Department Overview

The Department of Public Relations and Marketing Communications at Central University offers a rigorous and forward-looking undergraduate program designed to meet evolving communication demands in Sierra Leone and globally. The B.Sc. (Hons) in Public Relations and Marketing Communications integrates communication theory, media strategy, branding, and digital engagement to prepare students for both academic excellence and professional leadership.

Positioned at the intersection of mass communication and strategic marketing, the department fosters critical thinking, research competency, and practical know-how. Our faculty combines academic depth with industry insight, offering students a balanced, evidence-based approach to learning. Graduates are prepared to serve in varied sectors—corporate, nonprofit, public, and entrepreneurial—as credible, ethical, and impactful communicators.

Programme Objectives

• Provide a conceptual and practical foundation in public relations, strategic communications, and marketing
• Develop applied skills in campaign design, audience analysis, content creation, and crisis communication
• Nurture ethical sensitivity and cultural awareness in professional communication practices
• Strengthen students’ research, analytical, and strategic planning abilities
• Encourage innovation in media use, digital storytelling, and brand development

Curriculum Overview

This four-year (eight-semester) curriculum is structured to build progressively from fundamentals to advanced communication management.

Year 1: Foundational Knowledge

• Introduction to Communication Studies
• Media Literacy and Communication Ethics
• Fundamentals of Public Relations
• English Composition and Applied Grammar

Year 2: Theory to Practice

• Public Speaking and Presentation Techniques
• Marketing Principles and Consumer Behavior
• Writing for Media and Public Relations
• Advertising & Creative Communication Strategies

Year 3: Strategic Development

• Integrated Marketing Communications (IMC)
• Digital Media & Web Analytics
• Crisis and Risk Communication
• Research Methods in Communication

Year 4: Professional Integration

• Strategic Communication Planning
• Global PR & Brand Management
• Industry-Based Internship or Independent Capstone Project
• Campaign Development and Evaluation

Teaching and Learning Methods

The program adopts a student-centered and inquiry-driven pedagogy:

• Lectures and Seminars: Grounded in current communication theory and global case studies
• Labs and Media Workshops: Including writing labs, video/audio editing, and campaign simulations
• Fieldwork and Industry Exposure: Through structured internships and collaborative projects
• Peer Reviews and Presentations: Fostering reflection and audience-based adaptation

Facilities & Academic Resources

• A fully equipped media production studio for digital storytelling, video editing, and podcast creation
• Digital library with access to key academic journals, eBooks, and PR/Marketing databases
• Partnerships with national and regional communication agencies for applied learning
• Licensed communication software for campaign development and media monitoring

Career Pathways

Graduates of this program will be well-positioned for roles such as:

• Public Relations Officer / Corporate Communications Executive
• Marketing Communications Strategist
• Digital Content Creator / Social Media Manager
• Brand Manager or Advertising Coordinator
• Media Relations or Crisis Communication Consultant
• Communication Research Analyst

Entry Requirements

Direct Entry:

• Minimum of 5 WASSCE/GCE O-Level credits, including English
• Preferably includes business studies, literature, or social sciences

Mature Entry:

• Minimum age 25 with a minimum of 3 years of relevant experience
• Must pass a university-administered aptitude test and oral interview

Why Study PR & Marketing Communications at Central University?

• First in Sierra Leone to offer a dedicated dual-focus degree in PR and Marketing Communications
• Academic rigor matched with practical orientation and professional exposure
• Engagement with industry-standard tools and contemporary communication platforms
• Emphasis on ethics, cultural intelligence, and societal impact
• Faculty with both research credentials and applied field expertise

How to Apply

Applications are accepted twice annually. Prospective students may apply:

• Online via www.central.edu.sl
• In person at the Central University Admissions Office, Mile 91

Application Checklist:

• Certified academic transcripts and certificates
• Two recent passport-sized photographs
• National ID or birth certificate
• Statement of purpose (maximum 500 words)