Page 396 - Undergraduate Catalog 2024-25

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and international protocol, etiquette MAC 314 - Communication MAC 407 – Integrated
and respect cultural differences. Strategy in Advertising Communication Campaign
Mistakes in protocol and etiquette Credit Hours: 3 Credit Hours: 3
can even ruin many situations or Prerequisite: MMC 203 or MKT 200 Prerequisite: MAC 314
business. As a future public relations
practitioner, students will need to This is a writing-intensive course This course emphasizes the
practice effective communication providing the opportunity to apply preparation of complete advertising
strategies that are highly impressive. the theories and principles of campaigns for business or non-
This includes written and verbal strategic communication and to profit organizations. Students will be
communication as well as body practice their strategic and tactical able to integrate marketing, media
language, reactions, choice of words, planning skills in a teamwork research, and market segmentation,
reasoning and everything else. While environment. Emphasis is placed and promotion into their projects. A
media and PR skills are growingly on the creative process, visual well-defined, planned, creative, and
required for any established communication and the importance campaign will be presented toward
organization, students also need of research. Students work with real the end of the term.
to prepare themselves to excel in clients in a classroom. Media Production Core
relevant skills. Requirements
MAC 315 - Writing for PR
MAC 303 - Organizational Credit Hours: 3 FMP 180 - Principles of
Communication Prerequisite: MMC 203 Production Technology
Credit Hours: 3 This course covers the basics of Credit Hours: 3
Prerequisite: MAC 201 public relations writing, persuasive Prerequisite: No Prerequisite
This course presents the concepts of writing, writing news releases for An introduction to the basic terms,
organizational communication within print-media, news releases for TV functions, theories, and applications
the competency-based approach, and Radio, writing photo captions, of film and media-making equipment
which incorporates personal speeches, and annual reports. and technology related to camera,
knowledge, interpersonal sensitivity, The course also focuses on the sound, and editing. Principles
communication skills, and ethical importance of good grammar, syntax, of Production Technology is an
values. The course blends theory, spelling and punctuation. It applies introductory course designed
practice, and analysis with emphasis new technologies in PR writing. to provide students with a basic
on knowledge, sensitivity, skills, and knowledge of media production
values as necessary components Information on developing websites, technology and terminology as it
of effective organizational how to find web-site host, how to relates to camera, sound and editing.
communication. It examines write for the internet and other No prior knowledge of these skills
individual and group communication related topics. is required. This class will not focus
in organizations with an emphasis on MAC 413 - Public Relations on feature filmmaking specifically,
leadership and conflict management.
Campaigns but will examine these technologies
as they are used in a broad array
MAC 313 - Principles of Strategic Credit Hours: 3 of media that might also include
Public Relations Prerequisite: MAC 313 commercials, promotional videos,
Credit Hours: 3 This course introduces students documentaries, shorts, foreign,
Prerequisite: MMC 203 to the process of creating public avant-garde, etc.
relations campaigns using a hands-
This course will survey the discipline on approach that emphasizes the
of public relations, and will include tools they will need when working
its origins, concepts, scope, in the industry. This course presents
development, process, theories, real examples and current case
functions, media and publics. The studies to help students develop
course will also focus on how public practical skills for creating more
relation functions are different from effective PR campaigns.
advertising, marketing, propaganda
and some other related domains.

Abu Dhabi University | Undergraduate Catalog 2024 - 2025