| Credential: | Bachelors Degree |
| Duration: | 4 Years |
| Credit Hours: | 126 |
| Tuition Fee: | AED 999 per credit hour (see detailed fee structure here) |
| Class Timings: | Evening and Weekend |
| Medium of Instruction: | Arabic with 6 courses in English |
The Bachelor of Public Relations and Advertising program aims to equip students with the required skills, knowledge and abilities to qualify them so as to be effective and responsible leaders and managers who occupy scientific and professional positions in the communication field anywhere in the whole world. The program works towards qualifying graduates to work in the Public Relations sector in the various organizations and advertising agencies. In addition, it qualifies them to complete their post graduate studies. The program focuses on developing effective communication skills, problem solving, measuring and analyzing the public opinion, understanding the human behavior and working towards realizing success in the various organizations governed by fierce competition.
The aim of this program is to prepare graduated students to:
By the end of this program, the student shall be able to:
General Education Courses (11 courses covering 33 credit hours)
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
|---|---|---|---|---|---|---|---|---|
| 1. | COM | 101 | Communication Skills | 3 | – | 3 | First | |
| 2. | COM | 102 | Arabic Language for Media | 3 | – | 3 | First | |
| 3. | ECOA | 201 | Principles Economics | 3 | – | 3 | Second | |
| 4. | POL | 202 | Introduction to Political Sciences | 3 | – | 3 | Second | COM101 |
| 5. | SOCA | 101 | Introduction to Sociology | 3 | – | 3 | Second | |
| 6. | CIS | 204 | Computer Applications (E) | 2 | 2 | 3 | Second | CIS101 |
| 7. | RES | 201 | Research Methods | 3 | – | 3 | Second | CIS101, STA301 |
| 8. | COM | 206 | Translation | 3 | – | 3 | Second | ENGA102 |
| 9. | ADV | 207 | Digital Photography | 2 | 2 | 3 | Second | COM101 |
| 10. | PRA | 208 | Introduction to Public Relations | 3 | – | 3 | Second | COM101 |
| 11. | ADV | 209 | Introduction to Advertising | 3 | – | 3 | Second | PRA208 |
| 12. | STA | 301 | Applied Statistics | 3 | – | 3 | Third | CIS 101 |
| 13. | COM | 401 | Public Opinion | 3 | – | 3 | Fourth | PRA208 ADV209 |
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
|---|---|---|---|---|---|---|---|---|
| 1. | HIS | 210 | History of the Arab Gulf Countries | 3 | – | 3 | Second | UAEA201 |
| 2. | LAW | 101 | Introduction to Law | 3 | – | 3 | Third | |
| 3. | ENV | 303 | Renewable Energy Sources | 3 | – | 3 | Third | COM101 |
| 4. | COM | 304 | Social Networks | 2 | 2 | 3 | Third | CIS204 |
| 5. | ADV | 305 | Design Fundamentals | 2 | 2 | 3 | Third | CIS204 |
| 6. | ADV | 309 | Graphic Art | 2 | 2 | 3 | Third | CIS204 |
| 7. | MGT | 101 | Introduction to Business | 3 | – | 3 | Third | |
| 8. | LAW | 304 | Regional and International Organizations | 3 | – | 3 | Fourth | COM101 |
| 9. | PRA | 403 | Information Society | 3 | – | 3 | Fourth | COM101 |
| 10. | PRA | 412 | Organizing Fairs and Festivals | 3 | – | 3 | Fourth | PRA208 |
| 11. | ADV | 405 | Multimedia | 2 | 2 | 3 | Fourth | CIS204 |
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
|---|---|---|---|---|---|---|---|---|
| 1. | PRA | 301 | Public Relations Organization and Management | 3 | – | 3 | Third | PRA208 |
| 2. | PRA | 302 | Writing for Public Relations | 2 | 2 | 3 | Third | PRA208 |
| 3. | PRA | 303 | Production of InformationMaterials in the Field of Public Relations | 2 | 2 | 3 | Third | CIS204 ADV207 |
| 4. | PRA | 304 | Protocols and Etiquette | 3 | – | 3 | Third | PRA208 |
| 5. | PRA | 305 | Online Public Relations (E) | 2 | 2 | 3 | Third | CIS204 ADV207 |
| 6. | PRA | 401 | Public relation campaigns | 2 | 2 | 3 | Fourth | PRA302 |
| 7. | PRA | 402 | Organizing Special Events in Public Relations | 3 | – | 3 | Fourth | PRA303 |
| 8. | PRA | 411 | Public Relations and Crisis Management | 2 | 2 | 3 | Fourth | PRA301 |
| 9. | PRA | 404 | Field Training in Public Relations | 120 Training Hours | 3 | 3 | ||
| 10. | PRA | 405 | Graduation Project in Public Relations | 1 | 4 | 3 | Fourth | Last semester |
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
|---|---|---|---|---|---|---|---|---|
| 1. | PRA | 306 | Ethics of Public Relations | 3 | – | 3 | Third | PRA208 |
