The Liberal Studies and Communications Technology Department is a department under the Faculty of Applied Arts. The department services all liberal (compulsory) courses enshrined in the CTVET document and others mandated by the university in its philosophy. The liberal courses taught by the department include Entrepreneurship, African Studies, Communication Skills, and others, such as Research Methods, French, Critical Thinking, and Law.

PROGRAMMES OFFERED BY THE DEPARTMENT OF  LIBERAL STUDIES AND COMMUNICATION TECHNOLOGY

• Master of Technology (MTech) in Communication and Brands Management
• Master of Technology (MTech) Multimedia Communication 
• 4-Year Bachelor of Technology in Public Relations with Digital Communication 
• 4-Year Bachelor of Technology in Graphic Communication 
• 2-Year Diploma in Public Relations

1. MASTER OF TECHNOLOGY IN (MTech) IN COMMUNICATION AND BRANDS MANAGEMENT 

The MTech in Communication and Brands Management is an innovative, industry-aligned graduate programme designed to equip students with advanced knowledge and practical skills in strategic communication, branding, and digital media. The programme emphasises competency-based learning and practice-oriented approaches, in line with ATU’s mission to produce work-ready graduates capable of offering technical and creative solutions in a dynamic business environment.

Uniquely positioned at the intersection of communication, technology, and consumer psychology, the programme integrates emerging trends such as drone communication, digital
analytics, and multimedia branding. Students engage in hands-on learning through a media lab, an industry-standard multimedia studio, and project-based coursework that bridges theory with real-world application.

• Objectives/Prospects

The MTech in Communication and Brand Management aims to provide students with comprehensive knowledge and technical skills necessary to succeed in the dynamic fields of communication and branding. The programme is designed to equip students with the ability to design and conduct both qualitative and quantitative research to generate insights into consumer behaviour and brand performance.

Students will acquire the technical expertise required to analyse communication data using a range of modern technological and analytical tools. In addition, the programme will develop students’ ability to apply multimedia technology in solving real-world communication and branding challenges. Through these
objectives, the programme ensures that graduates are well-prepared to make informed, strategic decisions in various professional settings.

Below are some key job prospects:

1. Media Personnel

Graduates can work as journalists, news producers, content creators, editors, or broadcasters in various media, including radio, television, and online platforms. With their strong communication skills and understanding of audience engagement, they will be equipped to produce compelling and impactful media content.

2. Marketing Professionals

Roles in marketing, such as marketing officers, campaign strategists, or digital marketers, involve creating and managing promotional campaigns, analysing market trends, and understanding consumer behaviour. Graduates will apply branding strategies and digital tools to position products and services in competitive markets effectively.

3. Advertising Executives

In advertising agencies, graduates can work as account managers, creative directors, copywriters, or media planners. They will use their skills in messaging, visual communication, and consumer psychology to craft advertisements that resonate with target audiences.

4. Brand Managers

Brand managers are responsible for developing and maintaining a company’s brand identity. Graduates will be able to analyse brand performance, oversee marketing campaigns, and ensure consistency across all communication channels to strengthen brand equity.

5. Academic Researchers and Lecturers

With a solid foundation in research design and communication theory, graduates can pursue academic careers. They may engage in teaching at tertiary institutions or conduct research in areas such as consumer behaviour, branding, digital communication, and media studies.

6. Communication Officers in MMDAs

Metropolitan, Municipal, and District Assemblies (MMDAs) require communication professionals to handle public relations, stakeholder engagement, and community outreach. Graduates can help
shape public messaging, manage crises, and promote development initiatives effectively.

7. Communication Specialists in Trade and Manufacturing Industries

In industrial sectors, communication professionals play a vital role in internal communication, brand promotion, corporate social responsibility (CSR), and public engagement. Graduates will help these industries maintain strong relationships with stakeholders and build positive brand images.

8. Digital and E- Commerce Specialists

As digital platforms become central to commerce, graduates can work in roles such as social media managers, content strategists, digital branding consultants, and e-commerce marketing analysts.
They will use data analytics, SEO, content creation, and social media tools to drive online visibility and sales.

• Entry Requirements

1. Prospective applicants must hold a first degree in communication studies, marketing, public relations, or a related field, with a minimum of a second-class lower division.
2. Candidates with a pass and industry experience of at least two (2) years will be required to partake in an entrance interview for admission consideration.
3. International students will be subjected to the requirements above and must have their certificates evaluated by GTEC to meet the existing requirements.

