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

ADMISSION REQUIREMENTS

For further information, please click here

ACCREDITATION

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

FEE STRUCTURE

  • Tuition (One Semester)

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

    3,150 AED

For more information about detailed fees and tution Find here

GENERAL EDUCATION COURSES

11 COURSES | 33 CREDIT HOURS

A: English Language

The student selects 9 credit hours (3 courses) from the list below

This course is designed to help students learn about the academic skills required for academic context. The purpose of this course is to facilitate the process of transition into new academic and cultural environment for the new students enrolled in the AUE. Furthermore, it aims to promote their confidence so that they could succeed and meet the academic requirements.

This course provides students with advanced writing skills in English so that they can successfully pursue their studies in various academic specializations. It helps students to develop, improve, and upgrade their writing and structure skills, and it also acquaints students with technical writing, research papers, and essays since brief research methods are applied in student projects and assignments.

The intent of this course is three-fold. First it introduces students with the basic research terminologies. Second, it familiarizes them with the process of research from choosing a topic to writing the report. Third, it equips the students with the skills to utilize and conduct scientific research. During the course of the study students will be immersed in hands on experience where they will be introduced to research concepts that will help them understand, interpret, and critique scientific research and ultimately provide foundational skills to be able to conduct original research. Contents to be covered include the language of research, types of research, elements of scientific research proposal, writing academic research using APA style, research ethics, crafting data collection instruments, and making meaning of data.

B: Arabic Language

The student selects 3 credit hours (1 course) from the list below

صُمم هذا المساق لتمكين الطالب من تحليل نصوص متعددة في حقول معرفية متنوعة؛ ليصبح قادراً على التمييز بين النصوص على اختلاف مضامينها ومحتوياتها، كما يمكنه بعد ذلك من محاكاة تلك النصوص بطريقة صحيحة، وتحويل المعلومة إلى مهارة وسلوك. وبما أنّ الكتابة عملية بناء متكاملة، وأنّ البناء يتأثر بأجزائه؛ لذا يحتاج إلى نماذج، وقوانين سلامة لغوية، وتخطيط وتماسك وأهداف منها: الإخبار والاستعلام، والطلب، والتأثير بالمتلقي.

صُمم هذا المساق لتمكين الطالب الناطق باللغة العربية من المهارات اللغوية الضرورية، وخاصة التركيز على خطوات كتابة التقارير والرسائل الإدارية والبحوث المنهجية؛ ولتحقيق ذلك جاءت المهارات متنوعة ومتدرجة، لتنمية قدرات الطالب على الفهم الصحيح والأداء المتميز لما يقرأ ويسمع، وليكتسب القدرة على كتابة المقالات والتقارير ومحاضر الاجتماعات وتوصيات المؤتمرات والندوات بصورة سليمة، لذا عُني المساق بتدريب الطالب على المهارات الأساسية للكتابة؛ كقواعد الإملاء المتعددة وعلامات الترقيم ونظام الفقرة وكتابة المقال على نحو متدرج.

C: The Natural sciences

The student selects 3 credit hours (1 course) from the list below

The natural science course incorporates a wide range of subjects of sciences such as astronomy, geology, biology, chemistry, and environmental science. The course will present the scientific facts of astronomy, the Earth and its weather, water, and environment, biology, and nutrition with the chemicals of life. The course emphasizes understanding the core principles of different branches of science and their effects on our lives. Moreover, the course explores the scope of natural phenomena, changing environment conditions, general health rules of nutrition, and the variety of living organisms. The course helps the students to acquire skills in observation, critical thinking, analyzing, interpreting, understanding and discussing scientific terminology and facts.

This course gives a thorough introduction to sustainable energy, conservation, and energy efficiency within the UAE and the world. It will explore the relationship between energy, environment, economy and ecological well-being. It will discuss energy production from the biology, natural science, environmental science and social sciences perspectives. A variety of topics will be introduced including global warming, climate change, sustainable food production, solid waste management, environmental and natural resources laws. The course includes the growing challenges of climate change and energy crisis and proposes solutions to overcome them.