| 2. | PRA | 307 | Integrated Marketing Communications | 3 | – | 3 | Third | PRA208 ADV209 |
| 3. | PRA | 308 | Direct Marketing | 3 | – | 3 | Third | PRA208 ADV209 |
| 4. | PRA | 309 | International Public Relations | 3 | – | 3 | Third | PRA208 |
| 5. | PRA | 406 | Social Marketing | 3 | – | 3 | Fourth | PRA208 ADV209 |
| 6. | PRA | 407 | Management of Organization Reputation | 3 | – | 3 | Fourth | PRA208 |
| 7. | PRA | 408 | Art of Persuasion | 3 | – | 3 | Fourth | PRA208 |
| 8. | PRA | 409 | Organizational Communication | 3 | – | 3 | Fourth | PRA208 |
| 9. | PRA | 410 | Marketing Research | 3 | – | 3 | Fourth | PRA208 ADV209 |
| Degree Requirements – Advertising | ||
| Component | Courses | Credit Hours |
| General Education | 11 | 33 |
| Program Core Courses | 13 | 39 |
| Program Elective Courses | 4 | 12 |
| Program Specialization Courses | 10 | 30 |
| Specialization Elective Courses | 4 | 12 |
| Total Required | 42 | 126 |
| Sr. | Course Code | Course Number | Course Name | Credit Hours |
| 1 | CIS | 101 | Computer Fundamentals | 3 |
| 2 | ENGA | 101 | English I | 3 |
| 3 | ENGA | 102 | English II | 3 |
| 4 | HUMA | 101 | Critical Thinking | 3 |
| 5 | ENVA | 201 | Introduction to Environmental Science | 3 |
| 6 | SCI | 101 | Science and Life | 3 |
| 7 | ISLA | 201 | Islamic Studies in Arabic | 3 |
| 8 | PSYA | 101 | Introduction to Psychology | 3 |
| 9 | SSSA | 101 | Study Skills | 3 |
| 10 | UAEA | 201 | UAE Studies in Arabic | 3 |
| 11 | MGT | 310 | Innovation and Entrepreneurship | 3 |
| Total | 33 | |||
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
| 1. | COM | 101 | Communication Skills | 3 | – | 3 | First | |
| 2. | COM | 102 | Arabic Language for Media | 3 | – | 3 | First | |
| 3. | ECOA | 201 | Principles Economics | 3 | – | 3 | Second | |
| 4. | POL | 202 | Introduction to Political Sciences | 3 | – | 3 | Second | COM101 |
| 5. | SOCA | 101 | Introduction to Sociology | 3 | – | 3 | Second | |
| 6. | CIS | 204 | Computer Applications (E) | 2 | 2 | 3 | Second | CIS101 |
| 7. | RES | 201 | Research Methods | 3 | – | 3 | Second | CIS101, STA301 |
| 8. | COM | 206 | Translation | 3 | – | 3 | Second | ENGA102 |
| 9. | ADV | 207 | Digital Photography | 2 | 2 | 3 | Second | COM101 |
| 10. | PRA | 208 | Introduction to Public Relations | 3 | – | 3 | Second | COM101 |
| 11. | ADV | 209 | Introduction to Advertising | 3 | – | 3 | Second | PRA208 |
| 12. | STA | 301 | Applied Statistics | 3 | – | 3 | Third | CIS 101 |
| 13. | COM | 401 | Public Opinion | 3 | – | 3 | Fourth | PRA208 ADV209 |
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
| 1. | HIS | 210 | History of the Arab Gulf Countries | 3 | – | 3 | Second | UAEA201 |
| 2. | LAW | 101 | Introduction to Law | 3 | – | 3 | Third | |
| 3. | ENV | 303 | Renewable Energy Sources | 3 | – | 3 | Third | COM101 |
| 4. | COM | 304 | Social Networks | 2 | 2 | 3 | Third | CIS204 |
| 5. | ADV | 305 | Design Fundamentals | 2 | 2 | 3 | Third | CIS204 |
| 6. | ADV | 309 | Graphic Art | 2 | 2 | 3 | Third | CIS204 |
| 7. | MGT | 101 | Introduction to Business | 3 | – | 3 | Third | |
| 8. | LAW | 304 | Regional and International Organizations | 3 | – | 3 | Fourth | COM101 |
| 9. | PRA | 403 | Information Society | 3 | – | 3 | Fourth | COM101 |
| 10. | PRA | 412 | Organizing Fairs and Festivals | 3 | – | 3 | Fourth | PRA208 |
| 11. | ADV | 405 | Multimedia | 2 | 2 | 3 | Fourth | CIS204 |
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
| 1. | ADV | 201 | Computer Applications on Advertising | 3 | – | 3 | Third | CIS 204, ADV 207 |
| 2. | ADV | 303 | Advertising Management | 2 | 2 | 3 | Third | ADV 209 |
| 3. | ADV | 301 | Writing Advertising Texts | 2 | 2 | 3 | Third | ADV 209, ADV 207 |
| 4. | ADV | 302 | Printed Advertisement | 3 | – | 3 | Third | ADV 201 |
| 5. | ADV | 401 | Electronic Advertising (E) | 2 | 2 | 3 | Third | ADV 201 |
| 6. | ADV | 402 | Creative Advertising Strategies | 2 | 2 | 3 | Fourth | ADV 301 |
| 7. | ADV | 411 | Advertising Campaigns Planning | 3 | – | 3 | Fourth | ADV 301, ADV 303 |
| 8. | ADV | 403 | Radio and Television Advertising | 2 | 2 | 3 | Fourth | ADV 201 |
| 9. | ADV | 412 | Field Training in Advertising | 120 Training Hours | 3 | 3 | Completing 105 credit hours | |
