Mass Communication in Public Relations

Program Mission:

The College of Communication is committed to providing a teaching and learning environment that complies with local and international quality assurance standards. It is obliged to provide high-quality specialized educational programs in order to produce competent, talented and skillful media graduates, who are qualified for innovation and leadership, and capable of using digital communication technology. The college is devoted to promoting effective community collaboration and partnership in the field of media training and scientific research, in order to encompass the needs of labor market.

 

Program Learning Outcomes

Upon completion of the program, the graduates will be able to:
– Show an understanding of mass communication theories and concepts as applied to public
relations practice
– Use relevant methods and processes of mass communication in producing public relations materials.
– Integrate current media trends and critical approaches in promoting public relations programs.
– Appraise mass communication and public relations practices based on current underlying
principles, regulations, and standards.
– Create a collaborative public relations communication campaign that exemplifies the
processes of social and ethical responsibility.

Summary of Courses and distribution of Total Credits

Requirements Credit hours
Compulsory Elective Total
General education requirements (compulsory and elective) 15 12 27
Program requirements (compulsory and elective) 60 12 72
Concentration Core requirements (compulsory and elective) 18 9 27
Total credit hours 93 33 126
              Compulsory General Education Requirements (15 credits)
# Course Code Course Title Credit Hours
1.         COM-1143 English Communication Skills 3
2.         COM-1123 Arabic Communication Skills 3
3.         HUM-1613 Islamic studies 3
4.         HUM-1633 UAE society 3
5.         LSS-2483 Innovation & Entrepreneurship 3
General Education Elective Requirements (12 credit hours)
# Course Code Course Title Credit Hours
1. COM-1153 Composition and writing  reports in Arabic 3
2. MTH-1223 Principles of Statistics 3
3. ICT-1313 Computer applications 3
4. LSS-1473 المنطق و التفكير الناقد 3
5. LSS-1463 Ethics and Citizenship Rights 3
6. LSS-1743 مدخل إلى العلوم السياسية 3
7. LSS-1723 Introduction to Psychology 3
8. LSS-1733 Introduction to Sociology 3
9. LSS-1853 Introduction to Environmental Science 3
10. HUM-2623 Introduction to Human Studies 3
11. COM-1113 Academic Writing 1          3
12. COM-2123 Academic Writing  2   3
13. COM-1133 Public Speaking 3
14. MTH-1213 Mathematics (Algebra)  3

 

Compulsory Program Requirements (60 credit hours)
# Course Code Course Title Credit Hours Pre-Requisite
1.         MPR-2353 Mass Media in the United Arab Emirates 3 NA
2.         BNS-2353 Web and Multimedia 3 NA
3.         MPR-1113 Introduction to Mass Communication 3 NA
4.         MPR-2713 Integrated Marketing Communication 3 NA
5.         MPR-1413 Writing for Digital Media &Editing 3 NA
6.         MPR-1133 Communication Theories 3 MPR-1113
7.         MPR-1153 Introduction to Graphic Design 3 NA
8.         MPR-2443 Media Writing in English 3 COM-1143
9.         MPR-2213 Media Ethics and Legislation 3 NA
10.     MPR-2433  Media Translation 3 COM-1143
11.     MPR-3223 Public Opinion and Propaganda 3 NA
12.     MPR-3233 Communication Research Methods 3 MPR- 1133
13.     MPR-3613 Digital Photography 3 NA
14.     MPR-3313 Regional and International Organizations 3 NA
15.     MPR-3643 Advanced Graphic Design 3 MPR-1153
16.     MPR-3633 Audiovisual Production for Public Relations 3 NA
17.     MPR-4143 المجتمعات الافتراضية 3 NA
18.     MPR-4733 Persuasion Strategies 3 NA
19.     MPR-4813 Work placement 3 Completion of 105 Credit Hours
20.     MPR-4913 Graduation Project 3 Completion of 105 Credit Hours

 

Elective program requirements (12 credit hours)

