Master in Strategic Communication and Public Relations (MSCPR)
Helpful Links
Program Overview
The Master in Strategic Communication and Public Relations (MSCPR) offered by the College of Media and Mass Communication is a specialized graduate program designed to prepare professionals for leadership roles in communication, public relations, and reputation management. Delivered primarily in Arabic with two advanced English seminars, the program integrates theoretical foundations with applied skills in digital communication, artificial intelligence, crisis management, and strategic planning.
The program consists of 33 credit hours, and has provisional accreditation by the UAE Commission for Academic Accreditation (CAA). It is delivered on-campus in Dubai.
The College of Media and Mass Communication at the American University in the Emirates is proudly accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC), ensuring the highest standards of academic excellence and professional preparation.
AUE is accredited by the Southern Association of Colleges and Schools Commission on Colleges (SACSCOC) to award bachelor’s, master’s, and doctoral degrees.
Program Mission
To develop highly skilled communication professionals equipped with advanced theoretical knowledge, research competence, and innovative strategic communication skills enabling them to design ethical, AI-enhanced, and sustainable communication solutions that support excellence in both public and private sector organizations.
Program Goals
Goal 1: Provide graduates with a strong theoretical foundation and research skills in strategic communication and public relations.
Goal 2: Develop graduate’s ability to apply models and theories to contribute to sustainable development in the field of strategic communication and public relations.
Goal 3: Prepare effective leaders in the field of strategic communication and public relations.
Goal 4: Enhance students’ critical analysis and creative thinking skills to address contemporary communication challenges.
Goal 5: Achieve academic excellence through the application of global quality standards.
Goal 6: Advance human knowledge by conducting specialized research and rigorous academic studies.
Goal 7: Equip students with the academic and professional expertise needed for future research and careers in public relations across various organizations.
Graduates of the MSCPR program will be able to:
PLO 1: Demonstrate a comprehensive understanding of the core concepts, theoretical frameworks, and research methodologies essential to strategic communication and public relations.
PLO 2: Critically analyze audience segmentation and influence techniques by employing statistical methods to interpret public opinion trends.
PLO 3: Evaluate and develop strategies for enhancing corporate image and reputation through effective media content creation and influence practices.
PLO 4: Apply and adapt communication and public relations theories to manage crises and bridge strategic gaps within organizations.
PLO 5: Integrate empirical research, audience insights, and artificial intelligence tools to formulate innovative and ethically sound public relations and communication solutions.
PLO 6: Collaborate in interdisciplinary teams to critically assess complex issues and provide evidence-based recommendations for both governmental and private sector organizations.
Graduates of the MSCPR program are prepared for advanced professional roles such as:
- Public Relations Manager
- Corporate Communication Director
- Government Communication Specialist
- Strategic Communication Consultant
- Crisis Communication Manager
- Reputation and Image Management Specialist
- Digital Communication Strategist
- Communication Research Analyst
- Non-Profit Communication Specialist
- Social Media & Digital Engagement Manager
- Crisis Communication Consultant
- Digital PR Strategist
ADMISSION REQUIREMENTS
For further information, please click here
GRADUATION REQUIREMENTS
For graduate degree completion, graduate students must satisfy the following requirements:
- Earn a minimum CGPA of 3.00 on a scale of 4.00.
- Successfully complete all courses as described in the study plan.
- The Degree Completion requirements must be met within the timeframe of the program.
- Successfully complete the two “Thesis” courses.
ACCREDITATION
The American University in the Emirates is licensed by the UAE Ministry of Higher Education and Scientific Research – Commission for Academic Accreditation | caa.ae
PROGRAM STRUCTURE
Course Category
Total Number of Courses
Total Number of Credit Hours
Core Courses
6
18
Elective Courses
2
6
Thesis 1
1
3
Thesis 2
1
6
Total (Excluding Bridging Courses)
10
33 Credit Hours
PROGRAM Courses
CORE COURSES
6 COURSES | 18 CREDIT HOURS
This course provides students with advanced tools and methodologies for conducting rigorous research in strategic communication and public relations. Students critically examine both quantitative and qualitative paradigms through hands-on field studies that include descriptive and analytical methods, surveys, interviews, content analysis, and public opinion research.
The course guides students through the entire research cycle—from identifying research problems and applying theoretical frameworks to developing research designs, managing scholarly references, interpreting data, and preparing a research report. By the end of the course, students will be able to independently design, implement, and evaluate research projects in alignment with international academic and professional standards.
This course offers a comprehensive examination of the key theories, models, and conceptual frameworks that guide modern strategic communication and public relations. Students analyze how these theories shape decision-making, audience engagement, and strategic message development. Through real-world case analyses, students evaluate the relevance of traditional and emerging theories in addressing contemporary communication challenges, including sustainability and digital transformation. The course emphasizes critical thinking, innovation, and theory-driven strategic planning.
