Bachelor’s Degree in Public Relations and Advertising
Public Relations and Advertising Program, Faculty of Mass Communication, Sana’a University
In a world buzzing with the clamor of competition and inundated with messages from every direction, how can you make your voice heard, elevate your presence, and establish a distinguished reputation for your organization?
This is where the Public Relations and Advertising specialization takes center stage—a bridge that connects ideas to the world. It is an exquisite art that harmonizes with the nuances of communication and a discipline that combines communication, management, and creativity to build strong relationships between institutions and their stakeholders.
Through this specialization, you can build a good reputation that will immortalize the name of the institution or individual in the annals of history. Furthermore, with strategic communication, messages can become seeds that bloom in the minds of the audience, fostering loyalty and collaboration.
In a world dominated by first impressions, where perception acts as a magic key that opens the doors to success, the significance of this specialization, which contributes to shaping the image of institutions and individuals, becomes increasingly evident.
In this specialization, you become an active participant in shaping public opinion, a voice for the voiceless, and an inspiration for positive change. To complete this magnificent symphony, advertising messages come as sweet melodies that touch the audience’s emotions and arouse their desire to acquire the offered product or service.
The Department of Public Relations and Advertising stands as one of the most prominent and comprehensive specializations within the field of communication, combining effective management and strategic communication. It is one of the departments affiliated with the Faculty of Mass Communication at Sana’a University. The department specializes in the study of advertising arts, creative strategies, reputation building, shaping public perception, planning advertising and awareness campaigns, learning the principles of dialogue and negotiation, and the rules of etiquette and protocol.
Recently, the department has undergone a comprehensive development by updating its curricula to align with contemporary requirements and meet the needs of the labor market.
Graduates from the Public Relations and Advertising Department are equipped to work in various service and production sectors, both profit and non-profit. It is impossible to imagine any institution, in the true sense of institutional work, without public relations management, managing its organizational communications, planning, and building its relationships with the public and other institutions. Graduates of this department can also make a name for themselves in the world of advertising, which plays a pivotal role in stimulating market growth and driving demand for goods and services. This can be achieved through establishing their own advertising agencies or offices or by joining existing ones. The creativity of graduates of this specialization is not limited to public relations and advertising but extends to include work in journalism and media, marketing, and brand management. In essence, this specialization caters to individuals with a passion for communication and interaction with others.
If you believe in the power of communication, creative thinking, and effective management and aspire to make a positive impact on your community, then this specialization is your gateway to a world brimming with opportunities, achievements, and creativity.
Marketing Unit:
The Marketing Unit was established on December 20, 2004, based on the University Rector’s Decision No. 583 for the year 2004. This decision mandated the establishment of a scientific marketing unit within the Public Relations and Advertising Department at the Faculty of Mass Communication. The unit is to be managed by a specialized scientific body under the supervision of the Dean of the Faculty of Mass Communication.
The internal regulations governing the operations of the unit were established through the University Rector’s Decision No. 11 for the year 2005, which was issued on January 5, 2005. These regulations consist of 15 articles that outline the objectives of the unit, its responsibilities and tasks, the terms of reference of the academic council, and the roles of the executive director and general coordinator of the unit. The regulations also define the financial system of the unit and identify its primary sources of funding.
The University Rector issues a decision to establish the academic council of the unit, selecting members from the specialized teaching staff in the field of public relations and advertising, or those who teach public relations and advertising specialization courses at the Faculty of Mass Communication. The academic council consists of a minimum of four and a maximum of six members. The formation of the academic council of the unit is as follows:
- Chairman of the Academic Council
- General Coordinator
- Members
Article No. (7) of the regulations stipulates the establishment of an executive secretariat responsible for overseeing the day-to-day operations of the unit and ensuring the implementation of decisions made by the academic council. The executive secretariat is formed as follows:
- Executive Director as Chairman
- General Coordinator as Secretary
- Five Members
Objectives of the Marketing Unit:
The Marketing Unit aims to achieve the following:
- Achieving the aims of the university and the faculty in a manner that serves the Yemeni community.