# Course Code Course Title Credit Hours Pre-Requisite
1.         MPR-3323 Arab & International Media 3 NA
2.         MPR-3353 Communication Technology 3 NA
3.         MPR-3583 Strategic Communications 3 NA
4.         MPR-3533 Media Management 3 NA
5.         MPR-4523 الإعلام وإدارة الأزمات 3 NA
6.         MPR-4543 الاتصال المؤسسي  3 NA

 

Core Courses (18 credits)

# Course Code Course Title Credit Hours Pre-Requisite
1.         MPR-1123 Introduction to Public Relations and Advertising 3 NA
2.         MPR-4423 Writing for Public Relations 3 MPR-1413
3.         MPR-4513 Public Relations Management and Advertising  3 MPR-1123
4.         MPR-4563 Planning and Implementing Public Relations Campaigns 3 MPR-1123
5.         MPR-4573 Protocol & Etiquette 3 MPR-1123
6.         MPR-4663 Media Production for Public Relations 3 MPR-3633
Elective Core Courses (9 credits)
# Course Code Course Title Credit Hours Pre-Requisite
1.         MPR-3723 Digital Social Marketing 3 MPR-2713
2.         MPR-4313 International Public Relations  3 MPR-1123
3.         MPR-4553 Organizing Public Relations Functions 3 MPR-1123
4.         MPR-4623 Online Public Relations 3 MPR-1123
5.         MPR-4713 Specialized Topics in Public Relations 3 MPR-4513

1st year - 1st semester

Code Course Title Credit Hours Pre-requisite
COM-1143 English Communication Skills 3 NA
COM-1123 Arabic Communication Skills 3 NA
MPR-1113 Introduction to Mass Communication 3 NA
MPR-1123 Introduction to Public Relations and Advertising 3 NA
MPR-1153 Introduction to Graphic Design 3 NA

COM-1143 English Communication Skills (3-0-3):- This course is designed to improve the basic communication skills of students necessary for effective and efficient communication. The subject aims to equip the students with the appropriate communication skills required in conversations, group discussions, meetings, interviews and presentations, as well as to explore topics on verbal and non-verbal communication.

Pre-requisite(s): NA

COM-1123 Arabic Communication skills (3-0-3):-The course aims to provide the student with written and oral abilities that help him to use the language correctly; To achieve through it his purposes and connections with others. And to be able to analyze all the texts and extract the ideas in them that help him to know and elicit facts in all aspects of his life.

Pre-requisite(s): NA

MPR-1113 Introduction to Mass Communication (3-0 -3): The course deals with the concept and levels of communication, communication models, characteristics and functions of mass communication, the historical development of printed, audio, and visual mass media globally and locally, the characteristics of each medium, its social, and cultural role, with a brief presentation of the most important communication theories that contributed to understanding the effects of mass communication. It also deals with the comparison between traditional and new media, and the most important ethical aspects in the work of mass communication.

Pre-requisite(s): NA

MPR-1123 Introduction to Public Relations and Advertising  (3-0-3) :- This course introduces the concept of public relations as the process of managing internal and external communications in governmental and private organizations, the development of the public relations profession during the past seven decades, the characteristics of a successful public relations practitioner, the concept of advertising, and its importance as one of the components of the promotional mix, the objectives of advertising, and its social and economic dimensions, types of advertising, its functions and strategies, and the relationship between advertising and public relations, the ethics of the profession in public relations, how to manage customer relations, its practical steps for managing customer relations, and case studies in public relations and advertising.

 Pre-requisite(s): NA

MPR -1153 Introduction to Graphic Design (2-2-3): The course deals with an overview of the history of graphics, then a presentation of the most prominent contemporary trends in graphic design, and the different schools of design. The design process and its elements. Graphic design applications in print, television, and interactive media, design software through practical training using Photoshop.

 Pre-requisite(s): NA

1st year – 2nd semester

Course Code Course Name Credit Hours Pre-requisite
ICT-1313 Computer applications 3 NA
HUM-1613 Islamic studies 3 NA
MPR-1413 Writing for Digital Media &Editing 3 NA
MPR-1133 Communication Theories 3 MPR-1113
LSS-1723 Introduction to Psychology 3 NA

ICT-1313 (3-0-3) Computer applications: This course is one of the primary courses (beginners) designed to familiarize university students with the basics of using computers. It aims to provide students with the skills of using computers and information technology necessary to create, process and transmit information to gain the necessary experience to meet the requirements of the post-school and postgraduate stages in their various fields.

