Bachelor of Public Relations and Digital Promotion

(A) Understanding and Knowledge

1K. Discuss the past and present of Jordan, the Arab world, and the international context.
2K. Explain the principles, foundations, and concepts related to public relations, digital promotion, and their tools in an integrated manner.
3K. Describe the role of public relations, digital promotion, persuasive communication, its functions, and its impact on public opinion.
4K. Explain the professional, ethical, and legal standards governing media work.
5K. Discuss historical and technological developments fundamental to media.
6K. Explain the nature of promotional communication work within institutions.
7K. Express the methods and rules of journalistic writing and media production in public relations and digital promotion.
8K. Discuss media research concepts and methodologies.

(B) Intellectual Skills

1I. Design the elements of digital media campaigns.
2I. Identify the foundations on which media work in public relations and digital promotion is based.
3I. Enumerate new forms of media products in public relations and digital promotion.
4I. Plan media research projects.

(C) Transferable and General Skills

1T. Communicate effectively at various levels of communication.
2T. Demonstrate teamwork skills.
3T. Apply critical thinking and analysis to propose solutions to problems.

(D) Practical and Professional Skills

1P. Prepare and produce media materials in public relations and digital promotion in Arabic or English.
2P. Apply professional and ethical standards in media work.
3P. Use AI-based communication applications to produce content in public relations and digital promotion.
4P. Conduct media research.

(E) Competencies

1C. Utilize communication skills at a professional level.
2C. Discuss the role of media in addressing contemporary issues and their developments.
3C. Apply journalistic and design skills in media production for public relations and digital promotion.
4C. Manage and supervise media projects at different levels to creatively face diverse challenges.
5C. issue-wise decisions and presumably a final competency related to comprehensive integration or leadership in media.

High school average minimum 60% for Jordanian students and 50% for non-Jordanians.

Introduction to Communication
Prerequisite: None
This course aims to introduce students to the concept of communication, its forms, types, levels, models, and various effects. Emphasis is placed on mass communication through the study of its tools, characteristics, functions, responsibilities, and ethical and legal frameworks. The course also covers the communication process, its elements, barriers, interactive multi-communication, key concepts, ongoing transformations in the communication field, and essential communication skills.

Jordanian Media
Prerequisite: None
This course introduces students to the emergence and development of Jordanian media, its features, and the legislation guiding its evolution from the Emirate period to the present. Students explore the role, functions, and impact of Jordanian media, its political, cultural, and developmental significance, professional and ethical standards, and major media institutions, including print, radio, and television.

Communication Theories
Prerequisite: Introduction to Communication
This course provides an overview of communication concepts, types, and models. It introduces the concept of theory and its types and offers a comprehensive understanding of communication theories, including influence theories, violence theories, agenda-setting, uses and gratifications, dependency, cultivation, framing, gatekeeping, and theories of new and digital media. Students develop critical thinking skills and apply theory to analyze media phenomena.

Research Methods in Communication
Prerequisite: Completion of 80 credit hours
Students learn the principles, development, and fields of mass communication research. The course covers research types and methods, sampling, data collection, reliability and validity testing, documentation, and report writing. Students are trained to select research topics, define problems, set objectives, formulate hypotheses, and extract results, with a focus on descriptive research.

Media Skills in English
Prerequisite: English Language (1)
This course develops students’ English-language skills for journalism and media, including information sourcing, content creation, and evaluation of English media materials. Students learn to assess content for style, accuracy, terminology, and journalistic standards and produce professional media materials in English.

Historical Development of Mass Media
Prerequisite: None
The course traces the historical emergence and development of mass media in the Arab world and globally, covering books, newspapers, cinema, radio, television, and digital media. Students examine historical factors influencing media evolution and its societal impact.

Media Translation
Prerequisite: English Language (1)
This course develops translation skills for journalistic content between English and Arabic, focusing on accuracy, style, and linguistic adherence.

Management of Media Institutions
Prerequisite: None
Students learn management concepts, core functions, organization, leadership, coordination, and the main influences on media administration. The course also covers media planning, ethical standards, decision-making processes, and teamwork in media institutions.

International Communication
Prerequisite: None
The course introduces international communication concepts, global media flow, cultural globalization, media dominance, and pluralism. Students learn about foreign media centers, required competencies, and effective communication strategies in international contexts.

Communication and Society
Prerequisite: None
This course examines communication functions in modern society, the interaction between media and societal activities, and the role of mass media in social change and addressing social issues, including professional ethics in media practice.

Contemporary Arab Media
Prerequisite: None
Students study the current state of Arab media, the issues it addresses, and challenges it faces locally, regionally, and internationally.

Community Radio Stations
Prerequisite: None
This course introduces students to community radio, its role in supporting national identity, development, and human rights, and examines examples of programs these stations provide.

Communication and Development
Prerequisite: None
The course examines development theories, the role of media in comprehensive development (economic, social, cultural), and the development function of media in Jordan, covering issues such as health, environment, nutrition, and evaluating development media programs.

Social Media Platforms and Multimedia
Prerequisite: None
This course introduces social media networks, their characteristics, influence, and rules for use in digital promotional campaigns. It covers multimedia elements (video, text, images, graphics, sound), planning and producing content, and software tools for practical applications.