- Strengthening and supporting the role of the faculty and the Department of Public Relations and Advertising in the fields of marketing, public relations, and advertising.
- Fostering collaboration between the university and the community in all its sectors and categories by offering training courses, consultations, and academic services.
- Delivering exceptional services to the community through specialized and experienced academic staff with distinguished capabilities.
- Establishing common channels and links between the unit, government and private sectors, and community members.
- Enhancing and developing the resources of the department and the faculty to enable the faculty to diversify its financial income sources within the university framework and manage these revenues effectively, thereby alleviating the financial burden on the state.
- Increasing income sources for teaching staff and administrative staff of the faculty.
Marketing Unit Responsibilities and Tasks:
- Promoting its services both within and outside the university.
- Conducting and organizing short training and qualification courses tailored to the needs and interests of institutions, organizations, and individuals interested in these courses.
- Conducting research studies and providing expert advice in the fields of marketing, public relations, advertising, and public opinion measurement.
- Encouraging the teaching and administrative staff of the faculty to contribute to serving the Yemeni community and implementing its development plans.
The training courses that can be held in the Marketing Unit of the Public Relations and Advertising Department are as follows:
First: Public Relations Training Courses
- Communication and Public Relations Skills and Techniques
- Successful Negotiation Skills
- Public Diplomacy
- Digital Public Relations
- Designing and Implementing Public Relations Campaigns
- Design and Production of Media Materials in Public Relations
- Rules of Protocol and Etiquette
- Planning and Organizing Special Events
- Presentation Skills
- Public Relations Ethics
- Corporate Image and Reputation Management
- Crisis Management
Second: Advertising Training Courses
- Advertising Techniques
- Creative Advertising Writing
- Graphic Design for Print Advertising
- Digital Advertising Design
- Direct Marketing
- Integrated Marketing Communications
- Advertising Ethics
Vision
Aspiring to be a pioneer in teaching public relations and advertising sciences, both locally and regionally.
Mission (Public Relations and Advertising Program)
Producing highly qualified professionals in the fields of Public Relations and Advertising, adhering to professional and ethical standards, and meeting the needs of the labor market and the requirements of sustainable development.
Aims
· Equipping students with the knowledge and skills that qualify them to work in the field of public relations and advertising in accordance with quality standards.
· Contributing to the local and regional labor market with qualified and distinguished cadres in the field of public relations and advertising.
· Providing community services in the form of consultations, training, and studies in the field of public relations and advertising.
· Developing partnerships with various institutions, contributing to the advancement of public relations and advertising practices in Yemeni society.
· Conducting scientific research and studies in the field of public relations and advertising, serving the issues of society, and contributing to providing solutions to media problems in this field.
The Public Relations and Advertising Program Intended Learning Outcomes (PILOs): A. Knowledge and Understanding:
1. Demonstrate knowledge of general culture, communication, and media concepts and theories, scientific research steps, communication functions, their impacts, societal roles, and the theoretical and applied development of communication.
2. Demonstrate the ability to identify scientific concepts, principles, and theories relevant to the field of public relations and advertising and their application in professional practice.
3. Describe the cultural diversity of individuals and societies, as well as other forms of diversity in society, and their impact on media, public relations, and advertising practices.
4. Recognize the laws, regulations, and ethics that govern media, public relations, and advertising.
B. Cognitive/ Intellectual Skills
1. Propose effective and efficient scientific methods for managing media institutions, public relations, and advertising.
2. Effectively develop communication programs, public relations and advertising campaigns, events, and crisis management strategies.
3. Critically analyze research results and data from scientific studies to inform public relations and advertising practices.
4. Analyze the social and cultural reality of the target audience and suggest appropriate communication methods and channels for public relations and advertising campaigns, adhering to ethical and professional principles.
C. Professional and Practical Skills
1. Effectively and efficiently manage public relations, advertising, and media campaigns, special events, and crises.
2. Apply knowledge of communication, public relations, and advertising sciences to write and design innovative communication messages for public relations and advertising campaigns.
