Public Relations, Advertising, and Digital Marketing

Introduction

This concentration guides students to master strategic communication skills that matter today and shape tomorrow. It equips students with essential knowledge, expertise, and ethical grounding for success in creating and implementing communication campaigns that integrate advertising, public relations, and digital marketing. Students learn practical skills in shaping narratives to community needs and organizational goals, building relationships and credibility, and driving meaningful social change.

Courses combine academic rigor with real-world challenges in the strategic communications professions, focusing on how and why they impact culture and society. Students strengthen oral, written, and collaborative skills, and practice critiquing and creating content to influence public opinion, develop brand identity and loyalty, and engage diverse audiences. Students build foundational competencies in strategic communication that can serve any field or industry.

Career Opportunities

The Public Relations, Advertising, and Digital Marketing concentration provides a gateway to career paths in strategic communication for corporate, agency, non-profit, and governmental organizations. Through evaluating, planning, and creating strategic messaging and campaigns, students gain the knowledge and skills to enter these exciting and influential fields. Some of the job opportunities include:

Public Relations

PR Assistant, Junior Publicist, PR Coordinator, Publicist, Account Manager, Media Relations Manager, Social Media Manager, Public Affairs Officer, Public Information Officer, Communications Specialist, Corporate Communications Manager, Media Relations Director, Social Responsibility Director, Promotions Director, Fundraising Manager, Events Coordinator
Advertising

Copywriter, Advertising Manager, Art Director, Media Planner, Creative Director, Graphic Designer, Account Executive, Sales Specialist, Account Manager, Brand Analyst
Digital Marketing

Social Media Coordinator, Content Marketing Manager, Digital Strategist, Marketing Director, Brand Manager, Product Marketing Manager, Promotions Manager, Research Analyst, E-Commerce Manager

Meet Communication Alumni

An alumni from UIC stands on the staircase of an airplane and smiles

The Communication program at UIC was instrumental in shaping my professional path. Through coursework in strategic communication and media, I gained a strong foundation in crafting clear, effective messaging across channels. These skills directly support my work in Public Relations at a major U.S. airline, where accuracy, clarity, and responsiveness are essential.

Todor S., BA, Communication | Consumer Public Relations Specialist, Corporate Communications, United Airlines

A student with short dark hair and a long sleeve black shirt against a white wall

The Communication major at UIC gave me a strong foundation in public relations and brand storytelling. I learned how to think strategically about audience, messaging, and media, skills I now use daily in my marketing role to shape and adapt brand narratives across platforms while maintaining a clear, consistent voice.

Melissa S., BA, Communication | Marketing Coordinator | Social Media Manager, Peugeot Saveurs North America

An alumni stands on the Chicago riverwalk in chily weather

The UIC Communication program was one of the best decisions I made during my academic journey. Professors and courses were designed to foster growth and encourage exploration of goals beyond academics. It helped me develop a clear vision for real-world experiences and prepared me for a career in marketing. The program offered a diverse range of courses, allowing me to enhance my knowledge and better understand the professional landscape.

Itzel E. BA, Communication | Client Relationship Account Manager, Gannett USA Today Network

Build Career Skills

A National Alliance on Mental Illness campaign collateral with blue background

PR Campaigns respond to real life problems | COMM 360

Students tackle requests for proposals sourced from O’Dwyers PR and practice the PR process on real clients’ challenges. They research and strategize to develop detailed PR campaign plans, resulting in credible job-hunting materials. Students have proposed awareness and risk reduction campaigns for mental Illness, problem gambling, and nicotine use, as well as tourism
marketing campaigns for states, cities, and vineyards.

Potential Courses

In this Concentration, you may choose courses from the following list to meet all or part of your major requirements, and electives. Select courses that interest you most or that will help your career aspirations. Students are not expected to take all the listed courses.