Bachelor of Science in Advertising and Public Relations
About This Programme
RIT Dubai's Advertising and Public Relations degree prepares students to plan and run campaigns across traditional and digital media. It pairs the theory of persuasive communication with research, data analysis and the tools used to choose media platforms, reach target audiences and track results against goals. Students learn to write messages that persuade, design visual materials and manage campaigns, and the programme draws on industry ties to involve them in real-world projects. The final year of the four-year, 120-credit sequence includes two agency courses, media planning and a communication portfolio.
Course Highlights
- 120 credit hours over four years in RIT Dubai's typical course sequence
- Communication co-op (COMM-499) in the third year
- Final-year Advertising and Public Relations Agency I and II, Media Planning and a Communication Portfolio
- Two professional core courses chosen from seven marketing courses, including Digital Marketing and Social Media Marketing
- Accredited by the UAE Ministry of Higher Education and Scientific Research
What You'll Study
RIT Dubai publishes a typical four-year course sequence of 120 credit hours that combines communication courses with RIT's general education requirements, open electives and a communication co-op.
First Year
- COMM-212 Public Relations3 credits
- COMM-105 Foundations of Communication3 credits
- General Education – Ethical Perspective3 credits
- General Education – Artistic Perspective3 credits
- General Education – Elective3 credits
- YOPS-010 RIT 365: RIT Connections0 credits
- COMM-211 Principles of Advertising3 credits
- COMM-201 Public Speaking3 credits
- General Education – Natural Science Inquiry Perspective3 credits
- MATH-101 General Education – Mathematical Perspective A: College Algebra3 credits
- General Education – First Year Writing (WI)3 credits
Second Year
- COMM-202 Mass Communications3 credits
- COMM-221 Public Relations Writing (WI-GE, WI-PR)3 credits
- COMM-223 Digital Design in Communication3 credits
- General Education – Scientific Principles Perspective3 credits
- COMM-272 General Education – Elective: Reporting and Writing for News Media3 credits
- COMM-304 Intercultural Communication3 credits
- Open Elective3 credits
- General Education – Global Perspective3 credits
- General Education – Social Perspective3 credits
- STAT-145 General Education – Mathematical Perspective B: Introduction to Statistics I3 credits
Third Year
- COMM-301 Theories of Communication3 credits
- COMM-321 Copywriting and Visualization3 credits
- MKTG-230 Principles of Marketing3 credits
- General Education – Immersion3 credits
- COMM-342 General Education – Elective: Communication Law and Ethics3 credits
- COMM-401 Quantitative Research Methods3 credits
- COMM-322 Campaign Management and Planning3 credits
- General Education Elective3 credits
- General Education – Immersion6 credits
- COMM-499 Communication Co-op0 credits
Fourth Year
- COMM-430 Advertising and Public Relations Agency I3 credits
- COMM-431 Advertising and Public Relations Agency II3 credits
- COMM-421 Media Planning3 credits
- COMM-497 Communication Portfolio0 credits
- Professional Core3 credits
- Open Elective9 credits
- General Education – Elective6 credits
- Professional Core3 credits
Professional core options
Choose two of these courses for the two Professional Core slots
- MKTG-320 Digital Marketing
- MKTG-350 Consumer Behavior
- MKTG-360 Professional Selling
- MKTG-430 Social Media Marketing
- MKTG-489 Seminar in Marketing
- MKTG-370 Advertising and Promotion Management
- MKTG-330 Global Marketing
What You'll Learn
Programme learning outcomes
- Tell advertising, public relations and marketing apart
- Apply theory and methods to complete a research project
- Present and defend research, and deliver persuasive speeches, pitches and presentations
- Produce professional written work such as public relations content, a strategic plan, advertising copy, a thesis or a portfolio
- Design a series of visual publications
- Work successfully as a communication specialist in a professional office
Programme goals
- Understand the role of advertising and public relations in the marketing process
- Research effectively
- Speak in public with a high level of proficiency
- Write proficiently
- Use visual communication and design effectively
- Gain professional work experience through the opportunities the programme provides
Entry Requirements
Careers
Typical job titles: Advertising Account Manager, Social Media Manager, Digital Media Specialist/Content Creator, Brand Manager, Copywriter, Public Relations Specialist/Manager, Director of Communications, Customer Marketing Specialist, Marketing Content Specialist, Media Buyer, Events Manager, Internal Communications Director. Industries: Advertising, PR, and Marketing; Higher Education; Healthcare; Media and Publishing; Manufacturing; Non-profit; Internet and Software; K-12 Education.
Accreditation & Professional Recognition
Accredited by the UAE Ministry of Higher Education and Scientific Research, and listed as Active on the Commission for Academic Accreditation's register. The degree is issued by RIT's main campus in Rochester, New York.
Programme Details
Award
Bachelor of Science (BS)
Start Date
August (Fall) and January (Spring)
Duration
4 years
Qualification
BS
Subject Area
Media & Communications
Campus
Dubai Silicon Oasis
Tuition Fee
AED 68,000/yr
Applications for the Spring and Fall 2027 intakes are open and are reviewed on a rolling basis. Spring: early admission until 31 October, regular admission until 31 December, deadline 8 January. Fall: early admission until 15 January, regular admission until 31 May, deadline 22 August. RIT Dubai offers scholarships of up to 50% based on academic and non-academic achievements.