| 10. | ADV | 406 | Graduation Project in Advertising | 1 | 4 | 3 | Fourth | RES 201 |
| SERIAL # | COURSE CODE | COURSE NUMBER | COURSE NAME | THEORETICAL | PRACTICAL | CH | ACADEMIC LEVEL | PREREQUISITE |
| 1. | ADV | 306 | Advertising Promotion and Exhibitions | 3 | – | 3 | Third | ADV 209 |
| 2. | ADV | 304 | E-Marketing | 3 | – | 3 | Third | ADV 201 |
| 3. | ADV | 310 | Production of Television Advertising | 3 | – | 3 | Third | ADV 201 |
| 4. | ADV | 307 | Roads Advertisement | 3 | – | 3 | Third | ADV 201 |
| 5. | ADV | 308 | Integrated Marketing Communications | 3 | – | 3 | Fourth | ADV 209, PRA 208 |
| 6. | ADV | 407 | Consumer Behaviour | 3 | – | 3 | Fourth | ADV 306 |
| 7. | ADV | 408 | Presentation Skills | 3 | – | 3 | Fourth | COM 101 |
| 8. | ADV | 409 | Advertising Economics | 3 | – | 3 | Fourth | ADV 303 |
| 9. | ADV | 410 | International Advertising Campaigns | 3 | – | 3 | Fourth | ADV 301 |
Description of the core and specialization courses
| ECOA 201: Principles of Economics | Prerequisite: None |
| This course includes important and vital subjects which enable the student to understand economics, the economic problem and business mechanisms by studying and analyzing the theory of supply and demand and studying the various types of flexibility on the microeconomic level. In addition, the course studies and analyzes important subjects on the macroeconomic level such as the national income, unemployment, inflation, financial and cash policy, foreign trade, balance of payments and the various economic systems. | |
| POL 202: Introduction to Political Sciences | Prerequisite : COM 101 |
| This course addresses the definition of politics, its historical development, subjects, and relation to other social sciences. In addition, it defines the concept of the theory of the State, political authority and the reasons why the political authority is governed by the law. Besides, the course explains the concept of political parties and their relation to the political regime. It also manifests the significance and means of measuring the public opinion. It clarifies the concept, functions and approaches of the advocacy groups. | |
| STA 301: Applied Statistics | Prerequisite : CIS 101 |
| This course defines the science of statistics and outlines its significance in collecting, organizing and summarizing data as well as converting them into digital information which enables its users to take proper decisions in their field of business. This course aims at developing the student’s knowledge abilities in characterizing and presenting data, and calculating the frequency distribution, measurements of centralization and dispersion. The student shall be also able to analyze and interpret regression, contrast and correlation between several statistical variables. In addition, the course shall enable the student to effectively apply statistical measurements in the field of business administration by testing samples, confidence limits and the application of Chi-squared test … etc. | |
| RES 201: Research Methods | Prerequisite: CIS 101, STA 301 |
| This course covers scientific research and its theory in business administration and information systems. It also discusses the proposed strategy, process and problem of the scientific research by collecting, analyzing and coding data and developing a research report for the private and public sectors. | |
| COM 102: Arabic Language for Media | Prerequisite: None |
| This course defines the language and points out its function, origin and the significance of the Arabic language as well as its features and means of its protection. It also outlines the concept, functions and objectives of media, elements of the media operation, the relation between mass media and the language and the linguistic reality in mass media. This course also indicates the role of media in teaching the language. It defines the media language in terms of the levels of linguistic expression and the most significant features of the media language. This course studies the problem of colloquial accents in media, provides relevant examples and proposes their solutions. The course discusses the relation between media and advertising by pointing out the concept of media, its significance, and features of its language, problems and proposed solutions.
