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Public Relations

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Public Relations

Credential: Bachelors Degree
Duration: 4 Years
Credit Hours: 126
Tuition Fee: AED 908 per credit hour (see detailed fee structure here)
Class Timings: Evening and Weekend
Medium of Instruction: Arabic with 6 courses in English
PRA 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.

Program Goals

The aim of this program is to prepare graduated students to:

  • Get familiar with the academic skills required by the Labor market
  • Effectively acquire practical skills in the field of public relations and advertising
  • Effectively use the theoretical and practical skills in communicating with the audience
  • Master problem-solving, professionally interpret the public opinion and practice the basics of fair competition
  • Arrange researches in the fields of public relations an advertising

 

Learning Outcomes

By the end of this program, the student shall be able to:

  • Effectively communicate with the audience through technology whether on the theoretical or practical levels.
  • Practically apply the various theories and communication concepts 
  • 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
  • Arrange researches in the fields of public relations an advertising

Courses

Public Relations Discipline

General Education Courses (11 courses covering 33 credit hours)

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

 

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
6. CIS 204 Computer Applications (E) 2 2 3 Second CIS101
7. RES 201 Research Methods 3 3 Second CIS101, STA301
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 CIS 101
13. COM 401 Public Opinion 3 3 Fourth PRA208 ADV209

 

Elective Program Courses (4 courses selected by the student out of 11 courses covering 12 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
3. ENV 303 Renewable Energy Sources 3 3 Third COM101
4. COM 304 Social Networks 2 2 3 Third CIS204
5. ADV 305 Design Fundamentals 2 2 3 Third CIS204
6. ADV 309 Graphic Art 2 2 3 Third CIS204
7. MGT 101 Introduction to Business 3 3 Third
8. LAW 304 Regional and International Organizations 3 3 Fourth COM101
9. PRA 403 Information Society 3 3 Fourth COM101
10. PRA 412 Organizing Fairs 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 Information Materials in the Field of Public Relations 2 2 3 Third CIS204 ADV207
4. PRA 304 Protocol 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 RES/201
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 Organizations Reputation Management 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

Degree Requirements

Degree Requirements – Public Relations
Component Courses Credit Hours
General Education 11 33
Program Core Courses  13 39
Program Elective Courses 4 12
Program Specialization Courses 10 30
Specialization Elective Courses 4 12
Total Required 42 126

Study Plan

Download Study Plan

 

  • General Education Courses (11 courses covering 33 credit hours)

 

Sr. Course Code Course Number Course Name Credit Hours
1 CIS 101 Computer Fundamentals 3
2 ENGA 101 English I 3
3 ENGA 102 English II 3
4 HUMA 101 Critical Thinking  3
5 ENVA 201 Introduction to Environmental Science 3
6 SCI 101 Science and Life 3
7 ISLA 201 Islamic Studies in Arabic 3
8 PSYA 101 Introduction to Psychology 3
9 SSSA 101 Study Skills 3
10 UAEA 201 UAE Studies in Arabic 3
11 MGT 310 Innovation and Entrepreneurship 3
Total 33

 

 

  • 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
6. CIS 204 Computer Applications (E) 2 2 3 Second CIS101
7. RES 201 Research Methods 3 3 Second CIS101

 STA301

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 CIS 101
13. COM 401 Public Opinion 3 3 Fourth PRA208

ADV209

 

 

  • Elective Program Courses (4 courses selected by the student out of 11 courses covering 12 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
3. ENV 303 Renewable Energy Sources 3 3 Third COM101
4. COM 304 Social Networks 2 2 3 Third CIS204
5. ADV 305 Design Fundamentals 2 2 3 Third CIS204
6. ADV 309 Graphic Art 2 2 3 Third CIS204
7. MGT 101 Introduction to Business 3 3 Third
8. LAW 304 Regional and International Organizations 3 3 Fourth COM101
9. PRA 403 Information Society 3 3 Fourth COM101
10. PRA 412 Organizing Fairs 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 Information Materials in the Field of Public Relations 2 2 3 Third CIS204

