public-relations

Public Relations

Program Mission

The Bachelor of Public Relations and Advertising program aims to equip students with the required skills, knowledge and abilities to qualify them so as to be effective and responsible leaders and managers who occupy scientific and professional positions in the communication field anywhere in the whole world. The program works towards qualifying graduates to work in the Public Relations sector in the various organizations and advertising agencies. In addition, it qualifies them to complete their post graduate studies. The program focuses on developing effective communication skills, problem solving, measuring and analyzing the public opinion, understanding the human behavior and working towards realizing success in the various organizations governed by fierce competition.

Credential: Bachelors Degree
Duration: 4 years
Credit Hours: 126
Tuition Fee: AED 825 per credit hour (See detailed fee structure here)
Class Timings:Evening and Weekend
Medium of Instruction: Arabic with 6 courses in English

Learning Objectives of the Program

This Program aims at qualifying graduates to:

  • Effectively acquire practical skills in the field of public relations and advertising
  • Get familiarized with the academic skills required by the labor market
  • Develop the necessary skills to effectively work in the various media means
  • Effectively use the skills of communicating with the audience
  • Master problem-solving, professionally interpret the public opinion and practice the basics of fair competition

The Program Learning Outputs:
By the end of this program, the student shall be able to:

  • Effectively communicate with the audience through public relations and advertising programs whether on the theoretical or practical levels
  • Practically apply the various theories and communication concepts
  • Analyze and interpret the tendencies of public opinion in the field
  • Successfully utilize the skills of public relations and advertising in order to penetrate the labor market
  • Practice critical thinking in order to solve business problems related to public relations and advertising

Public Relations Discipline

General Education Courses (10 courses covering 30 credit hours)

  • Computer Fundamentals
  • English I
  • English II
  • Critical Thinking
  • Environmental Science
  • Science and Life
  • Islamic Studies
  • Introduction to Psychology
  • Study Skills
  • UEA Studies

 

Mandatory Program Courses (13 courses covering 39 credit hours)

Serial # Course Code Course Number Course Name Theoretical Practical CH Academic Level Prerequisite
1. COM 101 Communication Skills 3 3 First
2. COM 102 Arabic Language for Media 3 3 First
3. ECOA 201 Principles Economics 3 3 Second
4. POL 202 Introduction to Political Sciences 3 3 Second COM101
5. SOCA 101 Introduction to Sociology 3 3 Second COM101
6. CIS 204 Computer Applications (E) 2 2 3 Second CIS101
7. RES 201 Research Methods 3 3 Second COM101
8. COM 206 Translation 3 3 Second ENGA102
9. ADV 207 Digital Photography 2 2 3 Second COM101
10. PRA 208 Introduction to Public Relations 3 3 Second COM101
11. ADV 209 Introduction to Advertising 3 3 Second PRA208
12. STA 301 Applied Statistics 3 3 Third COM101
13. COM 401 Public Opinion 3 3 Fourth PRA208

ADV209

 

Elective Program Courses (5 courses selected by the student out of 11 courses covering 15 credit hours)

Serial # Course Code Course Number Course Name Theoretical Practical CH Academic Level Prerequisite
1. HIS 210 History of the Arab Gulf Countries 3 3 Second UAEA201
2. LAW 101 Introduction to Law 3 3 Third POL202
3. ENV 303 Sources of Renewable Energy 3 3 Third COM101
4. COM 304 Social Networking 2 2 3 Third CIS204
5. ADV 305 Basics of Design 2 2 3 Third CIS204
6. ADV 309 Graphic Art 2 2 3 Third CIS204
7. MGT 101 Introduction to Business 3 3 Third COM101
8. LAW 304 Regional and International Management 3 3 Fourth COM101
9. PRA 403 Information Society 3 3 Fourth COM101
10. PRA 412 Organizing Exhibitions and Festivals 3 3 Fourth PRA208
11. ADV 405 Multimedia 2 2 3 Fourth CIS204

 

Mandatory Specialization Courses (10 courses covering 30 credit hours)

