The Master of Arts in Digital Media and Public Relations program addresses the educational needs of professionals in digital media, communication officers, and public relations specialists in government bodies, public institutions, and private companies. The program combines two core fields: digital media and public relations. It aims to equip students with comprehensive knowledge and the skills necessary to develop their abilities in media and public relations professions. This includes managing digital media tools and platforms, designing and producing content for digital media and public relations, reputation management, content creation and development. Additionally, the program seeks to enhance graduates' capabilities in scientific research, academic writing, and critical thinking about emerging communication and media issues.
The vision of the Master of Arts in Digital Media and Public Relations program is aligned with the vision of the college and university. The program aspires to lead in digital content creation, public relations management, and advertising. It aims to integrate creativity with advanced technology and cutting-edge research to prepare qualified professionals at the level of the United Arab Emirates.
The mission of the Master of Arts in Digital Media and Public Relations program is to prepare outstanding national professionals in digital media and public relations. These professionals will possess theoretical knowledge and practical skills in managing, designing, and producing media content for digital platforms, public relations, advertising, and digital marketing. They will also be skilled in web analytics and social media platforms, developing research and academic publishing skills, and being prepared to pursue doctoral studies.
The program's curriculum focuses on developing the knowledge and skills of graduates to pursue careers in the following fields:
Second Year |
First Year |
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Fourth Semester (6 CR.H) |
Third Semester (9 CR.H) |
Second Semester (9 CR.H) |
First Semester (9 CR.H) |
Electives Course (Focus Area 1, Focus Area 2) |
Applied Statistics in Media and Communication (0601615E) |
Seminar in Digital Media and Public Relations (0601614) |
Advanced Communication and Media Theories (0601610) |
Thesis 2 (0606692) |
Electives Course (Focus Area 1, Focus Area 2) |
Web and Social Media Analytics (0601613E) |
Digital Media Ethics and Law (0601611) |
|
Thesis 1 (0606691) |
Electives Course (Focus Area 1, Focus Area 2) |
Advanced Research Methods in Media and Communication (0601612) |
Course No
Course Title
CR.H.
Prerequisite
Core Courses (18) CR.H.
0601610
Advanced Communication and Media Theories
3
0601611
Digital Media Ethics and Law
3
0601612
Advanced Research Methods in Media and Communication
3
0601613E
Web and Social Media Analytics
3
0601612
0601614
Seminar in Digital Media and Public Relations
3
0601610 & 0601612
0601615E
Applied Statistics in Media and Communication
3
0601612
Elective 3 Courses:
Students have the option to select 3 courses (9) CR.H. from within or across any of the 2 designated focus areas.
Focus Area- Digital Media (9) CR.H.
0601620
Digital Media Innovation and Social Transformation
3
0601611
0601621E
Digital Media Management
3
0601611
0601622
Communication and Digital Media Strategies
3
0601611
0601623E
Digital Media Production
3
0601611
0601624
Media, Culture And Society
3
0601610
Focus Area – Public Relations and Advertising (9) CR.H.
0603630E
Digital Public Relations and Advertising
3
0601614
0603631
Strategic Communication
3
0601610
0603632
Crises and Risk Communication
3
0601610
0603633E
Advertising and Digital Marketing
3
0603630E
0603634
Corporate Image and Brand Management
3
0603631
Thesis Compulsory (6) CR.H.
0606691
Thesis 1
3
(18 CR.H.)
0606692
Thesis 2
3
0606691
College of Communication and Media
Al Ain University
P.O.Box: 64141
Al Ain - UAE
Phone No: +971 3 7024888
Fax No: +971 3 7024777
E-mail: Communication@aau.ac.ae