The aim of the Bachelor of Mass Communication in Public Relation is to establish a solid foundation for its students on the essential elements, principles, and foundations of public relations and approaches for relationship building, stakeholder and media management. Students will learn about the latest international developments in the field of public relations and be given practical opportunities to develop their skills, enabling them to be competitive in the labor market after graduation.
| No. | Program Learning Outcomes | Aligned with L7 QFE Descriptors |
|---|---|---|
| 1 | Identifies what are the public relations and organizational aspects of professional and ethical application. | QFE 1,3,11 |
| 2 | Determines the role of public relations in crisis management and risks. | QFE 2,4,8 |
| 3 | Analyzes the problems of facing public relations and media relations along with their resolutions. | QFE 4,6 |
| 4 | Manifests the roles of strategic planning in public relations. | QFE 9 |
| 5 | Employs the skills of scientific research in developing plans for public relations and ways of developing them. | QFE 5 |
| 6 | Employs modern technology to document public relations between different organizations. | QFE 7,9,10 |
| Course No | Course Title | CR.H. | Prerequisite |
|---|---|---|---|
| First: General University Education (33) C R.H. | |||
| (1) Compulsory Courses (27) CR.H. | |||
| 0102120 | Computer Skills | 3 | |
| 0201111A | Science and Life | 3 | |
| 0401120 | English (1) | 3 | |
| 0401121 | English (2) | 3 | 0401120B |
| 0405100 | Arabic Language | 3 | |
| 0406110 | Islamic Culture | 3 | |
| 0409103 | UAE Studies | 3 | |
| 0501170A | Fund. of Innovation and Entrepreneurship | 3 | |
| 0508203A | Scientific Research Methodology | 3 | |
| (2) Elective Courses (6) CR.H. | |||
| The student is required to choose Only One course from each of the following groups: | |||
| (a) Society and Civilization (3) CR.H. | |||
| 0406100 | Arabs and Muslims’ Contributions to Arts & Science | 3 | |
| 0408101A | Physical Education & Health | 3 | |
| 0409100A | Ethical Awareness | 3 | |
| 0408100A | Introduction to Psychology | 3 | |
| 0409102A | Environmental Awareness | 3 | |
| (b) Managerial Skills (3) CR.H. | |||
| 0303100 | Law and Society | 3 | |
| 0408103A | Thinking Skills | 3 | |
| 0408104 | Self-Assessment | 3 | |
| 0501100A | Introduction to Time Management | 3 | |
| 0501150 | Leadership and Teamwork | 3 | |
| Second: Compulsory College Requirements (51) CR.H. | |||
| 0102411A | Multimedia | 3 | 0102120 |
| 0405312A | Literary and Artistic Criticism | 3 | |
| 0501200A | Principles of Management | 3 | |
| 0504200A | Marketing Management | 3 | |
| 0506423A | Web Design | 3 | 0102120 |
| 0509100 | Principles of Economics | 3 | |
| 0601200 | Introduction to Traditional and Digital Journalism | 3 | |
| 0601201 | Mass Communication Law and Ethics | 3 | 0601200 |
| 0601202 | Mass Media in the UAE | 3 | |
| 0601203 | Introduction to Political Science | 3 | |
| 0601204 | Communication Theories | 3 | |
| 0602200 | Introduction to Advertising | 3 | 0509100 |
| 0602201 | Introduction to Fine Arts | 3 | |
| 0602202 | Digital Photography | 3 | |
| 0602203 | Mass Comm. Research Methods | 3 | 0508203A |
| 0603200 | Introduction to Public Relations | 3 | |
| 0603201 | Public Opinion | 3 | 0603200 |
| Third: Specialization Courses (39) CR.H. | |||
| (1) Compulsory Courses (30) CR.H. | |||
| 0603310 | Writing for Public Relations | 3 | 0603200 |
| 0603320 | Protocol and Etiquette | 3 | 0603200 |
| 0603330 | Public Relations Management | 3 | 0501200A& 0603200 |
| 0603340E | International Public Relations | 3 | 0401121 & 0603200 |
| 0603350 | Media Production | 3 | 0603310 &0603200 |
| 0603360E | Online Public Relations | 3 | 0401121 & 0603200 |
| 0603470 | Organizational Communication | 3 | 0501200A& 0603200 |
| 0603480 | Case Studies in Public Relations | 3 | 90 CR.H. |
| 0603490 | Internship Internship for Public Relations | 3 | 90 CR.H. |
| 0603499 | Graduation Project for Public Relations | 3 | 90 CR.H. |
| (2) Elective Courses (9) CR.H. | |||
| 0601462 | The Art of Diction | 3 | 0601204 |
| 0602302 | Integrated Marketing Communications | 3 | 0602200 |
| 0603202 | The Art of Persuasion | 3 | 0603204 |
| 0603450 | Public Relations Campaigns | 3 | 0603200 |
| 0603460 | Dialogue and Negotiation Mangt. | 3 | 0603200 |
| 0603461 | Public Relations and Social Media | 3 | 0603200 |