The ‘Principles of Environmental Science’ course is designed to introduce the fundamental concepts of Environmental Science to undergraduate students. It includes topics from different areas of study such as ecology, biology, soil science and atmospheric science. The course aims at raising environmental awareness among students and providing them with the scientific knowledge and skills to identify, prevent and solve environmental problems. Additionally, it deals with ecological concepts, organism interactions, communities and ecosystems. The course focuses on key areas of population dynamics, biodiversity, human activities and the environment managed ecosystems, air quality, water and solid waste management.

D: The social or behavioral sciences

The student selects 6 credit hours (2 courses) from the list below

An introduction to the science of psychology, its theories and foundations. The course is focused on principles and research methodologies, including the following topics: history of psychology, the biology of mind, memory, learning, child and personality development, psychological disorders and therapy. The aim of the course is to introduce the basis of psychology, provide the foundational knowledge to pursue the subject in more depth in the future, and build an ongoing interest in the application of psychology in everyday life.

This course serves as an introduction into the interdisciplinary and multifaceted social sciences. The content on the course covers the range of different disciplines that social sciences consists of, namely: anthropology, sociology, psychology, political science, economics and to a lesser extent also history and geography. The secondary aim of the course is moreover for students to develop their critical thinking skills by engaging actively with material about social issues, social change and social institutions.

This course will examine how women participate and effect political change in a global context. Through a focus on the status of women in society, this course will introduce students to contemporary issues surrounding women’s political participation, representation, and citizenship. Students will develop the ability to think critically about the relationship between sex and gender and the intersections of race, class, religion, law and nation. This course will explore women’s diverse histories, movements, and feminist activism. Students will evaluate whether women’s efforts to achieve equal political rights have worked and what obstacles women still face in accessing political institutions. In addition, students will reflect on a wide-range of policy issues related to violence against women, employment, family values, and reproductive health. This course will also ask what possibilities are available for individuals to take action to improve society and enable women’s full participation as citizens, activists, voters, and politicians.

E: The humanities or arts

The student selects 6 credit hours (2 courses) from the list below

Innovation is the engine of opportunity and, acting as a catalyst, this course is intended to ignite an interest in innovation and inspire entrepreneurial action. At the core of innovation and entrepreneurship is a commitment to experiential learning that will encourage students to engage in critical thinking, creative problem-solving while also equipping them with the soft skills needed in their pursuit of academic and professional endeavors. Students will discuss the relevance and role of innovation and entrepreneurship in work and life situations; determine opportunities for creative disruption and design a strategy for its implementation; develop a practical understanding of innovation through thoughtful debate and exercises; and demonstrate critical thinking and individual insight with a personal mastery portfolio.

This course provides a core introduction to drawing, covering a wide range of basic and intermediate practical and technical skills. Students will explore approaches and concepts to the subject through manual practice using a comprehensive range of media and with reference to great masters in the field. Traditional and objective drawing skills in the use of line, tone, form and perspective provide the foundation for learning in this course. Students are required to develop their ability to observe, perceive and interpret through drawing the world around them, reflecting their understanding of 2D and 3D space.

This course explores Arab art and aesthetics from the beginning of the twentieth century till date. The students will learn about the contemporary art and design movement in Arab countries, the expression of cultural identity, as well as the factors involved and changes in aesthetics from Islamic to Arabic art. They will also study and analyze the role of pioneer artists from various generations with emphasis on their influence on contemporary Arab art.

This course is a chronological survey of art and design offering students an in-depth understanding of the role of art throughout history with a strong focus on aesthetic values, socio-cultural influences and technical terminology. Architecture, sculpture, painting, decorative arts, prehistoric art, design of the ancient world, the world beyond Europe, early Christian and Islamic art and the art of the Middle-Ages and Gothic period form the foundation of the course material spanning a period from 40,000 BC to 1300 AD.

