Master of Arts in Digital Media and Public Relations

  • Type : Graduate
  • Credit Hours : 33hrs
  • Language : Arabic & English
  • Campuses: Al Ain & Abu Dhabi

Overview

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.

 

Vision:

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.

 

Mission:

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.

 

Program Objectives:

  1. Provide students with advanced theoretical knowledge and concepts in digital media, public relations, and digital advertising.
  2. Equip students with the skills necessary to analyze and critique communication and media phenomena and examine emerging scientific issues.
  3. Prepare students to pursue doctoral studies in communication and media fields, empowering national talents to conduct and develop research and studies.
  4. Train specialized media professionals in digital media, public relations, advertising, and related subfields.
  5. Develop students’ skills in utilizing advanced technologies, software, and tools to comprehend educational materials and produce digital media content.
  6. Foster innovation and adaptability to technological advancements in digital media, public relations, and advertising, applying them in diverse work environments.

Learning Outcomes:

  1. Know the fundamental principles and applications of digital media in communication and public relations.
  2. Understand of ethical considerations and legal frameworks for digital media and public relations.
  3. Master advanced communication skills in digital media and public relations.
  4. Apply critical thinking to evaluate and discuss content and research topics in digital media, and public relations.
  5. Conduct to interdisciplinary scientific research on digital media and public relations.
  6. Gain innovative skills in content creation and digital media management.
  7. Develop creative and innovative ideas for advertising and digital marketing.

Career Opportunities:

The program's curriculum focuses on developing the knowledge and skills of graduates to pursue careers in the following fields:

  1. Researchers and academics specializing in digital media, public relations, and advertising.
  2. Content creators in digital media and platforms.
  3. Specialists in designing and producing digital media, advertising, and public relations.
  4. Experts in governmental communication, reputation management, crisis management, and institutional branding.
  5. Specialists in crisis and risk communication and media management.
  6. Analysts in web and social media platforms.
  7. Experts in digital advertising and marketing.

Guidance Plan

Second Year

First Year

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)

Admission Requirements

Study Plan

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

Print

Graduation Requirements

Course Description

Financial Information

Contact us

Contact Us

 

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

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