3. Conduct research and studies, collect and analyze data and information using appropriate statistical methods.
4. Effectively use modern technology in the practice of public relations and advertising functions and activities.
D. General Skills
1. Think critically, creatively, and independently.
2. Communicate effectively and master negotiation and dialogue techniques.
3. Continuously stay updated with the new developments in the field of specialization.
4. Possess leadership, teamwork, and decision-making skills.
System of Study (Public Relations and Advertising)
Semester System/Regular (four months equivalent to 16 weeks) | Total Credit Hours Required for Program Completion: 137 hours | |
Distribution of Credit Hours and their Percentage out of the Program Total Credit Hours: | ||
Requirements | Number of Credit Hours | ٪ |
General cultural courses (University Requirements) and their percentage out of the program total credit hours | 17 | 12.40 |
Faculty courses (faculty requirements) and their percentage out of the program total credit hours | 54 | 39.42 |
Core specialization courses and their percentage out of the program total credit hours | 63 | 45.99 |
Compulsory specialization courses and their percentage out of the program total credit hours | ــ | ــ |
Elective specialization courses (if applicable) and their percentage out of the program total credit hours | ــ | ــ |
Field training and its percentage out of the program total credit hours | 3 | 2.19 |
Other courses (if necessary) to be specified and justified, and their percentage out of the program total credit hours | ــ | ــ |
Total | 137 | 100% |
Graduate Attributes | |
| Upon successful completion of the program, graduates will be able to: |
1. | Demonstrate a comprehensive understanding of the fundamental principles and concepts of communication and media and their interrelationship with other sciences. |
2. | Possess thorough knowledge of media legislation and professional ethics. |
3. | Stay updated with the latest advancements in communication and media technology. |
4. | Comprehend the foundations and methodology of scientific research in the field of media and communication. |
5. | Conduct in-depth analyses of the media landscape at its various levels. |
6. | Effectively plan media content based on sound scientific principles and ethical standards. |
7. | Generate innovative and creative ideas for a wide range of media productions. |
8. | Identify issues and problems associated with media phenomena and propose appropriate solutions. |
9. | Effectively employ modern administrative principles and trends in managing media operations. |
10. | Proficiently utilize modern technological tools for the design and production of diverse media materials. |
11. | Conduct media research and studies following scientific research procedures. |
12. | Write and edit content for various media channels and platforms. |
13. | Demonstrate exceptional communication skills and collaborate effectively within a team environment. |
14. | Think critically, creatively, and independently. |
15. | Demonstrate a commitment to social responsibility towards the community. |
16. | Strive for continuous self-learning and skill development. |
Study Plan:
First Semester
No. | Courses | Course Type | Course Code | Number of credit hours | Total credit hours | Responsible Department | |||
Theoretical | Seminar | Practical | Training | ||||||
1 | University Requirement (UR) | SU.111 | 2 | – | – | – | 2 | Faculty of Languages | |
2 | University Requirement (UR) | SU.112 | 2 | – | – | – | 2 | Faculty of Languages | |
3 | Islamic Culture | University Requirement (UR) | SU.113 | 2 | – | – | – | 2 | Faculty of Education |
4 | Faculty Requirement (FR) | M.COM.114 | 3 | – | – | – | 3 | Faculty of Mass Communication | |
5 | Faculty Requirement (FR) | M.COM.115 | 2 | – | – | – | 2 | Faculty of Mass Communication | |
6 | Faculty Requirement (FR) | M.COM.116 | 2 | – | – | – | 2 | Faculty of Mass Communication | |