F: Islamic Studies, History or Culture

The student selects 3 credit hours (1 course) from the list below

This course will offer students’ knowledge to enable them to 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.

The course is designed to give an in-depth understanding of the Islamic civilization. It deals with the universal principles that went into the making of the Islamic civilization. It examines the basic ideas of Islamic civilization besides exploring their contemporary relevance and challenges. The course seeks to effectively address the notion of the ‘clash of civilizations.

G: UAE Studies

The student selects 3 credit hours (1 course) from the list below

The course is designed to introduce the UAE and GCC society with its historical background and uniqueness. It is aimed at enabling students to understand the specific features of the society along with its customs, traditions and lifestyle. The course will introduce the processes and the challenges of development as well as the future aspirations of the UAE and GCC Society.

LIBERAL ARTS COURSE

10 COURSES | 30 CREDIT HOURS

This course introduces the student to the development of the human race. You will study a Four Field introduction to Anthropology wherein you will gain an understanding of Human Development and how both ancient and modern humans are studied. An understanding of Anthropology, the study of culture and human development is an important pillar in a degree which aims to develop educators in multi-cultural and economically diverse settings.

This course introduces the science of Sociology. Students will examine Society, Institutions and the relationships that make up a social context. The scientific methodology used to study social interactions, stratification and other elements of sociological enquiry will be discussed to emphasize the core concept of sociology as a systematic study of societies and social structures.

The General Statistics course is designed to develop good understanding of the basic concepts of statistical theorems, and applications. The course covers topics such as data collection methods, organization of data, analysis and interpretation of results. A software package will be used to analyze the statistical data.

This course will introduce the students to the key concepts of philosophy and its principle tools. The course will discuss the schools of philosophical thought, and will apply philosophical analysis to the topics of knowledge, religion, mind, freedom, responsibility, and ethics.

This course provides an overview of World / General History. The course will conclude with discussions about perspectives on World History.

This course provides an overview of Middle-Eastern History, including the sources of Middle Eastern History. The course will conclude with discussions about perspectives on Middle-Eastern History.

This course will provide the students with a comprehensive overview of geography. Emphasis is on concepts that are necessary to understand global, regional and local issues. This course also includes topics on both human and physical geography.

This course will provide the students with a comprehensive overview of English literature in the United States. It will familiarize the students primarily with early Anglo-American writers and the different literary movements that took place in the United States. Today American literature includes many minority literary works, but the historical matrix remains Anglo-Saxon if we are to consider the dominant culture as the starting historical point.

This course will introduce the students to the key concepts of Political Science and its principle tools. The course will discuss the role of main political actors in the field of politics and their function.

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 studying Microeconomics. The concepts of supply, demand, and elasticity are used to analyze the behaviors of consumers and firms in different types of markets. Main topics covered include: consumer behavior, firm production costs, Pure Competition, Monopolistic Competition, Monopoly, and Oligopoly.

CORE COURSES

13 COURSES | 39 CREDIT HOURS

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 introduction and overview of public relations including history, public relations models and communication theories along with legal and ethical aspects in public relations work. The course tackles the PR strategies in conflict and crisis management, the PR activity in governmental and private organizations, as well as PR strategies and tactics within different situations.

This course serves as the foundation for the skills-based curriculum at the CMMC-AUE.
The course is intended to be an amazingly thorough and testing knowledge. You will do a considerable measure of writing in the classroom, so participation is basic. There is likewise an overwhelming heap of writing for news media and different activities to be done outside the classroom. We will spend significant time where you will take in the elements of convincing news stories and news highlights, alongside essential procedures of news-casting, for example, how to discover story leads, track down data sources, get meetings, compose with clarity, exactness and style, and take advantage of the altering procedure. Furthermore, serving the prompt objective of setting you up for ensuing courses in reporting, the aptitudes and ideas you ace in this course ought to enhance the way you listen, think and convey/communicate.