Serial # Course Code Course Number Course Name Theoretical Practical CH Academic Level Prerequisite
1. PRA 301 Public Relations Organization and Management 3 3 Third PRA208
2. PRA 302 Writing for Public Relations 2 2 3 Third PRA208
3. PRA 303 Production of InformationMaterials in the Field of Public Relations 2 2 3 Third CIS204

ADV207

4. PRA 304 Protocols and Etiquette 3 3 Third PRA208
5. PRA 305 Online Public Relations (E) 2 2 3 Third CIS204

ADV207

6. PRA 401 Public relation campaigns 2 2 3 Fourth PRA302
7. PRA 402 Organizing Special Events in Public Relations 3 3 Fourth PRA303
8. PRA 411 Public Relations and Crisis Management 2 2 3 Fourth PRA301
9. PRA 404 Field Training in Public Relations 120 Training Hours 3 3
10. PRA 405 Graduation Project in Public Relations 1 4 3 Fourth Last semester

 

Elective Specialization Courses (4 courses selected by the student out of 9 courses covering 12 credit hours)

Serial # Course Code Course Number Course Name Theoretical Practical CH Academic Level Prerequisite
1. PRA 306 Ethics of Public Relations 3 3 Third PRA208
2. PRA 307 Integrated Marketing Communications 3 3 Third PRA208

ADV209

3. PRA 308 Direct Marketing 3 3 Third PRA208

ADV209

4. PRA 309 International Public Relations 3 3 Third PRA208
5. PRA 406 Social Marketing 3 3 Fourth PRA208

ADV209

6. PRA 407 Management of Organization Reputation 3 3 Fourth PRA208
7. PRA 408 Art of Persuasion 3 3 Fourth PRA208
8. PRA 409 Organizational Communication 3 3 Fourth PRA208
9. PRA 410 Marketing Research 3 3 Fourth PRA208

ADV209

DOWNLOAD STUDY PLAN

Frist Year\ First Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 COM 101 Communication Skills 3
2 ENGA 101 English I 3
3 PSYA 101 Introduction to Psychology 3
4 HUMA 201 Critical Thinking 3
5 SCI 101 Science and Life 3
Total 15
First Year\ Second Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 CIS 101 Computer Fundamentals 3
2 ENVA 201 Environmental Science 3
3 ENGA 102 English II ENGA 101 3
4 COM 102 Arabic Language for Media 3
5 SSSA 101 Study Skills 3
Total 15
Second Year\Third Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 CIS 204 Computer Applications (E) CIS101 3
2 ECOA 201 Principles Of Economics 3
3 PRA 208 Introduction to Public Relations COM101 3
4 ADV 209 Introduction to Advertising PRA208 3
5 PRA Elective Specialization Course 3
Total 15
Second Year\Fourth Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 POL 202 Introduction to Political Science COM101 3
2 ADV 207 Digital Photography COM101 3
3 COM 206 Translation ENGA102 3
4 RES 201 Research Methods COM101 3
5 PRA Elective Program Course 3
Total 15
Third Year\Fifth Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 STA 301 Applied Statistics COM101 3
2 PRA 301 Public Relations Organization and Management PRA208 3
3 PRA 302 Writing for Public Relations PRA208 3
4 UAEA 201 UAE Studies 3
5 PRA Elective Program Course 3
Total 15
Third Year\Sixth Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 PRA 304 Protocols and Etiquette PRA208 3
2 PRA 303 Production of  Information Materials in the Field of Public Relations CIS204 + ADV207 3
3 ISLA 201 Islamic Studies 3
4 PRA Elective Program Course 3
5 PRA Elective Specialization Course 3
Total 15
Fourth Year\Seventh Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 PRA 305 Online Public Relations (E) CIS204 + ADV207 3
2 PRA 404 Field Training in Public Relations (120 Training Hours) 3
3 PRA 402 Organizing  Special Events in Public Relations PRA303 3
4 SOCA 101 Introduction to Sociology 3
5 PRA Elective Program Course 3
6 PRA Elective Specialization Course 3
Total 18
Fourth Year\Eighth Semester
S.No. Course Code Course No. Name of Course Prerequisite C.H.
1 PRA 411 Public Relations and Crisis Management PRA301 3
2 PRA 401 Public relation campaigns PRA302 3
3 PRA 405 Graduation Project in Public Relations (Last semester) 3
4 COM 401 Public Opinion PRA208

