Journalism and Media Studies: Public Relations and Marketing

The Public Relations and Marketing concentration develops the skills needed for successful careers in public relations and marketing. Students strengthen professional writing, public speaking, and digital marketing skills while gaining expertise in the multidisciplinary world of advertising, public relations, and media.

Building on the content creation and media analysis skills developed through the journalism program, students’ learn to create marketing and PR strategies based on market research, develop cohesive brand identities, and communicate them across traditional and digital media platforms. The concentration also strengthens analytical and business skills, enabling students to measure the reach and impact of their campaigns.

Prague was at the crossroads of a divided Europe during the Cold War, and now the city has become an open and welcoming cosmopolitan capital in New Europe for all nationalities with a number of domestic (English or Czech)  and international media organizations based here. AAU’s student body includes students from many countries across Europe, 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 to the bi-annual student magazine Lennon Wall, or join any number of the student clubs concerned with environmental and 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.

Complete a three-year bachelor’s degree in journalism and media studies with PR and marketing while earning qualifications recognized in both the United States and the Czech Republic. To graduate, students must accumulate 90 US credits (180 ECTS credits) by completing at least 30 courses including an internship and a thesis.

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.

At AAU, each student receives individualized guidance and support in academic planning. Students are assigned an advisor within their school of study who helps them select courses, explore study abroad opportunities, understand transfer credits, and navigate graduation requirements. Working closely with an advisor helps students stay on track and move through their studies with confidence.

Having passed all the required and elective courses, students complete their studies by taking the graduation examination which includes a state exam covering the contents of the major module, a state exam covering the concentration module, and a thesis defense.

For more information on the modular structure and the study program, please contact our admissions team at admissions@aauni.edu.

Graduates of the B.A. in Journalism and Media Studies: Public Relations and Marketing can expect to:

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:

Internships are a required part of the program. Students can complete their internship at companies such as Prague Morning, Radio Free Europe, expats.cz, Project Syndicate, Havas, Magpaper Digital, One Press TV, Czech News Center, a.s., WGEM News, Oko! Magazine, Reluvotion, Radio Prague International, and BlueLink International.

Internship positions have included:

Students outside of Czech Radio with AAU Lecturer David Vaughan, 2026

The Bachelor’s degree awarded is concurrently recognized as a Bachelor of Arts (B.A.) in the United States, per AAU’s accreditation by the WASC Senior College and University Commission, and as a Bakalář (Bc.) in the Czech Republic, per AAU’s accreditation by the National Accreditation Bureau for Higher Education (NABHE). Graduates may select whether to use the U.S. post-nominal or the Czech pre-nominal title.

We provide a wide range of scholarships, tuition discounts, and financial aid options to help make quality education more accessible. To learn more please visit our dedicated Financial Aid and Scholarships page.