All Publicity is Good Publicity

The College of Media and Mass Communication offers a Public Relations specialization that influences our activities and lives inescapably. This program will equip students the skills to obtain lucrative positions at state level, in international organizations, in different categories and capacities such as business entrepreneurs, public relations officers, policy analysts, market researchers and lawyers, as well as in the education sector. The core idea is to offer the program so as to develop the students' understanding in the field of communications along with real world experience in writing, research and campaign planning, as well as preparing the students to apply their problem solving abilities. In addition to the internship requirements, these skills will assist students to accurately access ideas and construct answers to complex theoretical questions by developing logical arguments based on empirical evidence.

  • Develop multi-disciplinary and multi tasking skills
  • Develop excellent communication
  • Acquire knowledge in public relations strategy, management and implementation techniques
  • Develop a positive attitude even when working with broader negative issues


  • Attested high school (grade 12) certificate or its equivalent with minimum average of 60% | for scientific and literary streams. Other streams will require a minimum score average of 70% equivalency and a letter will be required for certificate earned outside UAE.
  • English Proficiency
    PBT 500 | iBT 61 | IELTS ACA. 5.0 | PEARSON 44 | IESOL B1/B2 | CAMBRIDGE 154
  • Letter of Interest & Interview


The American University in the Emirates is accredited by the UAE Ministry of Education |


  • Tuition (One Semester)

    Approx. 20,500 AED
    One academic year is two semesters
  • Admission (One Time)

    3,000 AED

For more information about detailed fees and tution Find here



This course is designed to assist Arabic Speaking students to use language skills correctly with the focus on how to write research papers and business letters. In order to achieve this goal different and integrated types of skills are implemented to assist in the development of the students comprehension of what he/she listens to or reads in addition to writing papers, reporting, writing recommendations, seminars and symposiums. The course also provides the basic skills of good and coherent writing such as, spelling, digitals, correct paragraph structure and writing essays.

This course provides students with advanced English-language skills to pursue successfully their Undergraduate Catalog 2016 / 2017 36 studies in various academic specializations. It helps students to develop, improve, and upgrade their listening, speaking, reading, writing, and structure skills. This course also acquaints students with technical writing, research papers, and essays. The prerequisite of this course is passing successfully the Toefl or it’s equivalent.

This course covers the needed language areas such as organizational structures, instructions job lexis, processes and operating systems, health and safety, and customer relations which are common to the majority of different vocations to provide the functional language the students will need in their specialization and place of work. The prerequisite of this course is passing successfully the Toefl or it’s equivalent

This course will begin with a review of selected arithmetic topics: fractions, decimals, and percentages, followed by a brief review of signed number operations. The course will cover topics of Basic Algebra such as variable expressions, linear equations, inequalities and applications, and graphing points and lines

This course presents the use of computers in everyday life. The students will learn to organize electronic filing systems as well as to communicate ideas effectively using a variety of software tools. The course discusses some of the ethical and moral issues raised by the use of Internet and email. Towards the end of the course, the students in groups will work to select a topic, search for the information, analyze and organize it incorporating a software tool they learned and present it publicly.

This course will offer students the knowledge to enable them understand the Islamic culture. The course offers a review of the history of Islam and how it is currently the fastest growing religion in the world

This course designed to help students to do well at their studies at university through the development of effective study skills and strategies. Studying at university is very different from previous study students may have done, and therefore the course aims to apply new studying and learning strategies, and identify, develop, and enhance the study and learning skills of students. These skills include time management, taking notes, planning assignments, exam preparation and revision, preparing a presentation, memory techniques, and methods for using course materials including syllabi and textbooks, critical and creative thinking, problem solving, etc. Students will have the opportunity to develop a focused project specific to their interests and study needs.

This course introduces students to the broad, complex and influential field of the social sciences. The course tends to focus on the disciplines of anthropology, sociology, psychology, political science, economics, and sometimes history and geography. This course will also enable students to sharpen their critical analysis skills as they evaluate changes in important social issues and institutions.

An introduction to the fundamental principles and practices of psychology, including theories and methods, biological factors influencing behavior, learning, memory, thinking, intelligence, language, human development and personality

Courses in the Natural Sciences introduce students to the basic concepts of Sciences and the scientific method and enhance awareness of scientific developments and their impact on society and the environment. This area provides students with an understanding of scientific terms, concepts and theories, and the ability to formulate empirically testable hypotheses derived from the study of physical processes and living things.