Social media are constantly changing the ways masses communicate with each other and the business. Students comprehend different types of social mediums, tactics, and how social media changed the way we interconnect and collaborate with the world, professionally and in personal lives. Students will be required to apply their insight about the subject by contributing on available social mediums and platforms through intuitive course projects. The course will investigate the connection amongst media and human conduct, and will examine how corporations are capitalizing through social mediums.

This course provides the students in a Hands- On approach with fundamentals and principles of how to produce multimedia projects by effectively using the tools involved in the typical multimedia development process. Basic technical skills such as lighting, sound design and camera work will be emphasized.

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.

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 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 internship course is an ongoing seminar between the student, the faculty member, and the workplace/ employment supervisor at the end of which, each student presents his/her project to his/her class and the MMC faculty summarizing the internship experience and how it has influenced their education and career objectives.

This course teach the students the basics of public opinion and propaganda. Also some skills will be introduced concerning the topic. The main focus will be the political and social aspect of public opinion and propaganda.

This middle level undergraduate course focuses on the study and the analysis of the principles of communication in organizations. It will provide an understanding of the tools of organizational communication along with development of the skills, knowledge, and values needed for success. The course will emphasize the application of theories and approaches in the organizational setting.

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 course will introduce the students in a Hands- On approach to the photographic techniques, such as composition, depth of field, and sport photography, in order to tell a compelling news story through images as well as the advanced use of Digital Imaging and Post-production software. Examine the history and significance of the photographs for newspapers, news magazines, and other visual communication platforms.

The MMC 403 is designed to show the basics of editing. All those who take this course are to understand the basic structure and practice in editing.

The Media Law and Ethics is a course which teaches the ethical and judicial issues in mass communication. Regulations concerning advertising, PR and journalism including the social media are also topical in this course. Issues such as censorship, libel, personal privacy, ownership of information will be leaned in a basic sense.

SPECIALIZATION COURSES

5 COURSES | 15 CREDIT HOURS

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.

This course is an introduction to the elements needed for creative public relations writing projects. It will be particularly useful for students interested in entering the field of public relations. 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.

This course is designed to provide students with an understanding of the role of strategic media planning in the overall context of media selection, marketing and advertising decision. The course covers consumer environment, product positioning, media selection, media objectives, strategies and purchase guidelines.

Focuses on crisis management communication, the significance of crisis management in the age of digital and interactive media, ciris management stages and processes, crisis management team. Considerable attention will be placed on: Crisis communication preparation, developing a crisis management plan, crisis response strategies and role of social media during crisis.

Media and Mass Communication students are required to complete a three credit hour course on the Capstone Graduation Project. To be graduated, students are requested to demonstrate that they have developed capability and proficiency in the core knowledge of their specialization and can show capability in learning aptitudes in the four specializations. It will be a challenging and thorough adventure however the reward for undertaking a significant experience are enormous and will without a doubt give AUE graduates a capable begin in vocation they may pick. Moreover, English dialect and innovation capability should likewise be illustrated. The Capstone Graduation Projects ought to be as field-based contextual analyses. The Capstone Graduation Project is intended to give students a helpful working comprehension of the requirements and desires expected to move on from AUE.

FREE ELECTIVES

3 COURSES | 9 CREDIT HOURS

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ATTENDANCE

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

WHEN CAN I JOIN

Student can join at the beginning of any semester

September

FALL SEMESTER

MIN 3 COURSES | 9 CREDIT HOURS
MAX 6 COURSES | 18 CREDIT HOURS

JANUARY

SPRING SEMESTER

MIN 3 COURSES | 9 CREDIT HOURS
MAX 6 COURSES | 18 CREDIT HOURS

MAY

SUMMER SEMESTER

MAX 3 COURSES | 9 CREDIT HOURS

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ALUMNI - WHERE THEY ARE

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10%

BANKING

7%

CONSULTATION

6%

AVIATION

6%

OTHERS

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