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Undergraduate Program

Bachelor of Mass Communications Concentration in Public Relations

Bachelor of Mass Communications Public Relations
Program Title: Bachelor of Mass Communications Concentration in Public Relations
Credit Hours: 123
Award Granted on Completion: Bachelor of Mass Communications Concentration in Public Relations
Delivery Mode:  Face-To-Face
Local Accreditation Status:  Commission for Academic Accreditation, UAE (CAA)
Language of Study: Arabic
Duration: 4 Years
Campus: Abu Dhabi
Faculty Info: Faculty of Media and Public Relations
Chairperson: Dr. Amor Amor (HoD, Public Relations)

About the Program

The Bachelor of Mass Communications Concentration in Public Relations will prepare the student to deliver PR messages effectively within the modern communications environment. This Major will teach the student how to craft, deliver and position your PR messaging to maximum effect and to operate successfully as a public relations professional in an ever-changing communications context.

Objectives

  • Providing students with the objectives, importance, and functions of public relations at the local, regional, and international levels.
  • Providing students with theoretical knowledge and practical skills in public relations, such as managing communications in an organization.
  • Using modern communication technologies in the production of public relations materials.

Learning Outcomes

  • PLO1: Students must be able to:
  • (1.1) Define public relations in traditional and contemporary contexts.
  • (1.2) Describe public relations functions in modern societies.
  • (1.3) Explain the theoretical foundations of public relations.
  • PLO2: Students must be able to:
  • (2.1) Describe planning operations in public relations.
  • (2.2) Explain the different functions of the Public Relations Manager.
  • (2.3) Apply the principles of management to the organization's relations with the different public groups.
  • PLO3: Students must be able to:
  • (3.1) Describe media formats and formulas used in public relations.
  • (3.2) Develop effective messages for diverse audiences.
  • (3.3) Apply the technical principles in the production of printed, audio, visual and electronic materials for public relations.
  • (3.4) Design and implement public relations campaigns using various means.

Career Opportunities

After completing the Bachelor of Mass Communications Concentration in Public Relations, numerous career opportunities are available to you. Here are some of the positions previous graduates of the program have secured:

  • Public Relations Specialist
  • Media Researcher
  • Information Analyst
  • Ceremonies and Protocol Supervisor
  • PR Manager
  • Protocol Employees in Governmental Agencies
  • Media Officer in Embassies and Consulates
  • Exhibitions and Conferences Organizer
  • Social Media Specialist
  • Content Creator

Program Curriculum

General Requirements (33 Credit Hours)

Course Code Course Title Credit Hours Prerequisite
BIT100 Introduction to Information Technology 3 None
ENG100 English I 3 None
GEN100/ GEN101 Communication Skills in Arabic/ Communication Skills in Arabic for
non-Arabic speakers
3 None
GEN102 Islamic Culture (Arabic/English) 3 None
GEN105 Emirates Culture and Society 3 None
ENG104 English II 3 ENG100
GEN103 Logic and Critical Thinking 3 ENG100
GEN201 Psychology 3 ENG100
GEN302 Fundamentals of Innovation and Entrepreneurship 3 ENG100
GEN304 Ethics 3 ENG100
MTH105 Mathematics and Statistics 3 None

Program Requirements  (27 Credit Hours)

Course Code Course Title Credit hours Prerequisite 
MCM 101 Introduction to digital media 3  
MCM 102 Introduction to Public Relations 3  
MCM 121 Introduction to advertising 3  
MCM 123 Media theories 3  
MCM 201 Media in the UAE 3 GEN 105
MCM 202 Media research methods 3 MCM 123
MCM 203 Digital photography 3 MCM 101
MCM 301 International Communication 3  
Elective Course = 3 credit hours
MCM 210 Geopolitics 3  
MCM 211 Consumer behavior 3  
MCM 212 The Art of Persuasion 3  
MCM 213 Social Psychology 3 GEN 201

Supporting Requirements (30 Credit Hours)

