New programme integrates advertising, PR and media

A new three-year bachelor honours degree that combines advertising, public relations and media is due to start next October at Middlesex University Dubai at the Dubai Knowledge Village campus.

The programme aims to equip young professionals with the tools to understand, develop and implement corporate communications strategies.

The programme will be run by the university's School of Arts and Education. The programme was introduced at the university's London campus last September and is now one of the most popular courses offered, officials said.

The course blends media theory with the practices of specific industry processes, from planning public relations and advertising campaigns to a critical reflection on the influence of these practices on industries, audiences and the contemporary media, said Evelyn Stubbs, programme coordinator for the BA Honours Advertising, PR and Media at Middlesex University Dubai.

Some of the key subjects taught in the programme include Culture and Context in Digital Media; Media for Advertising and Marketing; Media, Events, and Ethics; and PR and Promotion. Each student will also embark on an independent project in year three that integrates knowledge and skills gained through the degree programme with links to practical aspects.