ADV207

4. PRA 304 Protocol 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 RES/201

 

 

  • 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 Organizations Reputation Management 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

Course Description

 

ECOA 201: Principles of Economics Prerequisite: None
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.
CIS 204: Computer Applications Prerequisite : CIS 101
This course introduces the Mac operating system, explains some of the image and video design concepts, and how to deal with images and video software. These include Adobe Photoshop, Adobe Illustrator and Final Cut Pro X programs. Students explore essential graphics and video design skills.
POL 202: Introduction to Political Sciences Prerequisite : COM 101
This course addresses the 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.
STA 301: Applied Statistics Prerequisite : CIS 101
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.
RES 201: Research Methods Prerequisite: CIS 101, STA 301
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.
COM 102: Arabic Language for Media Prerequisite: None
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.

COM 206: Translation Prerequisite : ENGA 102
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.
ADV 207: Digital Photography Prerequisite : COM 101
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.
COM 401: Public Opinion Prerequisite : PRA 208, ADV 209
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.
COM 101: Communication Skills Prerequisite: None
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.
PRA 208: Introduction to Public Relations Prerequisite : COM 101
This course addresses the 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.
ADV 209: Introduction to Advertising Prerequisite: PRA 208
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.
PRA 301: Public Relations Organizations and Management Prerequisite: PRA 208
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.
PRA 402: Organizing Special Events in Public Relations Prerequisite : PRA 303
This course addresses the 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.
PRA 302: Writing for Public Relations Prerequisite : PRA 208
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.

PRA 411: Public Relations and Crisis Management Prerequisite : PRA 301
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.
PRA 303: Production of Information Materials in the field of Public Relations Prerequisite : CIS 204, ADV 207
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.
PRA 401: Public Relation Campaigns Prerequisite : PRA 302
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.
PRA 304: Protocol and Etiquette Prerequisite: PRA 208
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.
PRA 305: Online Public Relations (E) Prerequisite : CIS 204, ADV 207
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, magazines, 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 Word Press to produce fliers, logos, brochures, and portions of websites.
PRA 404: Field Training in Public Relations Prerequisite: Completing 105 credit hours
This course addresses the 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.
PRA 405: Graduation Project in Public Relations Prerequisite : RES/ 201
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.
PRA 406: Social Marketing (Elective) Prerequisite : PRA 208, ADV 209
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.
PRA 306: Ethics of Public Relations (Elective) Prerequisite : 208
This course addresses the 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 relation profession, 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.
PRA 307: Integrated Marketing Communications (Elective) Prerequisite : PRA 208, ADV 209
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.
PRA 407: Organizations Reputation Management (Elective) Prerequisite : PRA 208
This course addresses the 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.
PRA 308: Direct Marketing (Elective) Prerequisite : PRA 208, ADV 209
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.
PRA 309: International Public Relations (Elective) Prerequisite : PRA 208
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.
PRA 408: Art of Persuasion (Elective) Prerequisite : PRA 208
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.
PRA 409: Organizational Communication (Elective) Prerequisite : PRA 208
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.
PRA 410: Marketing Research (Elective) Prerequisite : PRA 208, ADV 209
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.
LAW 101: Introduction to Law (Elective) Prerequisite: None
The course discusses the 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.
HIS 210: History of the Arab Gulf Countries (Elective) Prerequisite : UAE/A 201
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.
LAW 304: Regional and International Organizations (Elective) Prerequisite : COM 101
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.
ENV 303: Renewable Energy Sources (Elective) Prerequisite :COM 101
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.
PRA 403: Information Society (Elective) Prerequisite : COM 101
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.
COM 304: Social Networking (Elective) Prerequisite : CIS 204
This course addresses the 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.
MGT 101: Introduction to Business (Elective) Prerequisite: None
This course provides an overview of the main administrative functions with a special emphasis on planning, organization, leadership and control.
ADV 405: Multimedia (Elective) Prerequisite : CIS 204
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.
ADV 309: Graphic Art (Elective) Prerequisite : CIS 204
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.
ADV 305: Design Fundamentals (Elective) Prerequisite : CIS 204
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.
PRA 412: Organizing Fairs and Festivals (Elective) Prerequisite : PRA 208
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 foreign exhibitions. 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