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2. 4-YEAR BACHELOR OF TECHNOLOGY (BTech) IN PUBLIC RELATIONS WITH DIGITAL  COMMUNICATION 

This programme will enable graduates who leave the institution’s corridors to explore the developmental role of public relations in our society and start to grow their own businesses. The business startups and sustainable growth will create employment for themselves and others in the country.

Again, the programme is a response to the growing demand in Ghana and elsewhere for professionals and entry-level employees trained and skilled in communication-related careers, such as public relations practitioners and technicians, and others. For example, the media and financial industries in Ghana and other African countries have experienced significant growth since the early 2000s, and with this have come the increased need for employees trained in various media and communication-related skills. The proposed programme will help meet this growing demand.

The Bachelor of Technology programme in Public Relations with Digital Communication helps students to advance their careers. The programme seeks to provide training that focuses on the students creating, running, and managing a business. The BTech in Public Relations with Digital Communication will enable students to develop and manage their own businesses or utilize their skills within an existing company to help that company expand into new areas.

• Objectives/Prospects

The objectives of the Bachelor of Technology in Public Relations with Digital Communication programme are:

• To prepare students for careers requiring post-secondary and tertiary professional training in Public Relations.
• To prepare graduates to take up entry-level or intermediate positions in the Public Relations-related industry.
• To provide students with the skills to diagnose and solve PR problems.
• To provide students with an environment conducive to practical training in Public Relations and Digital Communication-related fields.
• To motivate students to explore the developmental roles of digital communication in our society.
• To provide students with relevant training and skills for digital marketing and advertising.
• To be well-equipped to assist industries that need the services of PRs, digital marketers, or advertisers

Below are some key job prospects:

1. Public Relations Officer

Responsible for managing an organization’s public image, communicating with the media, handling press releases, and building positive relationships with stakeholders.

2. Corporate Communications Executive

Oversees internal and external communication strategies within the company, ensuring consistent messaging across all channels and supporting the brand’s reputation.

3. Media Relations Specialist

Acts as the liaison between an organization and the media, organizing press events, writing media kits, and ensuring favorable media coverage.

4. Communications Officer (NGOs)

Works in non-governmental organizations to promote campaigns, raise awareness, and manage donor and public relations through storytelling and advocacy messaging.

5. Church or Faith-Based Organization Communicator

Handles communication strategies, event publicity, and public outreach for religious organizations to build community engagement and promote their mission.

6. Health Communications Officer

Works in hospitals or health institutions, developing health promotion messages, coordinating public health campaigns, and managing patient and public communication.

7. Educational Institution PR Officer

Manages communication for universities, colleges, or schools, handling student recruitment messaging, alum relations, and academic event promotions.

8. Government Public Affairs Officer

Engages in official communications for ministries, departments, and public institutions—crafting public announcements, speeches, and handling media inquiries.

9. Social Media Manager

Develops and implements social media strategies for organizations, creating content, engaging with followers, and monitoring online brand presence.

10. Event and Promotions Manager

Plans, manages, and promotes events, launches, and campaigns, ensuring they align with the organization’s image and reach the right audience.

11. Entrepreneur / PR Consultant

Starts a personal PR or media consultancy, offering freelance services in brand management, social media strategy, and corporate communication.

12. International Communications Specialist

Applies communication skills in international NGOs, embassies, or multinational companies, often working in cross-cultural settings or remotely.

13. Lecturer or Academic Researcher

Pursues teaching or academic research in higher education institutions, with a focus on public relations, media studies, or communication science.

• Entry Requirements

Applicants must have one of the following academic requirements to be admitted to the degree programme.

1. GCE ‘O’ Level: Five (5) credits including English Language and Mathematics, plus at least two (2) GCE ‘A’ level passes and a pass in the General paper is an advantage.
2. Senior Secondary School Certificate Examination: Six SSSCE passes with an aggregate of 24 or better in three core subjects (Mathematics, Science, and English Language) and any three electives, with a minimum grade of C6.
3. Other diplomas deemed equivalent to (2) or (3) years of the above will be considered on merit. (Holders of Diploma in Public Relations will enter at level 300 for first-class and second-class upper holders, whereas others will enter at level 200. Holders of HND will enter at level 300.)
4. West African Senior Secondary Certificate Exams (WASSCE). Six credit passes in three core subjects (Mathematics, Science, and English Language) plus three electives.
5. Matured Students (25 years or over) must have ONE of the following:
   1. Five (5) passes in GCE ‘O’ Level or School Certificate credits, including English Language and Mathematics.
   2. Holders of Teachers’ Post-Secondary School Certificate (3 years).

• Five (5) passes in West African Senior Secondary Certificate Exams (WASSCE), including English Language and Mathematics.