Bachelor of Public Relations and Advertising (BA PRA)

The Bachelor of Public Relations and Advertising trains specialists in two fast-moving and highly competitive professions. Over four years students build practical skills in media relations, marketing research, crisis communication and campaign work, alongside the strategic understanding needed to manage a communication function or run their own agency.

The Bachelor of Public Relations and Advertising is a University of Zambia qualification designed to produce public relations and advertising specialists.

The programme builds a deeper understanding of public relations and advertising so that graduates can apply that knowledge in managing PR and advertising enterprises, and in applied research aimed at solving the challenges the communication industry faces. PR and advertising skills matter across both government and the private sector, and the curriculum reflects that breadth — covering media relations, marketing research, crisis communication, customer care, and print and broadcast production.

It is a four-year programme at ZQF Level 7, carrying 480 credits.

Public relations and Advertising are among the key sectors with the potential to contribute to Zambia's economic and democratic development. More specifically, they are major catalysts for economic and business growth.

Zambia has recorded a rapid increase in business and economic activity over recent years. That growth challenges organisations to find more innovative ways of engaging with their publics and communicating information about their products. The programme responds by offering a range of courses matched to different student aspirations in PR and advertising, equipping graduates with in-depth knowledge, hands-on skills and a working understanding of the key issues organisations face — and preparing them for management careers in two fast-moving and highly competitive professions.

The Zambian economy depends largely on business and commercial enterprise, and government has continued to invest across sectors including media, telecommunications, film, transport and mining. Public relations and advertising exist in almost every one of them. As the country develops, specialist expertise is needed to develop and run communication campaigns in government, the private sector and non-governmental organisations. Graduates are also well equipped for self-employment as corporate communication specialists and managers, and the programme provides a basis for advanced training in specialised areas of public relations and advertising.

The programme enables learners to develop critical knowledge and skills for their academic advancement and for the professional delivery of services that meet societal needs, through the exploration of contemporary issues, theories and practical skills in the practice of public relations and advertising using multimedia, old and new media.

On completion of the programme, graduates will be able to:

demonstrate knowledge and a critical understanding of the well-established principles of public relations and advertising, and of the way those principles developed
apply concepts, principles and skills outside the context in which they were first studied, including in varied contexts where appropriate
apply systematic, extensive and comparative knowledge and understanding of public relations and advertising studies as a whole, and of its links to related subjects
apply knowledge of the main areas of enquiry in public relations and advertising
apply a range of established techniques to initiate and undertake critical analysis of information, and to propose solutions to problems in the field of public relations and advertising
communicate public relations and advertising information, arguments and analysis effectively, in a variety of forms and media, to different audiences and publics

Four Years (8 Semesters)

To be admitted to the Bachelor of Public Relations and Advertising, a candidate must:

satisfy the General University Entrance Requirements of the University of Zambia, unless granted exemption in accordance with regulations
satisfy the particular requirements prescribed by the School of Humanities and Social Sciences for this programme of study, unless granted exemption in accordance with regulations
be selected for the programme

School of Humanities and Social Sciences requirement

Applicants must obtain five (5) O-Level credit passes in the Zambian School Certificate, or an equivalent qualification, made up as follows:

Group 1 — Compulsory

English Language

Group 2 — Any THREE of the following

Geography
History
Mathematics
Business Studies or Commerce or Economics or Principles of Accounts
Bible Knowledge or Computer Studies or Literature in English or French or Religious Education or Zambian Languages
Food and Nutrition or Home Economics or Home Management
Art or Art and Design or Design and Communication or Music or Computer Studies
Civic Education or Development Studies
Additional Mathematics

Group 3 — Any ONE of the following

Agriculture, Agricultural Science, Biology, Chemistry, Combined Science, Design Technology, Geology, Geometrical and Building Drawing, Geometrical and Mechanical Drawing, Human and Social Biology, Metal Work, Physical Science, Surveying, Wood Work, Zoology