| 0603481 | Organization of Special Events | 3 | 0603200 |
| Course Code | Course Name | Textbook Title | Name of Authors | publisher | Year of Publication |
|---|---|---|---|---|---|
| 0603310 | Writing for Public Relations | Translation d. Fayed Rabah, d. Mai Khaja | Writing for PR format and style | University Book House | 2009 |
| 0603320 | Protocol and Etiquette | Dr. Fadel Al BadraniRivett, R. & Whittington, Bob | The art of etiquette in building social and diplomatic relationsDiplomatic Protocol: Etiquette, Statecraft & Trust | University Book HouseWhittles Publishing | 20152017 |
| 0603330 | Public Relations Management | Dr. Mustafa Humaied Altaei Jaishri Jethwaney & NN Sarkar | Management and communication activities in public relationsPublic Relations Management | Dar Osama - JordanSterling | 20172017 |
| 0603340E | International Public Relations | Dr. Manal HelalTuncer , M. Umut | International Public RelationsInternational public relations: practices and approaches (ed) | Al - Masirah Publishing & Distribution HousePeter Lang | 20152018 |
| 0603350 | Media Production | Muhammed Nagi AljawharPaul Dwyer | Traditional and electronic media materialsUnderstanding Media Production | University Book HouseRoutledge Publisher | 20132018 |
| 0603360E | Online Public Relations | Haig, MattKelleher, TomSandra Duhé | E-PR: the essential guide to public relations on the Internet.Public relations online: Lasting concepts for changing media.New media and public relations, 3nd | Kogan Page Publishers.Sage publications.Peter Lang International Academic Publishers | 200020072017 |
| 0603470 | Organizational Communication | Dr. Mohamed Gohar Joep P. Cornelissen | Organizational CommunicationCorporate Communication: A Guide to Theory and Practice | University Book HouseSage Publications- | 20152017 |
| 0603480 | Case Studies in Public Relations | Judy VanSlyke Turk and John Paluszek | Public Relations Case Studies from Around the World | Peter Lang Inc., International Academic Publishers | 2017 |
| 0603460 | Dialogue and Negotiation Management | Hussein Tarawneh Mehdi Said Al - AzzawiSteve Gates | Negotiation and conflict resolution management Negotiation Engineering: A Practical Guide to Negotiation Techniques, Persuasion and Goal CompletionThe Negotiation Book: Your Definitive Guide to Successful Negotiating | University House for Publishing and DistributionCulture for publication and distributionWiley | 20162015 |
| 0603461 | Public Relations and Social Media | Public relations and social networks | Osama Publishing House | Dr. Husien Mahmoud | 2015 |
| 0603481 | Organization of Special Events | Khaled Al AmeriLynn Fuhler | Managing conferences, celebrations, festivals and exhibitionsSecrets to Successful Events: How to Organize, Promote and Manage Exceptional Events and Festivals | Dar El Farouk For Cultural Investments - CairoFlying Compass Press | 20082016 |
| 0102411 A | Multimedia | Multimedia design and production | Tariq Esmael Mohammed, Translation of Nasruddin Ayadi and Sadiq Rabeh | Dar AL Afaq Almushreqa | 2018 |
| Multimedia Foundations: Core Concepts for Digital Design | Vic Costello | 2nd2016 | |||
| 0506423A | Web Design | Responsive Web Design with Adobe Photoshop | Dan Rose | Adobe Press | 2015 |
| 0601200 | Introduction to Journalism | Introduction to traditional and digital journalism | Dr. Hussein Ali Ibrahim Al Falahi | University Book House | 2017 |
| 0601201 | Mass Communication Law and Ethics | Laws and ethics of media work | Dr. Hosny Mohamed Nasr | University Book House | 2017 |
| 0601202 | Mass Media in UAE | Media in UAE | Dr. Fawzia Al Ali | Al Falah Library | 2016 |
| 0602200 | Introduction to advertising | Advertising foundations and principles | Dr. Alnoor Dafullah Ahmad | University Book House | 2016 |
| 0602201 | Introduction to Fine Arts | Gateways to Art: Understanding the Visual Arts | Debra J. DeWitte , Ralph M. Larmann , M. Kathryn Shields | Thames & Hudson | 2015 |
| 0602202 | Digital photography | Secrets of Digital Photography (5 Parts) | Scott Kilby | Arab Science House | 2014 |
| 0602203 | Mass Communication Research Methods | Media Research Methods | Dr. Saad Suleiman Al Mashhadani | University Book House | 2017 |
| 0603200 | Introduction to Public Relations | Introduction to Public Relations | Dr. Reham Ali Noir | University Book House | 2017 |
| 0603201 | Public Opinion | Introduction to public opinion | Dr. Kamil Khurshid | Dar Osama | 2015 |
