Bachelor of Arts in Media and Mass Communication – Public Relations
About Specialization
Program Learning Outcomes
About Specialization
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
Program Learning Outcomes
- Demonstrate the ability to know, evaluate and apply basic mass communication messages in the communication theories
- Effectively communicate with others in interpersonal, small group and public speaking situation
- Capable to use appropriate research methods to answer relevant questions
- Demonstrate sensitivity to the ethical issues to their practice
- Ability to apply relevant theory to communication practice
- Use the various techniques and skills required for effective public relations, and suggest appropriate PR action plans with the cost and time
ADMISSION REQUIREMENTS
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ACCREDITATION
The American University in the Emirates is licensed by the UAE Ministry of Education – Commission for Academic Accreditation | caa.ae
Preparatory Courses
Prior to their enrollment in the program, students applying for Bachelor of Arts in Media and Mass Communication must sit for the placement test related to the program, failure to successfully passing the placement test, they are required to enroll in the following courses:
| # | Course Code | Course | Credit Hours | Exemption Condition |
| 1 | CIT 90 | Computer Preparatory | 0 | Passing the Placement Test |
| 2 | ENG 99 | Academic Writing (*) | 0 | Passing the Placement Test |
PROGRAM STRUCTURE
Course Category
Total Number of Courses
Total Number of Credit Hours
General Education Courses
19
57
Core Courses
9
24
Specialization Courses
11
30
Free Electives
5
15
Total
44 Courses
126 Credit Hours
FEE STRUCTURE
Tuition (One Semester)
………
Approx. 27,829 AED
One academic year is two semesters
Admission (One Time)
………
3,150 AED
Last Updated on October 7, 2024
General Education Courses
Core Courses
Specialization Courses
Free Electives
General Education Courses
GENERAL EDUCATION COURSES
19 COURSES | 57 CREDIT HOURS
A: University Core Requirements
The student selects 6 credit hours (2 courses) from the list below:
The purpose of this course is to facilitate the process of transition into the 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 their academic requirements. The course assimilates academic content with interactive in-class activities to ensure understanding of curricular options and begin to develop a future career plan through self-reflection.
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.
B: Languages and Communication Studies
The student selects 9 credit hours (3 courses) from the list below:
This course focuses on improving students’ basic critical reading and writing skills in English so that they can successfully write free-error varied sentences and paragraphs. The course also focuses on contextualized mechanics instructions and sentence skills.
The intent of this course is two-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 proposal. Students will be immersed in hands on experience where they will be introduced to research concepts that will help them understand, interpret, and critique a scientific research. Contents to be covered include the language of research, types of research, elements of scientific research proposal, writing an academic research proposal using APA style, research ethics, crafting data collection instruments, and interpreting data.
Students must take one of the following Arabic Language courses:
This course is designed to enable students to analyze multiple texts in various fields of knowledge. In order to be able to distinguish between texts despite their difference of contents, it also enables student to simulate those texts in a correct way, and to transform the information into skill and behavior. And since writing is an integrated building process, and that the building is affected by its parts, therefore student needs models, linguistic laws, planning, cohesion and goals including: news and inquiries, demand and influence of the recipient.
This course is based on the principle that “Education” is an accumulative task especially when it comes to language learning. This process undergoes specific stages to assist the non-Arabic speakers to reach the ultimate goal which is to acquire the required skills (listening, speaking, reading, writing) easily and accurately. To achieve this aim, text-based dialogues are provided as a head start for the non-Arabic speakers to continue to the higher levels. The course also provides basic elements for reading, writing, dialogues, and listening to assist the learners to confidently interact with the Arab community.
This course is designed to enable the Arabic-speaking student with the necessary language skills, especially focusing on the steps of writing reports, official letters and systematic research. To achieve this, and to develop the student’s abilities to understand correctly what he reads and listens, and to gain the ability to write articles, reports, meeting minutes and recommendations of conferences and seminars in a sound manner, the course was concerned with training the student in basic writing skills; such as multiple spelling rules, punctuation marks, paragraph system, and essay writing progressively.
