Bachelor of Arts in Communication in Public Relations

The Bachelor of Arts in Communication with a concentration in Public Relations is a four-year undergraduate programme that prepares students to craft, deliver, and position strategic public relations messages across a rapidly evolving communication environment. It suits creative and analytical students who want careers in PR, branding, media relations, corporate communication, and digital engagement, blending theoretical foundations with practical skills in writing, research, strategy, and media production.

Curriculum structure

Year 1 — Foundations of Communication and Media:
In the first year, students build core communication knowledge with units such as Introduction to Mass Communication & Media Studies, Communication Theories & Media Effects, and Writing for Mass Media, where they learn how media messages are built, interpreted, and communicated across audiences. Courses in Digital Imaging and Application of Computer Software introduce technical tools used in content creation and visual communication, while general education subjects like English and Communication Skills in Arabic strengthen foundational literacy and expression.

Year 2 — Intermediate Skills and PR Preparation:
The second year advances professional communication and research abilities through courses such as Media Ethics and Laws, Communication Research Methods, and Principles of Public Relations, which teach ethical decision-making, analytical frameworks, and core PR functions. Students also engage with Media Management and Audiovisual Production, integrating organizational understanding with practical visual, audio, and multimedia communication.

Year 3 — Applied Strategy and Professional Contexts:
In the third year, learners develop further specialised competencies with subjects like Research Methods for PR, Online Public Relations, Brand Value and Reputation Management, and Management in PR Agencies that ground strategic PR planning and execution in both digital and traditional environments. Units such as Multi-Platform Storytelling allow them to design cohesive narratives that span social, digital, and broadcast channels, while electives such as Crisis Communication or International Public Relations expand the real-world applicability of PR strategies.

Year 4 — Capstone and Professional Application:
The final year culminates in PR Capstone Project, where students conceive, implement, and present a professional-level public relations campaign, and E-Portfolio & Internship II, where hands-on experience in organisations enriches transition to employment. Advanced electives such as Communication and Media Planning Strategies and Digital Media Production allow students to tailor their expertise toward specific industry niches.

Focus areas (in a string):

Public relations strategy, media ethics, research methods, online and digital PR, brand reputation management, crisis communication, multi-platform storytelling, media management.

Learning outcomes (in a string):

Apply communication theories in PR contexts; produce ethical and effective PR content; conduct and utilise research for strategic communication; design and execute integrated PR campaigns; communicate clearly across platforms; collaborate professionally; and adapt strategies for diverse audiences.

Professional alignment (accreditation):

The programme is accredited by the Commission for Academic Accreditation (CAA) of the UAE Ministry of Education, ensuring it meets national quality standards and equips graduates with competencies recognised by industry and employers.

Reputation (employability rankings):

Canadian University Dubai is ranked among the top universities in the UAE and Arab region with global recognitions linked to its Canadian curriculum framework, enhancing graduate visibility in international job markets; communication degrees at CUD are valued for their practical focus and industry relevance, with alumni entering roles in PR, corporate communication, media strategy, and content leadership.