Master of Public Relations and Corporate Communication
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Total # of Credit hours33
Program Overview
Admission Requirements
- Bachelor Degree: in a directly related discipline with a minimum CGPA of 3.00 on a 4.00-point scale, from an accredited university recognized by the UAE’s Ministry of Education- Higher Education Affairs.
- English Proficiency Tests: with a minimum score range of 1400 - 1525 on the English language portion of the EmSAT examination, or its equivalent from other national or internationally-recognized tests that are approved by the CAA, such as TOEFL scores of 213 CBT (Computer-Based Test), 79 IBT (Internet-Based Test), 550 PBT (Paper-Based Test), or 6 IELTS, with the following exceptions:
- Applicants to Master of PR&CC program must submit the following documents:
- A completed official AU Graduate Application for Admission form (Graduate studies application form.)
- A baccalaureate degree in Mass Communication from an accredited university, with a cumulative grade point average (CGPA) of at least 3.0 on a 4.0-point scale or its equivalent.
- Official transcripts of credits earned from all accredited institutions of higher education previously attended.
Regular Admission
Applicants who meet all essential admission requirements stated above are recommended to be accepted for regular admission.
Conditional Admission
- A student with a recognized baccalaureate degree and a TOEFL score of 530 (197 CBT, 71 IBT) or its equivalent from other standardized tests approved by the UAE Ministry of Education- Higher Education Affairs may be admitted conditionally to the Master of PR&CC program. Such a student must meet the following requirements during the period of conditional admission or be subject to a dismissal:
- Must achieve a TOEFL score of 550, or equivalent, by the end of the student’s first semester of study;
- May take a maximum of six credit hours in the first semester of study, not including intensive English courses;
- Must achieve an overall grade point average of 3.00 on a 4.0 scale, or its established equivalent, in the first six credit hours of credit-bearing courses studied for the Master’s program.
- A student with a recognized baccalaureate degree with a cumulative grade point average below 3.00 on a 4.0 scale, or its established equivalent, and who meets the English language competency requirements for general admission stated in Part I above, may be admitted conditionally to a Master of PR&CC program. Such a student must meet the following requirements during the period of conditional admission or be subject to a dismissal:
- May take a maximum of six credit hours in the first semester of study;
- Must achieve an overall grade point average of 3.00 on a 4.0 scale.
Provisional Admission
To be considered for admission, applicants must submit all required documents. However, students may be admitted to the program provisionally, pending completion of the admission file, any missing documents must be submitted by the end of the first semester in the program. If the applicant’s file is still incomplete by the specified deadline, the student will not be permitted to register again until the file is complete.
Program Learning Outcomes
At the completion of the Master of Public Relations and Corporate communication program, the graduate will be able to:
Knowledge
- Demonstrate in-depth knowledge and understanding of concepts, theories, and procedures for best practices in Public Relation & Corporate Communication in local and international contexts.
- Demonstrate a comprehensive understanding of strategic solutions to public relations issues and communication problems.
Skill
- Integrate and critically evaluate information and data from a variety of sources to assess the communication requirements of a specific organization.
- Design, develop, conduct, and evaluate knowledge for better strategic communication planning to achieve organizational goals.
- Communicate, interact, cooperate effectively and efficiently in written, oral, visual and combined formats, and apply new technologies in the field.
- Produce effective, accessible, and timely print, digital and multimedia communication, independently and collaboratively, to manage specific stakeholder relations and/or issues and achieve organizational objectives.
Aspects of Competences
Autonomy and Responsibility:
- Engage with topics and issues about public relations and communication, and demonstrate leadership and thoughtful reflection in discussions and group work
- Develop personal and professional skills through independent and self-learning, for effective and creative decision-making.
Role in Context:
- Apply creative thinking for problem-solving, in line with ethical regulations.
Self-Development:
- Merge organizational goals with social responsibility programs, especially in UAE / GCC region.
Study Plan
Courses Descriptions
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Foundation Courses:
Course Title: Introduction to Public Relations and Corporate Communication
Course Type: Foundation course (Required for students who do not hold a degree in mass communication)
Pre-Requisites: None
Course Code: PCC501
Credit Hours: (3 Theory = 0 credit)
Course Description:
This course is designed to introduce Public Relations in terms of concept, history, functions, and methods of work. It also discusses issues related to its masses, activities in all fields, its role, and the means of developing it. Besides, it deals with Corporate Communication within business organizations in terms of concepts, basic processes, objectives, and integration of internal and external Corporate Communication, electronic Corporate Communication and management systems applications. It also covers the patterns of administrative leadership, the effective communicative style, the conflict communication management and the use of conflict resolution strategies in contemporary institutions.