C: The Natural sciences or Mathematics
The student selects 6 credit hours (2 course) from the list below:
The natural science course incorporates a wide range of subjects 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 environmental 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 wastemanagement, environmental and natural resources laws. The course includes the growing challenges of climate change and energy crises 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, environment-managed ecosystems, air quality, water, and solid waste management.
This course is designed to develop a good understanding of the fundamental concepts of mathematics. It also stresses crucial cognitive transferable skills such as the ability to think logically and concisely. Mastering this course will give students the confidence to go on and do further courses in mathematics and statistics.
D: The Social or Behavioral Sciences
The student selects 18 credit hours (6 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 course aims 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 to the interdisciplinary and multifaceted social sciences. The content of 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 introduce the students to the key concepts of Political Science and its principal tools. The course will discuss the role of main political actors in the field of politics and their function.
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 inquiry will be discussed to emphasize the core concept of sociology as a systematic study of societies and social structures
This course provides an understanding of anthropology, the study of human beings throughout time and space. Anthropology is a broad discipline that studies humans from a holistic perspective looking at both biological and cultural aspects. Anthropologists use different methods to understand and study humans. During this course, students will experience ethnographic fieldwork.
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.
E: The Humanities or Arts
The student selects 12 credit hours (4 courses) from the list below:
This course explores Arab art and aesthetics from the beginning of the twentieth century to 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 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 Middle-Eastern History, including the sources of Middle Eastern History. The course will conclude with discussions about perspectives on Middle-Eastern History.
This course provides an overview of World / General History. The course will conclude with discussions about perspectives on World History. It surveys the history of humankind from 250CE till 1990 CE. In addition, interregional, comparative, cross-cultural, transnational, and historiographical topics will be considered. The objective of the course is to explore the roots of contemporary globalization and to develop historical thinking and writing.
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 aims to focus on the evolution of Islamic Art through a chronological overview of various trends and approaches throughout history. Students will explore and analyze the rise and influence of Islam leading to the formation of a new artistic culture the world over.
F: Islamic Studies
The student selects 3 credit hours (1 course) from the list below
This course will expand students’ knowledge to enable them to understand the Islamic culture and its characteristics. It analyzes the sources of legislation in Islam. It 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.
Core Courses
CORE COURSES
9 COURSES | 24 CREDIT HOURS
This course is a fully developed introduction to the fundamentals of the theories that define the communication discipline and professions. This being journalism, public relations, multimedia productions, and s. Covering the main questions and theories emphasizing the emergence of mass communication in the UAE and the Gulf States (GCC) at large.
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
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 provides the students with the basic knowledge base of public opinion and propaganda. Covering the discourse of Public knowledge, public policies and diplomacy. The main skills attained will enclose negotiation, critical analysis and knowledge in the public domain. Principally, the major components are the political and social aspect of public opinion and propaganda.
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.
Pre-Internship is designed for students seeking an internship. The course will prepare students to successfully plan their internship by researching and identifying potential internship opportunities, creating professional resume and letter of introduction, developing interviewing and networking skills as well as a portfolio per industry requirements. Students will go through different learning modules including experiences, team work skills, communication skills, leadership skills, problem solving, self-management and professionalism to be able to make the most of their internship.
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 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 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
SPECIALIZATION COURSES
11 COURSES | 30 CREDIT HOURS
This course provides a historical background in television and radio, but quickly transitions into hands-on creation of audio and visual media for radio, television, podcasts, streaming video, series, films, social media, and beyond. Students will create a short narrative (fictional) video, a short documentary video, and will learn how to transform this media to be suitable on multiple platforms. There is a special focus on the Arab media landscape.
Writing in public relations is designed to provide students with diverse professional strategies of writing in public, relations with a particular focus on communication objectives, techniques, strategies, styles, and mechanics. Building on students’ knowledge of the principles of public relations, the course provides practical, real-world writing experience within different formats for a wide range of audiences. The student’s critical thinking and writing skill are predicted to improve over their study.
The course focuses on theory and principles of digital communications by developing a) digital strategies, b) conducting analytic audience research, c) design messages and drive behavior, and finally, d) selecting from a multitude of social media platforms to achieve their goals as digital communication consultants. The course will enable students to demonstrate a fundamental understanding in grasping digital communication principles and data-driven audience insight thereby increasing their positive sentiment by creating innovative social media programs.