 Pre-requisite(s): NA

HUM-1613 (3-0-3)   Islamic studies: –  The concept of Islamic culture, the components and characteristics of Islamic culture, the origin and concept of religion, Islam’s position on science, the statement of the concept of Islamic belief, Islam’s position on misguided sects, Islamic Sharia and sources of legislation in Islam, pillars of faith, Islam’s position on deviant sects, Islamic Sharia and sources of legislation in Islam, characteristics of Islamic legislation, refutation of doubts about some legislations such as polygamy, women’s rights, and limits in the economy: work and earning, money and property, characteristics of the economy, worship in Islam, their types, importance and effects on the soul and society, ethics in Islam, their usefulness, importance and effects on the soul and society, Ethics in Islam, its usefulness and importance, the challenges of Islamic culture, the intellectual invasion, secularism, globalization, and how to confront its dangers in the celebrated fields, economically, politically, socially and culturally.

Pre-requisite(s): NA

 

MPR 1413 Writing for Digital Media &Editing (2-2-3) :-

The course deals with media editing for traditional media and digital media in terms of knowing the difference between writing and media editing, and the rules of traditional and digital media editing. The student does the practical application by teaching him how to write a press release, how to write and conduct dialogue, write a report and reportage, and analyze published media materials.

 

MPR-1133 Communication Theories (3-0-3): –

The course deals with communication theories: their concepts, stages of development, and classifications. Philosophy of communication and media systems that ruled the media during previous eras: power theory, freedom theory, social responsibility theory, communist theory, free sect philosophers and their ideas, free sect and the press, communication theories under the concept of changes and influences in the communicative environment, direct influence theories and their effects on the recipients of the media message, theories of the audience’s use of the media, theories of the communicators and their role in the communicative process, theories of the influence of violence in television programs, theories of moderate influence of mass media, some modern theories in the media, new theories in electronic media, new media theories and the reality of the effects of traditional and new media on individuals and society.

MPR-1113

LSS-1723  Introduction to Psychology :- The course presents the appropriate limit of psychological knowledge, insight into theoretical and methodological issues and problems of psychology, and the results of the research of contemporary psychological schools of basic principles and results, and the correction of many common psychological concepts, and misconceptions about this science, so that the learner can benefit from the achievements of this science In developing his performance, work and productivity skills, and rationalizing his relationship with himself and with others in the various fields of specialization and work.

Pre-requisite(s): NA

2nd year - 3rd semester

Course Code Course Name Credit Hours Pre-requisite
HUM-1633 UAE society 3 NA
MPR-2353 Mass Media in the United Arab Emirates 3 NA
MPR-2443 Media Writing in English 3 COM-1143
MPR-2213 Media Ethics and Legislation 3 NA
MPR-2713 Integrated Marketing Communication 3 NA

HUM-1633 UAE society (3-0-3):-

This course deals with the study of human societies in general and deals in particular with the general features and main components of the society of the United Arab Emirates, the geographical location, the population and its growth, the qualitative and general composition, as well as the economic and geographical aspect of the population. It deals with family aspects, the family and tribal system, and the course deals with the nature of services provided to society before and after the oil phase, in addition to studying the role of cultural, educational and media institutions and the services they provide to the Emirati community, and the internal and external future visions of the UAE.

Pre-requisite(s): NA

MPR- 2353 Mass Media in the United Arab Emirates) 3-0-3): –

This course deals with the historical development of the media in the UAE since the founding of the state, the role of the Emirati press in raising awareness of the importance of the union, technical and professional development, material capabilities and manpower, editorial policy, the role of the Emirati press in addressing local issues, the role of the media in raising awareness of steps to establish Al-Ittihad, the role of the Emirati media in building the identity of the United Arab Emirates, the contents of the various Emirati media on issues of identity and belonging to the UAE.