This course is designed to introduce, first, the concepts, measurements, and theories of broad-based sustainable development as well as the relationships between economic development, human development, and environment. Students will also be familiar with several theories of development. Then, the characteristics and the quality of life in GCC will be investigated and compared to those in other countries. The focus would be on the causes, problems and challenges associated with the development of GCC countries such as population structure and localization policies, the feasibility of GCC States integration, the impact of oil and non-oil production on development. The students will work on a project in groups by gathering information from public libraries and by interviewing public officials. The students will be given the latitude of choosing a topic to write about. The prerequisite is ASC 110.



This course introduces the four basic management functions: planning, organizing, leading, and controlling. The course discusses certain related managerial topics include decision-making, planning, organizational structure and chine of command, power and authority, delegation, leadership and teamwork, organizational communication networks, and motivational theories.

This course introduces fundamental accounting principles, rules, concepts, terms, procedures, and systems; analyzing, classifying and recording and posting accounting data; subsidiary ledgers; special journals, adjusting and closing entries; accounting cycle completion; preparing worksheets and the financial statements; control over cash; and bank reconciliation.

This course introduces management accounting concepts and how accounting information is used for making internal management decisions related to operational planning and control. Emphasis is placed upon accounting as a tool for planning, managing, and control. The prerequisite is ACC 100

This course is designed to introduce students to basic microeconomics concepts relating to individual decision-making. The course exposes students to the meaning, nature, and methods of economy study. The concepts of supply, demand, and elasticity are used to analyze consumers and firms behaviors in different types of markets: consumer behavior, firm production costs, pure competition, monopoly, oligopoly, etc. The course discusses, also, scarcity, choice and economic decision-making used by the consumers and firms.

The course discusses the information systems planning, and organizing and the application of information technology advancements. This course has a managerial perspective that describes how IS supports business goals and functions are applicable to management, what information resources are available to the manager, and how the manager is involved in the information development process. The prerequisite courses are CIT 100 and MGT 100.

This course aims to acquire a sound education in those statistical concepts and its applications in the fields of business and economics. This course requires fundamental understanding of basic statistics like frequency distribution, averages, measures of variability, probability, confidence intervals. The course also recommends a prior understanding of software application and MS Excel. Course covers statistical concepts and methods like hypothesis testing, variance Tests, chi-Square analysis and ANOVA with an emphasis on business application. The prerequisite course is ASC 205.

This course will familiarize the student with the scope, terminology, topics, and procedures of marketing in a modern firm. It introduces the principles of marketing. The four basic ingredients of the marketing mix - product, price, place, and promotion are discussed. Other topics include marketing channels; market research, consumer behavior, societal marketing, and new product planning are also discussed. The prerequisite course is ECO 100.

This course is developed to examine the financial strategic and operational decisions in organizations. The course provides the decision maker with the financial theory, concepts, and tools necessary to make better financial managerial decisions as well as enable the student to make sound decisions regarding financial analyses and judgments performed by others. The prerequisite courses are ACC 100 and MGT 100.

This introductory course discusses the national income determination, money and banking, inflation, unemployment and economic policy. This course will also expose students to the workings of the national economy. The different economic systems including the freemarket and state-controlled systems will be covered. Also, the relationship between savings and investment will be discussed. The prerequisite is ECO 100.

This course examines individual, group, and organizational behavior within various business settings in a culturally diverse workplace. Topics covered include management theory, communication, perceptions, motivation, leadership, managing rewards, stress management, employee counseling, appraisal, employee disciplinary systems, conflict management, training, and organizational development. Throughout the course, students work individually and in teams on cases and business simulations. The prerequisite courses are MGT 100 and ASC 200



This course is an introduction to the fundamental questions, methods, and theories that define the communication discipline and the communication professions (journalism, public relations, multimedia productions, and organizational communications.) An emphasis is placed on the emergence of mass communication in the UAE and gulf region.

This course provides an overview of public relations including history of the field, theories of persuasion and communication along with legal and ethical considerations in public relations work. Discussions will address the current state of the art and consider where the field is headed in the future.

This course will allow the student to understand news today. news gathering, assessment and distribution. The course will also address how historical events have shaped news in the 20th Century and how, conversely, news has influenced some historical events. The prerequisite is MMC 200

Students will learn how to understand web design and create branching diagrams, manage their files, set up proper site architecture, manipulate graphic files and create effective websites that use frames, thumbnails, tables, gif animations, and image maps. Over the course of the semester, students create a series of small websites culminating in a final project that combines all the techniques they have learned. The prerequisite is CIT 100

This course will provide the students with a comprehensive overview of communication technology. Students will learn to use a number of these technologies in practical exercises developing multimedia projects. Discussions will include the history of technology in human communications, technologies currently in use, and emerging technologies we can expect to see in the near future. Furthermore, the effect of communication technologies in local and global society will be discussed. Students will prepare a final project and present it to their classmates at the end of the semester. The prerequisite are CIT 100 & MMC 200.