Finally, the course researches the common language mistakes, relevant reasons and examples and provides suitable solutions. It also discusses the fragile linguistic performance in mass media in terms of the phenomena of such weakness, reasons and proposed corrective measures. |
|
| COM 206: Translation | Prerequisite : ENGA 102 |
| This course aims at qualifying the student to be a translator / editor who has both translation and editing abilities. The course is a remarkable asset to the student in the field of foreign affairs. It enhances the student’s skills, abilities and tools by mastering the theoretical rules of translation and editing as well as the practical applications on the news of the regional and international agencies. Besides, this course enables the student to adapt the translated news to the local language and publish it in an understandable manner after making the required modifications. | |
| CIS 204: Computer Applications | Prerequisite : CIS 101 |
| This course introduces the Mac operating system, explains some of the image and video design concepts, and how to deal with images and video software. These include Adobe Photoshop, Adobe Illustrator and Final Cut Pro X programs. Students explore essential graphics and video design skills
. |
|
| ADV 207: Digital Photography | Prerequisite : COM 101 |
| This course addresses the art of journalistic photography and the scientific and technical fundamentals of photography. It also explains the idea of operating the camera, parts and types of the film camera as well as the types of lens. The course illustrates the mechanism of photography, photo production, resolution, storage media and digital photography systems. | |
| COM 401: Public Opinion | Prerequisite : PRA 208, ADV 209 |
| This course defines public opinion in its capacity as one of the collective behavior phenomena which have been originated along with the development of cities. This phenomenon has been developed due to the voluminous variables of contemporary life which predominated the features of the prevalent human civilization. This course aims at familiarizing students with the concept of public opinion, reasons for paying attention to it, types for which a public opinion is classified in accordance with specific standards related to time, number of the involved audience, power of influence and impact and the various factors of forming a public opinion especially the mass media. Through such study, the student shall be able to understand the theories of interpreting the behaviour which deals with the phenomenon of public opinion and accordingly, the student shall be able to measure public opinion through objective tools such as polls, surveys, content analysis and public opinion questionnaires. | |
| COM 101: Communication Skills | Prerequisite: None |
| This course addresses the issue of human communication, its obstacles, types of various characters and the different and important communication skills required for successfully understanding the human being and dealing with him / her taking into consideration that the human being represents various types of personalities, modes, tempers and inclinations. The students are trained to acquire skills and arts which enable them to successfully master communication with others in the various life environments while considering these skills as keys to realize excellence and leadership. Students have exposure to the phenomena of communicative messages issued by the human being, their connotation and implications such as the body language, voice and the various methods of dialog and persuasion with other human beings. | |
| PRA 208: Introduction to Public Relations | Prerequisite : COM 101 |
| This course addresses the description and concept of public relations. It provides the student with the stages, targets and origin of this concept. The course also points out the significance and reasons for deeply getting acquainted with the functions of general management. The course focuses on public opinion, its categories and the possibility of reaching the proper means to measure the public opinion. It also identifies the role of public relations in the field of communication, constituents of communication, and the means used in public communication with the employees, stakeholders and the local community. This course points out how the public relation activity is practiced and the development of the systems of the public relation bodies. | |
| ADV 209: Introduction to Advertising | Prerequisite: PRA 208 |
| This course defines advertisement in its capacity as one of the means of communication, the factors which assist in paying attention to this communicative activity, its stages, and its relation to the consumer who is the primary target of the advertisement. The course also studies the relation to the market researches which have been conducted on some samples of the society taking into account that they are a preliminary catalyst for the success of the advertisement in its various tendencies. The course points out the used advertising means, formulas of editing advertisements and types of advertising missions. Hence the student shall be acquainted with this science which is governed by a set of models and theories and interpreted by field experimental researches. Such knowledge shall assist in understanding and coordinating the nature of advertising campaigns, factors of their success and the means used in them. The student shall be equipped with the ability to formulate and design advertising messages, know their main components, understand the work mechanisms of specialized advertising agencies, the nature of advertising campaigns and the prerequisites of their success. In addition, the student shall clearly identify the moral principles governing the advertising activity and the regulations and laws regulating it in several Arab and foreign countries. | |
| ADV 201: Computer Applications on Advertising | Prerequisite: CIS 204, ADV 207 |
| This course deals with the importance of the computer’s use of its hardware for input, operation, output, storage and external transport units, and its relationship to production processes for advertising. The student also studies and trains practically on computer software used in specialization, especially publishing software, Adobe-Photoshop, Adobe in design and some animation and three-dimensional software. | |
| ADV 301: Writing Advertising Texts | Prerequisite: ADV 209, ADV 207 |
