Bachelor of Public Relations

Introduction

About the Program

Program at a glance

Total Credit Hours

126 Credit Hours

Duration

4 Years

Instruction Language

Arabic

Tuition Fees

55,430 AED/Yearly

Quality assured

Accreditations

Accredited by CAA

Accredited by ACEJMC

By the numbers

Program Data

Retention Rate

AUE defines the undergraduate student retention rate as the percentage of first-year, full-time, degree-seeking undergraduate students enrolling in the Fall semester and returning in the following Fall semester.

Cohort Year	Cohort Count	Retained to Next Fall	Retention %
Fall 2018–2019	8	5	63%
Fall 2019–2020	4	3	75%
Fall 2020–2021	1	1	100%
Fall 2021–2022	1	1	100%
Fall 2022–2023	1	1	100%
Fall 2023–2024	24	18	75%

Graduation Rate

AUE defines the graduation rate for the undergraduate program as the ratio of the total number of completers within 150% of the normal time required for the program (6 years for undergraduate), divided by the number of students in the entering cohort.

Cohort Year	Cohort Count	Graduated	Graduation %
Fall 2013–2014	1	0	0%
Fall 2014–2015	0	0	–
Fall 2015–2016	5	3	60%
Fall 2016–2017	8	2	25%
Fall 2017–2018	5	4	80%
Fall 2018–2019	4	3	75%

Enrollment Rate

Fall 2020-21	Fall 2021-22	Fall 2022-23	Fall 2023-24	Fall 2024-2025
143	135	163	225	310

Assessment Plan

Program Director

Dr. Mona Abdelrahman

Assistant Professor / Acting Department Chair of Bachelors of Public Relations

Credit breakdown

Program Structure

Course Category	Total Number of Courses	Total Number of Credit Hours
General Education Courses	18	54
Core Courses	19	57
Concentration Courses	3	9
Free Elective	2	6
Total	42 Courses	126 Credit Hours

