Over the past five years, the College of Journalism and Mass Communications has expanded its curriculum, experiential learning opportunities and industry partnerships to prepare students for careers in a rapidly evolving media landscape. By introducing new courses, redesigning existing offerings and strengthening collaborations with industry and academic partners, the college has positioned itself as a leader in training the next generation of media professionals in emerging fields such as media production, sports promotion, advertising sales and strategic communication.
A key focus has been on aligning coursework with industry demands, ensuring that students graduate with the skills necessary to succeed in competitive job markets. In response to the increasing demand for professionals in sports media, the college has expanded course offerings and experiential learning opportunities in sports promotion and media production. The Pepsi Unlimited Sports Lab, which opened in 2023, has provided students with hands-on experience in sports broadcasting, positioning them for careers in play-by-play announcing, live production and digital sports media. These efforts have contributed to a steady increase in student employment in sports media roles post-graduation.
The advertising sales course was redesigned to focus on social influence and value proposition, providing students with a modernized understanding of sales, fundraising and underwriting in media industries. Additionally, a pop-up course on freelancing and entrepreneurship in media and strategic communication was developed to give students insight into building independent careers. To further support students interested in media entrepreneurship, the college has partnered with UNL’s entrepreneurship programs, helping students refine ideas and develop business models for media-related ventures.
The college has also emphasized expanding opportunities in media production and broadcasting, both through curriculum enhancements and strategic industry partnerships. To support student training in media production, the college has prioritized hiring a full-time technical director to oversee TV studio operations and mentor students in production roles. The renovation of the Don and Lorena Meier Studio and the expansion of Nebraska Nightly and KRNU’s multimedia capabilities have further enhanced student training in broadcast media, ensuring that graduates are prepared for careers in live production, studio management and technical direction.
In fall 2023, the college launched a minor in advertising and public relations, initially enrolling six students. Interest in the minor grew rapidly, reaching 115 students by spring 2024, reflecting strong demand for strategic communication education among non-majors. This expansion has contributed to greater interdisciplinary engagement across the university, allowing students from a variety of academic backgrounds to develop expertise in advertising and public relations.
To prepare students for careers in esports media, broadcasting and marketing, the college gained approval in spring 2024 to offer an undergraduate certificate in esports, launching in fall 2025. The program will provide specialized training in esports production, event management and digital content creation, addressing the growing demand for professionals in competitive gaming and sports communication.
This certificate expands the college’s sports media curriculum, complementing hands-on learning opportunities in the Pepsi Unlimited Sports Lab and live sports production. It also supports interdisciplinary interest in esports across campus, positioning the college as a leader in esports education and media production.
In addition to these efforts, the college has incorporated special topics and pop-up courses as a strategic part of the curriculum to address industry trends. These courses offer students opportunities to explore emerging and cutting-edge fields, such as drone journalism, player branding in esports and advertising in healthcare. Since 2020, the college has offered 21 unique pop-up courses, with 1,013 students enrolling, equipping them with skills needed for success in industries such as esports, digital media and healthcare advertising.
The college has also introduced 113 unique special topics courses, covering subjects like live streaming content creation, data analysis for media professionals and Google News tools for journalists. With 2,214 student enrollments since fall 2020, these courses have provided students with essential industry knowledge, preparing them for the fast-paced and ever-changing media landscape.
As the media landscape continues to evolve, the College of Journalism and Mass Communications remains committed to preparing students for dynamic careers in media production, sports promotion, advertising sales and strategic communication. By strengthening partnerships with industry leaders, expanding experiential learning opportunities and aligning coursework with emerging career pathways, the college is ensuring that its graduates are not only prepared for today’s job market but are also well-positioned to lead the future of media and communication industries.
| Target | (20-21) | 21-22 | 22-23 | 23-24 | 25-26 |
| Increase broadcast majors in media production by 10% | 83 | 86 | 90 | 88 | 100 |
| Increase broadcast minors by 30% | 33 | 41 | 32 | 33 | 20 |
| Increase minors in advertising and public relations to 20 by 25-26 | • | • | • | 6 | 89 |
