The Mass Communication Program seeks to prepare generations of media professionals in the media, public relations and new media sectors to meet the challenges of the labor market in the United Arab Emirates and the Arab region through the effective use of technology and new media and critical and analytical thinking. The curriculum aims to clarify the opportunities given to students to practice and pursue their creative works in all media within the context of academic excellence in harmony with the trends of education and international media. The program is designed to enhance academic training (theoretical and academic) in the field of media (traditional and new) and public relations in the United Arab Emirates, comprising three tracks of study: journalism (print and electronic), new media and public relations.
Learning Outcomes
Learning Outcomes of Digital Journalism
Knowledge
A1. Demonstrate a solid and integrated understanding of the requirements of personal communication process.
A2. Demonstrate a clear understanding of communication theories and media applications.
Skills
B1. Apply the principles of successful personal communication in presentations, class discussions, and workgroups.
B2. Apply the concepts of analytical thinking in communication research.
B3. Use the computer and specialized journalism software.
B4. Compile press information from its sources using digital technology.
Competency
C1. Show efficiency in preparing research according to clear methodologies.
C2. Display competence in converting information into news and journalistic stories, and editing them in digital formats.
C3. Apply journalism principles in addressing societal issues in media.
Learning Outcomes of Public Relations
Knowledge
A1. Demonstrate a solid and integrated understanding of the requirements of personal communication process.
A2. Demonstrate a clear understanding of communication theories and media applications.
Skills
B1. Apply the principles of successful personal communication in presentations, class discussions, and workgroups.
B2. Apply the concepts of analytical thinking in communication research.
B3. Demonstrate a solid and integrated understanding of the requirements of the communication process in the context of public relations.
B4. Apply writing theoretical principles of public relations in communication.
Competency
C1.1. Show efficiency in preparing research according to clear methodologies.
C2.1. Plan and organize public relations activities using clear criteria .
C2.2. Develop a plan for external and internal communication in the organization.
Learning Outcomes of New Media
Knowledge
A1. Demonstrate a solid and integrated understanding of the requirements of personal communication process.
A2. Demonstrate a clear understanding of communication theories and media applications.
Skills
B1. Apply the principles of successful personal communication in presentations, class discussions, and workgroups.
B2. Apply the concepts of analytical thinking in communication research
B3. Use Multimedia equipment and software in new media.
B4. Compile multi-media information.
Competency
C1.1. Show efficiency in preparing research according to clear methodologies.
C1.2. Display competence in converting multimedia information into interactive online formats.
C2. Apply the principles of electronic media in addressing societal issues in media