Total Number of Courses and Credit Hours | 3 UR courses + 3 FR courses (6 courses) | 13 | 0 | 0 | 0 | 13 |
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Second Semester
Courses | Course Type | Course Code | Number of credit hours | Total credit hours | Responsible Department | ||||
Theoretical | Seminar | Practical | Training | ||||||
1 | University Requirement (UR) | SU.121 | 2 | – | – | – | 2 | Faculty of Languages | |
2 | University Requirement (UR) | SU.122 | 2 | – | – | – | 2 | Faculty of Languages | |
3 | University Requirement (UR) | SU.123 | 2 | – | 1 | – | 3 | Faculty of Computer and Information Technology | |
4 | University Requirement (UR) | SU.124 | 2 | – | – | – | 2 | University Requirement Unit | |
5 | University Requirement (UR) | SU.125 | 2 | – | – | – | 2 | University Requirement Unit | |
6 | Faculty Requirement (FR) | M.COM.126 | 3 | – | – | – | 3 | Faculty of Mass Communication | |
7 | Faculty Requirement (FR) | M.COM.127 | 2 | – | – | – | 2 | Faculty of Mass Communication | |
Total Number of Courses and Credit Hours | 5 UR courses + 2 FR courses (7 courses) | 15 | 1 | 16 | |||||
Third Semester
Courses | Course Type | Course Code | Number of credit hours | Total credit hours | Responsible Department | ||||
Theoretical | Seminar | Practical | Training | ||||||
1 | Arabic (3) (Syntax 1) | Faculty Requirement (FR) | M.COM.231 | 2 | – | – | – | 2 | Faculty of Languages |
2 | Research Methods | Faculty Requirement (FR) | M.COM.232 | 3 | – | – | – | 3 | Faculty of Mass Communication |
3 | Media and Development Issues | Faculty Requirement (FR) | M.COM.233 | 2 | – | ـ | – | 2 | Faculty of Mass Communication |
4 | Department Requirement (DR) | PR.A.234 | 3 | – | – | – | 3 | Department of Public Relations and Advertising | |
5 | Department Requirement (DR) | PR.A.235 | 3 | – | – | – | 3 | Department of Public Relations and Advertising | |
6 | Department Requirement (DR) | PR.A.236 | 3 | – | – | – | 3 | Department of Public Relations and Advertising | |
Total Number of Courses and Credit Hours | 3 FR courses + 3 DR courses (6 courses) | 16 | 0 | 0 | 0 | 16 |
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Fourth Semester
Courses | Course Type | Course Code | Number of credit hours | Responsible Department | ||||||
Theoretical | Seminar | Practical | Training | Total | ||||||
1 | Arabic (4) (Syntax 2) | Faculty Requirement (FR) | M.COM.241 | 2 | – | – | – | 2 | Faculty of Languages | |
2 | Communication Theories | Faculty Requirement (FR) | M.COM.242 | 3 | – | – | – | 3 | Faculty of Mass Communication | |
3 | Media Ethics and Legislation | Faculty Requirement (FR) | M.COM.243 | 3 | – | – | – | 3 | Faculty of Mass Communication | |
4 | Graphic Design for Public Relations and Advertising | Department Requirement (DR) | PR.A.244 | 2 | – | 1 | – | 3 | Faculty of Computer and Information Technology | |
5 | Protocol and Etiquette | Department Requirement (DR) | PR.A.245 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising | |
6 | Advertising and Consumer Behavior | Department Requirement (DR) | PR.A.246 | 3 | – | ـ | – | 3 | Department of Public Relations and Advertising | |
7 | Persuasion and Negotiation | Department Requirement (DR) | PR.A.247 | 3 | – | – | – | 3 | Department of Public Relations and Advertising | |
| Total number of courses and credit hours | 3 FR courses + 4 DR courses (7 courses) | 18 | 0 | 2 | 0 | 20 | |||
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Fifth Semester
Courses | Course Type | Course Code | Number of credit hours | Responsible Department | |||||
Theoretical | Seminar | Practical | Training | Total | |||||
1 | Arabic (5) (Syntax 3) | Faculty Requirement (FR) | M.COM.351 | 2 | – | – | – | 2 | Faculty of Languages |
2 | New Media and Multimedia | Faculty Requirement (FR) | M.COM.352 | 2 | – | 1 | – | 3 | Faculty of Mass Communication |
3 | International Communication | Faculty Requirement (FR) | M.COM.353 | 2 | – | – | – | 2 | Faculty of Mass Communication |