ADV209

3
5 PRA Elective Program Course 3
6 PRA Elective Specialization Course 3
Total 18

DOWNLOAD COURSE DESCRIPTION

General Education Subjects
English I ENGA 101 :
This course addresses a wide range of topics and interests. Adopting the slogan nothing in life is more important than the ability to communicate effectively, the course aims to promote students´ communicativecompetence in English. In so doing, focus is on enhancing socio-linguistic competence, strategic competence, discourse competence, and linguistic competence whilst reflecting the latest trends in today´s world. This course is for students studying in the Arabic programs.
English II ENGA 102 :
This course prepares and familiarizes students with the principles of clear, concise writing in a technical environment for specific discourse communities. Technical writing conventions such as headings, illustrations, style, and tone in the writing of a variety of letters, emails and reports will be considered. This course is for students studying in the Arabic programs.
Introduction Sociology SOCA 101 :
This course discusses the concept of sociology and the scientific methodology. It compares sociology to other social sciences. It also deals with the concept of culture and human groups and describes the social character as well as the various social systems. Finally, the course points out the social problems and deviant behavior.
Principles of Environmental Science ENVA 201 :
This course addressesthe field of environmental scienceand its relation to other sciences, sources and cycles of energy, environment delimiters, and formation of clusters, the principle of communication between communities, diversification of biological communities, water environments, oceans, river streams, environmental protection and its economic importance.
Islamic Studies ISLA 201 :
This course discusses the linguistic and technical meanings of culture as well as the concept of Islamic culture and its relation to the comparative terms such as religion, science, thought and civilization. The course also discusses the relation between the Islamic culture and other cultures as well as the role of Islamic culture in realizing development. The course outlines the basic sources of Islamic culture (Quran and Prophetic Traditions) and its additional secondary sources (Prophet’s Biography, Unanimous Agreement of Muslim Scholars, Analogy and Customary Traditions). The course sheds light on the peculiar features of the Islamic culture such as divinely-oriented attitude, comprehensiveness, moderation and balance, humanitarianism and positive realism as well as its main fields (faith, acts of worship and morality). This course manifests the most important contemporary trends such as the various forms of cultural invasion (proselytism, orientalism and westernization) and the approach adopted by the Islamic culture towards secularism and globalization.
Critical Thinking HUMA 201 :
This course provides an introduction to the types of thinking such as critical and creative thinking. The course detects the students who have critical abilities and develops thought and strategies of critical and creative thinking.
Study Skills SSSA 101 :
This course targets educational professionals and parents on how to study, pass exams and the difficulties students face in the university.
UAE Studies  UAEA 201 :
This course studies the humanitarian communities in general and pays a special attention to the general features and main components of the UAE community including UAE geographic location, population, demographic growth, gender and general composition of its people. The course also discusses the economic and geographical aspects of the population, family issues, family and tribal systems, and the nature of rule in the tribal community. The course addresses the nature of services provided to the community during the pre and post-oil stages and studies the role of cultural, educational, and media organizations as well as their services provided to the UAE community.
Computer Fundamentals (E) CIS 101 :
This course offers students exposure to basic personal computer operation and commonly-used programs. Included is familiarization with and practical use of word processing, spreadsheet, database, presentation, database, network and internet software.
Introduction to Psychology PSYA 101 :
Description of the Specialization Courses
Introduction to EconomicsECOA201:
This course includes important and vital subjects which enable the student to understand economics, the economic problem and business mechanisms by studying and analyzing the theory of supply and demand and studying the various types of flexibility on the microeconomic level. In addition, the course studies and analyzes important subjects on the macroeconomic level such as the national income, unemployment, inflation, financial and cash policy, foreign trade, balance of payments and the various economic systems.
Introduction to Political SciencesPOL202:
This course addressesthe definition of politics, its historical development, subjects, and relation to other social sciences. In addition, it defines the concept of the theory of the State, political authority and the reasons why the political authority is governed by the law. Besides, the course explains the concept of political parties and their relation to the political regime. It also manifests the significance and means of measuring the public opinion. It clarifies the concept, functions and approaches of the advocacy groups.
Applied Statistics STA301:
This course defines the science of statistics and outlines its significance in collecting, organizing and summarizing data as well as converting them into digital information which enables its users to take proper decisions in their field of business. This course aims at developing the student’s knowledge abilities in characterizing and presenting data, and calculating the ‎frequency distribution, measurements of centralization and dispersion. The student shall be also able to analyze and interpret regression, contrast and correlation between several statistical variables. In addition, the course shall enable the student to effectively apply statistical measurements in the field of business administration by testing samples, ‎confidence limits and the application of Chi-squared test … etc.
Research Methods RES 201 :
This course covers scientific research and its theory in business administration and information systems. It also discusses the proposed strategy, process and problem of the scientific research by collecting, analyzing and coding data and developing a research report for the private and public sectors.
Arabic Language for Media COM 102:
This course defines the language and points out its function, origin and the significance of the Arabic language as well as its features and means of its protection. It also outlines the concept, functions and objectives of media, elements of the media operation, the relation between mass media and the language and the linguistic reality in mass media. This course also indicates the role of media in teaching the language. It defines the media language in terms of the levels of linguistic expression and the most significant features of the media language. This course studies the problem of colloquial accents in media, provides relevant examples and proposes their solutions.

