B.A. in Journalism and Media Studies: Public Relations and Marketing
Prague, Czech Republic
BA
DURATION
3 years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
Sep 2026
TUITION FEES
USD 36,679 *
STUDY FORMAT
On-Campus
* for Non-EU | for EU 31,781 USD
Key Summary
About the Concentration
The Public Relations and Marketing concentration focuses on developing skills needed for success in PR & Marketing. You will learn to use the power of sophisticated written and spoken language as well as digital marketing tools. The Public Relations and Marketing concentration provides students with expertise in the increasingly multidisciplinary world of advertising and PR in media.
While capitalizing on the students’ capabilities in content creation and media analysis acquired in their Journalism major subjects, the concentration broadens the students´ ability to formulate a marketing and PR strategy based on market research, create unified branding which will communicate a desirable image to the stakeholders and share it across a full variety of both traditional and digital media platforms. The modules lead students to develop analytical and business skills that allow them to evaluate the reach and impact of their campaigns.
Study Journalism and Media Studies in the heart of Europe
Prague was at the crossroads of a divided Europe during the Cold War, and now instead the city has become an open and welcoming cosmopolitan capital in New Europe for all nationalities with a number of domestic (in English-language or in Czech) and international media organizations based here. AAU’s student body includes students from many countries across Europe and Euroasia, the Americas, the Middle East, etc. with an equally diverse faculty with various areas of substantial expertise.
Beyond the classroom students can create and host internet radio programs on Soundbricks, contribute or produce the bi-annual student magazine Lennon Wall, or join any number of the student clubs concerned with environmental or other social issues. The Career Center also regularly invites media professionals to meet our students helping to ensure numerous internship opportunities in the Czech Republic or abroad.
By taking advantage of these opportunities students can finish the degree in Journalism & Media Studies having gained a solid background combining academic rigor and practical experience, and an appropriate internship in a desired field for the future.
Graduates of the B.A. in Journalism and Media Studies: Public Relations and Marketing can expect to:
- Have theoretical, methodological and conceptual knowledge of the field of journalism and communications, complemented by interdisciplinary knowledge of political, economic, social and humanities disciplines.
- Have the following capabilities and skills:
- seek out, evaluate the reliability of, and work with information,
- work in traditional and new digital media in an online work environment,
- master the fundamentals of economic, cultural and investigative reporting,
- public speaking and moderating,
- intercultural communication.
- Possess the following competencies: work independently and in teams, including international teams, coordinate team activities to achieve set goals, communicate findings, problems and solutions to the domestic and international public in English in both written and verbal form, and persistently pursue their own professional development
Below, you can find the study plan for the B.A. in Journalism and Media Studies: Public Relations and Marketing as well as a list of courses available to choose from.
General Education Module Courses
General Education: English Communication
- Composition I
- Composition II
- Introduction to Politics (Politics I)
- Computer Information Systems
- Introduction to Sociology
One course from the following: Comparative Religions / Introduction to Law / Political Philosophy I / Introduction to Philosophy
One course from the following: What is History? / World History I / World History II / European History I / European History II / Introduction to Literature
Major Module
- Introduction to Media Studies
- Introduction to Reporting I
- Introduction to Media Theory
- Visual Culture
- Intro to Psychology
- Intercultural Communication
- Media in Democracy
- Media Ethics
One course from the following: Introduction to Film Studies / Introduction to Film Literacy
One course from the following: Topics in Media Studies: Media, Sports and Society / Media and the War on Terror
On top of that students are also required to complete the Thesis Seminar, Internship, and Thesis module.
Concentration Module Courses
Choose 1 course from each group listed below:
Group A
- Introduction to Marketing
Group B
- Public Relations
Group C
- Marketing Communications
- Advertising Strategies in Media
Group D
- Public Speaking
- Decision Making
Group E
- Writing for Social Media – News Lab
- Cultural Journalism
Group F
- Digital Marketing
Group G
- Introduction to Social Media Marketing
- International Marketing
- Brand Management
Open Elective Module Courses
Students can choose 3 elective courses offered by any AAU School.
AAU graduates thrive in multinational environments and are able to communicate professionally in English to international audiences. As a graduate of this degree program, you will be well-equipped to continue your studies or pursue a global career in areas such as:
- Various forms of print and web media
- Cultural Management
- Reporting or Diplomacy
- Humanitarian Government and Nonprofit Organizations
- Education
- research
- Publishing
AAU journalism students gain valuable professional experience through internships with leading media and communications organizations, such as: Prague Morning, Radio Free Europe, expats.cz, Project Syndicate, Havas.
For Perspective Students
- First-Year Honors Scholarship
- Bilateral Recognition Scholarship
- External Distinction MA Scholarship
- Alumni Scholarship
For Current Students
- Merit-Based Scholarship
- Accommodation Scholarship
- Lennon Wall Journalism Scholarship
- Art Studio Exhibition Scholarship
- Curatorial Final Exhibition Project Scholarship
- Social Scholarship
- Entrepreneurship Competition Scholarship
- Community Engagement Scholarship
- Emergency Student Fund
- President's Scholarship
- Bring a Friend Referral Program