Demonstrate a critical understanding of key conceptual frameworks and approaches within the Public Relation field. Competently apply communication theories studied to practical problems. Evaluate the relation between theory and practice and demonstrate an awareness of how they can productively inform each other. Critically reflect on the range of social and professional contexts in which communication occurs.

Highlight the various schools and approaches to studying the media industry. Cover the transformation and shift in media economics. Enable students to critically analyse the relationship between management and media institutions.

Teach students to identify how to succeed in event management. Doing research regarding the technical, administrative and planning aspects of events. Enable students to comprehend the practical application of events both personally and professionally. Discuss the economic effects of events. Identify of how to manage e-events cognitively and professionally.

Discuss public relations campaigns in terms of preparation, planning and implementation by detailing the basic steps of planning media campaigns in various communication means. Then, detail the process of evaluating campaigns in general, and taking advantage of previous experiences of public relations campaigns.

Determine the basic concepts of the first sensor system, such as the impact of technological, economic, social and legal changes on the working environment. Analyse potential and other risks in the organisation’s work environment. Analyse the organisation’s communication position in various aspects, such as the historical analysis of the organisation, management analysis, analysis of competitors in the work environment and analysis of the vision and aspirations of the organisation. Define Data mining forsocial media to predict crises. Require students to form a crisis management team.Discuss the preventive tasks executed by such teams in various administrative, technical and media categories prior to the crisis, during the crisis, and to address the effects of the crisis after its occurrence. Analyse various media arts to deal with media crises starting from news statements, press conferences, exclusive interviews, participation in talk shows, position articles and meetings with interest groups or their representatives.

Introduce students to the importance of media laws. Allow students to prepare media that is morally qualified for sharing informational messages. Impart knowledge on traditional and electronic media ethics. Familiarise students with the information systems and policies and laws in place in Saudi Arabia. Allow students to review the international charters of information and determine media controls for every means. Compile the student's experience and apply it in professional practices, including

Provide knowledge on the concept, objectives and importance of digital public relations. Enable the students to directly interact with the public about immediate issues of interest to organisations (e.g. disseminating information, responding to rumours, commenting on events). Allow students to identify and improve the mental images of organisations using modern technologies. Applications and experiences in onlinepublic relation

Compile the student's experience and apply it in professional practices, including Compile the student's experience and apply it in professional practices, including ethics and related codes of conduct through oral and written media and other relevant media. Understanding and implementing various professional public relations activities, including research, writing and coordination; thinking about applying theory to practice. Analysis and critical thinking about how knowledge relates to public relations with the professional context of the workplace and then reaches a professional level through oral and written media and other media. Collecting written and digital skills and tools needed to get a job. • Better performance in job interviews Compile the written and digital tools necessary to gain employment Perform better in job interviews.

Impart knowledge on the concept and importance of reputation management and related concepts. Identify the main factors, pillars and requirements of corporate reputation management. Discussrecent global practices in reputation measurement. Teach the role of public relations in managing the reputation of the institution, especially in times of crisis. Highlight the dimensions of the term e-reputation management. Showcase the most popular institutional models in building reputable management.

Provide students with the concepts and theories of public diplomacy Allow students to apply public diplomatic practices in international relations The role and importance of public diplomacy in promoting relations and understanding. Enable students to implement public diplomatic practices through digital technologies and social media to manage relations between the government and citizens Enable students to focus on the different leadership styles, their roles and practical applications so that they can manage transformation, build bridges and enhance the confidence of employees and interest groups in leading the institution, adopting its direction and supporting its decisions.

Explain strategic communication, its basic concepts and its importance as one of the most important engines of institutional success. Help students use communication to manage all interactions with the internal public and groups with interests surrounding the organisation. Enable students to focus on the different leadership styles, their roles and practical applications so that they can manage transformation, build bridges and enhance the confidence of employees and interest groups in leading the institution, adopting its direction and supporting its decisions. .

Highlight the importance of communication within organisations. Allow students to interpret networks and communication patterns within organisations. Help students identify barriers that can limit the effectiveness of communication within organisations. Discuss the communication means used in organisational communication.

Gain advanced skills for gaining social, business and international exposure Learn principles of international business protocol and professional etiquette Understand how to behave correctly in both business and social situations including formal dinners, networking and online webinars, and social media. Learn how to establish an effective communication with different types of guests, from different counties and levels of management Demonstrate appropriate personal and professional conduct and follow both social and business rules Understand how to apply proper communication and professional etiquette at all levels and at all times Implement different variations in protocol and professional etiquette from different cultures, nations and regions Plan VIP visits and formal occasions while executing the role of the ideal host Learn International and Local variation in Business Etiquette & Protocol Apply the foundations of meetings and concerts official reception protocol

Provide students with a contemporary view of the role and importance of integrated marketing communication in the planning and coordination of various company functions. Allow students to apply and integrate marketing practices and theories to equip them with oral communication, career, vocational, problem-solving, decision-making, conceptual and analytical skills. Give students the opportunity to examine social and ethical considerations in marketing communications. Discuss advanced theoretical and applied understandings of the advertising and promotional theories and concepts involved in marketing communications.

Enable students of the basics of research methodology and how to deal with them. Develop students' abilities in critical thinking skills and objective analysis. Train them on brainstorming activity and helping them to learn it. Select valuable research problems and develop their research questions to contribute toSةcientific and cognitive accumulation and literature reviews.