This course focuses on the negotiation principles of communication, the significance of decision making in the age of digital and interactive media. Considerable attention will be placed on the role of negotiations in different public relations practices and the importance of decision-making in the different social contexts.
This course will focus on the important issues elaborate in creating and building the best personal brand. An inclusive overview of strategies and tactics implemented in building personal brand even-handedness and successful communication skills socially. The course will provide students with solid knowledge of the mechanisms adaptable the marketing as well as the competitive, and the challenging work environments. The course is designed to provide an understanding of the art of personal branding; individual soft skills such as leadership style, communication skills, and organization skills will be introduced in this course to prepare students to successfully complete this essential course.
This course is designed to introduce students to concepts and methods of strategic campaign planning, and to improve their knowledge of how strategic communication planning fits within the wider scope of organizational goals. This course is designed to provide students with solid work knowledge and experience in PR campaign practice and improve their overall skills in research, planning, organizing, managing time, and evaluation, as well as communicating with clients and colleagues in written form and in person. This course extends upon the study of public relations, by creating, evaluating, and critiquing public relations campaigns. Students will grow upon skills developed in basics and Principles of Public Relations and Communication to enhance their knowledge of the processes of planning, accomplishing, and evaluating strategic campaigns.
Focuses on crisis management communication, the significance of crisis management in the age of digital and interactive media, crisis 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
Social change requires passion and engagement. The greatest ideas involve the right people in those efforts, and this is a form of strategic communication that will have a benefit to society. Thus, those who work in Public Interest Communications must be trained as professional public relations practitioners. In fact, Public Interest Communication will take the well-being of a community or population into consideration when developing PR Strategies and Tactics. In this course, students will learn effective communication as regards Public Interest Communication, such as those organizations that take on the particular cause of Public Interest Communication. The idea is to elevate the discourse of Public Relations above the monetary gain of the individual organizations and practitioners, for the betterment of society and all humanity. Students will gain knowledge and skills allowing them to become savvy practitioners in the development of Public Interest Communications, transcending the interests of a single individual. Course involves consideration of Public Health and Safety, Crisis Communication, Environmentalism, Climate, Media Accountability, and Security, etc., among others.
Research Methods in PR and Digital Communication is a course designed to engage students in strategic thinking, especially as it relates to the HWW (how, why, whom) of digital media interaction. As this course progresses, students should possess a working knowledge of fundamental research tools that are key to planning and evaluating communications for effectiveness. Students will increase their proficiency by understanding and using a multitude of social media and web tools. Students will also be able to utilize these principles to establish, monitor, and finally, evaluate communications programs. This course also focuses on a) research planning, b) theory, c) designing, d) sampling, e) surveying, f) experiments, g) focus groups, h) content analysis, and i) participant observation. Additionally, the course will focus on qualitative and statistical analysis, including the reporting of research with advanced technologies. During this course, students will use an existing company as a case study to deconstruct its communication mechanism to identify which areas can be improved upon and what benefits the company could reap changing its PR strategy.
The pre-capstone course is designed to prepare the students for the pre-production planning and processes for public relation projects and campaigns. The students will follow certain steps in the production process while identifying and presenting their idea, concept, and methodology. The students will have comprehensive knowledge about writing the capstone proposals, reports, presentations, and designing the ideas for the different PR campaigns.
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
ELECTIVE COURSES
5 COURSES | 15 CREDIT HOURS
15 Credit Hours must be chosen from any other college/specialization in condition the prerequisites of the chosen courses are met.
RECOMMENDED STUDY PLAN
ATTENDANCE
Student builds the schedule based on available offered courses in the registered semester
Weekday Morning Classes
THU – THUR | BETWEEN 9:00 AM – 4:00 PM
MON – WED | BETWEEN 9:00 AM – 4:00 PM
MON – WED | BETWEEN 9:00 AM – 4:00 PM
Weekday Evening Classes
TUE – THUR | BETWEEN 4:00 PM – 9:00 PM
MON – WED | BETWEEN 4:00 PM – 9:00 PM
MON – WED | BETWEEN 4:00 PM – 9:00 PM