Bachelor of Mass Communication

Media Program, its Objectives, and Outcomes aligned with the National Qualifications Framework QF-Emirates (Level 7)
This ensures that the program outcomes meet the level specifications in terms of knowledge, skills, and competencies, as outlined below:

Upon successful completion of this program, the graduate will be able to:

Knowledge

• Program Learning Outcome 1: Define fundamental concepts and principles in the various fields of media.

• Program Learning Outcome 2: Identify the stages of writing, designing, and producing media materials for different institutions.

• Program Learning Outcome 3: Compare scientific knowledge and theoretical backgrounds across different areas of media work.

Skills

• Program Learning Outcome 4: Apply modern trends, knowledge, and skills in preparing, designing, and producing media materials in innovative ways.

• Program Learning Outcome 5: Analyze media messages and materials to determine quality standards and communication performance efficiency in various institutions.

• Program Learning Outcome 6: Plan integrated communication and marketing campaigns for different institutions.

• Program Learning Outcome 7: Utilize modern communication technologies and e-learning tools in producing media content that addresses community priorities and serves sustainable development issues.

• Program Learning Outcome 8: Evaluate media approaches and practices to propose mechanisms and means for their development.

Competencies

Autonomy and Responsibility

• Program Learning Outcome 9: Commit to ethical standards, legal regulations, and professional guidelines in media practice.

• Program Learning Outcome 10: Assume responsibility for leadership, decision-making, and proposing innovative solutions based on market changes and institutional vision and strategy.

Role in Context

• Program Learning Outcome 11: Participate positively as a member of an integrated team to accomplish media tasks and projects for various institutions.

Self-Development

• Program Learning Outcome 12: Continuously develop knowledge, skills, and communication abilities to enhance professional competencies and achieve leadership in the media labor market.

High school diploma 60%, English proficiency 80% or IELTS 5.0, pass placement test, personal interview as per program

Number of Courses and Credit Hours

First: General Education Courses (30 CH)

A. Compulsory Courses (15 CH)

B. Elective Courses (15 CH)

• Humanities & Arts (3 CH – choose one):
  ART111: Introduction to Art – ART112: Introduction to Aesthetics – FRE212: Francophone World: Language & Culture – ISH211: Islamic Civilization – WLT115: World Literature – ART113: Introduction to Performing Art.

• Natural Sciences (3 CH – choose one):
  AST211: Astronomy – ENV113: Science of Energy and Global Environment – PHY113: Physics for Daily Life.

• Behavioral & Social Sciences (3 CH – choose one):
  AID112: Community-Based First Aid – LED111: Introduction to Leadership and Team Building – SSW111: Social Responsibility.

• Quantitative & Technological Sciences (3 CH – choose one):
  COM111: IT Fundamentals – INF212: Information System – INT104: Basic Programming.

• Free Elective (3 CH):
  STA113: Introduction to Data Analysis.

Second: Supportive Requirements (39 CH)

(13 compulsory courses) – e.g., Principles of Economics, Communication Skills in English, Human Rights, Digital Photography, Research Methods, Social Psychology, Regional & International Organizations, etc.

Third: Department Requirements (21 CH)

(7 compulsory courses) – e.g., Introduction to Radio & TV Production, Introduction to Integrated Marketing Communication, Introduction to Graphic Design, English for the Media, Arabic for the Media, Media Laws & Ethics, Communication Theories.

Fourth: Major Requirements (36 CH)

A. Compulsory (30 CH – 10 courses):

e.g., Public Relations & Corporate Communication Management, Crisis Communication Management, Corporate Reputation Management, Writing for PR & Integrated Communication, Integrated Marketing Communication Campaigns, Training, Graduation Project, etc.

B. Elective (6 CH – 2 courses):

e.g., Government Communication, Content Management via Social Media, Advertising & Consumer Behavior, Electronic Marketing, Customer Relationship Management, Organizing Activities & Special Events.