Mass Communication in Public Relations

Overview

Program Mission:

The College of Communication is committed to providing a teaching and learning environment that complies with local and international quality assurance standards. It is obliged to provide high-quality specialized educational programs in order to produce competent, talented and skillful media graduates, who are qualified for innovation and leadership, and capable of using digital communication technology. The college is devoted to promoting effective community collaboration and partnership in the field of media training and scientific research, in order to encompass the needs of labor market.

Program Learning Outcomes

Upon completion of the program, the graduates will be able to:
– Show an understanding of mass communication theories and concepts as applied to public
relations practice
– Use relevant methods and processes of mass communication in producing public relations materials.
– Integrate current media trends and critical approaches in promoting public relations programs.
– Appraise mass communication and public relations practices based on current underlying
principles, regulations, and standards.
– Create a collaborative public relations communication campaign that exemplifies the
processes of social and ethical responsibility.

Program Structure

Summary of Courses and distribution of Total Credits

Program Requirements

Requirements

Admission and Registration Requirements

• A high school certificate issued by the Ministry of Education in the UAE or its equivalent, with a minimum grade point average of 60%.
• Passing the English Language proficiency exams with minimum scores according to the following:
  1. EMSAT score of 950
  2. TOEFL score of 450
  3. IELTS Academic score of 4.5
• Passing the Arabic Language profeceincy exam with a minimum score of (1000).

Graduation Requirements

To obtain a bachelor’s degree in Mass Communication in Public Relations, a student has to successfully complete 126 credit hours, with a minimum grade point average (GPA) of 2.00 out of 4.00.

Job Opportunities and Career Path

The career options for graduates of the program in the United Arab Emirates are many and diverse. Due to the high demand and job vacancy availabilities in the labor market, the study of public relations and mass communication in general has become one of the most attractive and popular university disciplines in recent years within the UAE. This demand has resulted in many job opportunities in many public service and private sector institutions that are concerned with public relations, for example:

1. Executives for office management and reception for institutional communications.
2. Managers for planning and organizing activities and events.
3. Journalists and writers.
4. Consultants for ceremonials, protocols, etiquette and hospitality.
5. Consultants in public relations and relationship building with the public.
6. Consultants for organizing and managing exhibitions.
7. Producers of documentaries.
8. Workers in advertisement planning and advertising campaigns.
9. Workers as research assistants in the academic and scientific research, especially in public polls and consumer research.