The course discusses the relation between media and advertising by pointing out the concept of media, its significance, and features of its language, problems and proposed solutions.

Finally, the course researches the common language mistakes, relevant reasons and examples and provides suitable solutions. It also discusses the fragile linguistic performance in mass media in terms of the phenomena of such weakness, reasons and proposed corrective measures.

Translation COM 206:
This course aims at qualifying the student to be a translator / editor who has both translation and editing abilities. The course is a remarkable asset to the student in the field of foreign affairs. It enhances the student’s skills, abilities and tools by mastering the theoretical rules of translation and editing as well as the practical applications on the news of the regional and international agencies. Besides, this course enables the student to adapt the translated news to the local language and publish it in an understandable manner after making the required modifications.
Digital Photography ADV 207:
This course addresses the art of journalistic photography and the scientific and technical fundamentals of photography. It also explains the idea of operating the camera, parts and types of the film camera as well as the types of lens. The course illustrates the mechanism of photography, photo production, resolution, storage media and digital photography systems.
Public Opinion COM 401:
This course defines public opinion in its capacity as one of the collective behavior phenomena which have been originated along with the development of cities. This phenomenon has been developed due to the voluminous variables of contemporary life which predominated the features of the prevalent human civilization. This course aims at familiarizing students with the concept of public opinion, reasons for paying attention to it, types for which a public opinion is classified in accordance with specific standards related to time, number of the involved audience, power of influence and impact and the various factors of forming a public opinion especially the mass media. Through such study, the student shall be able to understand the theories of interpreting the behavior which deals with the phenomenon of public opinion and accordingly, the student shall be able to measure public opinion through objective tools such as polls, surveys, content analysis and public opinion questionnaires.
Communication Skills COM 101:
This course addresses the issue of human communication, its obstacles, types of various characters and the different and important communication skills required for successfully understanding the human being and dealing with him / her taking into consideration that the human being represents various types of personalities, modes, tempers and inclinations. The students are trained to acquire skills and arts which enable them to successfully master communication with others in the various life environments while considering these skills as keys to realize excellence and leadership. Students have exposure to the phenomena of communicative messages issued by the human being, their connotation and implications such as the body language, voice and the various methods of dialog and persuasion with other human beings.
Introduction to Public Relations PRA 208:
This course addressesthe description and concept of public relations. It provides the student with the stages, targets and origin of this concept. The course also points out the significance and reasons for deeply getting acquainted with the functions of general management. The course focuses on public opinion, its categories and the possibility of reaching the proper means to measure the public opinion. It also identifies the role of public relations in the field of communication, constituents of communication, and the means used in public communication with the employees, stakeholders and the local community. This course points out how the public relation activity is practiced and the development of the systems of the public relation bodies.
Introduction to Advertising ADV 209:
This course defines advertisement in its capacity as one of the means of communication, the factors which assist in paying attention to this communicative activity, its stages, and its relation to the consumer who is the primary target of the advertisement. The course also studies the relation to the market researches which have been conducted on some samples of the society taking into account that they are a preliminary catalyst for the success of the advertisement in its various tendencies. The course points out the used advertising means, formulas of editing advertisements and types of advertising missions. Hence the student shall be acquainted with this science which is governed by a set of models and theories and interpreted by field experimental researches. Such knowledge shall assist in understanding and coordinating the nature of advertising campaigns, factors of their success and the means used in them. The student shall be equipped with the ability to formulate and design advertising messages, know their main components, understand the work mechanisms of specialized advertising agencies, the nature of advertising campaigns and the prerequisites of their success. In addition, the student shall clearly identify the moral principles governing the advertising activity and the regulations and laws regulating it in several Arab and foreign countries.
Organizing and Managing Public RelationsPRA 301: (Public Relations Organization and Management)
This course provides the student with the definition of the concept, mission and objectives of public relations such as conveying the image of the organization to its audience so that this course shall be a business guide for public relations professionals. The course also manifests the planning process in the public relations, the connection between organization and planning from an applied perspective and taking effective decisions. The course also points out the process of designing the organizational structure, means of its evaluation and its various models. It also defines the effective public relations, identifies and explains the process of level control on the various administrative jobs.
Organizing Special Events in Public Relations PRA 402:
This course addressesthe significance of making and organizing special events as a tool for harvesting profits for the organization. It also reviews the importance of this industry in touristic promotion and attraction. The course manifests the significance of organizing special events to market the State on the foreign level whether they are sports, political, or cultural events. It also draws attention to the importance of having public relation companies specialized in organizing special events. These companies shall have deep experience and knowledge of the market needs and requirements. They shall be able to organize special events and provide comprehensive and integrated solutions in the field of managing occasions to the account of organizations, companies and governmental bodies.
Writing for Public Relations PRA 302:
This course addresses the executive steps of writing for public relations, it importance, basics of writing, requirements of the proper style, rules of sound writing, types of introductions, headings of the written texts and artistic templates.

