• Introduction
• Program Recognition
• Curriculum
• Course Delivery Format
• Admission
• Graduation Requirement

Introduction

The Master of Arts (M.A.) in Communications (Specialization in Strategic Public Relations) program is designed for public relations and communications practitioners and professionals seeking to deepen and develop their knowledge and skills in strategic public relations, and for people not currently working in public relations who desire a career change. With a focus on applied theoretical approaches to practical challenges, the program prepares graduates to become successful executives and leaders in the field of communications and public relations at the local and international levels.

The courses equip graduates with the professional knowledge and skills to take strategic management and executive roles in communications and public relations in both the public and private sectors. Graduates of the program will:

• Have an informed understanding of the main theories and concepts of communication and public relations relating to current public relations practice locally and internationally;

• Have an informed understanding of the role and significance of ethical strategic public relations for governments, public and private organizations, the media, consumers and other stakeholders;

• Develop graduate students’ ability to  think critically and analytically, and to plan strategically;

• Develop graduate students’ ability to write effectively for public relations, including specific communication techniques for electronic and social media;

• Equip graduate students with the necessary theoretical knowledge and practical skills in research methods, to enable them to undertake public relations focused research, analysis, and measurement; and

• Develop graduate students’ ability to plan and implement knowledge-driven public relations strategies.

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Program Recognition

The Master of Arts (M.A.) in Communications (Specialization in Strategic Public Relations) program is approved by the UAE Ministry of Higher Education and Scientific Research. Zayed University is accredited by the Middle States Commission on Higher Education.

Furthermore, the College of Communication and Media Sciences endeavors to achieve accredited status with the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).

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Curriculum

At the beginning of the program, students take an intensive one-day orientation seminar. The orientation offers a number of workshops to introduce students to the program, during which students are introduced to Blackboard (virtual classroom software), case study and analysis, library resources, and the writing of reports and reference citations.

The Master of Arts in Communications (Specialization in Strategic Public Relations) curriculum consists of 12 six-week courses for a total of 36 credits for the master's degree.

Year One

• COM 501 Foundations of Communication Studies
• COM 502 Introduction to Communication Research
• COM 510 Public Relations Principles and Practices
• COM 511 Advanced Writing for Communications
• COM 504 Cross Cultural Communication Applications
• COM 506 Understanding Consumer Trends

Year Two

• COM 512 Strategic Public Relations
• COM 513 Corporate Social Responsibility and Ethics
• COM 514 Internal Communications
• COM 550 Applied Research Seminar
• COM 551 Advanced Research Project I
• COM 552 Advanced Research Project II

The Master of Arts in Communications (Specialization in Strategic Public Relations) takes an integrated approach to advanced academic study that enables students to relate their course work to their daily professional activities. Each student's program of study will culminate in a significant piece of research, which could be linked to their current workplace.

Course Delivery Format

The format for delivering the Master of Arts in Communications (Specialization in Strategic Public Relations) program is designed to minimize time away from work and family while maximizing interaction with fellow students and faculty.

Faculty members utilize a mix of in-classroom and distance learning instruction that demonstrate the flexibility needed to accommodate experienced working graduate students. The in-classroom instruction for each course is conducted during two evenings on weekdays over a six-week period.

The Masters of Arts in Communications (Specialization in Strategic Public Relations) program is delivered over a period of 24 months at Zayed University located in Abu Dhabi and/or Dubai.

For more information on the admission deadline, please visit the Key Dates section of our website.

Admission

• Admission is open to males and females of all nationalities.
• Applicants must have earned a four-year baccalaureate degree with a GPA of 2.5 or higher from an accredited university.
• IELTS score of 5.50 (with minimum sub scores no less than 5.0 in reading and writing) or TOEFL score of 550 (CBT 213 - IBT 79).
• Candidates do not need an undergraduate degree in communications to pursue the Master of Arts in Communications (Specialization in Strategic Public Relations) degree. However, if they were not communications or media majors, they will be required to take preparatory work as necessary, to be determined on a case-by-case basis. Prospective students may be allowed to take qualifying coursework at another institution.

For more information on the admission requirements, application procedure and program cost, please visit the Admissions and Fees section of our website.

Graduation Requirement

Graduate students must maintain a minimum grade point average (GPA) of 3.0 in course work taken in fulfillment of the requirements of a master's degree.