Organizational Communication in Public Relations
Prerequisite: 805123
The course introduces organizational communication concepts, types, and levels in public and private institutions. It explores its role in public relations, tools, and best practices for digital public relations.

Digital Photography
Prerequisite: None
Students learn digital photography, camera components, image types, software tools, digital editing, and practical applications.

Promotional Content Creation and Public Relations
Prerequisite: 805133
This course provides knowledge and skills for persuasive writing and digital public relations content creation. Students learn to identify target audiences, set clear goals, and craft key messages using digital tools.

AI Applications in Media
Prerequisite: 803343
Students learn artificial intelligence concepts and applications in digital journalism, public relations, advertising, radio, and television, including natural language processing, computer vision, content automation, and audience monitoring, with ethical and legal considerations.

Digital Media Ethics and Legislation
Prerequisite: None
This course covers philosophical frameworks, media laws, Jordanian press regulations, ethical standards, and digital media governance, including historical development and adaptation to social media and cyber laws.

Persuasive Communication and Appeals
Prerequisite: None
The course examines persuasion, persuasive communication, appeals, theories, models, and techniques to influence knowledge, attitudes, and behavior. Students analyze advertising and PR examples to understand persuasion and appeals.

Event, Ceremony, and Protocol Management
Prerequisite: None
Students learn administrative functions in public relations, planning events, protocol, etiquette, organizing official visits, and managing ceremonies.

Crisis Management in Public Relations
Prerequisite: 805311
This course defines crises, types, and patterns, and examines public relations methodologies for crisis prevention, loss mitigation, and response, including digital media tools and case studies.

Principles of Advertisement and Digital Marketing
Prerequisite: None
The course introduces advertising and digital promotion, emphasizing advertising as a marketing tool, production, message building, audience targeting, and campaign planning.

Introduction to Digital Marketing
Prerequisite: None
Students learn digital marketing concepts, processes, objectives, marketing environment, and elements of the marketing mix, including sales and sales management.

Professional Skills in Digital PR and Promotion
Prerequisite: None
The course develops professional skills for interviews, CV writing, time management, networking, official spokesperson skills, and digital self-marketing.

Audience Characteristics in the Digital Environment
Prerequisite: None
Students study digital media audiences, psychological and cultural characteristics, behavior patterns, and engagement strategies.

Digital Public Relations and Image Building
Prerequisite: None
The course introduces students to image building, brand management, and enhancing public perception using PR, advertising, and other media tools.

Brand Management
Prerequisite: None
Students learn brand concepts, management, positioning, and strategies for local and international branding.

Specialized Digital Content Production
Prerequisite: 805231
This course develops skills for producing professional digital content (text, visual, audio, interactive) aligned with campaigns and brand strategies.

Press Writing
Prerequisite: None
Students learn news writing, templates, types of news, coverage, and reporting techniques.

International Public Relations
Prerequisite: None
The course covers international PR functions, cross-border communications, cultural and social dimensions, successful strategies, and case studies.

Introduction to Public Relations
Prerequisite: None
Students learn PR concepts, historical development, models, operations, organizational structures, audience relations, internal and external communication, and case studies.

Website Design and Management
Prerequisite: Computer proficiency or remedial computer skills (9601099 / T.P)
Students learn internet fundamentals, content management, and website creation using platforms like WordPress, Joomla, and Drupal, including hosting and domain registration.

Public Opinion and Propaganda
Prerequisite: 803110
Students explore public opinion concepts, types, components, influences, measurement, and propaganda origins, development, methods, elements, and models.

Internship
Prerequisite: Completion of 80 credit hours
Provides practical experience in PR and digital promotion institutions, including teamwork, technology use, and campaign production.

Graduation Project
Prerequisite: Completion of 93 credit hours
Students complete an applied project in digital PR, such as campaigns, advertisements, or other promotional initiatives.

Digital PR Campaign Management
Prerequisite: 805222
The course covers the principles, concepts, planning, execution, evaluation, and management of digital PR campaigns in commercial and social contexts.

Motion Graphics for Digital Media
Prerequisite: None
Students learn multimedia techniques, transforming data into interactive animated graphics with text, images, and visual/audio effects.

Introduction to Radio and Television
Prerequisite: None
Introduces students to radio and TV industries, studio components, equipment use, and production of programs.

Technical Skills in Radio and Television (1)
Prerequisite: 802112
Students learn essential technical skills to engage in radio and television production.

Podcasting
Prerequisite: None
Students learn planning, audio production, storytelling, distribution, and audience building in podcasting, combining theory and practical production.

Journalistic Writing (1)
Prerequisite: None
Covers interviews, journalistic articles, editorial and analytical writing, and practical exercises in modern journalistic formats.

Digital Campaign Management
Prerequisite: 805133
Students acquire skills to plan, implement, and manage digital communication and promotional campaigns effectively, including performance tracking and analysis.

Infographics and Data Journalism
Prerequisite: 803122
Introduces data journalism, story mapping, data collection, refining, and integrating technical and editorial work. Covers infographic design, color use, production stages, and practical exercises.