Curriculum

Courses & Descriptions

General Education Courses

ARLAA 105 Arabic Composition 3 CH

ARLNA 100 Arabic for Non Arab Speakers 3 CH

ARLAA 100 Communication Skills in Arabic 3 CH

DES 104 Contemporary Arab Art 3 CH

ASC 208 Emirati Studies (formerly UAE and GCC Society) 3 CH

ENG 100AR English I (in Arabic) 3 CH

ENG 200 English Literature 3 CH

ASC 211 Environmental Science 3 CH

MAT 100 General Mathematics 3 CH

ASC 200 General Psychology 3 CH

DES 105 History of Islamic Art 3 CH

MGT 604 Innovation and Entrepreneurship 3 CH

ASC 102 Introduction to Anthropology 3 CH

ASC 206 Introduction to Geography 3 CH

ASC 201 Introduction to Philosophy 3 CH

ASC 202 Introduction to Political Science 3 CH

ASC 207 Introduction to Research 3 CH

ASC 110 Introduction to Social Sciences 3 CH

ASC 104 Introduction to Sociology 3 CH

ASC 106 Islamic Civilization 3 CH

ASC 105 Islamic Culture 3 CH

ASC 204 Middle East History 3 CH

ASC 210 Natural Science 3 CH

ASC 212 Sustainable Energy 3 CH

ASC 101 University Life 3 CH

ASC 203 World History 3 CH

Bridging Courses

Core Business Courses

Core IT Courses

Core Courses

PRP 446 Capstone Graduation Project 3 CH

PPR 303 Crisis Management Communication 3 CH

MKT 305 Integrated Marketing Communications 3 CH

PRP 431 International Public Relations 3 CH

PRP 425 Internship 3 CH

MBC 200 Introduction to Mass Communication 3 CH

MMC 213 Media and Communication in UAE 3 CH

MMC 404 Media Law and Ethics 3 CH

MMC 304 Organizational Communication 3 CH

PRE 401 PR Planning and Campaigning 3 CH

PRP 222 Principles of Public Relations 3 CH

PRP 426 Production of Video, Audio and Video Materials 3 CH

MMC 302 Public Opinion and Propaganda 3 CH

PRP 226 Public Relations and New Media 3 CH

MMC 316 Research Methodology 3 CH

PRP 228 Social Marketing 3 CH

PRP 331 Strategic Public Relations 3 CH

MMC 315 The Art of Persuasion 3 CH

PRE 332 Writing in Public Relations 3 CH

College Mathematics and Science Courses

Concentration Courses

PRP 336 Applied Public Relations 3 CH

PRP 333 Digital Photography (Practical) 3 CH

PRP 227 Protocol and Etiquette 3 CH

PRP 444 Special Topics in Public Relations 3 CH

Cybersecurity Engineering Core Courses

Mechatronics Engineering Core Courses

Engineering Core Courses

Free Electives Courses

Free Electives 6 CH

Thesis

Electives

Comprehensive Exam

Dissertation

Research Seminar

Basic Health Science Courses

College Core Courses

Clinical Placement Courses

Semester by semester

Study Plan

Year 1

Semester 1

Code	Course	CH
—	University Core Requirements General Education	3
—	Languages and Communication Studies General Education	3
—	Natural Sciences or Mathematics General Education	3
—	Humanities or Arts General Education	3
—	Social Sciences or Behavioral Sciences General Education	3
MBC 200	Introduction to Mass Communication Core Courses	3

Semester 2

Code	Course	CH
—	University Core Requirements General Education	3
—	Languages and Communication Studies General Education	3
—	Natural Sciences or Mathematics General Education	3
—	Islamic Studies General Education	3
PRP 222	Principles of Public Relations Core Courses	3
PRP 228	Social Marketing Core Courses	3

Year 2

Semester 3

Code	Course	CH
—	Languages and Communication Studies General Education	3
—	The Social or Behavioral Sciences General Education	3
PRP 331	Strategic Public Relations Core Courses	3
MMC 213	Media and Communication in UAE Core Courses	3
PRP 226	Public Relations and New Media Core Courses	3
MMC 302	Public Opinion & Propaganda Core Courses	3

Semester 4

Code	Course	CH
—	Humanities or Arts General Education	3
—	The Social or Behavioral Sciences General Education	3
MMC 316	Research Methodology Core Courses	3
MMC 315	The Art of Persuasion Core Courses	3
PRE 332	Writing for Public Relations Core Courses	3
—	Media Legislation and Ethics Core Courses	3

Year 3

Semester 5

Code	Course	CH
—	UAE Studies General Education	3
—	Humanities or Arts General Education	3
—	The Social or Behavioral Sciences General Education	3
—	Communication and Crisis Management Core Courses	3
MMC 304	Organizational Communication Core Courses	3
—	Free Elective	3

Semester 6

Code	Course	CH
—	Humanities or Arts General Education	3
—	The Social or Behavioral Sciences General Education	3
PRP 431	International Public Relations Core Courses	3
MKT 305	Integrated Marketing Communications Core Courses	3
PRP 426	Production of Video, Audio and Video Materials Core Courses	3
—	Specialization Elective Specialization	3

Year 4

Semester 7

Code	Course	CH
—	Specialization Elective Specialization	3
PRE 401	PR Planning and Campaigning Core Courses	3
PRP 425	Internship Core Courses	3

Semester 8

Code	Course	CH
—	Specialization Elective Specialization	3
PRP 446	Capstone Project Core Courses	3

Total: 126 credit hours

What we aim for

Program Goals

Provide the United Arab Emirates, Gulf countries and the Arab region with public relations specialists and practitioners for the purpose of contributing in the development of the public relation sector.
Enrich the industry with graduates who are able to adapt and understand the public relation sector.
Allow graduates to interact with practitioners and community professionals to preserve and develop the nation, and its public and private sectors.
Strengthen the relation with relevant entities to recognize the required needs from graduates and to conduct research and consulting.
Continuously communicate and collaborate with external stakeholders from the industry to assess the quality of the program in order to ensure its compatibility with the present needs and future changes.

What you will learn

Program Learning Outcomes

Explain the of role of public relations in governmental and private organizations.
Summarize the concepts of Humanities in public relations.
Apply the Public relations strategies in the field of media and mass communication.
Implement the promotional and marketing campaigns for Public relations purposes.
Use the Scientific research results to find innovative solutions in public relations.
Arrange using the modern techniques within the digital communication in promotional campaigns and mass communication methods.
Achieve professional and Managerial Ethics at the organization.

Requirements

Program Requirements

Graduation Requirements

For undergraduate degree completion, undergraduate students must satisfy the following requirements:

- Earn a minimum CGPA of 2.00 on a scale of 4.00.
- Successfully complete all courses as described in the study plan.
- The Degree Completion requirements must be met within the timeframe of the program.
- Transfer students must successfully earn a minimum of 50% of the course credits for the program at AUE.

Admission Requirements

Admission

When can I join?

Three intakes every year

Students can join at the beginning of any semester.

Intake 01

September

Fall Semester

Intake 02

January

Spring Semester

Intake 03

May

Summer Semester

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