Mwalimu wa Mahusiano ya Umma na Mawasiliano ya Biashara

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.

• Admission to a Foundation Program
• Applicants who do not possess a bachelor's degree in Mass Communication or any related discipline may be admitted to a Foundation Program. The program consists of a specified number of zero-credit courses.

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.

Tuition fees

The Master of Public Relations and Corporate Communication program comprises a total of 33 credit hours, with a tuition fee of 2,750 AED per credit hour, amounting to approximately 45,375 AED per year.