| This course aims to study how to prepare the editorial material for advertising messages in order to form a targeted public opinion and also prepare the targeted editorial article for different advertising means while defining the dimensions of the content formulation and its contents and the effects of writing and drafting and its effectiveness on the stages of the psychological and communication impact of the target audience and taking into account the difference of the audience and the means with practical applications prepared by the student. | |
| ADV 303: Advertising Management | Prerequisite: ADV 209 |
| Through this course, students will get acquainted with the general concept of management science, especially advertising management through an integrated scientific administrative study of what is taking place inside specialized facilities in this field with a study of advertising activity plans and the role of management to achieving goals and strategies of messages and methods used, managing decisions and standards set according to the budgets and studying economic feasibility inside advertising and media establishments. | |
| ADV 302: Printed Advertisement | Prerequisite: ADV 201 |
| This course aims for the student to study all forms of printed advertising after learning about a historical introduction to printing and its development and techniques until we reach modern applications in the field of printed advertising and that includes press advertising (newspapers and magazines), fixed and mobile external ads, printed promotional ads in self-service centers and Study the design elements in each of them and the basics of designing them, including the process of separating colors, printing methods, types of paper, inks, materials, and printing techniques, and training students on applied models through working groups. | |
| ADV 401: Electronic Advertising (E) | Prerequisite: ADV 201 |
| This course introduces students to the various institutions that use the Internet to achieve advertising goals for communicating directly with buyers, highlighting the organization, and increasing sales. The course shows students how to take advantage of online content to communicate the right information to the right people at the right time for a small portion compared to the cost of mega advertising campaigns. Students learn how to evaluate, develop and implement web-based advertising and promotional campaigns while exploring topics and ideas for online advertising and marketing. Most classes include discussion of topics related to online advertising and marketing, as well as laboratory and multimedia practical sessions. | |
| ADV 402: Creative Advertising Strategies | Prerequisite: ADV 301 |
| In this course, the student studies the meaning of creativity and innovative thinking in terms of the stages through which the innovative process and its components and creative strategies in the field of advertising and how to design and prepare them with the use of influential persuasive strings through practical and research steps that include practical stages so that the student is able to prepare and analyze innovative advertising messages through working groups. | |
| ADV 411: Advertising Campaigns Planning | Prerequisite: ADV 301, ADV 303 |
| This course introduces advertising campaigns, examines their components and models of audience trends, analyzes the strategies of advertising campaigns, the planning process, studying the mixing of means, what their relationship to the target audience is, how to prepare financial allocations and scheduling, studying pre-test and post-test, and evaluating campaigns to ensure their success. | |
| ADV 412: Field Training in Advertising | Prerequisite: Completing 105 credit hours |
| Students are divided into working groups to be trained in public and private advertising establishments and agencies, as they acquire practical skills through applying what they have learned in the Printed Advertisement course and the Radio and Television Advertising course through a workshop of training on design and photography for business, and training on technical foundations and the skills of executive acquisition, choosing the appropriate materials and prepare printing samples. Students submit reports on the nature of the tasks they performed during the training period, as well as the skills they acquired and the difficulties they encountered during the training period, and these reports are discussed by the academic supervisor. | |
| ADV 403: Radio and Television Advertising | Prerequisite: ADV 201 |
| This course introduces the development of radio and television, their characteristics and components of advertising in each of them, and to identify the advantages of each of them as mass advertising means, and to address their modern technologies and their impact on advertising. This course is also exposing students to the methods of preparing and designing advertisements in radio and television, their different types and the related technical means. Students are practically trained to do this through working groups in the setting places. | |
| ADV 406: Graduation Project in Advertising | Prerequisite: RES 201 |
| In this course, students experiment with planning, design and implementation of an integrated advertising campaign through working groups that simulate what is happening in the advertising market in a practical way, collective work is done through an integrated work team where students choose the title of the graduation project and go through preparation, research, information gathering and opinion polls and analysis to get Indicators that help them define an advertising strategy and designs that include thoughtful, innovative ideas that the group will implement and then present to the evaluation committee. | |
| ADV 306: Advertising Promotion and Exhibitions (Elective) | Prerequisite: ADV 209 |
| Through this course, students learn about promotional studies, what is related to the promotional mix, the factors influencing the formulation of these strategies and their relationship to advertising activities, publishing, personal selling and sales promotion through processes related to managing display windows, holding exhibitions and festivals, and all means supporting sales fairs in self-service stores. | |
| ADV 304: E-Marketing (Elective) | Prerequisite: ADV 201 |
| This course seeks to provide students with the latest skills to deal with the Internet and do practical applications by designing and implementing forms of advertising service for specific institutions, products or brands, while examining the types of these applications and graphic programs related to their design and implementation, while introducing students to the ethics applied in this field. | |
