Exeed College
doctorate in management

MBA in Public Relations and Advertising

One year fully accredited and internationally recognised program in PR and Advertising is designed to provide learners with the knowledge and understanding of the relationship between products/services and the public. The program will prepare for a management career in Public Relations and Advertising

Fast Track 1 Year

Online Study Mode

EMI Option

European Accredited

Dual Certification

Program Overview

A comprehensive demonstration of basic principles and practices of Advertising and Public Relations that emphasizes creative/media strategy decision processes and historical, social, and economic influences. This module is designed to give a broad overview and understanding of the main concepts involved in public relations/advertising and will prepare learners for future work in campaign planning and brand reputation management. This course will provide a solid foundation for people working in the area.

The one year online MBA in Public Relations and Advertising is a comprehensive program designed for the business professionals who are looking forward to a managerial or senior administration role. Post completion of the program, the learners will be awarded with a postgraduate diploma in Business Administration from Cambridge International Qualifications, UK and a Master of Business Administration from Universidad Católica de Murcia, UCAM.

The students enrolling with MBA in Public Relations and Advertising will undertake the core modules on International Human Resource Management, Strategic Change Management, Strategic Management and Leadership, Operations Management, Principles of Advertising and Public Relations Management and Public Relations in Integrated Marketing Communications in First Part while in the second part the students will take the module on Socio – Economic – Legal Environment and a thesis work.

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    Master of Business Administration

    Part A consists of six modules, out of which four modules are core while two are specialized modules. Upon completion of Part A, learners will earn 120 UK Credits from Cambridge International Qualifications (CIQ), UK.

    Part B of the program includes a mandatory module and a thesis work. By completing their entire qualification, learners will obtain 60 European Credit Transfer System (ECTS) from Universidad Católica de Murcia (UCAM), Spain.

    Program Outline – Part A

    What our learners have to say

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    Specialization Pathway

    MBA Public Relations and Advertising: This pathway is designed for learners who intend to specialize in Public Relations and Advertising.

    Modules

    Change dynamics challenges managers due to the inherent uncertainty and need for adaptability. Strategic change impacts the human resources structure of the organisation and this often means a restructuring of the workforce or changes in working practices.

    This course defines sequential process, role and dynamics to organizational change, which imparts the skills and knowledge to support active engagement in the process of strategic change management and further highlights ways of dealing with it. It focuses on need, phases and conditions for successful organizational change. The knowledge developed as part of the module assists in real-world decision making. Different organizational interventions are also incorporated. The SCM module is designed to help students understand the dynamics of Strategic Change Management.

    Learning Outcomes

    • Identify and analyse the implications for managing strategic change in supporting organisational transformation.
    • Analyse the organisational management challenges faced during the transformation and changes experienced by the organisation.
    • Analyse and evaluate the significance of strategy employed in trying to bring about an effective change management in an organisation. How does this impact leadership and human behaviour in the organisation.
    • Evaluate different change management theories propounded on management and leadership attributes which leads to enhanced contribution by managers and the employees.

    This module is designed to help students understand and evaluate various aspects of Strategic Management in a global context. The module explores theories, models and frameworks to provide insight on how an organization’s life cycle evolves through various stages to achieve excellence. The module helps students to evaluate the relationship between organizational strategies, performance and stakeholder expectations.

    Learning Outcomes

    • Analyse the concepts and theories of strategic management and critically evaluate  the relationship between strategy, stakeholder expectations and organizational performance
    • Evaluate the impact of current and emerging Economic, Political and Cultural factors on strategic management in an International context.
    • Formulate business strategies under challenging circumstances of Innovation and Change and evaluate those that contribute to the success of a particular organization.
    • Develop plans for the implementation of business strategies and enhance Stakeholder Expectations.

    The module is designed to help students understand the strategic role of operations management and its competitive advantage for organizational survival. It brings out the relationships between the operations function and other functional areas of a business such as marketing, finance, and information systems and how they can work together to achieve the business strategy.

    Learning Outcomes

    • Know the various tools, techniques and apply suitable tools and techniques in different alternative scenarios of Operations Management.
    • Apply information management techniques and evaluate them in context of operational functions to achieve competitive advantage and make the organization globally competitive.
    • Apply and critically evaluate the importance of project management to given usiness situations (Using PERT / CPM).
    • Demonstrate operations strategy in domestic and global context and evaluate how the use of technology has impacted the operational functions.

    The objective of this module is to make students understand the human resource management, and equip them with knowledge, skill and competencies to manage people along with material, information, capital and knowledge asset in the organization, to equip the students in formulating their own managerial and leadership, style, their assumptions and belief about ‘people’ and their behaviours in an organization. Given the state of competition and globalization, business environments are getting volatile and managing Human Resources is a challenge faced by present day organizations in both domestic and global scenario. This module helps students relate HRM practices in globalized context, its significance, scope and practices in relation to International Human Resource Management.