Pre-requisite(s): NA

MPR- 2443 Media Writing in ENGLISH (2-2-3) :-

This course introduces students to the concept of media writing and the difference between the styles of media writing and that of scientific and literary writing. The course also aims to help students learn the writing mechanisms for different media outlets, the differences between writing for the eye and writing for the ear, and the standard formats of scripts in both radio & TV.

Pre-Requisite(s): COM-1143- English Communication Skills

MPR 2213 Media Ethics and Legislation (3-0-3):-

The course introduces the student to all concepts and definitions related to various media legislation and laws, the pillars of freedoms in media ethics and legislation, guarantee of media freedom, the right to practice the profession, economic guarantees and guarantees related to the practice of the profession, the most important press and media honor codes, examples of legislation in some Arab and foreign countries, and case studies.  It also dwells on issues of media freedom and responsibility, issues of privacy and property rights, criteria for assessing media sustainability, and Internet governance.

Pre-requisite(s): NA

MPR-2713 Integrated Marketing Communication (3-0-3) :-

The course deals with integrated marketing communications: their concepts, importance, and need in the face of new means of competition, the emergence and development of integrated marketing communications and its relationship to the elements of the marketing mix, integrated marketing communications, and its communication, marketing and integrative dimensions, components of integrated marketing communication, marketing communications planning. It also covers the areas of  integrated, public relations within the framework of the integrated marketing communications system, social networking sites as new means of integrated marketing communication in exchange for traditional means, obstacles to integrated marketing communications: purchasing decision, types of purchasing decisions, stages of the purchasing decision process, methods of purchasing decision-making, participants in purchasing roles, factors affecting the study of final consumer behavior, models for studying consumer behavior: the model of Engel, Kollat and Blackwell, Kollat, Engel Case Studies on companies using integrated marketing communications My Company Model: GoPro “ Domino’s Pizza” chain

Pre-requisite(s): NA

2nd year: 4th semester

Course Code Course Nameق Credit Hours Pre-requisite
LSS-2483 Innovation & Entrepreneurship 3 NA
LSS-1733 Introduction to Sociology 3 NA
BNS-2353 Web and Multimedia 3 NA
HUM-2623 Introduction to Human Studies 3 NA
MTH-1223 Principles of Statistics 3 NA

LSS-248 Innovation & Entrepreneurship (3-0-3): –

The course is an interactive introduction to the concepts of innovation, innovation-based concepts, entrepreneurial growth, and leadership in business. Therefore, it highlights three modules on Design Thinking, Entrepreneurship, Growth, and Leadership needed to prepare students’ competency in innovation and entrepreneurial projects, with examples located in the context of the UAE.

Pre-requisite(s): NA

 

LSS-1733 Introduction to Sociology (3-0-3):-

This course aims to shed light on the axes of interest in sociology, as the science that is concerned with the study of society, and its phenomena, relationships and social interactions, an organized scientific study. The sociology of Ibn Khaldun and Auguste Comte and the comparison between them, the knowledge of social systems, especially the family system, the systematic construction of sociology and the research method in sociology.

Pre-requisite(s): NA

 

BNS-2353 Web and Multimedia (2-2-3):-

The course provides students with the skills required to develop web pages and web sites with multimedia content. The course incorporates (i) Hypertext Markup Language (HTML)/XHTML implementation techniques (ii) Cascading Style Sheets (CSS), (iii) basic JavaScript client-side programming and (iv) basic database-driven server-side programming. The multimedia aspect of the course discusses the concepts, manipulation, and integration of the different multimedia components such as sound, video, pictures, and animation into web pages.

Pre-requisite(s): NA

 

HUM-2623 Introduction to Human Studies (3-0-3): –

This course aims to enrich the student’s knowledge experiences about the human sciences by studying human civilization through its various ages, beginning with the prehistoric civilization and historical eras in the ancient East, and identifying the most important civilizational centers that existed in the region. The civilizations that flourished in the Middle Ages, which are represented by the European civilizations in the Middle Ages, following the collapse of the Roman Empire, are also introduced. The course is also exposed to the Renaissance and deals with the awakening of European countries from their deep slumber.