This course will provide the students with a comprehensive overview of information and media studies. The students are expected to understand the basic principles of information and media studies. The course will identify and critique the major theoretical approaches to the media and how they relate to society at large. It will equally show comprehension and classification of current journalism. Furthermore, it will show the manner in which our views of the world and its matters are built and described by the news media. The prerequisite is MMC 200.

This course will provide the students with a comprehensive overview of writing for the Mass Media. The students are expected to understand the basic principles of writing for the mass media. The prerequisite are MMC 202 & ENG 105.

Internship is an experience external to the University for a student in a specialized field involving a written agreement between AUE/the Training and Continuing Education Centre and MMC Firms. AUE internship Undergraduate Catalog 2016 / 2017 52 course provides experience related to each student’s academic specialization and the opportunity is open to all MMC students who have completed 90 Credit Hours, and who have a GPA of at least 2.00. The prerequisite is the completion of 90 CH.

This course is designed to introduce the student to the concepts, principles and skills used in the field of public opinion and propaganda. Emphasis will be directed toward the social and political sciences in particular. The prerequisite are MMC 201 & ASC 302.

This course will provide an understanding of the tools of organizational communication along with development of the skills needed for success. This includes concepts such as information flow, motivation, influence, power, leadership transactions, networks, channels, and teamwork. The prerequisite are MMC 201 & ASC 200.

This course examines the role of the mass media in modern society and the influence of media institutions and messages on individuals, communities, and society. The course includes an overview of the basic methods associated with media research. Students will be asked to integrate theoretical knowledge into media research areas relevant to communication professionals today. The prerequisite is MMC 301.

A study of the history and importance of photographs for the print media. Practice in the production of photographs appropriate for newspapers and news magazines, including composition, depth of field, and cropping. Use of digital camera technology with introduction to standard dark room techniques. The prerequisite is MMC 200.

This course will provide the students with a comprehensive overview of editing. The students are expected to practice editing and to understand the basic principles of editing. The prerequisite is MMC 303.

This course examines the rights, responsibilities and constraints on public communication. The course also covers regulatory policies affecting advertising, public relations, journalism along with present and future electronic mass mediums. The course also examines press censorship, legal areas of libel, privacy, access to and ownership of information. The prerequisite is MMC 200.



A course designed for the student interested in developing speaking skills. Emphasis will be placed on organization, supporting material, delivery, and audience analysis. Further attention is given to the study of social relationships and the communication process. The prerequisite is MMC 200

This course is an introduction to the critical elements needed for creative public relations writing projects. It will be particularly useful for students interested in entering the field of public relations. Undergraduate Catalog 2016 / 2017 53 The course will address public relations writing for broadcast, print, and online media. The students will be introduced to this creative art by writing news releases, media advisories, pitch letters, public service announcements, informational brochures and feature articles. The prerequisite is MMC 303.

This course is designed to provide you with a framework for understanding the role of strategic media planning in the overall context of marketing and advertising decision. The course will cover audience research as well as selection, evaluation, and planning of all major advertising media and consider various decisions and problems that arise in the media planning process. The knowledge gained in this course will be useful for those interested in any career that requires them to interact with the media industries, such as brand management, advertising, research, as well as the media and entertainment industry. The prerequisite is MMC 304.

Focuses on the issues relevant to planning, development and execution of crisis communications programs for businesses, and organizations including public relations techniques for communication with stakeholders during a crisis. The prerequisite is PRE 400.

Media and Mass Communication students are required to take a three credit hour course on the Capstone Graduation Project. To be graduated, students are requested not only to passing courses and earning required credits, but also they need to show that they have developed proficiency in core-content knowledge and can demonstrate proficiency in applied learning skills in the four concentrations. It will be a challenging and rigorous journey but the reward for undertaking a meaningful experience are immense and will undoubtedly give AUE graduates a powerful start in career they may choose. In addition, English language and technology proficiency must also be demonstrated. The Capstone Graduation Projects should be in the form of field-based case studies. The Capstone Graduation Project is designed to give students a constructive working understanding of the requirements and expectations needed to graduate from AUE. The prerequisite are PRE 400 & PRE 402


Student builds the schedule based on available offered courses in the registered semester

Weekday Morning Classes

SUN – TUE | BETWEEN 9:00 AM – 4:00 PM
MON – WED | BETWEEN 9:00 AM – 4:00 PM

Weekday Evening Classes

SUN – TUE | BETWEEN 4:00 PM – 9:00 PM
MON – WED | BETWEEN 4:00 PM – 9:00 PM

Weekend Classes

FRI - SAT | BETWEEN 9:00 AM – 8:00 PM