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)

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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

YEAR 1 (33 CH)
Semester 1		CH	Semester 2		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

Course Descriptions

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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

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