Undergraduate Fees

A. Zambians, Refugees, Students from the SADC region, and Resident Permit Holders

Study Programme Type	Tuition Fees Per Academic Year
Art-Based	K25,808.00

B. International Students

Study Programme Type	Tuition Fees Per Academic Year
Art-Based	K51,363.00

C. Other/User Fees

Type of Fees	Amount	Period
Registration	K40.00	Per Year
Examination	K50.00	Per Course
Recreation	K300.00	Per Year
Medical	K200.00	Per Year
Caution Fee	K210.00	Paid by 1st Years only once at entry (non-refundable)
Technology	K194.00	Per Year
Record Card Fee	K50.00	Paid by 1st Years only once at entry
Student Union Fee	K90.00	Per Year
Academic Fee	K20.00	Per Year
Library Fee	K250.00	Per Year
Student ID	K200.00	Per Year paid by all students
Graduation	K100.00	Per Year paid by graduating students
Accommodation	K5,850.00	Per Year (only students with University Accommodation)

D. Part-Time Students (Zambian, SADC, Refugee Status)

(i) Zambian, SADC, and Refugees Status Students

Study Programme Type	Tuition Fees Per Academic Year	Half Course Per Academic Year
Science-Based	K6,452.00	K3,226.00

(ii) International Students

Study Programme Type	Tuition Fees Per Academic Year	Half Course Per Academic Year
Science-Based	K12,841.00	K6,420.50

Please note that tuition fees are paid in four installments as indicated below:

The initial installment is 25% of the tuition fees, plus all other/user fees paid at registration
The second installment is 25% of the tuition fees paid at the end of the first term
The third installment is 25% of the tuition fees paid in the second term
The last installment is 25% of the tuition fees is paid before writing the final examination.

Payments can be made at any Zambian National Commercial Bank using a bill muster form. For any further inquiries, kindly contact the Customer Relations Officer on cell phone numbers: 097-744-6064, 096-118-3008, 095-520-3203, or email customerrelations@unza.zm.

Applications for the Bachelor of Media and Journalism Studies are submitted through the University of Zambia Online Application Portal (OAP). Apply using the Online Application link below:

Online Applications

Before you begin:

- Have a valid email address and your NRC or passport number ready.
- You can retrieve a saved application at any time using your Application ID together with your NRC or passport number.
- Once submitted, Step 1 cannot be edited, so review those details carefully before moving on.
- An applicant account is created for you, and your applicant number is sent to you by email.

For this programme, you will be selecting the School of Humanities and Social Sciences, and then Bachelor of Media and Journalism Studies.

Step 1 — Begin your application

Select the School you are applying under, then the intake period, then the specific programme. Your applicant account is created at this point and your applicant number is emailed to you.

Step 2 — Complete your personal details

Upload a recent passport-size photograph and fill in the required fields. Fields marked with an asterisk must be completed before you can move on.

Step 3 — Enter your academic qualifications

Capture your subjects and grades exactly as they appear on your certificate or statement of results.

Step 4 — Upload supporting documents

Provide clear, legible copies of:

Your Grade 12 / School Certificate results, certified by the Examinations Council of Zambia (ECZ) for local qualifications
National Registration Card or passport
Disability certificate, where applicable
Personnel data form, for UNZA staff and their dependants only
Step 5 — Pay the application fee

The non-refundable application fee is payable by bank card through the portal's secure checkout, or by bank deposit using the Bill Master slip generated by the portal. Ensure you obtain and retain your UNZA receipt.

Step 6 — Review and submit

Check every section for accuracy, then submit. You can return to any earlier step to make corrections before submitting, except Step 1.

Need help?
University of Zambia, Registrar's Department
Great East Road Campus, P.O. Box 32379, Lusaka 10101, Zambia
+260 211 250871 / +260 211 251593 / +260 211 291777-8
registrar@unza.zm

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Bachelor of Public Relations and Advertising (BA PRA)

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