Programme Specification

With so many products and brands available in the market now, and a growing need to maintain a good reputation and public perception of companies, there are more jobs available for graduates with a degree in Public Relations and Advertising. 

Advertising is all around us, and the industry needs graduates who contribute to the growth of this sector. 

The competitive market has created a need for PR offices to manage the events and the literature of the companies and more job opportunities for students with a degree in Public Relations and Advertising.

Why study Integrated Marketing Communication (IMC) ?

Graduates should be able to:

• Understand the nature of the work of the IMC​ , its functions, objectives, the scientific bases to practice it, and the factors that affected its development.
• Understand the nature of the work of Advertising, its different fields and its influential factors.
• Understand the nature of the means of communication, the media, the international advertising and the necessary skills for effective communication.
• Analyze public opinion and the different views of the audiences, which deal with public relations and advertising.
• Acquire work skills in the areas of public relations and advertising and how to media-manage local and international crisis and issues.
• Practically apply ethics for public relations and advertising.
• Prepare public relations programs and campaigns as well as advertising and communications campaigns.
• Determine the masses of public relations and advertising.
• Appreciate the historical background and foundations of sciences and arts of public relations and advertising
• Enable to think through issues of PR, Advertising, marketing communication “in the round”.
• Understand the cultural, economic, social, legal, ethics, and political implications on public relations and advertising processes.
• Demonstrate understanding of the role of public relations and advertising in the economic, cultural and social context.
• Understand the role of PR and advertising in changing images, ideas, attitudes and behaviors.
• Help students to develop their understanding and application of different research methods.
• Develop and appreciate the importance of quantitative and qualitative methods and techniques of research pertinent to the fields of public relations and advertising.
• Demonstrate the specific nature of PR and advertising in the Arab world in comparison to foreign societies.
• Produce practical work of a professional standard.
• Relate critical thinking approaches to a variety of special topics concerning public relations and advertising management.
• Make links between the theoretical understanding of PR and advertising processes and practices.
• Introduce practices of modern advertising and public relations to the core institutions.
• Provide the tools to gain a properly contextually informed understanding of how to market PR & advertising communication operates.
• Facilitate the development of a coherent and rigorous approach to dealing with PR& advertising issues.
• Develop skills for producing extended forms of PR and advertising essays and research papers.
• Guide through a range of media theory dealing with the structures and functions of advertising and public relations
• Help to appreciate the differences between advertising for a range of media
• Provide a solid ground in the techniques and technology of PR & advertising production.
• Develop a critical eye for public relations and advertising practices.
• Introduce practical skills necessary for professional practitioners of PR& advertising.
• Build student competence and critical awareness.