    Learning Outcomes

    • Critically review and analyse the importance of HRM and its practices in an organisation, and how it can be linked with organisational behaviour activities in overcoming business issues and challenges for a better performance of the organisation.
    • Critically review and analyse the framework of leadership and consider the nature, strengths and weaknesses of the various approaches: traits; functional; behavioural; style; contingency. The continuum of leadership behaviour should be explored in some depth with consideration of the factors determining the chosen leadership style.
    • Discuss the concept of organisational behaviour and its interface with management. Review and critically synthesize the various influences on behaviour in organisations and the interface with management in integrating and balancing these.
    • Asses the role of IHRM and its impact on global organisation. Identify some of the key HRM challenges facing organisations working internationally. Discuss the prevalent HRM practices and integrating the best practices in global organisation.

    A comprehensive demonstration of basic principles and practices of advertising and public relations that emphasizes creative/media strategy decision processes and historical, social, and economic influences. This module is designed to give a broad overview and understanding of the main concepts involved in public relations/advertising and will prepare learners for future work in campaign planning and brand reputation management. This course will provide a solid foundation for people working in the area. It gives an overview of public relations practice and addresses the consistent use and value of public relations in influencing business decision-making on a daily basis in a variety of for-profit and not-for-profit organizations and situations.

    Learning Outcomes

    • Understand the concepts and principles of advertising and Public relations.
    • Understand and evaluate the objectives and importance of formulating Advertising strategies in a local and global context.
    • Be able to diagnose and analyse situations and deal with factors affecting the PR activities of an organization.
    • Understand the role public relations and advertising plays in the wider society and across the full spectrum of organizational communication mechanisms.

    The module is designed to understand the role of Public relations as part of integrated marketing communication strategy. The learners will understand to use an appropriate Integrated Marketing Communications (IMC) tools and techniques to develop, execute and evaluate a public relations-led IMC campaign. The module also provides a more in-depth understanding of integration management principles and strategies. It also helps to understand the importance of integrating PR activities with the Marketing Campaign

    Learning Outcomes

    • To understand the concept of integrated marketing communication and the role of PR in IMC.
    • Be able to use appropriate tools and techniques to develop and execute PR-led campaigns.
    • Understand the role and application of digital marketing in the execution of a successful PR campaign.
    • Identify and evaluate the challenges and issues faced by organizations in respect of their PR strategies on both domestic and global level.

    Learning Outcomes

    Live & interactive lectures by expert faculties

    Recorded session for offline viewing

    World-class curriculum by eminent faculty

    Regular webinars by industry leaders

    Assignments for module assessments

    Easy-to-use LMS accessible anywhere

    Online library to further enhance your knowledge

    Dissertation on your area of research work

    MBA in Abu Dhabi

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      Our learners occupy top positions in companies across industries and some of the world’s best-known firms

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      What you’ll get as a Masters student with Exeed College

      In-depth Knowledge of Your Field

      Increased Opportunities

      A Higher Earning Potential

      Reputation and Credibility

      Better Networking Skills

      Keeps You Competitive

      If you’d like to gain the complete skill set to succeed in today’s business world, this is the area for you.

      Assignment and Assessment

      UCAM – Exeed College follows an assignment-based assessment approach, and the student needs to submit an assignment after each module.

      Entry Requirements

      Applicants must have attained the following qualifications:

      • Bachelor’s Degree from a recognized University

      Documents Needed

      • Duly filled application form
      • Academic documents (Bachelor degree with transcripts)
      • Resume
      • A copy of your passport
      • A photograph

      *Degrees offered by UCAM are university’s accredited own awards and should not be misconstrued as nationally accredited awards in spain.

      This master’s degree is awarded by UCAM under the provision of university private degrees – Título Propio