This course also manifests the advantages, importance, types, formal characteristics, and methods of writing new releases. It indicates the rules of using photos and graphics and the means of evaluating the efficiency of data as well as the method of using such data.

In addition, the course targets at identifying the advertisements of public relations, their significance, objectives, functions, basic elements and methods of measuring their effectiveness. It also presents the creative strategy in the public relations advertisement and the legal aspects of writing for public relations.

Public Relations and Crisis Management PRA 411 :
This course represents an effort to define the methods of confronting crises on the part of the Public Relations cadres in order to maintain the reputation of the organization, work towards its sustainability, take the required precautions with respect to crises, and attempt to contain or minimize their negative effects on the organization. The course aims at developing the knowledge abilities of the students with regard to understanding the crisis, its repercussions, connotations and the reasons leading to the origination of crises such as the humanitarian and administrative reasons. It also presents the features and characteristics of the crisis and the requirements needed to overcome it. The course targets at making the student able to plan in order to confront the crises and figure out their solutions and effectively deal with them. It also delineates the prerequisites and principles of the student’s success in this respect.
Production of Information Materials in the field of Public Relations PRA 303:
This course defines the concepts related to the preparation and production of media materials for public relations such as protocols and events. It points out the elements of building and designing the publications of public relations as well as their artistic basics. The course targets at explaining the steps of preparing and producing audio (radio) and video (TV) materials for public relations, the relation between the Internet and public relations, fields of using the new media, interactive media and means of its utilization through communication technology in order to realize the objectives of public relations.
Public relation campaigns PRA 401:
This course aims at introducing a set of theoretical and applied knowledge related to public relation campaigns including the explanation and implementation of the systematic steps on which the public relation campaigns rely such as planning, organizing and using mass media and means of promotion. The course also targets at developing the knowledge abilities of the student in the communication skills related to identifying the target audience, scheduling the campaign, evaluating, and writing reports. The student is required to be promoted to the level of completely mastering the preparation, design and execution of an entire campaign and detection of the points of strength and weakness such as knowing the most effective means in the campaign whether in public or private communication. In addition, the course aims at enabling the student to theoretically and practically plan, design and executes public relation campaigns. It also covers some previous mistakes of other campaigns made by various organizations.
Protocols and Etiquette PRA 304:
This course defines the concept, origin and development of official and diplomatic protocol as well as the bodies assuming the old and contemporary official and diplomatic protocol and visit cards. The course targets at developing the skills related to the etiquette of speech, listening, dealing and courtesies in the official and diplomatic fields. The course explains the priorities in the field of diplomatic consular missions, priorities among countries, gifting and granting medals, types and methods of preparing banquettes, and the rules of raising and half-masting flags. The course also sets out the classification of official uniforms for both men and women in the international events. It points out the privileges and immunity of delegations in the international conferences as well as the methods and rules of etiquette followed in organizing them.
Online Public Relations (E) PRA 305:
The objective of this course is to provide an overview of how people in the Public Relations (PR) field use visual communications to meet various organizational objectives. Students explore how memorable visual messages with text have the greatest effect to inform, educate and persuade individuals. The course will help students navigate through the vast amount of visual stimulation by introducing them to the principles of visual literacy. It also involves discovering why some images are remembered while most are not through the critical examination of visual communications in newspapers, maga¬zines, television, film, and new media. Students learn how to interpret visual representations from these theoretical perspectives and how to apply these theories strategically in the work they produce.

