employment is encouraged during the program.

One of the program’ s unique features is a two-week study abroad experience, an expectation of students while they are enrolled in the “Strategic PR in a Global Environment” course (MASC 683). The study tour is led by a full-time faculty member. The cost of the study abroad program is not included in the program’s tuition.

Admission requirements include an academic background in public relations (university or professional accreditation program) and appropriate public relations experience. Applicants also need to take the Graduate Records Examination General Test.

Student learning outcomes

Students graduating from this program will:

Curriculum

  Credits
MASC 671 Strategic PR in a Digital Environment 3
MASC 672 Strategic PR Research and Evaluation 3
MASC 675 Strategic PR Management 3
MASC 676 Public Relations Ethics and Law 3
MGMT 651 Organizational Communication 3
MASC 682 Strategic Media Relations 3
MASC 683 Strategic PR in the Global Environment 3
MASC 694 Strategic PR Campaign Design and Implementation 3
Electives chosen from these School of Business offerings
  List A: Financial courses 3
  ACCT 507 Fundamentals of Accounting
ECON 500 Concepts in Economics
FIRE 520 Financial Concepts of Management
MGMT 524 Statistical Elements of Quantitative Management
 
  List B: Theory and application courses  
  MGMT 530 Fundamentals of the Legal Environment of Business
MGMT 540 Management Theory and Practice
MGMT 641 Organizational Leadership and Project Team Management
MGMT 655 Entrepreneurship
MGMT 656 Best Practices in Leadership
MGMT 691 Topics in Management (negotiations)
MKTG 570 Concepts and Issues in Marketing
MKTG 671 Marketing Management
MKTG 672 Concepts in Consumer Behavior
 
  30

Admission requirements

To apply online, complete the application form available at the VCU Graduate School website. Note that this program has a summer admission only. Pay the online application fee. Send official, sealed transcripts for all graduate and undergraduate work to the VCU Graduate School. Make sure that official GRE scores are also sent to the Graduate School. Deadlines for admission are Jan. 15 and March 15 for preferred consideration. The school may admit other students who submit materials beyond those review deadlines, depending on available space.

Include the following items in your application packet:

International applicants without a degree from an English-language university must also submit TOEFL scores.

Contact the director of graduate studies in the School of Mass Communications for additional information and mailing instructions.

Students may also choose to enroll in the VCU-Fudan University double master’s degree program. These students take required courses at both Fudan University in Shanghai and at VCU in Richmond, Va. The program requires a minimum of 31 credits: 18 are from VCU’s School of Mass Communications and the remaining 13 credit hours — preparatory foundation courses and the thesis supervision are taken at Fudan University’s School of Journalism. Upon completion of all requirements, students in this double master’s degree program will receive both the M.S. in Mass Communications from VCU and the Master of Literature from Fudan University.

 

 

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Last update: 9/6/2013

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