| ADV 307: Roads Advertisement (Elective) | Prerequisite: ADV 201 |
| In this course, the student studies everything related to external advertisements, whether fixed or on transportation, methods of design and implementation, and how to manage them, including studying laws and legislations regulating them. The course also deals with a study of all types of external advertisements with their different names, also studying and analysing global and local samples in addition to study the raw materials and the printing methods used in its execution. | |
| ADV 308: Integrated Marketing Communications (Elective) | Prerequisite: ADV 209, PRA 208 |
| The study for this course is based on the modern concept of the integrated marketing communication process, which includes coordination based on the integration of all advertising, publishing, personal selling, advertisement, direct marketing and means of sales promotion. This course also includes the relationship of all these activities to planning, organizing, measuring effectiveness and assessing the development of those activities to ensure their integration. | |
| ADV 310: Production of Television Advertising (Elective) | Prerequisite: ADV 201 |
| In this course, the student studies the foundations of filming television ads in all its forms and artistic styles, after studying the types of cameras and lighting units and the relationship of filming techniques, whether internal or external and the study of directing and editing to achieve and train on the communication goals of the advertisement. | |
| ADV 407: Consumer Behaviour (Elective) | Prerequisite: ADV 306 |
| This course aims to make the student fully conversant with the psychological studies of consumers and recipients before preparing the communication processes by studying all the different aspects of consumer behaviour, influencing factors, types of perception and trends, motives and needs and their link to instincts. Study all these theories and their connection to advertising and decision-making processes and how to use persuasive strings of positive effect with examining and editing some samples. | |
| ADV 408: Presentation Skills (Elective) | Prerequisite: COM 101 |
| This course aims to provide students with a set of communication skills related to their success in the media field, especially in the field of advertising, where the course addresses the method of speaking, listening, expression, methods and theories of influence and persuasion. Students are also trained to use the communication methods and techniques during presentation to ensure the creation of persuasion and the achievement of communication goals. | |
| ADV 409: Advertising Economics (Elective) | Prerequisite: ADV 303 |
| This course deals with all topics related to economic factors associated with advertising operations through studying the economic theoretical foundations and their applications before selecting the correct methods and planning the campaigns where there is a correlation between the cost and the revenue must be taken into consideration and identified before making decisions, in addition, studying the applications related to the technical feasibility study that can be converted, in the end, to an economic feasibility study. | |
| ADV 410: International Advertising Campaigns (Elective) | Prerequisite: ADV 301 |
| In this course, the student studies international advertising from an applied conceptual perspective, and discusses the international advertising and international advertising campaigns with their broad concepts and capable of disseminating ideas internationally with the possibility of applying them locally (for each country according to the variables related to the quality of the audience) after a marketing, promotional, cultural and social study and its relationship to the behaviour of local consumers. In addition to studying and analysing examples from these international campaigns. | |
| LAW 101: Introduction to Law (Elective) | Prerequisite: None |
| The course discusses the general theory of law including the definition of law, features of the legal rule, various branches of the law, formal and explanatory sources, scope of applying the law in terms of place and time and studying the interpretation of the legal rule. This course also studies the legal personality, feature, types and resultant effects of acquiring it. This subject also includes studying the general theory of rights such as the definition of a right, its elements, types, parties and means of its protection and ascertainment. | |
| HIS 210: History of the Arab Gulf Countries (Elective) | Prerequisite : UAE/A 201 |
| This course aims at familiarizing the students with the identity of the ancient inhabitants of the Gulf during the Stone Age, Hellenic Age, and the Parthian Age. The course illustrates the history of Arabs during the Islamic period and the Islamic conquests. It points out the concepts of forming the Karamathian and united emirates in the Gulf. The course also enables the student to interpret the struggle on the Gulf during the eras of the Portuguese, Safavids and Ottomans. It refers to the role of England in the Gulf and analyzes the nature of man and the origin of the political formation in the Gulf. This course enables the student to acquire the skills necessary to get acquainted with the history of the Gulf (Trucial States) from 1820 AD till independence. Besides, it discusses the political developments and the oil economy in the Gulf during the twentieth century. | |
| LAW 304: Regional and International Organizations (Elective) | Prerequisite : COM 101 |
| This course studies the international organizations in terms of their definition, origin and development. It focuses on studying the general rules of the global organization, the legal personality of the international organization, as well as the types, role and powers of the international organizations. The course extensively presents the UN and some regional organizations such as the Arab League and the Cooperation Council of the Arab Gulf countries. | |
| ENV 303: Renewable Energy Sources (Elective) | Prerequisite :COM 101 |
| This course identifies the sources of renewable energy and its significance. It also presents the energy resources and conversions from traditional methods and the demand on energy. The course presents fossil, solar, wind, water, biological and nuclear energy. It studies energy, economics and environment as well as renewable energy in the United Arab Emirates, its history, applications and importance. | |
