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 | Know the concepts of communication and media sciences, theories, ethical considerations, and legal frameworks. | QFE 1, 3, 8 |
| 2 | Explain the fundamental principles of scientific research in the fields of communication and media. | QFE 2, 3, 5, 8 |
| 3 | Analyze emerging phenomena as well as communication and media issues. | QFE 2, 9, 11 |
| 4 | Uses new technology throughout all phases of media materials production. | QFE 4, 5, 7, 10, 11 |
| 5 | Create specialized media content while adhering to professional, ethical standards, and media laws. | QFE 6, 7, 9, 10, 11 |
| 6 | Works within a team to accomplish assigned tasks. | QFE 4, 5, 7, 9, 10, 11 |
| 7 | Explain the role of public relations in crisis and risk management facing institutions. | QFE 2, 3, 4, 5, 7, 8, 11 |
| 8 | Practice the functions of public relations, activities, and strategies in various fields. | QFE 3, 4, 5, 7, 10, 11 |
| 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 | |
| 0408100A | Introduction to Psychology | 3 | |
| 0408101A | Physical Education & Health | 3 | |
| 0409100A | Ethical Awareness | 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 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 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 |
