National Student Advertising Competition members discuss strategy for their Meta Quest campaign

Digital Marketing Communications, Advertising and Public Relations concentration

Messaging and Marketing

Our program in Digital Marketing Communication, Advertising and Public Relations combines insight, strategy, creativity and marketing. It centers around creating advertising and public relations messaging and content that connects with various audiences based on their world views.

A Variety of Career Paths

Every great campaign, from conceptualization to implementation to evaluation, requires a combined strategy of marketing communications, advertising and public relations. Our Digital Marketing Communications, Advertising and Public Relations concentration delves into the details of what makes some content rise above the rest. 

The Digital Marketing Communications, Advertising and Public Relations concentration expands on the foundations and transitions between traditional and digital advertising and public relations while helping students hone in on their unique interests in emerging areas like social and mobile media and experiential areas. Our curriculum is project-driven, focused on problem-solving through working with real-world clients. Students create portfolio-worthy materials that demonstrate their skills in insight, strategy, creativity, and evaluation, all of which are essential in a competitive job market.

Graduates leave with real, hands-on experience that will set them apart in a variety of industry. With strong communicators needed in nearly every field, there is an exceptionally diverse range in careers that can come from a journalism and mass communications degree in strategic communication.


The Digital Marketing Communications, Advertising and Public Relations concentration features a structure that equips students with core writing and design skills in their first years before exploring more focused areas such as strategic campaigns, strategy and message development, content creation and research insights.

Quick Resources

A Versatile Skillset

  • A journalism degree in the Digital Marketing Communications concentration enables graduates to enter countless industries in many versatile roles. Some jobs that students may land include:

  • Marketing and Public Relations Director

  • Content and Advertising Manager

  • Account Executive

  • Digital Media Strategist

  • Social Media Manager

  • Digital Communication Manager

  • Brand Strategist

  • Research Analyst

  • Creative Director

Welcome to Campaigns!

Strategic Campaigns is the capstone course of the Strategic Communication concentration. Students spend the semester creating a campaign for a real client and present to the client at the end of the semester.

Industry Opportunities

The skills taught in the Digital Marketing Communications concentration expand beyond the boundaries of just one industry. Some industries that graduates may work in include:

Public Relations
Health care
Integrated Marketing Communications
Digital Media
Higher Education
Public Policy
International Affairs
Student in dress shirt and tie wearing a mask works on a laptop

Potential Job Outlook

With a wide range in skills comes a range of occupations. Featured below are potential job titles that a student who completed the Digital Marketing Communication concentration may hold after graduation.

U.S. Bureau of Labor Statistics, 2021
Job TitleAvg. Annual SalaryJob Growth Outlook
Advertising, Promotions, and Marketing Manager$141,49010% (as fast as average)

Public Relations Specialist


11% (faster than average)

Public Relations and Fundraising Manager$118,43013% (much faster than average)

By the Numbers

Students in this concentration (2020)
Current growth rate for Advertising, Promotions & Marketing Managers

The Agency

Students gain real-world experience in The Agency, a full-service PR agency located within the J-School. Students work in various roles creating campaigns for clients on a national scale. There are additional opportunities to participate in national competitions and connect with industry professionals.
An agency student assists another with their work during a meeting