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  1. Download application form.
  2. Fill our this form.
  3. Attach the Required Documents.
  4. Send to registrar@cuca.ae

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Scholarships & Discounts

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Application⬧Admission⬧Registration Fees ( Undergraduate Programs )
Admission Fee  AED 1,500 One-time fee submitted with application, non-refundable
Admission Fee 

(International Students) 

AED 3,000 One-time fee submitted with application, non-refundable
Registration Fee (Regular Semester) AED 500 Per Semester, non-refundable
Registration Fee  (Summer) AED 300 Per Session, non-refundable
Tuition Fees
Dental Surgery AED 2,000 Per credit hour
Pharmacy AED 1,500 Per credit hour
BBA (FIN, HRM, MIS, MKT) AED 908 Per credit hour
Hospitality and Tourism Management AED 825 Per credit hour
B.Law and HRM (Arabic) AED 935 Per credit hour
Public Relations and Advertising AED 908 Per credit hour
Other Fees
Student Activity Fee (Regular Semester) AED 250 Per Semester
Student Activity Fee (Summer) AED 100 Per Session
Credit Transfer Fee AED 300
Late Registration Fee AED 200 Per Course
Computer Lab and Internet Fee (Pharmacy and Dental Surgery) AED 650 When registering in the Computer Course
Laboratory and Clinic Fee (Dental Surgery) AED 4,000

AED 6,000

1st – 3rd years 

Every Semester

4th – 5th years

Productive Lab Fee (Dental Surgery) AED 3,000 4th – 5th years
Training Fee AED 4,000 Year 5

Summer I and Summer II

Laboratory and Clinic Fee (Pharmacy) AED 2,600 Every Semester
Tutorial Fees (Pharmacy) AED 550 Student per Course (3rd and 4th Year). There are 3 courses in 3rd year and 1 course in 4th year
Training Fees (Pharmacy) for Community Pharmacy Training AED 500 Student per Course (4th Year) There are 2 courses in 4th year
Training Fees (Pharmacy) for Training in Hospital AED 500 Student per Course (4th Year) There are 2 courses in 4th year
Training Fees (Pharmacy) for Pharmaceutical Technology (Julphar) AED 1,500 Student per Course (4th Year) There is 1 courses in 4th year
Visa Deposit AED 5,000 Refundable at the time of visa cancellation and after completing one year of study at CUCA
Visa Processing Fee AED 2,000
Add/Drop Processing Fee AED 30 For each request form
Re-Test Fee  AED 300
Incomplete Exam Fee  AED 1,000
Graduation Fee AED 1,250
Transcript Fee AED 75
ID Replacement Fee AED 50
Diploma Replacement Fee AED 500
Change of Major Fee AED 500
Grade Appeal Fee AED 200
Intensive English Program ⬧ Consists of 3 Levels
Level 1 AED 5,500 Duration is one semester (180 study hours)
Level 2 AED 4,400 Duration is one semester (135 study hours)
Level 3 AED 3,850 Duration is one semester (90 study hours)
Intensive English Program for HRM (Arabic) and PRA  ⬧ Consists of 2 Levels
Level 1 AED 4,125 Duration is one semester (112 study hours)
Level 2 AED 3,850 Duration is one semester (90 study hours)

Notes: 

* CUCA may charge fees for additional services and facilities as required and may increase fees at any time without prior notice.

** Fees are subject to 5% Value Added Tax (VAT).