MTH-1223 Principles of Statistics (2-2-3): –  This course deals with the concepts of statistics, sources and methods of data collection, samples and methods of collecting them, organizing data in a frequency table, types of frequency distributions, measures of central tendency, measures of dispersion, measures of kurtosis and skewness, normal distribution, correlation and regression, indices and possibilities.

Pre-requisite(s): NA

3rd year - 5th semester

Course Code Course Name Credit Hours Pre-requisite
LSS-1463 Ethics and Citizenship Rights 3 NA
LSS-1853 Introduction to Environmental Science 3 NA
COM-1153 Composition and writing  reports in Arabic 3 NA
MPR-2433 Media Translation 3 COM-1143
MPR-3583 Strategic Communications 3 NA
MPR-3613 Digital Photography 3 NA
MPR-3633 Audiovisual Production for Public Relations 3 NA
MPR-3643 Advanced Graphic Design 3 MPR-1153

LSS-1463 Ethics and Citizenship Rights (3-0-3): –  The course deals with the concept of ethics; moral doctrines; ethics theories; The meaning of creation linguistically and idiomatically; Ethics: its subject matter, its relation to other sciences, ethics according to philosophers; ethics in Islamic law; Ethical Doctrines and Moral Theories Finally, the concepts of human rights and citizenship will be addressed.:

Pre-requisite(s): NA

LSS-1853 Introduction to Environmental Science (3-0-3): – This course deals with an introduction to ecology in terms of its origin and development, then it is exposed to natural ecosystems and biogeochemical cycles. The relationship between development and the environment and the human role in the depletion of natural resources.

Pre-requisite(s): NA

COM-1153 Composition and writing reports in Arabic (3-0-3): – This course is concerned with training students to acquire the ability to express both types of expression, to be able to express what goes on in their thoughts and surrounds them, which is the final outcome of all kinds of linguistic activity, and it is also the final comprehensive goal of linguistic education on the grounds that language is a process of communication and social interaction.

Pre-requisite(s): NA

MPR-2433 Media Translation (2-2-3): – This course deals with the principles of media translation, the characteristics of the Arabic language compared to that of the English language, the arts and techniques of press translation, common terms and concepts in media work in Arabic and English, translation of political news, translation of economic and financial news, translation of war and disaster news, and practical applications and models.

Pre-Requisite(s): COM-1143- English Communication Skills

MPR-3583 Strategic Communications (3-0-3) :- The course deals with the concept of strategic planning in general and public relations in particular, the elements of strategic planning in public relations, the objectives, and functions of strategic communication in government and private institutions, the methods and means of strategic communication in institutions to face crises, the elements of strategic communication in public relations in contemporary institutions and the efforts made by the departments of the various institutions to achieve the objectives of stakeholders in communication and feedback, the challenges facing strategic communication in the field of public relations, the necessary preparations for planning and implementing programs and campaigns for strategic communication internally and externally, researchers’ attitudes about planning and implementing programs and campaigns for institutional communication internally and externally. It introduces marketing and the marketing process of the organization within the framework of strategic communications, the basic structures needed to apply the principles of strategic planning in light of technological development, strategic communications for public relations within the framework of social responsibility of institutions and community relations, forms and models of communication used in strategic communication in public relations in institutions public and private policies, analysis of models and case studies of strategic communication plans that show how they work and are implemented in different business institutions.

Pre-requisite(s): NA

MPR- 3613 Digital Photography (2-2-3): – The course introduces students to the components and types of digital cameras, methods of imaging using digital cameras, image elements, and components, methods of processing and formats, methods of saving, transferring, and converting, how to edit, print, browse, save and use a digital image in various works, and printing images using a computer.

  Pre-requisite(s): NA

MPR-3633 Audiovisual Production for Public Relations (2-2-3): –  The course deals with the study and production of digital video for public relations and the technical skills necessary to create and add video clips to an integrated public relations campaign, public service advertisements, marketing campaigns, companies, and advertising. Infographic video, motion graphics, and a variety of attractive and impressive videos.