They will actively apply these principles while getting hands-on experience in the techniques and contemporary applications in visual media—specifically print and electronic publication production as they apply to the PR profession. Practical coursework involves learning to use some of the standardized industry software, including Adobe InDesign CS6, Adobe Photoshop CS6, and the WordPress to produce fli¬ers, logos, brochures, and portions of websites.

Field Training in Public Relations PRA 404:
This course addressesthe practical training of students in the public and private companies specialized in public relations as well as academic and practical supervision during training. The students shall provide reports on the nature of missions performed during training, in addition to the acquired skills and the difficulties encountered. These reports shall be discussed by the academic supervisor.
Graduation Project in Public Relations PRA 405:
During this course, students shall present a graduation project in the field of public relations. The project shall study the public relations in a public or private organization in the United Arab Emirates. Alternatively, students may develop a web site for an organization, produce a set of in-house publications such as a magazine, circular or guide manual. Students may organize a private exhibition or event.
Social Marketing PRA 406: (Elective)
This course aims at familiarizing students with the concept of social marketing and comparing it to other marketing concepts. This course shall assist in developing the knowledge abilities of the student in this respect. This subject includes issues such as the concept of social marketing, the relation between social marketing and commercial marketing, theories and models of social marketing, planning strategies in social marketing campaigns, methods of persuasion and mission building in social marketing campaigns, social marketing in non-profit, non-governmental organization and political marketing.
Ethics of Public Relations PRA 306: (Elective)
This course addressesthe concept and ethics of public relations as well as the significance of such ethics in public relation organizations. The course also covers the legislations and laws regulating this profession as well as the proper means to deal with the various problems and cases facing the organizations. It explains the code of ethics regulating the public relationprofession, its origin, development, benefits, features and the variables and elements affecting adherence to professional ethics. In addition, the course points out the moral codes of the public relations and their relation to professional organizations.
Integrated Marketing Communications PRA 307: (Elective)
The study of this course relies on the modern concept of the operation of the Integrated Marketing Communications which includes the coordination based on integration between all activities of advertising, publishing, personal sale, direct marketing and the means of activating sales. This operation also includes the relation between all these activities and planning, organization, measuring effectiveness and developable evaluation so as to guarantee the integration of all these activities.
Management of Organization Reputation PRA 407: (Elective)
This course addressesthe means of managing the strategic reputation of the organization in terms of communications and tactics used in reputation management. The course also targets at equipping the students with the skills of managing cases, risks and crises as well as the proper and modern means of solving them and successful planning to deal with them.
Direct Marketing PRA 308: (Elective)
This course identifies the concept, features, defects, methods and main objectives of direct marketing. The course aims at developing the knowledge abilities of the students in this field so that they shall be able to differentiate between direct marketing and public advertisement. In addition, students shall be familiarized with the elements which assist in the growth and development of direct marketing in addition to the stages of using direct marketing in the marketing strategy. Finally, the course aims at enabling the student to realize the significance and method of using the database in the field of direct marketing.
International Public Relations PRA 309: (Elective)
This course provides the student with the concepts of international relations in the field of addressing the internal audience of the international organization in addition to its external audience. The course also identifies the peculiars and fields of public relations and explains the basic elements on which the organizations rely in order to communicate their mission to influence the audience and communicate with them so as to be able to positively deal with the organization. This course addresses the skills of dealing with others by deepening the concept of the audience’s various cultures.