| PRA 403: Information Society (Elective) | Prerequisite : COM 101 |
| This course provides a comprehensive idea on the concept, origin and most important theories of the Information Community. It explains to the students the features and indicators of the Information Community. The course also provides the student with the opportunity to analyze the significance, prerequisites and constituents of the classifications of the information industry and evaluate the most important Arab and international tendencies towards the Information Community. In addition, the course qualifies the student to point out the influence and role of libraries in the Information Community. Besides, it enables the student to test the quality of the electronic library programs at the open education system and the quality of performance at the academic sections of libraries and information. | |
| COM 304: Social Networking (Elective) | Prerequisite : CIS 204 |
| This course addresses the modern means of communication in the societies and the effect of social networking in promoting societal ties and interaction between the various generations. The course also points out the political, social and economic aspects of the new media and its interaction with the society as well as the negative roles of these aspects. The course introduces the advantages of the various social networking sites, their relevant pros and cons, features of e-journalism and means of controlling it. This course also presents the features of the new media which differentiate it from traditional media. | |
| MGT 101: Introduction to Business (Elective) | Prerequisite: None |
| This course provides an overview of the main administrative functions with a special emphasis on planning, organization, leadership and control. | |
| ADV 405: Multimedia (Elective) | Prerequisite : CIS 204 |
| This course defines the concept of multimedia by outlining the various features of its elements and types as well as the fields of its use and the means of its presentation. This course aims at developing the student’s knowledge skills in utilizing hardware in producing multimedia. It also targets at enabling the student to differentiate between the features and standards of the production and authoring programs in order to create various applications. In addition, it qualifies the student to design and evaluate the steps, stages and standards of producing and selecting multimedia programs. | |
| ADV 309: Graphic Art (Elective) | Prerequisite : CIS 204 |
| This course defines graphic design, its significance, history of its origin, fields of its application and the bases of its success. The course enables the student to differentiate between the types of publications and graphic design as well as between the pictorial, visual, relational and applied elements and the primary and accessory principles of the graphic design. This course also qualifies the student to evaluate Spenser’s classification of the art work. The course prepares the student to plan the suitable grid and identify the significance and the relation between the grids and balance. Finally, the course qualifies the students to design a logo or slogan by using graphic design. | |
| ADV 305: Design Fundamentals (Elective) | Prerequisite : CIS 204 |
| This course stresses on the importance, function, influential factors, raw materials, used tools and modern trends of design. It allows the student to use the types, space, movement, and nature of the font and differentiate between its optical and chromatic value, measure the dimensions of fonts and their chromatic values and compare between the straight and zigzag fonts in the Arabic calligraphy and Islamic ornamentation. The course also qualifies the student to discuss the psychology of understanding the color and the meanings related to colors, their effect on the design and color harmony or contrast and its relation to the graphic art (in the art of media and advertising). In addition, the course qualifies the student to evaluate the types of the shape formations, their relation to the (negative and positive) space, the font relation, principles of forming the shape, printing designer and the community. The student shall be able to assess the relation of the shape unity, diversification, types of balance between the shapes of artistic work and types of rhythms in design. This course allows the students the opportunity to practice these skills and apply them in diversified means in a manner which enables them to realize their personal objectives and artistic ideas by designing a model which takes into consideration the elements of design and time in its capacity as a basic unit for building the design components. | |
| PRA 412: Organizing Fairs and Festivals (Elective) | Prerequisite : PRA 208 |
| This course covers: the definition of genesis and evolution of the concept of exhibitions, the diversity of significance of exhibition title and the history and characteristics of the markets and Arab and foreign exhibitions. The course aims at developing the student’s cognitive abilities in the types of exhibitions and the reasons for the different classifications and the most important obstacles and mistakes that should be avoided when holding exhibitions and festivals. The course also seeks to enable the student to determine the justification and the importance of exhibitions for the organizers, companies, visitors and States, in addition to analyze how festivals and events can be managed through tourism system and the relationship between the host community and visitors, and how to share the culture of the communities during festivals, besides studying the economic importance of fairs and festivals and the nature of the spatial capacity and production capacity of the festival. Thereby improving the student in order to be able to assess the idea, strategies and the results of participating in exhibitions. | |
Graduates of Public Relations and Advertising “Arabic Section” may find jobs in the following fields:
| Application⬧Admission⬧Registration Fees ( Undergraduate Programs ) | |||||||
| Program | Degree | Major | Medium of
Instruction |
Program Duration | Credit Hours | Tuition Fee per credit hour in AED | Annual
Tuition Fee for 10 Courses in AED |
| Health
Sciences |
Bachelor | Dental
Surgery |
English | 5 years | 194 | 2200 | 88,000
