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BA (Hons) Communications: Advertising & PR

Richmond, The American International University in London
Program overview
4 years
Full time
Bachelor's degree
Scholarships available
Start dates
September 2022

January 2023

September 2023

January 2024

About this program

BA (Hons) Communications: Advertising & PR

For this program, it’s vital to have a grounding in the principles of communication. During the first two years of the degree, all Communications students at Richmondtakethe same core courses.

With our inter-disciplinary approach, you’ll be taken on an exploration of topics which involve communication, such as business, sociology and visual culture as well as studying the principles of marketing and PR and self-representation in the media. Small class sizes with an international cohort of students will give you a broad perspective. You’ll have the opportunity to listen to guest lecturers from the communications industry, providing their views on the latest trends and innovations.

The third and fourth years of this program are devoted to more specialisation in Advertising and Public Relations, when you’ll have the option to choose electives from an array of exciting topics, including Celebrity, Fan Culture and the Media, the Psychology of Fashion and Luxury Goods and Advanced Digital Video.

Not only that, you’ll also have the opportunity to put your ideas into practice by pursuing an internship with a leading communications company or global organisation.

Admission requirements

  • A Levels: 96 UCAS points
  • US High School Diploma (or equivalent): 2.5 GPA minimum (on 4.0 scale)
  • International Baccalaureate: 24 IB points (year 1)
  • BTEC National Diploma: MMM
  • Completion of Year 12-13 International equivalent secondary school qualification with a minimum gradeaverage of grade of Cincluding mathematics and English.

For more information about admission requirements, please visit the university website.

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Program content

Year 1


  • Foundations of Mass Media & Communications
  • Foundations of Business
  • Tools for Change
  • Research and Writing I

Plus one of the following:

  • Foundations of Sociology
  • Foundations of Media Production: Sonic Media

Plus one of the following:

  • Visual Thinking
  • Narratives of Change

Year 2


  • Introduction to PR Practice
  • Introduction to Advertising Practice
  • Advertising, PR and the Media
  • Introduction to Writing for the Media
  • Research and Writing II
  • Change in Practice
  • Data Analysis for Social Change

Plus one of the following:

  • Introduction to Visual Culture
  • Intercultural Communications
  • Digital Society
  • Intro to Filmmaking

Year 3


  • Principles of Advertising and PR
  • Mass Communications and Society
  • Communications for PR and Advertising
  • Principles of Marketing
  • Social Research

Plus one of the following:

  • Video Production
  • Cultural Theory
  • Creating Digital Images
  • Celebrity, Fan Cultures, and the Media
  • Psychology of Fashion and Luxury Goods
  • Consumer Behaviour

Plus one of the following:

  • Service Learning: Digital Collaboration
  • Service Learning: Leadership in a Changing World
  • Service Learning: Environment and Society
  • Service Learning: Global Citizenship and Migration

Year 4


  • Senior Seminar 1
  • Senior Seminar 2
  • New Media
  • Advertising and PR Campaigns
  • Senior Project
  • Media Ethics and Law

Plus one of the following:

  • Web Design
  • International Cinema
  • Advanced Digital Video
  • Propaganda: History & Image
  • Digital Marketing and Social Media

Scholarships & funding

Several scholarship options are available. Please check the university website for more information.


  • £9,250 (UK/EU)
  • £14,750 (INT)
  • $38,000 (US)


  • 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

Career paths

Graduate Destinations

Below is a list of where some of the graduates of this program have gone on to work.

  • BBC, Bloomberg L.P
  • EMI Music
  • 19 Entertainment
  • Omnicom
  • MediaCom
  • Viacom
  • Disney Television International

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About this institute

Richmond, The American International University in London

At Richmond, The American University in London we offer a Liberal Arts education renowned for its flexibility and broad-based curriculum. We have campuses in two of London’s premier area – Richmond and Kensington. Our Liberal Arts approach is designed to...

Read more about this school

Why study at Richmond, The American International University in London

  • Our multi-disciplinary Liberal Arts degree programmes for undergraduates
  • Our international and specialist education for postgraduates
  • The UK university where you can graduate with both a UK and US degree
  • Exceptional teaching – our students put Richmond in the top five London universities for overall satisfaction levels on the quality of the course – 2021 National Student Survey (NSS)
  • Experience life in London, the top student city in the world
  • Accredited Internships to enhance your employability
  • Scholarships – making studying with us more affordable
  • Study Abroad opportunities for undergraduates on a global scale

Contact info

Richmond, The American International University in London

Richmond Hill Campus
Queen’s Road
TW10 6JP London
United Kingdom

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Message the school

Want to know more about BA (Hons) Communications: Advertising & PR? Fill out the following form and we'll pass your details on to a representative from the school, who will respond to your enquiry.


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