Course Code Course Title Credit hours Prerequisite
MCM 122 Professional writing in Arabic 3 GEN100
MCM 204 Introduction to Media and artificial intelligence 3  
MCM 221 Rhetorical communication 3  
MCM 222 Social marketing 3 MCM 121
MCM 223 Public opinion 3  
MCM 321 Arab Media 3 MCM 201
MCM 322 Media Translation 3 ENG100
MCM 401 Economics and management of media organizations 3  
MCM 421 Protocol & Etiquette    
Elective Course = 3 credit hours
MCM 125 Introduction to Sociology 3  
MCM 326 Modern Arab History 3  
MCM 327 Global issues 3  
MCM 328 Modern Arabic literature 3  
MCM 329 Documentary Cinema 3  

Public Relations Major Requirements (33 Credit Hours)

Course Code Course Title Credit hours Prerequisite 
PRM 301 Public relations management 3 MCM 102
PRM 302 Writing for Public Relations   3 MCM 122
PRM 303 Production of materials for public relations 3 MCM 203
PRM 321 International Public Relations 3 MCM 301
PRM 401 Case Studies in Public Relations 3 PRM 301
PRM 402 Public Relations Campaigns 3 PRM 301
PRM 403 Online Public Relations 3 MCM 101
PRM 410 Field Training in Public Relations 3 Passing 80 hours, including 12 hours of specialization courses
PRM 422 Graduation Project in Public Relations 3 Graduation Semester
  Free Course 3  
  Free Course 3  

Study Plans

Semester 1 CH Semester 2 CH
YEAR 1 (33 CH)
ENG 100 English I 3 MCM121 Introduction to Advertising 3
GEN 105 Emirates Culture and Society 3 ENG 104 English II 3
GEN 102 Islamic Culture 3 MCM 122 Professional writing in Arabic 3
CIT 100 Introduction to Information Technology 3 MCM 123 Media theories 3
MCM101 Introduction to digital media 3 MTH 105 Mathematics and Statistics 3
MCM102 Introduction to Public Relations 3      
Total 18 Total 15
YEAR 2 (36 CH)
GEN 100 Communication skills in Arabic 3 MCM 221 Rhetorical communication 3
MCM 201 Media in the UAE 3 MCM 222 Social marketing 3
MCM 202 Media research methods 3 MCM 223 Public opinion 3
MCM 203 Digital photography 3 PRM 301 Public relations management 3
MCM 204 Introduction to Media and artificial intelligence 3 GEN 301 Professional Ethics 3
GEN 100 Elective course 1 3 ——- Free course 1 3
TOTAL 18 TOTAL 18
YEAR 3 (30 CH)

GEN302

 

Fundamentals of Innovation and Entrepreneurship 3 GEN 201 Psychology 3
ENG104 English 2 3 PRM 321 International Public Relations 3
MCM 301 International Communication 3 MCM 321 Arab Media 3
PRM 302 Writing to the PR 3 MCM 322 Media Translation 3
PRM 303 Production of informational materials for public relations 3   Elective Course 2 3
TOTAL 15 TOTAL 15
YEAR 4 (27 CH)
GEN103 Logic and Critical Thinking 3 MCM 421 Protocol & Etiquette 3
PRM 401 Public Relations Case Studies 3 ——- Free Course 2 3
MCM 401 Economics and management of media organizations 3 PRM 403 Online Public Relations 3
PRM 402 Public Relations Campaigns 3 PRM 422 Graduation Project in Public Relations 3
PRM 410 Field Training in Public Relations 3      
TOTAL 15 TOTAL 12

Admission Requirements

Liwa College offers Bachelor’s programs that are accredited by the Ministry of Education in the UAE and are designed in collaboration with our strategic partners across all industries. Our curricula as well as teaching and learning methods follow a practical approach whereby students get to test theories and develop skills that bridge the gap between academia and the labor market needs.

LC Admission requirements

Tuition Fees

The College sets out clear and consistent information about its fees and financial policies. The Policy is established in compliance with the requirements of the Commission for Academic Accreditation (CAA) and relevant Directives of the Ministry of Education (MOE).

Admission Tuition Fees – 2023/2024

We don't just give students an education and experiences that set them up for career success – we help them discover and lead in a field they're passionate about.