 Pre-requisite(s): NA

MPR-3643 Advanced Graphic Design (2-2-3): – The course deals with the graphic design of the media used by public relations, especially the printed ones, the concept of graphic design theories, its foundations and importance, and the elements on which the design construction is based, as well as graphic design ideas for images (infographics) for media work such as logos, personal cards, and presentations Presentation and marketing paper publications used by public relations in their communication and promotional activities such a flyers, leaflets, brochures and familiarization with the graphic design process to give the student more practical experiences in developing skills using tools, materials and professional methods to create professional images by incorporating graphics Illustrations and other graphics with a focus on computer applications and specific projects to expand creative conceptual and technical skills through computer technologies.

Pre-requisite(s): MPR-1153   

4th year: 7th semester

Course Code Course Name Credit Hours Pre-requisite
MPR-4513 Public Relations  Management and Advertising 3 MPR-1123
MPR-4553 Organizing Public Relations Functions 3 MPR-1123
MPR-4573 Protocol & Etiquette 3 MPR-1123
MPR-4423 Writing for Public Relations 3 MPR-1123
MPR-4313 International Public Relations 3 MPR-1123
MPR-4563 Planning and Implementing Public Relations Campaigns 3 MPR-1123

MPR-4513 Public Relations Management and Advertising ( -:(3-0-3 The course deals with strategic public administration: basic concepts, the relationship between classical and modern public administration and public relations, organization of public relations management, public relations consultancy, technical and administrative aspects of public relations, strategic planning for public relations, public relations programs and public relations strategy. It also deals with public relations and building the mental image in the organization, public relations and crisis management, advertising management and the variables affecting the administrative organization of campaigns and advertising agencies, the internal organization of advertising management, and the foundations on which it is based, advertising agencies and their administrative organization, the services provided by the advertising department to advertisers and business owners, advertising agencies, electronic advertising agencies, electronic advertising planning, and production, presentations, research reports and application forms.

 Pre-Requisite (s): MPR -1123

 MPR-4553 Organizing Public Relations Functions (2-2-3): – The course deals with public relations activities and events in terms of concepts, objectives, characteristics, features, the role of public relations in organizing activities and events, steps for organizing activities and events in public relations, types of public relations activities and events and methods of organizing them, scientific and public conferences, festivals, celebrations and open meetings, exhibitions, public lectures, seminars, workshops, discussion of models and case studies.

Pre-Requisite (s): MPR -1123

MPR- 4573 Protocol & Etiquette (2-2-3): – The course introduces the concept of ceremonies and protocol in modern activities and institutions, types of protocol, the cultural dimension of protocol, methodologies of protocol and ceremonies, types of protocol activities, protocol of official activities, the protocol of informal activities, management of protocol activities, application models.

Pre-Requisite (s): MPR -1123

MPR- 4423 Writing for Public Relations (2-2-3): – The  course deals with the concept and writing style for public relations, the most important rules of media writing, the necessary skills for a writer of public relations, the most important rules for writing for public relations, the rules for writing a letter, memo, e-mail, and administrative report, and the rules for the production of journalistic writing arts such as press release, press report writing rules for digital communications, rules for the production of press releases and news releases, rules for the production of pamphlets and speeches, and public service announcements, rules for the production of presentation texts, rules for the production of documentaries texts, various application models.

Pre-Requisite (s): MPR -1123

MPR-4313 International Public Relations (3-0-3):- This course introduces students to the concepts of international public relations and its importance, the reasons that led to its growth and development, the factors affecting its practice across borders, theories and models that govern its work, the practitioners of international public relations, multinational companies and international public relations, international communication, marketing, and public relations and the challenges that are faced in its practice.

Pre-Requisite(s):  MPR-1123

MPR4563 Planning and Implementing Public Relations Campaigns (2-2-3): – The course deals with media planning: the concept, elements, types, and standards of media planning, media campaign: its concept and its components, characteristics of media campaigns for public relations, methods of planning media campaigns in public relations, types of media campaigns for public relations, technical and administrative aspects of public relations campaigns, implementation steps public relations campaigns, PR campaign management, evaluation of PR campaigns, campaign applications and models.

