Bachelor of Public Relations and Advertisement

4 Years On Campus Bachelors Program

City University College of Ajman

Program Overview

The Bachelor of Public Relations and Advertising at City University Ajman trains students in strategic communication, media relations, campaign planning, and creative advertising to prepare them for roles in PR, brand communication, and marketing. It suits students who want strong communication skills with practical experience in both public relations and advertising strategy development.

Curriculum Structure

Year 1

In the first year, students build foundational communication knowledge and essential media skills through modules such as Introduction to Public Relations & Advertising, Media Writing & Editing, and Communication Theory, gaining a base in how communication influences audiences and brands.

Year 2

The second year deepens practical and strategic skills with units such as Media Relations & Brand Management, Campaign Planning & Evaluation, and Digital Marketing for PR and Advertising, preparing students to design and implement effective communication plans across platforms.

Year 3

In the third year, students refine their professional expertise with advanced modules like Strategic Advertising, Public Opinion & Audience Analysis, and Creative Advertising Production, enabling them to craft compelling campaigns and analyze audience behavior for impact.

Year 4

The final year focuses on professional readiness through Capstone Project in PR & Advertising, Integrated Marketing Communication, and Internship in Public Relations & Advertising, where students apply their cumulative learning in real-world contexts and build a professional portfolio.

Focus areas (in a string):

Public relations, advertising strategy, media relations, campaign planning, brand management, digital marketing

Learning outcomes (in a string):

Graduates will develop strategic communication plans, create persuasive media content, lead PR and advertising campaigns, and apply analytical and creative skills in professional settings

Professional alignment (accreditation):

Accredited by the UAE Ministry of Higher Education & Scientific Research (CAA) and aligned with regional media and communication quality standards (City University Ajman holds a QS Stars 5-star institutional rating).

Reputation (employability rankings):

City University Ajman has a QS Stars 5-star rating and strong industry links, enhancing graduate employability in communication, PR, and advertising sectors.

Experiential Learning (Research, Projects, Internships etc.)

This applied learning approach is structured around key facilities and mandatory experiences:

On-Campus Media Production Facilities: The program is centered around the UAEU Media Center, which includes a professional Television Studio, a Radio Broadcasting Studio, a digital Newsroom, and multimedia Editing Suites.
Industry-Standard Equipment and Software: Students train with professional-grade video cameras, audio recorders, and lighting kits. They use industry-standard software such as the Adobe Creative Suite (Premiere Pro, Audition, Photoshop) for editing and design, and broadcast automation systems in the radio and TV studios.
Mandatory Professional Internship: Students must complete a full-time, for-credit internship (often referred to as "Practical Training") at a media organization. Typical hosts include local and national newspapers, TV and radio stations, public relations firms, advertising agencies, and digital media companies in the UAE.
Capstone Media Project: In their final year, students undertake a significant senior project or thesis that involves producing a substantial piece of media work, such as a documentary, a full magazine issue, or a strategic communication campaign, from conception to execution.
Student Media Outlets: Students gain real experience by contributing to and managing student-run media, such as the university newspaper, radio station broadcasts, and online media channels.
Workshops and Guest Lectures: The program regularly hosts workshops and lectures by media professionals, journalists, PR executives, and filmmakers to provide current industry insights and networking opportunities.

Progression & Future Opportunities

Graduates of Canadian University's Bachelor of Public Relations and Advertising develop strategic skills in campaign management, media relations, and brand communication, securing roles in Dubai's dynamic PR and advertising sectors through internships and capstone projects. Typical job roles include PR account executive, advertising copywriter, brand strategist, and media planner in agencies, corporations, and media firms.

Progression & Future Opportunities: Targeted support enhances employability:

Career Services Office offers CV workshops, mock interviews, job fairs, and internship placements with Dubai Media City partners.
Entry-level salaries AED 60k–100k annually in UAE PR/advertising roles.
Partnerships leverage proximity to Dubai agencies for real-world campaigns.
CAA-accredited by UAE Ministry ensures enduring regional recognition.
Outcomes feature strategic planning proficiency via projects and e-portfolios.

Further Academic Progression: Pursue master's in communication or marketing at CUD or UAE peers like AUD; curriculum builds research foundation for advanced PR/advertising studies.