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 organizational communications. Covering the main questions and theories emphasizing the emergence of mass communication in the UAE and the Gulf States (GCC) at large.

This course introduces the students to the history of means of communication in the UAE and its evolution as it provides them with the basic knowledge needed to understand the media and cultural roles of communication entities and their organizational structures. Furthermore, the course helps the students acquire and develop the skills to understand and analyze the structure of press, radio and television organizations and the Emirates News Agency (WAM), in addition to the freedom of speech, legal frameworks and media legislation that determine the course of professional practice of old and new media. The course also provides the students with site visits to the headquarters of newspapers and broadcasting stations

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.

This course aims to provide the students with scientific knowledge about the methodologies for scientific research used in media and communication sciences, public relations, advertising, and recent trends in the scientific method. The course primarily focuses on the field, descriptive and analytical research, content analysis, polls, case studies, focus groups, practical application of the steps of scientific research and the development of applied research in the PR field.

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 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 seeks to present and view advanced knowledge in media legislation and ethics, and to provide students with critical thinking and objective analysis’ skills to understand and analyze philosophical trends, the concepts and theories which established the ethics of media work in political, economic and social contexts, with a focus on practical applications and case studies that constitute models for professional practices in the world of Public Relations within modern organizations

This course seeks to provide students with knowledge of integrated marketing communications and to identify its various elements, functions and various characteristics. The course also works to provide students with the skills for evaluating the processes and methods of institutions in practicing integrated marketing communications and how to use them according to market requirements making the students well equipped to apply integrated marketing communications’ strategies to promote the organization according to values, professional and ethical standards.

The course provides a historical overview of the origins and evolution of the art of persuasion, and focuses mainly on explaining the models and theories of persuasion most applied in contemporary time for the purpose of providing students with the skills and competencies to apply persuasion strategies, methods and techniques to influence the audience, taking into account ethical values and standards

This course represents an introduction to the study of the public relations program where the student gains knowledge about the origins and development of public relations and its various models. The course allows students to understand the functions of public relations in planning, organizing and evaluating programs and campaigns conducted by public relations in the institution. The course focuses also on traditional means of communication and the Internet or tools of persuasion.

This optional course aims to introduce students to virtual public relations and the digital mechanisms used by public relations practitioners to achieve the institution’s goals, which include building the institution’s mental image and strategies in virtual public relations, creating digital content, maintaining the institution’s active presence on social networks and enhancing the institution’s interaction with its audience through promotional campaigns and audience research.

The pre-capstone course is designed to prepare the students for the preproduction 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 expected to complete a three credit hour course on the Graduation Project. To be graduated, students must 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 is 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 is 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.