This course leads to a deep understanding of the field of using modern approaches in the realm of public relations, the role of the communication operations in supporting and enhancing public relations and identifying the types of public communication.

Art of Persuasion PRA 408: (Elective)
This course introduces the concept of persuasion as one of the important communication skills in the various functions of life and human interaction and as a basic leadership, administrative and marketing skill. Besides, the course refers to the ability to influence by manifesting the tools which assist in persuading others through arguments, statements, corroborating the concept of credibility, inculcating their confidence, detecting their ideas, understanding the catalysts of persuasion and the means of using them in order to realize the effectiveness and efficiency of the dialog and providing the student with the various persuasion skills.
Organizational Communication PRA 409: (Elective)
This course targets at explaining and analyzing the types and forms of organizational communication in the business organization. In addition, it focuses on explaining the various theoretical and applied knowledge related to organizational communication such as basic concepts, using modern technology in organizational communication, examples and levels of organizational communication, sources of information in the organization, means of communication in the organization and approaches of managing disputes.
Marketing research PRA 410: (Elective)
This course defines the concept, significance and objectives of market research. It aims at developing the students’ knowledge abilities in this field so that they shall be able to design the marketing research and implement its steps by collecting its preliminary and secondary data through using questionnaire, relying on samples, and generalizing them on the relevant community. Finally, students shall be able to consistently and coherently write a market research.
Introduction to Law LAW 101: (Elective)
The course discussesthe general theory of law including the definition of law, features of the legal rule, various branches of the law, formal and explanatory sources, scope of applying the law in terms of place and time and studying the interpretation of the legal rule. This course also studies the legal personality, feature, types and resultant effects of acquiring it. This subject also includes studying the general theory of rights such as the definition of a right, its elements, types, parties and means of its protection and ascertainment.
History of the Arab Gulf Countries HIS 210: (Elective)
This course aims at familiarizing the students with the identity of the ancient inhabitants of the Gulf during the Stone Age, Hellenic Age, and the Parthian Age. The course illustrates the history of Arabs during the Islamic period and the Islamic conquests. It points out the concepts of forming the Karamathian and Uyunid emirates in the Gulf. The course also enables the student to interpret the struggle on the Gulf during the eras of the Portuguese, Safavids and Ottomans. It refers to the role of England in the Gulf and analyzes the nature of man and the origin of the political formation in the Gulf. This course enables the student to acquire the skills necessary to get acquainted with the history of the Gulf (Trucial States) from 1820 AD till independence. Besides, it discusses the political developments and the oil economy in the Gulf during the twentieth century.
Regional and International Management LAW 304: (Elective)
This course studies the international organizations in terms of their definition, origin and development. It focuses on studying the general rules of the global organization, the legal personality of the international organization, as well as the types, role and powers of the international organizations. The course extensively presents the UN and some regional organizations such as the Arab League and the Cooperation Council of the Arab Gulf countries.
Sources of Renewable EnergyENV 303: (Elective)
This course identifies the sources of renewable energy and its significance. It also presents the energy resources and conversions from traditional methods and the demand on energy. The course presents fossil, solar, wind, water, biological and nuclear energy. It studies energy, economics and environment as well as renewable energy in the United Arab Emirates, its history, applications and importance.
Information Society PRA 403: (Elective)
This course provides a comprehensive idea on the concept, origin and most important theories of the Information Community. It explains to the students the features and indicators of the Information Community. The course also provides the student with the opportunity to analyze the significance, prerequisites and constituents of the classifications of the information industry and evaluate the most important Arab and international tendencies towards the Information Community. In addition, the course qualifies the student to point out the influence and role of libraries in the Information Community. Besides, it enables the student to test the quality of the electronic library programs at the open education system and the quality of performance at the academic sections of libraries and information.
