Duration: Upto 1 Year

Duration: Upto 1 Year

The MBA in Public Relations and Advertising is a dynamic, one-year program designed to provide learners with in-depth knowledge of the relationship between products, services, and the public. This fully accredited and internationally recognized Business Administration (MBA) program equips students with the tools to excel in advertising strategies and public relations management, preparing them for leadership roles in these impactful industries.

Universidad Católica de Murcia (UCAM) is a top-tier European university established in 1996. UCAM offers over 163 programs, including Business Administration, public relations, advertising, and AI-driven marketing. Its learning centers in the UAE, Indonesia, and Singapore provide a global learning environment.UCAM has partnerships with over 360 international universities, including Stanford University and the National University of Singapore, ensuring unparalleled academic and professional exposure.

Program Highlights:

• Fast-Track Completion in 1 Year
• Flexible Online Study Mode
• EMI Payment Options for affordability
• European Accreditation with global recognition
• Dual Certification from Cambridge International Qualifications (UK) and Universidad Católica de Murcia (Spain)

Benefits of Attending:

• Gain expertise in advertising principles, media strategies, and public relations management.
• Explore the integration of AI-driven marketing tools in public relations and advertising.
•  Learn strategic planning for brand communication and campaign execution.
•  Participate in live and recorded lectures by expert faculty.
•  Regular webinars hosted by leaders in advertising and public relations.
•  Earn a prestigious MBA in Business Administration with international accreditation.
•  Complete a dissertation on a topic of your choice, addressing practical challenges in PR and advertising.

Learning Outcomes:

• Master the principles of public relations, advertising, and integrated marketing communications.
• Explore the role of AI in modern advertising strategies.
• Develop leadership and decision-making skills tailored to PR and advertising industries.
• Access an easy-to-use LMS and an extensive online library for continuous learning.
• Conduct impactful research on emerging trends in public relations and advertising.

Assessment Methodology:

The program adopts an assignment-based assessment approach, requiring students to submit practical assignments after each module. This ensures a strong connection between theoretical knowledge and real-world applications.

Cost: AED

Duration: 1 year

• Recognise how digital has changed buyer behaviour
• Develop a digital strategy
• Target the right audience for your digital marketing
• Leverage social media communications to attract potential customers to your product/service
• Understand how content marketing can raise you company's profile
• Use tools and techniques to ensure your digital marketing campaigns increase ROI
• Implement tracking codes and gain valuable insights from Analytics

• Marketing Execs
• Marketing Managers
• PR Managers
• Web Managers

• Introduction to Digital Marketing
• What is Digital Marketing?
• Facts and figures
• Key players in the industry
• Marketing campaigns how they tie in
• The impact of new technologies on business and customer behaviour

• Digital Strategy
• Developing and implementing a digital strategy
• What are the key challenges and barriers?
• Multi-channel marketing
• Mobile devices and marketing opportunities

• Social purpose
• Key social media channels
• Advertising on SM
• Building followers

• The growing importance of content marketing
• Different types of content - hub hero and hygiene
• Online video
• Developing a content strategy
• Measuring success

• Tag Manager
• Adwords
• Analytics (overview)
• Real time reporting and analysis
• Adsense
• Market research tools
• Google Analytics
• Keyword research

Cost: 4900 USD

Duration: 5 Days

• Describe how marketing can support your business objectives
• Use the marketing communications mix to enhance your brand and drive sales
• Ensure your marketing messages appeal to your customers
• Prepare effective marketing plans and reports
• Maximise ROI through strategic use of the Marcoms Mix elements

• Marketing executives and co-ordinators
• Marketing managers
• Product managers,

• What is Marketing?
• The 7 Ps
• Possible structures for marketing

• Advertising Sales Promotion Online Marketing PR Personal Selling and Events/Sponsorship
• Co-ordinating and integrating marketing communication activities.
• How Nike uses Marcoms to drive sales

• Marketing Concepts
• Segments and Personas
• Engaging with your customers

• Marketing Insight and Information
• Positioning and strategy
• Goals and objectives
• The Marketing Plan

• Budgets KPIs and Measures
• Managing your people
• training motivation performance management culture
• Maximising ROI
• Analysing Reinforcing and Revitalising
• Marketing reports

Cost: 4900 USD

Duration: 5 Days

• Develop a content strategy which meets the needs of your users and your business
• Plan for a wide range of digital channels and content types (websites, blogs, vlogs, mobile apps, social media)
• Develop techniques to engage potential customers and attract them to your website
• Develop a workflow that ensures your content will be on time, on budget and that it meets your requirements
• Use metrics that provide actionable insights

• Content writers/editors
• Marketing executives and managers
• Web managers
• Social Media managers
• Digital managers

• The shift from selling to educating
• Identifying business objectives for your content marketing
• Challenges
• Resources and tools

• Know your audience - what are their goals and objectives?
• Personas and Scenarios
• Identifying user journeys
• Research your audience's online behaviour

• Business goals
• Identifying key messages
• Planning for content creation & management
• Measuring success: analytics and KPIs

• On-page search engine optimisation: researching and using keywords
• Off-page search engine optimisation: link building and PR
• The increasing role of social media

• The impact of social media on marketing and PR
• Key channels: Facebook Twitter YouTube LinkedIn and others
• Social media tactics
• Building the right profile
• Increasing followers friends and contacts
• Getting 'shared'

Cost: 4900 USD

Duration: 5 Days

• Define the concept and scope of strategic marketing
• Understand the process of strategic planning
• Select motivated target markets
• Identify the specific productserviceand relationship achievements necessary to beat the competition

• Marketing management
• The marketing concepts
• Strategy and goals
• SWOT Analysis
• Competitive Analysis
• Environmental Analysis
• Customer Analysis
• Markets and Segments
• Market Opportunity Analysis
• Segmentation
• Buying behaviour
• Buyer behaviour
• Seller behaviour
• Marketing strategy development and decisions
• Product life cycle
• Market research
• Marketing strategy
• The Marketing Plan
• Managing and delivering marketing
• Pricing
• Marketing channels
• Advertising
• Managing Sales/Customer Experience
• On-line marketing
• Marketing reports

Cost: 4900 USD

Duration: 5 Days

• List and define PR concepts and differentiate between PR and advertising
• Create and implement a PR plan
• List contributions of PR campaigns to strategic management
• Manage a crisis using PR
• Explain the importance of organizational and corporate image
• Measure PR effectiveness

• PR: definitions, concepts
• Stakeholders in PR
• The many components of PR
• Key differences between PR and advertising

• PR plan: definition and needs
• Characteristics of a PR plan
• SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
• Target audience(s)
• Goals (what we hope to accomplish)
• Objectives (what needs to be done)
• Key messages: simple and descriptive
• Strategy (methods to accomplish objectives)
• Tactics (deadlines and cost)
• Timeline and responsibilities

• PR and strategic management
• Taking a strategic approach
• What can PR accomplish
• Environmental scanning
• Internal and external environment
• Managing issues

• Defining and identifying a crisis
• Remembering the rules in a crisis
• Phases of a crisis
• The disclosure principle
• The symmetrical communication principle
• The relationship principle
• The accountability principle

• Public opinion (attitudes, opinions, actions)
• Building the organizational image
• Variables of managing the image
• Image and reputation management
• From identity to reputation
• Relationship management

• Purpose of evaluation (output, outcome)
• Evaluating (process and goals)
• Matching objectives and results
• Measurement (production, exposure)
• Weaknesses of the traditional approach
• Measurement techniques 

Cost: 3995 USD

Duration: 5 Days