Course Title: Planning of Communication & Advertising Campaigns
Course Type: Foundation course (Required for students who do not hold a degree in mass communication)
Pre-Requisites: None
Course Code: PCC502
Credit Hours: (3 Theory = 0 credit)
Course Description:
This course aims to train students on the principles and skills of creative communication & advertising campaign planning and management. It examines campaign strategies and tools, media planning, integrating communication theory, audience research and creative aesthetics into the design, execution, and evaluation of communication campaign programs. It provides students with the knowledge necessary to plan and manage such campaigns.
Course Title: Writing for Public Relations & Advertising
Course Type: Foundation Course (Required for students who do not hold a degree in mass communication)
Pre-Requisites: None
Course Code: PCC503
Credit Hours: (2 hrs.Theory & 2 hrs. Practical = 0 credit)
Course Description:
The purpose of this course is to develop students writing and editing skills necessary to succeed in a public relations career. This course covers the concept of writing for public relations and its importance and forms. It also covers the skills of public relations copywriters, and how to equip students with the required skills in order to prepare them to write for public relations in various media. Students will generate public relations materials in a variety of formats, including fact sheets, news releases, brochures, blogs, position papers and others for an existing business or organization in the community.
Core Courses:
Course Title: Ethics of Public Relations
Course Type: Core course (required).
Pre-Requisites: None
Course Code: PCC514
Credit Hours: 3 hours.
Course Description:
This course addresses theoretic and practical issues and challenges that illustrate the broad scope and complexity of responsible advocacy in 21st-century public relations, and discusses many Ethical questions and dilemmas that inherent to the public relations professionalism, in order to equip the practitioners in that field with ethical mandates , morals and values to ensure that they operate ethically. Therefore, the topics in that course give the students the knowledge about ethical accountability in organizational settings, and distinguish the differences between ethical and legal public relations practices, as well as the necessary principles , skills and tools to enable them to make the right decisions when dealing with different stakeholders, and to practice the critical thinking in their profession.
Course Title: Advanced Theories of Public Relations
Course Type: Core course (required).
Pre-Requisites: None
Course Code: PCC515
Credit Hours: 3 hours.
Course Description:
This course focuses on the theories of public relations and communication, in order to prepare students for best equipped to make sense of all aspects and approaches of the field because theories help students to know more about what happened around them, and shape their judgments about relationships, circumstances, and decisions.
Course Title: Strategic Communication Planning
Course Type: Core Course (Required)
Pre-Requisites: None
Course Code: PCC516
Credit Hours: 3 hours.
Course Description:
This course combines both theoretical knowledge of fundamental theories, concepts, and applications of strategic communication and an overview of practices in communication management: research design, planning, implementation, and evaluation. The course helps students to develop their capacity to think strategically and personally stretching intellectual challenge. In this course, students will investigate issues that challenge contemporary organizations by analyzing case studies, conducting research, and designing possible solutions.
Course Title: Public Relations Research
Course Type: Core Course (Required)
Pre-Requisites: Advanced Theories of Public Relations (PCC515)
Course Code: PCC517
Credit Hours: 3 hours (2 hrs. Theory + 2 hrs. Practical).
Course Description:
This course imparts scientific and managerial approaches to the uses of a wide range of research methods in Public Relations & Corporate Communication researches. In addition, it provides students with the knowledge, and comprehension in order to understand why researches are essential in practice, and how they could apply different types of researches (qualitative and quantitative), and get benefits from its findings; to develop and improve the practice in this field. Therefore, through assignments and class discussions, students will be trained on the best way to define the research problem, specify its idea and title, review literature, design a study plan. Moreover, they will design and apply the data collection tools, analyze the research data using the E- Statistical software, write the findings and recommendations, and present it through a scientific poster and presentation in a seminar.
Course Title: Technology in Scientific Research
Course Type: Core Course (Required)
Pre-Requisites: Public Relations Research (PCC517)
Course Code: PCC618
Credit Hours: 3 hours (2 hrs. Theory & 2 hrs. Practical)
Course Description:
This course focuses on the implementation of new technologies in Public Relations & Corporate Communications scientific researches. Students will gain a detailed understanding of how they could collect and analyses primary data for the purpose of the decision making and problem-solving, Moreover, they will be motivated to write, design, analyze, and present their research data, and findings using the appropriate technology and software. In addition, they will develop their research and communicational skills through class activities, practical sessions, seminars, and E-publishing in online Journals, to submit their own researches.