4 | Media Institutions Management and Economics | Faculty Requirement (FR) | M.COM.354 | 3 | – | – | – | 3 | Faculty of Mass Communication |
5 | Special Events Management and Organization | Department Requirement (DR) | PR.A.355 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising |
6 | Advertising Writing and Design | Department Requirement (DR) | PR.A.356 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising |
7 | Department Requirement (DR) | PR.A.357 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising | |
| Total Number of Courses and Credit Hours | 4 FR courses + +3 DR courses (7 courses) | 15 | 0 | 4 | 0 | 19 |
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Sixth Semester
Courses | Course Type | Course Code | Number of credit hours | Responsible Department | |||||
Theoretical | Seminar | Practical | Training | Total | |||||
1 | Arabic (6) (Syntax 4) | Faculty Requirement (FR) | M.COM.361 | 2 | – | – | – | 2 | Faculty of Languages |
2 | Public Opinion and Propaganda | Faculty Requirement (FR) | M.COM.362 | 2 | – | – | – | 2 | Faculty of Mass Communication |
3 | Faculty Requirement (FR) | M.COM.363 | 2 | – | 1 | – | 3 | Faculty of Commerce & Economics | |
4 | Media Criticism | Faculty Requirement (FR) | M.COM.364 | 3 | – | – | – | 3 | Faculty of Mass Communication |
5 | Media Production | Department Requirement (DR) | PR.A.365 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising |
6 | Department Requirement (DR) | PR.A.366 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising | |
7 | Department Requirement (DR) | PR.A.367 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising | |
| Total Number of Courses and Credit Hours | 4 FR courses + +3 DR courses (7 courses) | 15 | 0 | 4 | 0 | 19 |
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Seventh Semester
Courses | Course Type | Course Code | Number of credit hours | Responsible Department | |||||
Theoretical | Seminar | Practical | Training | Total | |||||
1 | Media Language Skills (1) | Faculty Requirement (FR) | M.COM.471 | 2 | – | – | – | 2 | Faculty of Mass Communication |
2 | Political Communication | Faculty Requirement (FR) | M.COM.472 | 3 | – | – | – | 3 | Faculty of Mass Communication |
3 | Public Relations and Crisis Management | Department Requirement (DR) | PR.A.473 | 3 | – | ـ | – | 3 | Department of Public Relations and Advertising |
4 | Organizational Communication | Department Requirement (DR) | PR.A.474 | 3 | – | ـ | – | 3 | Department of Public Relations and Advertising |
5 | Research in Public Relations and Advertising | Department Requirement (DR) | PR.A.475 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising |
6 | Electronic Public Relations | Department Requirement (DR) | PR.A.476 | 2 | – | 1 | – | 3 | Department of Public Relations and Advertising |
| Total Number of Courses and Credit Hours | 2 FR courses + 4 DR courses (6 courses) | 15 | 0 | 2 | 0 | 17 |
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Eighth Semester
Courses | Course Type | Course Code | Number of credit hours | Responsible Department | |||||
Theoretical | Seminar | Practical | Training | Total | |||||
1 | Media Language Skills (2) | Faculty Requirement (FR) | M.COM.481 | 2 | – | – | – | 2 | Faculty of Mass Communication |
2 | Translation for Public Relations and Advertising | Department Requirement (DR) | PR.A.482 | 3 | – | – | – | 3 | Faculty of Mass Communication |
3 | Department Requirement (DR) | PR.A.483 | 3 | – | ـ | – | 3 | Department of Public Relations and Advertising | |
4 | Department Requirement (DR) | PR.A.484 | 3 | – | ـ | – | 3 | Department of Public Relations and Advertising | |
5 | Graduation Project | Department Requirement (DR) | PR.A.485 | 1 | – | 2 | ـ | 3 | Department of Public Relations and Advertising |
6 | Field Training | Department Requirement (DR) | PR.A.486 | ـ | – | ـ | 3 | 3 | Department of Public Relations and Advertising |
| Total Number of Courses and Credit Hours | 1 FR courses + +5 DR courses (6 courses) | 12 | 0 | 2 | 3 | 17 |
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