Department of Public Relations and Advertising

Department Overview

Bachelor’s Degree in Public Relations and Advertising
The Department of Public Relations and Advertising is one of the core academic departments within the Faculty of Mass Communication. It is also one of the most dynamic and comprehensive disciplines in the field of communication. It bridges the gap between effective management and strategic communication. It offers specialized study in advertising arts, creative strategies, reputation management, image building, planning of advertising and public awareness campaigns, communication and negotiation principles, and the rules of ceremonies and protocols.

The Department has recently modernized its curriculums by updating and benchmarking its course specifications to align with contemporary advancements and the evolving demands of the labor market.

Graduates of this Department are equipped to work across a diverse range of sectors, including service-oriented, productive, for-profit, and non-profit organizations. Indeed, it is inconceivable to envision any institution—under the precise concept of institutional operation—without a public relations function to manage its organizational communications, strategically plan its outreach, and cultivate relationships with both its publics and other entities. Furthermore, the graduates are well-positioned to establish themselves in the field of advertising, which stimulates stagnant markets and drives demand for goods and products, whether by founding their own advertising agencies or working within existing ones. The creativity of such specialization graduates is not confined to public relations and advertising; rather, it extends to encompass work in journalism, media, marketing, brand management, as well as any field that requires communication and interaction with others.

Department Vision

To achieve national and regional leadership in the teaching of public relations and advertising sciences.

Department Mission

To prepare qualified professionals in public relations and advertising according to quality assurance standards who uphold the highest professional and ethical standards, meet the evolving demands of the labor market, and contribute to sustainable development.

Department Objectives

1. To equip students with the knowledge and skills required to qualify them for careers in public relations and advertising, in accordance with established quality assurance standards.
2. To supply local and regional labor markets with highly qualified and distinguished professionals in the field of public relations and advertising.
3. To provide community services, including specialized consultancy, professional training, and field studies in the areas of public relations and advertising.
4. To develop strategic partnerships with various institutions in order to elevate public relations and advertising practices across Yemeni society.
5. To conduct scientific research and academic studies in public relations and advertising that address societal issues and offer practical solutions to media challenges within the field.

Department Programs

Bachelor’s Degree in Public Relations and Advertising

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Master’s in Public Relations and Advertising

Proceeding from Sana'a University's earnest commitment to modernizing its academic programs and adhering to regional and global quality assurance standards in both undergraduate and postgraduate education, the Faculty of Mass Communication and the Department of Public Relations & Advertising seek to establish a national knowledge base in media and communication sciences and their various applications. This endeavor aims to prepare cadres of researchers and media professionals equipped with a high level of cognitive and academic qualification, possessing advanced skills in public relations and electronic marketing, that keep pace with successive and cumulative developments in these sciences. This approach ensures a conscious intellectual foundation for understanding the state of media and communication in the age of globalization.

Program Vision

Providing high-quality education and research in the fields of Public Relations and Advertising, while adhering to the principles of sustainable development and community service.

Program Objectives

1. To establish an educational environment dedicated to research in public relations and advertising, adhering to quality standards and academic accreditation.
2. To enhance the scientific knowledge and research skills of graduate students in public relations and advertising, aligning with recognized quality standards.
3. To strengthen community partnerships with national bodies and institutions involved in the practical applications of research within public relations and advertising.
4. To qualify research cadres to provide consultations, conduct studies, and deliver research services relevant to community needs in the domains of public relations and advertising.
5. To prepare qualified cadres who possess the expertise necessary to counter hostile media campaigns targeting the nation in the field of public relations.

Program Requirements

Admission Requirements:
In accordance with Articles 12 & 13 of the Prime Minister’s Resolution No.(40) of 2008 concerning the Graduate Studies System in Yemeni Universities.
Admission Requirements
• Applicants must hold a Bachelor’s degree or its equivalent in Mass Communication, with a specialization in Public Relations and Advertising, from a recognized Yemeni university or another accredited institution, with a minimum average grade of "good".
• Successfully pass the entrance examinations determined by the Council.
• Achieve a minimum score of 480 on the TOIFL exam, pass the Arabic language exam specifically designed by the University for this purpose, and pass the ICDL computer skills exam.
• Fulfill any additional requirements specified by the Department, Faculty, and Graduate Studies Councils, ensuring they align with the provisions outlined in the Graduate Studies Regulations of Sana’a University.
• Pay the prescribed tuition fees for the Master’s program.
• Have no record of expulsion from any other university due to disciplinary reasons.
• Admission to two study programs simultaneously is not permitted.

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PhD Program Offered by the Department of Public Relations and Advertising

The PhD program offered by the Department of Public Relations and Advertising comprises a dissertation-based system, whereby researchers are required to prepare a research dissertation demonstrating their ability to conduct independent and innovative research. The dissertation topics will range between theoretical and applied studies, allowing researchers to choose areas that align with their interests and professional goals.

These dissertations will include studies on the societal impact of media, the analysis of digital marketing, the influence of modern technology on audience behavior, and the impact of public relations on the society.

Moreover, the program will contribute to the advancement of scientific research in Yemen by providing researchers with the opportunity to explore new and innovative topics. Through the provision of academic support and necessary resources, the program will enable researchers to conduct research that addresses pivotal issues characterized by depth and objectivity.

Program Vision

To prepare specialized academic and research professionals in the fields of marketing communications, public relations, and advertising research in accordance with quality standards and academic accreditation requirements, enabling them to effectively address societal issues, contribute to sustainable development, and meet the needs of local and regional universities and research centers.

Program Objectives

1. To provide an academic environment dedicated to research in marketing communications, public relations and advertising research, in line with quality standards and academic accreditation.
2. To develop research capabilities and skills of Master’s degree holders in the field of marketing communications, public relations, and advertising research, in line with quality standards and ethics of scientific research.
3. To strengthen community partnerships with national bodies and institutions involved in the practical applications of research within marketing, public relations and advertising.
4. To supply local and regional universities, research centers, and public and private sectors with academically and research-qualified cadres specializing in marketing communications, public relations, and advertising.
5. To provide consultations, studies, and research services in the fields of marketing communications, public relations, and advertising, so as to contribute to community service and sustainable development.

Program Requirements

Admission and Registration Regulations:
• The candidate seeking admission to the PhD program must hold a Master's degree awarded by a Yemeni university or any accredited equivalent institution, with a cumulative grade point average (GPA) of at least "Very Good".
• The candidate's specialization at both the Bachelor's and Master's levels must align with or equivalent to the PhD program.
• The candidate may not be concurrently enrolled in more than one graduate program.

Admission and Registration Requirements:
• The candidate must pass the competitive admission exam and personal interview determined by the Department.
• The candidate must not have been expelled from any university for disciplinary reasons that violate national, ethical, or academic principles.
• Should the number of candidates surpass the admission capacity endorsed by the Faculty Council, the selection shall be based on the highest GPAs or the criteria determined by the Faculty Council on an annual basis.
• The candidate shall pay the prescribed registration fees in accordance with the University’s regulations.
• The dissertation topic shall be formally registered with the Vice Rector’s Office for Graduate Studies no later than 15 days following its approval by the Department.
• The candidate shall satisfy all conditions governing admission to the PhD program, as set forth in the University's Graduate Studies Regulations.

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