Social Networking COM 304: (Elective)
This course addressesthe modern means of communication in the societies and the effect of social networking in promoting societal ties and interaction between the various generations. The course also points out the political, social and economic aspects of the new media and its interaction with the society as well as the negative roles of these aspects. The course introduces the advantages of the various social networking sites, their relevant pros and cons, features of e-journalism and means of controlling it. This course also presents the features of the new media which differentiate it from traditional media.
Introduction to Business MGT 101: (Elective)
This course provides an overview of the main administrative functions with a special emphasis on planning, organization, leadership and control.
Multimedia ADV 405:
This course defines the concept of multimedia by outlining the various features of its elements and types as well as the fields of its use and the means of its presentation. This course aims at developing the student’s knowledge skills in utilizing hardware in producing multimedia. It also targets at enabling the student to differentiate between the features and standards of the production and authoring programs in order to create various applications. In addition, it qualifies the student to design and evaluate the steps, stages and standards of producing and selecting multimedia programs.
Graphic Art ADV 309 :
This course defines graphic design, its significance, history of its origin, fields of its application and the bases of its success. The course enables the student to differentiate between the types of publications and graphic design as well as between the pictorial, visual, relational and applied elements and the primary and accessory principles of the graphic design. This course also qualifies the student to evaluate Spenser’s classification of the art work. The course prepares the student to plan the suitable grid and identify the significance and the relation between the grids and balance. Finally, the course qualifies the students to design a logo or slogan by using graphic design.
Basics of Design ADV 305:
This course stresses on the importance, function, influential factors, raw materials, used tools and modern trends of design. It allows the student to use the types, space, movement, and nature of the font and differentiate between its optical and chromatic value, measure the dimensions of fonts and their chromatic values and compare between the straight and zigzag fonts in the Arabic calligraphy and Islamic ornamentation. The course also qualifies the student to discuss the psychology of understanding the color and the meanings related to colors, their effect on the design and color harmony or contrast and its relation to the graphic art (in the art of media and advertising). In addition, the course qualifies the student to evaluate the types of the shape formations, their relation to the (negative and positive) space, the font relation, principles of forming the shape, printing designer and the community. The student shall be able to assess the relation of the shape unity, diversification, types of balance between the shapes of artistic work and types of rhythms in design. This course allows the students the opportunity to practice these skills and apply them in diversified means in a manner which enables them to realize their personal objectives and artistic ideas by designing a model which takes into consideration the elements of design and time in its capacity as a basic unit for building the design components.
Organizing Exhibitions and Festivals PRA 412 :
This course covers: the definition of genesis and evolution of the concept of exhibitions, the diversity of significance of exhibition title and the history and characteristics of the markets and Arab and foreignexhibitions. The course aims at developing the student’s cognitive abilities in the types of exhibitions and the reasons for the different classifications and the most important obstacles and mistakes that should be avoided when holding exhibitions and festivals. The course also seeks to enable the student to determine the justification and the importance of exhibitions for the organizers, companies, visitors and States, in addition to analyze how festivals and events can be managed through tourism system and the relationship between the host community and visitors, and how to share the culture of the communities during festivals, besides studying the economic importance of fairs and festivals and the nature of the spatial capacity and production capacity of the festival. Thereby improving the student in order to be able to assess the idea, strategies and the results of participating in exhibitions.

Career Opportunities

Graduates of Public Relations and Advertising “Arabic Section” may find jobs in the following fields:

  • Public Relation Officer
  • Ad Director
  • Public Relation Advisor / Consultant
  • Crisis Management Strategist
  • Protocol Officer
  • Planning Officer
  • Journalist
  • Ad Designer
  • Ad Creative
  • Conference, Exhibition and Meeting Organizer
  • Manager of an Advertising Agency or Company