      Program Faculty

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      Salma Yehia
      Faculty
      Salma Yehia
      Salma Yehia is a lecturer and research analyst in the areas of Marketing and Business Studies with extensive 7-year experience in academia. She started her teaching career as a lecturer in Egypt at the German University in Cairo (GUC) and has proved herself as a valuable faculty in various domains especially Marketing and Strategic Management. She is also experienced in other business studies as Human Resource Management, International Business, Strategic Leadership, and Business Sustainability. Alongside Salma has professional research experience and has excelled as a Research Assistant on numerous fieldwork research projects in Egypt, Germany, and UAE. Salma holds an MSc in Business Administration with a specialization in Marketing from the GUC. And is currently pursuing her PhD degree at Phillips-University in Marburg; with a thesis titled “The effect of living in a sustainable city on sustainable consumption: a comparative analysis between Germany and UAE”. Her research interests lie in the areas of international marketing, sustainability, consumer psychology, and corporate social responsibility. She has published and presented proceedings at international conferences in Egypt, Germany, and Turkey. In addition to academia, Salma practices Pilates and is passionate about travelling, exploring new destinations, and experiencing diversified cultures.
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      Ms. Maria Monica
      Associate Head of Quality & Compliance
      Ms. Maria Monica
      Maria is an academician with over seven years of teaching experience for Postgraduate and Undergraduate programs. Areas of expertise and research interests include the field of accounting, finance, taxation, banking & education. Published several articles in national and international journals. She is currently pursuing her PhD. Other Qualifications - M. Com (Accounting & Taxation), B. Com (Finance), PGDBI (Banking & Insurance), B.Ed. (Pedagogy Commerce) and UGC NET.
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      Dr. Rekha Shewakramani
      Faculty and Program Leader
      Dr. Rekha Shewakramani
      Dr Rekha Shewakramani has a Doctorate in Management with a specialization in Human Resource Management. Her research focuses on organizational behaviour which associates with a performance at work and contentment in an organization. Rekha has been awarded various accolades in the field of research and management in human resources. Her key achievement was to receive the title of the researcher of the year in 2019 for her presentations and publications in the research field. Rekha started her teaching career in UAE in the year 2020 and has successfully trained various professionals for the certification and courses that have accreditation from the UK. Her hands-on experience in teaching undergraduate and post-graduate students in India is now serving as an encouragement to serve and train professionals about the practices of management across different nations. She has recently become an Associate member of CIPD (Chartered Institute of Personnel and Development, UK) in the year 2022. Being a gold medallist in Master of Business Administration, her research work has been chosen and published in some of the UGC Listed Journals in India. She has always been a part of the education industry by serving as a counsellor, trainer, and research fellow which has helped her in attaining the confidence in developing content and imparting knowledge using a combination of practical and theoretical tools.
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      Ms. Rajashree K.N
      Senior Faculty and Course Leader
      Ms. Rajashree K.N
      Rajshree’s qualification entails MBA in Human Resources, Bachelor's in Science, and BA in Arts. Prior to her 8-year stint in education, she had the privilege to work as human resource personnel in organizations like GE, Nissan, Fullerton India, and Standard Chartered Bank for a span of 8 years.
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      Dr. Noor un Nisa Shahani
      Faculty and Program Leader
      Dr. Noor un Nisa Shahani
      Dr. Noor holds the degree of PhD in Commerce (Management Sciences) from University of Sindh, Jamshoro, Pakistan. Her research interest includes Organizational Behavior, Business Creativity, HR Practices and General Management. She has 10 years of teaching experience at University Level. She also holds a high reputation due to her extraordinary contribution in Research and got award for outstanding research contribution in 2021 by Bath Spa University, UAE. As a trainer Dr. Noor has conducted professional trainings on Research methods Quantitative and Qualitative Analysis. Where she has had the opportunity to train, interact and learn from highly qualified faculty. She has around 30 national and International research publications.
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      Dr. Mark Anthony S. Naval
      Faculty and Program Leader
      Dr. Mark Anthony S. Naval
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      Shahid Wani
      Senior Faculty
      Shahid Wani
      Shahid holds 8 years of experience in Business and Finance, both industrial and academic. For the first 3 years of his working career, he worked for the British Civil Service in the financial domain. He has also been an active volunteer for an NGO in India, specifically working on social issues like women's empowerment, child education, child labour, and dowry. Shahid started his teaching career as a lecturer in India and has accomplished himself as a valuable faculty in various domains of business management, especially in the areas of Accounting, Finance, Risk, and Banking. He is also well equipped and experienced in business areas like HR, Supply Chain, Operations, sustainability, and so on. Besides he is also an established Trainer with years of experience in the Education & Corporate sector in the UAE & India. He earned his Master’s degree in Accounting & Finance from the University of Huddersfield, United Kingdom. Currently, he is pursuing his certification from the Association of Chartered Certified Accountants (ACCA) body, UK. He is also a successful diploma holder in the areas of Leadership and Conflict Management. Being a sports enthusiast, Shahid is a State level cricket player and has played across many states in India and local clubs in the United Kingdom. He has won many certifications and awards in various other sports including basketball and hockey.
      Dr. Vivek Mohan
      Dean – Academic and Student Affairs
      Dr. Vivek Mohan

      Dr. Vivek has extensive experience managing multicultural, high-achieving teams in higher education domains related to the Middle East, the UK, and the US in terms of strategy, operations, and delivery. He is the recipient of the prestigious Medici Enterprise Award for commercialisation of research (UK) and various GCC leadership and organization awards. He holds a PhD in Business Management (UK) and an MSc in International Business (UK), a Doctorate in Management (Spain), an M.Phil in Applied Leadership (Spain) and is certified in Block Chain from UCLA (US), education design from UCL (UK), Project Management from CMI (UK) and blended learning from UNSW (Australia).

      He started his career as an operations consultant and has worked in product development and education design. Dr. Vivek has published and presented papers in international journals and conferences across the globe on topics such as Sustainability, Expatriate Performance and Synchronous online learning. With more than fifteen years of experience in both academia and consulting, he has worked closely with several highly regarded American and British universities on international alliances and digital implementation of higher education programs. Dr. Vivek has consulted for the UK Government (Arts Council, England) and held faculty and researcher positions at Sheffield Hallam University, UK and Leeds Business School, UK. Dr.Vivek has consulted and trained for public institutions and MNCs, including the ICC Cricket Council headquarters, PWC Middle East, Petrofac, Sharjah Co-op and WJ Groundwater.