(40 Credit hours) |
| Business
Administration |
Bachelor | Marketing | English | 4 years | 120 | 999 | 29,970 |
| Bachelor | Finance &
Accounting |
English | 4 years | 120 | 999 | 29,970 | |
| Bachelor | Human
Resource Management |
English | 4 years | 120 | 999 | 29,970 | |
| Bachelor | Human
Resource Management |
Arabic & English | 4 years | 129 | 1029 | 30,870 | |
| Bachelor | Management
Information Systems |
English | 4 years | 120 | 999 | 29,970 | |
| Bachelor | Hospitality and Tourism Management | English | 4 years | 120 | 908 | 27,240 | |
| Law
Program |
Bachelor | Law | Arabic & English | 4 years | 129 | 1029 | 30,870 |
| Public
Relations and Advertising |
Bachelor | Public
Relations |
Arabic & English | 4 years | 126 | 999 | 29,970 |
| Bachelor | Advertising | Arabic & English | 4 years | 126 | 999 | 29,970 | |
| Item | Amount in AED | Description |
| Application and Admission Fee | 1500 | One-time fee submitted with the application (non-refundable) |
| Application and Admission Fee
(for International Students) |
3000 | One-time fee submitted with the application (non-refundable) |
| Registration Fee | 550 | Per semester (Fall and Spring) (non-refundable) |
| Registration Fee | 330 | Per session (Summer) (non-refundable) |
| Students Activities Fee | 275 | Per semester (Fall and Spring) (non-refundable) |
| Students Activities Fee | 110 | Per session (Summer) (non-refundable) |
| Transfer of Credits Fee | 330 | |
| Late Registration | 220 | One-time fee submitted with the request (non-refundable) |
| Intensive English Program | – | Per course |
| Level 1 | 6050 | The program consists of 3 levels |
| Level 2 | 4840 | Duration is one semester (180 Study Hours) |
| Level 3 | 4235 | Duration is one semester (135 Study Hours) |
| Intensive English Program for Programs taught in Arabic | – | Duration is one semester (90 Study Hours)
The program consists of 2 levels |
| Level 1 | 4538 | Duration is one semester (112 Study Hours) |
| Level 2 | 4235 | Duration is one semester (90 Study Hours) |
| Visa processing Fee | 2000 | – |
| Visa Deposit | 5000 | Refundable at the time of visa cancelation and cross verify with PRO team after completing one year of study at CU Ajman. |
| Computer Lab Fees | 715 | Bachelor of Dental Surgery |
| Laboratory and Clinic fees
(per semester) 1st to 3rd Year |
4400 | Bachelor of Dental Surgery |
| Laboratory and Clinic fees
(per semester) 4th and 5th Year |
6600 | Bachelor of Dental Surgery
|
| Productive lab Fee (per semester)
4th and 5th Year |
3300 | Bachelor of Dental Surgery |
| Training Fees (4th and 5th year) summer 1 | 4400 | Bachelor of Dental Surgery (per session) |
| Training Fees (4th and 5th year) summer 2 | 4400 | Bachelor of Dental Surgery (per session) |
| Add/Drop Processing fee | 33 | For each request form |
| Re-Test Fee (Undergraduate) | 330 | |
| Incomplete Exam fee (Undergraduate) | 1100 | |
| Graduation Fee | 1375 | |
| Transcript Fee | 83 | |
| ID Replacement Fee | 55 | |
| Degree Replacement / Extra copy fee | 550 | |
| Change Major Fee | 550 | |
| Grade Appeal Fee | 220 | Per Course |
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| Application⬧Admission⬧Registration Fees ( Undergraduate Programs ) | |||||||
| Program | Degree | Major | Medium of
Instruction |
Program Duration | Credit Hours | Tuition Fee per credit hour in AED | Annual
Tuition Fee for 10 Courses in AED |
| Health
Sciences |
Bachelor | Dental
Surgery |
English | 5 years | 194 | 2200 | 88,000
(40 Credit hours) |
| Business
Administration |
Bachelor | Marketing | English | 4 years | 120 | 999 | 29,970 |
| Bachelor | Finance &
Accounting |
English | 4 years | 120 | 999 | 29,970 | |
| Bachelor | Human
Resource Management |
English | 4 years | 120 | 999 | 29,970 | |
| Bachelor | Human
Resource Management |
Arabic & English | 4 years | 129 | 1029 | 30,870 | |
| Bachelor | Management
Information Systems |
English | 4 years | 120 | 999 | 29,970 | |
| Bachelor | Hospitality and Tourism Management | English | 4 years | 120 | 908 | 27,240 | |
| Law
Program |
Bachelor | Law | Arabic & English | 4 years | 129 | 1029 | 30,870 |
| Public
Relations and Advertising |
Bachelor | Public
Relations |
Arabic & English | 4 years | 126 | 999 | 29,970 |
| Bachelor | Advertising | Arabic & English | 4 years | 126 | 999 | 29,970 | |
| Item | Amount in AED | Description |
| Application and Admission Fee | 1500 | One-time fee submitted with the application (non-refundable) |
| Application and Admission Fee
(for International Students) |
3000 | One-time fee submitted with the application (non-refundable) |
| Registration Fee | 550 | Per semester (Fall and Spring) (non-refundable) |
| Registration Fee | 330 | Per session (Summer) (non-refundable) |
| Students Activities Fee | 275 | Per semester (Fall and Spring) (non-refundable) |
| Students Activities Fee | 110 | Per session (Summer) (non-refundable) |
| Transfer of Credits Fee | 330 | |
| Late Registration | 220 | One-time fee submitted with the request (non-refundable) |
| Intensive English Program | – | Per course |
| Level 1 | 6050 | The program consists of 3 levels |
| Level 2 | 4840 | Duration is one semester (180 Study Hours) |
| Level 3 | 4235 | Duration is one semester (135 Study Hours) |
| Intensive English Program for Programs taught in Arabic | – | Duration is one semester (90 Study Hours)
The program consists of 2 levels |
| Level 1 | 4538 | Duration is one semester (112 Study Hours) |
| Level 2 | 4235 | Duration is one semester (90 Study Hours) |
| Visa processing Fee | 2000 | – |
| Visa Deposit | 5000 | Refundable at the time of visa cancelation and cross verify with PRO team after completing one year of study at CU Ajman. |
| Computer Lab Fees | 715 | Bachelor of Dental Surgery |
| Laboratory and Clinic fees
(per semester) 1st to 3rd Year |
4400 | Bachelor of Dental Surgery |
| Laboratory and Clinic fees
(per semester) 4th and 5th Year |
6600 | Bachelor of Dental Surgery
|
| Productive lab Fee (per semester)
4th and 5th Year |
3300 | Bachelor of Dental Surgery |
| Training Fees (4th and 5th year) summer 1 | 4400 | Bachelor of Dental Surgery (per session) |
| Training Fees (4th and 5th year) summer 2 | 4400 | Bachelor of Dental Surgery (per session) |
| Add/Drop Processing fee | 33 | For each request form |
| Re-Test Fee (Undergraduate) | 330 | |
| Incomplete Exam fee (Undergraduate) | 1100 | |
| Graduation Fee | 1375 | |
| Transcript Fee | 83 | |
| ID Replacement Fee | 55 | |
| Degree Replacement / Extra copy fee | 550 | |
| Change Major Fee | 550 | |
| Grade Appeal Fee | 220 | Per Course |