العربية Public Relations and Advertising Program
The Public Relations and Advertising Program was established in the academic year 2009–2010 within the College of Humanities and Social Sciences at the University of Science and Technology (UST). The program aims to supply the local and regional community with highly qualified media professionals and to prepare students for careers in public relations and advertising. This is achieved by equipping them with the necessary skills through providing specialized scientific knowledge related to public relations practice, its objectives, functions, and the scientific foundations governing its professional application. The first cohort of students graduated from the program in the academic year 2012–2013.
- Availability of an integrated environment for the production of media and advertising materials, including a radio studio, a television studio, the publication of university bulletins and periodicals, specialized websites and databases subscribed to by the University, as well as a print and electronic university library.
- Practical application of public relations and advertising in governmental and private institutions, as well as in for-profit and non-profit organizations.
- Coordination with specialized institutions in the field of public relations and advertising for the purpose of training students and preparing them for the labor market.
- Cultural exchange between the University and Arab universities in the field of specialization.
- Support for the implementation of applied programs for media and advertising campaigns.
- International Computer Driving License (ICDL).
- TOEFL preparation courses in the English language.
- Cooperation and coordination between the program and the University’s Public Relations and Marketing Administration, as well as the University Hospital, to support students’ practical training.
The Media Program (Public Relations and Advertising) at UST seeks to provide distinguished educational, training, and consultancy services in the field of public relations and advertising through the use of modern technological tools. The program aims to contribute to community development and meet the needs of the local and regional labor markets in accordance with comprehensive quality assurance systems, while upholding accuracy in performance and integrity in professional practice.
- Enhance the quality of education for students and upgrade teaching methods in a manner that achieves qualitative excellence and secures academic accreditation.
- Develop students’ scientific capacities, benefit from recent advancements in science and knowledge and their applications, and focus on community-related issues.
- Prepare qualified leaders and specialized cadres in the field of public relations and advertising.
- Align program graduates’ competencies with labor market requirements by incorporating market needs and demands into academic curricula and providing practical training for students.
Knowledge and Understanding
Upon successful completion of the program, the graduate will be able to:
- A1. Demonstrate knowledge and understanding of general culture and the requirements of communication and information skills in both Arabic and English.
- A2. Identify concepts related to Qur’an recitation skills, research and leadership skills, computer applications, and principles of translation.
- A3. Explain terminology and concepts related to propaganda, public opinion, and media in general, and to public relations, advertising, and marketing communications in particular.
- A4. Clarify the scientific steps and classifications required to organize marketing, public relations, and advertising departments in various institutions, and to determine optimal economic approaches for managing and implementing their activities.
- A5. Describe the scientific stages required for planning public relations programs, advertising campaigns, marketing communications, and crisis management, as well as appropriate methods for measuring and monitoring their various impacts.
Intellectual Skills
Upon successful completion of the program, the graduate will be able to:
Upon successful completion of the program, the graduate will be able to:
- B1. Relate religious concepts and terminology associated with political, economic, and social phenomena to media practices.
- B2. Select appropriate methods for managing media institutions and developing public relations and advertising functions within various institutions and organizations.
- B3. Critically evaluate the stages required for planning public relations programs, advertising campaigns, marketing communications, and crisis management.
- B4. Propose effective creative ideas for the content of communication messages necessary for designing and implementing public relations, advertising, and marketing communication campaigns using persuasive techniques.
- B5. Interpret and analyze results and data related to research and scientific studies in public relations, advertising, and public opinion surveys.
Professional and Practical Skills
Upon successful completion of the program, the graduate will be able to:
Upon successful completion of the program, the graduate will be able to:
- C1. Conduct research and studies, collect data and information, and utilize them efficiently in public relations and advertising activities and in measuring public opinion.
- C2. Plan media and advertising campaigns and social marketing campaigns, and implement appropriate communication strategies for crisis management.
- C3. Produce the media and advertising messages required to implement public relations programs and advertising campaigns.
- C4. Demonstrate proficiency in using computer applications for documenting and archiving public relations and advertising activities and events.
- C5. Prepare and implement a scientific project addressing an issue related to public relations, advertising, or public opinion.
General Skills
Upon successful completion of the program, the graduate will be able to:
Upon successful completion of the program, the graduate will be able to:
- D1. Apply scientific thinking methods to solve problems related to the field of work.
- D2. Communicate effectively and demonstrate proficiency in negotiation and dialogue skills.
- D3. Keep abreast of the latest developments in the field of specialization.
- D4. Work effectively within a team and possess leadership and language skills.
- D5. Comply with legislation governing media practice, professional ethics related to public relations and advertising functions, and standards for measuring public opinion.
To obtain a Bachelor’s degree in the Public Relations and Advertising Program, students are required to complete and successfully pass 54 courses, totaling 133 credit hours, distributed as follows:
- University Requirements: 19 credit hours
- College Requirements: 3 credit hours
- Compulsory Major Requirements: 99 credit hours
- Elective Major Requirements: 12 credit hours
- Employment in public relations and advertising offices.
- Designer and producer of media and advertising materials.
- Employment in civil society organizations.
- Protocol and ceremonies specialist.
- Employment in advertising and promotion companies.
- Public relations and advertising specialist in various local, regional, and international institutions and organizations.
- Designer and implementer of media and advertising campaigns.
- Planner and designer of public relations and advertising programs.
- Researcher in advertising, public relations, and marketing research centers.