This seminar investigates advanced concepts and practices in corporate reputation management as part of strategic communication. Students explore how organizations build, monitor, measure, and protect their reputation through ethical governance, transparency, and stakeholder engagement. Using case studies, simulations, and interactive discussions, the course examines the interplay between business ethics, corporate communication strategies, and public perception. Students learn to develop reputation management plans that support long-term credibility and organizational resilience.
This course examines the transformative influence of artificial intelligence on contemporary public relations practice. Students evaluate how AI enhances efficiency and innovation in research, strategic planning, content development, micro-targeting, media relations, stakeholder engagement, and campaign evaluation.
The curriculum covers advanced AI tools—including natural language processing, machine learning, automated content creation, and generative image/video technologies—supported by practical exercises and case studies. Ethical implications of AI adoption, including transparency, misinformation, and algorithmic bias, are critically explored to prepare students for emerging industry challenges.
This course develops students’ abilities to design, implement, and evaluate comprehensive strategic communication plans. Students explore the principles of scientific planning and analyze models used to structure research-based public relations strategies.
Key topics include situation analysis, organizational and audience assessment, strategy formulation, message design, tactical execution, stakeholder management, and evaluation metrics. Through applied projects and case studies, students learn to craft evidence-based communication plans aligned with institutional objectives and contemporary professional standards.
This seminar provides an in-depth exploration of crisis communication within diverse organizational contexts. Students examine different types of crises—such as risks, disasters, and complex emergencies—and analyze their characteristics and stages.
The course covers pre-crisis preparation, message development during emergencies, formation and functioning of crisis communication teams, and the effective use of communication channels, including social media. Students engage with regional and international case studies to evaluate best practices, apply key PR models, and develop strategic frameworks for crisis response and post-crisis recovery.
ELECTIVE COURSES
CHOOSE TWO COURSES | 6 CREDIT HOURS
This course explores the evolving role of digital technologies in public relations. Students learn to design and evaluate digital communication strategies, integrate social media and influencer partnerships, conduct SEO-driven content planning, and manage online reputation. Through analytical tools and hands-on digital campaign projects, students assess performance metrics and develop the competencies needed to navigate the challenges of digital PR, including ethics and digital crisis response.
This course examines the principles, strategies, and challenges associated with communication in the public sector. Students explore frameworks for building transparency, public trust, civic engagement, and strategic messagingingovernmentalinstitutions. Topics include media relations, public awareness campaigns, crisis communication, and stakeholder management. Real-world case studies and applied projects allow students to design effective communication initiatives aligned with ethical requirements and public service goals.
This seminar investigates the unique communication needs of non-profit organizations. Students analyze strategies related to advocacy, fundraising communication, community engagement, and digital activism. The course highlights the ethical responsibilities of mission-driven organizations and emphasizes stakeholder management, social impact communication, and digital communication for non-profit causes. Case studies and team projects help students develop strategic communication plans tailored to the non-profit sector.
This course provides a critical examination of ethics as an essential dimension of public relations practice. Students explore ethical theories, moral reasoning, transparency standards, and the ethical implications of digital communication and corporate social responsibility. Through analysis of ethical dilemmas and real-world controversies, students develop frameworks for ethical decision-making and professional conduct, enabling them to navigate the complex moral landscape of today’s communication environment.
This course examines the strategic integration of marketing and communication tools into cohesive IMC programs. Topics include branding, advertising, media relations, public opinion, audience research, and global communication strategies. Students explore how PR and marketing intersect across traditional and digital channels and analyze IMC cases to assess their effectiveness. The course also covers crisis communication in IMC contexts and provides applied opportunities to design integrated campaigns aligned with organizational goals.
THESIS
6 CREDIT HOURS
This course constitutes the initial phase of the graduate thesis. Students develop a solid research proposal through a structured process involving problem identification, literature review, formulation of research questions and hypotheses, and selection of appropriate methodologies. The course emphasizes mastery of qualitative, quantitative, and mixed methods for investigating communication issues. Students finalize this phase with a formal oral defense of the proposal, demonstrating readiness to proceed to the research implementation phase.
This course guides students through the execution, analysis, and completion of their thesis research. Students conduct data collection, refine methodologies as needed, analyze results, and synthesize findings into a coherent thesis aligned with graduate academic standards. The course culminates in a public oral defense, during which students present their research contributions, methodological rigor, and implications for theory and practice in strategic communication and public relations.
RECOMMENDED STUDY PLAN
Program Director
Dr. Ahmad Salman
Associate Professor / Acting Program Director of Master of Science in Business Intelligence