Pre-Requisite(s):  MPR-1123

4th year: 8th semester

Course Code Course Name Credit Hours Pre-requisite
MPR-4623 Online Public Relations 3 MPR-1123
MPR-4663 Media Production for Public Relations 3 MPR-3633
MPR-4713 Specialized Topics in Public Relations 3 MPR-4513
MPR-4733 Persuasion Strategies 3 NA
MPR-4813 Work placement 3 Completion of 105 Credit Hours
MPR-4913 Graduation Project 3 Completion of 105Credit Hours

MPR-4623 Online Public Relations (2-2-3): –

This course deals with the concept of public relations via the Internet and its application as a tool and a means of communication, with its principles and techniques in the electronic environment. The concept of online public relations is used by different institutions to manage their objectives, functions, activities, media program contents, and their electronic reputation. Practitioners of public relations over the Internet can compare them with traditional public relations between the real and the virtual worlds. Using their tools such as websites, social media platforms, e-mails to review the information and corporate strategies and applications on the Internet, institutions can build interactive communication with their masses.

Pre-Requisite(s):  MPR-1123

MPR-4663 Media Production for Public Relations (2-2-3): – The course deals with the definition of forms of communication and media used in public relations such as press releases, magazines, newsletters, presentations, documentaries, websites, social media pages, and blogs. The arts of producing media materials for public relations and cases and application forms, designing invitations, brochures, public service announcements, pamphlets, and printed and electronic guides are also covered in the course.

Pre-Requisite (s): MPR-3633  

MPR-4713 Specialized Topics in Public Relations (3-0-3): – The course deals with topics proposed by a faculty member, including studies, theories, and concepts related to innovation, entrepreneurship, and modern practices and strategies related to the public relations specialization, which go beyond what has been studied in other courses in the program. The course also includes the study of modern technological programs and tools concerned with the specialization.

Pre-Requisite (s): MPR-4513

MPR-4733 Persuasion Strategies (2-2-3): – The course deals with the definition of the nature of the persuasive process, the theories of persuasion that help in presenting and presenting media contents and behavioral modifications that result from persuasive communication, in addition to the elements of the communicative process, persuasive message strategies, the tactical methods used in them, the persuasive abilities of the media and the public, and persuasive ability, which represents the theoretical base that the communicator must proceed from it in his dealings with the target audience to achieve his goals.

MPR-4813 Work placement (0-30-3): – The course deals with practical field training of students in the mass communication program in public relations in one of the public relations institutions or departments. The student will spend (16) weeks in the practical training, during which he will become acquainted with practical practices in public relations under the supervision of an academic supervisor and another in the field.

 Pre-Requisite (s): Completion of 105 Credit Hours

MPR-4913 Graduation Project (0-3-3): – The student prepares a public relations project in the form of producing an awareness film, research, field study, community, or media program for public relations under the supervision of the course instructor.

Pre-Requisite (s): Completion of 105 Credit Hours

Admission and Registration Requirements

  • A high school certificate issued by the Ministry of Education in the UAE or its equivalent, with a minimum grade point average of 60%.
  • Passing the English Language proficiency exams with minimum scores according to the following:
    1. EMSAT score of 950
    2. TOEFL score of 450
    3. IELTS Academic score of 4.5
  • Passing the Arabic Language profeceincy exam with a minimum score of (1000).

 

Graduation Requirements

To obtain a bachelor’s degree in Mass Communication in Public Relations, a student has to successfully complete 126 credit hours, with a minimum grade point average (GPA) of 2.00 out of 4.00.

The career options for graduates of the program in the United Arab Emirates are many and diverse. Due to the high demand and job vacancy availabilities in the labor market, the study of public relations and mass communication in general has become one of the most attractive and popular university disciplines in recent years within the UAE. This demand has resulted in many job opportunities in many public service and private sector institutions that are concerned with public relations, for example:

  1. Executives for office management and reception for institutional communications.
  2. Managers for planning and organizing activities and events.
  3. Journalists and writers.
  4. Consultants for ceremonials, protocols, etiquette and hospitality.
  5. Consultants in public relations and relationship building with the public.
  6. Consultants for organizing and managing exhibitions.
  7. Producers of documentaries.
  8. Workers in advertisement planning and advertising campaigns.
  9. Workers as research assistants in the academic and scientific research, especially in public polls and consumer research.