Bachelor of Arts in Mass Communication - Strategic Communication Concentration

Program Overview

The Bachelor of Arts in Mass Communication with a Strategic Communication Concentration at Abu Dhabi University equips students with the skills and knowledge to become multi-skilled content creators and strategic communicators. Through a combination of core courses, specialized coursework, and an industry internship, students develop critical thinking, creativity, and analytical competencies sought after in the media industry. Graduates are well-prepared for diverse career paths in public relations, advertising, and other strategic communication fields.

Program Outline

Degree Overview:

• The program aims to equip students with the necessary skills and knowledge to become multi-skilled content creators across diverse creative platforms.
• Focused on developing critical thinking, creativity, and analytical competencies sought after in the media industry.
• Includes a Strategic Communication concentration that emphasizes practical, analytic, and creative communication skills through industry-standard practical projects.
• This concentration allows students to plan and execute professional public relations and advertisement campaigns, analyze audience and shared opinions, and understand communication theories.
• An internship in the strategic communication industry provides students with professional and networking opportunities in public relations and advertising.
• The program seeks to graduate well-rounded individuals with a strong understanding of professional ethics and accepted standards of media integrity.

Outline:

General Education (36 credit hours):

• Courses in various subjects provide a broad foundation for academic success.
• Examples include Communication Skills, English Language, Mathematics, and IT.

Program Core (42 credit hours):

• Courses delve into the fundamentals of mass communication and media production.
• Topics include Introduction to Mass Communication, Media Ethics, Media Writing, Media Law, and Media Research.
• Students develop strong writing and communication skills for various media platforms.

Major (9 credit hours):

• Allows students to specialize in Strategic Communication.
• Includes courses such as Strategic Communication Management, Public Relations Management, Advertising Management, and Crisis Communication.
• Students acquire a deep understanding of strategic communication principles and their application in real-world scenarios.

Open Electives (12 credit hours):

• Provides students with the flexibility to explore other areas of interest.
• Can be used to fulfill additional language requirements or pursue specific career aspirations.

Strategic Communication Concentration Courses (21 credit hours):

• Emphasize practical application of learned skills.
• Examples include Advertising Campaign Planning, Public Relations Campaign Planning, Media Planning and Buying, and Digital Communication Strategies.
• Students gain experience in campaign development, budgeting, goal setting, and evaluation.
• The internship allows students to put their knowledge and skills into practice in a professional setting.

Assessment:

• Various assessment methods ensure comprehensive evaluation of student learning.
• Includes written assignments, class presentations, group projects, case studies, and examinations.
• Internship evaluation includes performance assessment by supervisors and reflective reports written by students.
• All assessments align with program objectives and learning outcomes.

Teaching:

• Led by experienced faculty with expertise in various fields of mass communication and strategic communication.
• Small class sizes foster interactive learning environments and personalized attention.
• Emphasis on active learning through simulations, role-playing, and collaborative projects.
• Strong industry connections provide students with access to guest speakers, workshops, and networking opportunities.

Careers:

• Graduates are well-prepared for diverse career paths in the strategic communication industry.
• Potential roles include Public Relations Officer, Social Media Manager, Advertising Executive, Branding Manager, Strategic Marketing Analyst, Strategic Planner, Marketing Strategist, Political Campaign Manager, Media Advisor, Strategic Communication Manager, Sponsorship and Fundraising Coordinator.
• Strong program focus, internship experience, and industry connections equip graduates to excel in their chosen fields.

Other:

• The program's emphasis on critical thinking and ethical principles prepares graduates to be responsible and socially conscious communicators.
• Students actively participate in student clubs and organizations to hone their leadership skills and network with peers.
• The program overview includes testimonials from successful graduates, highlighting its effectiveness in preparing students for fulfilling careers.
• The program aims to produce graduates who are highly adaptable and can thrive in the dynamic media landscape.