Richmond American University London
Advertising and Public Relations BA (Hons)
London, United Kingdom
BA
DURATION
4 years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
TUITION FEES
GBP 17,500 *
STUDY FORMAT
On-Campus
* EU, international & United States | UK full time: £9,250
Key Summary
Saturday, 6 June 2026 2–5pm (GMT) / 9–12am (EDT)
From iconic slogans like “Just do it” to viral phenomena like the #IceBucketChallenge, the world of advertising and public relations has a powerful influence on culture and society. If you’re passionate about creating impactful campaigns and want to shape the narratives that resonate with audiences worldwide, our BA (Hons) Advertising and Public Relations programme is your gateway to a dynamic and successful career in these fields.
This programme is designed to provide you with both the practical skills and theoretical knowledge essential for a thriving career in advertising and PR. The degree is grounded in the fundamentals of communication, and our interdisciplinary approach offers a comprehensive exploration of related subjects such as business, marketing, and visual culture. You’ll also gain hands-on experience with media production, equipping you to excel in media and creative industries.
In the American liberal arts tradition, you’ll choose courses from across various subject disciplines. This multidisciplinary approach ensures you develop a well-rounded perspective, sharpening your critical thinking and analytical abilities, which are essential in the modern job market. It also enriches your personal and intellectual development, fostering a deeper understanding and appreciation of advertising and PR.
At Richmond American University London, you’ll benefit from small class sizes, ensuring personalised attention and fostering a diverse, international learning environment. You’ll engage with guest lecturers who are seasoned professionals in the advertising and PR industry, gaining insights into the latest trends and innovations.
In your final year, you’ll have the opportunity to specialise in your area of interest within advertising and public relations. You’ll create a portfolio of work as part of the senior project that reflects your unique skills and ambitions. Moreover, this programme offers invaluable real-world experience through optional internships with leading communications companies and global organisations.
Our partnership with the Public Relations and Communications Association (PRCA) allows you to join Europe’s largest PR and communications body, granting access to exclusive training, conferences, and networking events.
This career-focused degree equips you with a solid foundation in theory and practice. It offers a unique international perspective by being taught in London—one of the world’s most influential centres for advertising and public relations.
Tuition fee reduction
- Liberal Arts Academic Excellence Award:
£2,500 per year equivalent to ABB/GPA 3.5+ - English Language Award:
£2,500 per year equivalent to 6.0 IELTS 6.0 in all elements
(Students can only be awarded one scholarship)
Bursaries: UK and US students only
Cyril Taylor cash bursary
- £4,000 of cash bursaries throughout your degree
- £1,000 cash bursary per year
Number of awards: 15 UK and 12 US
For more information on the terms and conditions visit our Tuition Fees & Funding webpage.
Year 1 (Level 3)
Modules
- English for Academic Purposes
- Tools for Change
- Research and Writing
Based on your major, choose one or two from:
- Pre-Calculus
- Fundamentals of Computing
- Fundamentals of Business
- Foundations of Sociology
Choose one or two from:
- Endangered Species and Conservation
- History of London
- Foundations of Media and the Arts
Year 2 (Level 4)
Core Modules
- Introduction to Advertising, PR, and Media
- Introduction to Media and Communication
- Introduction to Content Creation
- Research and Writing
Choose one course from Arts and Humanities:
- History of Visual Culture
- Intercultural Communication
- Introduction to Filmmaking
Choose one course from Social and Behavioral Sciences:
- Innovation and Enterprise
- Business Management and Marketing
- Business of Fashion
- Introduction to Psychology
Choose one course from Data/Numeracy:
- Probability & Statistics
- Data Analysis (for non-MTH majors)
Choose one course from Science:
- Biological Basis of Human Behaviour
- Introduction to Programming
- Environmental Science and Society
- Ecology and Conservation
- Earth Systems Science
Year 3 (Level 5)
Core Modules
- Persuasive Communication
- Visual Storytelling
- Communication in Mediated Environments
Choose one course from:
- Video Production
- Marketing Psychology: Navigating the Digital Frontier
- Business Skills in the Digital Age
- Fashion Luxury Marketing and Retail
Choose one course from Service Learning:
- Digital Collaboration
- Leadership in a Changing World
- Environment and Society
- Global Citizenship and Migration
Plus
- Choose two level 5 electives from across the curriculum, outside of your subject discipline
Year 4 (Level 6)
Core Modules
- Contemporary Issues in Global Media
- Creative Campaigns
- Art and Science of Business Presentation
- Senior Project (double credits)
Choose a level 6 Internship or Choose two level 6 courses from:
- Web Design
- Advanced Digital Video
- Environmental Education and Communications
- Digital Marketing and Social Media
- Fashion and Luxury and Brand Management
- Integrated Marketing Communications
- Marketing Planning and Strategy
- Sustainable Development
Choose one level 6 Elective :
- Choose one level 6 elective from across the curriculum, outside of your subject discipline
- Explore the worlds of PR, advertising and communications in London, the hub of the global marketing communications industry
- Learn from experienced academics and guest lecturers who are industry professionals
- Gain vital work experience through an internship chosen from a wide range of leading international organisations in London, the USA and China
- Develop strong communication skills in small classes within an international environment, alongside students from all over the world
- Chance to specialise in electives of your choice which could open up specialist career opportunities for you
Below is a list of where some of the graduates of this programme have gone on to work.
- BBC, Bloomberg L.P
- EMI Music
- 19 Entertainment
- Omnicom
- MediaCom
- Viacom
- Disney Television International
- Flexible Liberal Arts Framework: Develop problem-solving, adaptability, and collaboration skills through a broad, multidisciplinary curriculum that prepares you for diverse career paths
- London as Your Classroom: By studying in London, immerse yourself in the heart of the global marketing communications industry
- Expert Faculty: Learn from a combination of experienced academics and guest lecturers who are active industry professionals
- Practical Experience: Opt-in to gain vital work experience through internships with top international organisations in London or worldwide
- Global Perspective: Develop strong communication and creative skills in an intimate, international classroom setting
- Personal development: Benefit from our partnership with the Public Relations and Communications Association (PRCA), providing professional development and networking opportunities
- Dual Degrees: Graduate with two degrees—one from the UK and one from the US—enhancing your credentials for a global career
Teaching
The course load at level 3 or first year is 24 US credits, equivalent to 96 UK credits. Students will then complete 32 US credits, equivalent to 128 UK credits per academic year.
Approximately 12 hours per week are in class attendance, and 4 hours are guided learning. The guided learning component could include discussion boards, guest lectures, field trips, asynchronous learning, or similar activities.
Teaching mainly takes place in small classes. Our seminar-style teaching, characterised by interactive discussions and active participation, gives the students an opportunity to engage deeply with the material and their peers. The intimate setting allows for personalised attention from professors, enhancing comprehension and retention. Guest lectures enrich the experience by providing diverse perspectives and reinforcing knowledge through practical applications such as quizzes, discussions and debates. This approach supports academic success and cultivates critical thinking and communication skills, preparing students for future challenges.
Assessment
The balance of assessment by examination, practical assessment and assessment by coursework will vary for each programme and will also depend on the optional electives you choose each year and may be subject to change. The assessment methods can involve term papers, portfolios of work, quizzes, mid-semester and final exams, student presentations and general class discussion. Not every component applies to every course, but most do relate to many of the classes that are offered. Many of our courses involve a site visit or require attendance at a public lecture as well.