Course Title: Thesis
Course Type: Core Course (Required)
Pre-Requisites: should finish 27 cr. hrs.
Course Code: PCC619
Credit Hours: 6 hours Practical
Course Description:
This course will be the final course in the PRCC master program; therefore, no one can take this capstone course unless he/ she finished 27 hrs. of the total hours of the program. The purpose of the course is to complete a capstone project in the field of Public relations and corporate communications, under the supervision of a committee of advisors, using a wide range of research methods and techniques. Students should apply their scientific researches in one of the Emiratis’ organizations in UAE, in order to solve its organizational problems, and after finishing their thesis, they must participate in scientific seminars held in university, in order to strengthen their communication and presentation skills.
Elective Courses:
Course Title: Strategic Integrated Marketing Communications
Course Type: Elective Course
Pre-Requisites: None
Course Code: PCC520
Credit Hours: 3 hours (2 hrs.Theory & 2 hrs. Practical)
Course Description:
This course will provide an overview of the components and considerations involved in marketing communication strategy decisions. Students will emerge with a practical perspective on today’s definition of integrated marketing communications (IMC), enabling them to apply IMC concepts to any industry, market sector, company or organization. It will focus on the knowledge base that will allow students to research and evaluate a company’s marketing and promotional situation, and use this information in developing effective marketing communication strategies and programs.
Course Title: Digital Public Relations
Course Type: Elective Course
Pre-Requisites: None
Course Code: PCC521
Credit Hours: 3 hours (Theory)
Course Description:
The course is designed to establish both theoretical and practical background of how digital and social media tools are using in the field of public relations. This course will introduce students to the new tools and techniques of digital PR. Strong practical will encourage hands-on participation, and students will gain an increased knowledge of practical applications for a successful digital PR strategy.
Course Title: Corporate Reputation Management
Course Type: Elective Course
Pre-Requisites: None
Course Code: PCC522
Credit Hours: 3 hours (Theory)
Course Description:
Reputation management is the cornerstone to any successful public relations or communications strategy, according to that; this course will examine the process of building, enhancing and managing an organization’s reputation. It will explore how organizations plan their reputation management efforts, through proactive and reactive programs and creating sustainable stakeholder relationships. In this course, students will gain awareness of the ingredients that constitute a reputation, the ways in which it can be measured, and gain practical experience with real-world case studies.
Course Title: Media Relations
Course Type: Elective Course
Pre-Requisites: None
Course Code: PCC523
Credit Hours: 3 hours.
Course Description:
This course is designed to facilitate a detailed understanding of the theory and practice of media relations; it provides students with a comprehensive understanding of the strategies, tools and techniques for developing successful media relationships, through a mix of readings, discussions and assignments. The course will provide student with the skills they need to successfully execute media relations activities in a variety of settings. They will leave this course knowing how to research reporters and outlets, build a media relations plan and messaging platform, identify and prepare spokespeople, manage crisis communications and employ social media to drive your messages.
Course Title: Crisis Communication Management
Course Type: Elective Course
Pre-Requisites: None
Course Code: PCC524
Credit Hours: 3 hours (2 hrs. Theory & 2 hrs. Practical)
Course Description:
This course is intended to provide an understanding of the framework and tools necessary to develop the expertise and confidence to successfully handle communication responsibilities in a corporate crisis. It focuses on crisis communication management, emphasizing practical application of theories, strategies, and tactics from a public relations perspective. Student will analyze corporate/enterprise crises to understand and create communication strategies designed for best achievable outcomes. Case studies and participative exercises will be used. By the end of the course, students should have developed a deeper understanding of the range of crises facing organizations, an enhanced appreciation of communication tactics that can be brought to bear in such situations and a greater familiarity with the historical antecedents of current crises.
Course Title: Corporate Communication Skills
Course Type: Elective Course
Pre-Requisites: None
Course Code: PCC525
Credit Hours: 3 hours.
Course Description:
This course will examine dimensions of corporate communication styles, concepts, principles and tools of corporate communication and how these apply to effective communication through providing students with the theory and practice of problem-solving and successful oral and written communication on many levels including writing short memos and reports; speaking; conducting meetings; use of conferencing technology giving presentations, interpersonal dialogues, and using electronic media in business. Emphasis is on the development and improvement of communication skills needed for today's fast-paced to preparing students for Business Environments.