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Bachelor of Arts in Media and Communication

Media and communication specialists are critical in today's media-driven world. Information, opinions, and entertainment are disseminated through many channels and mediums. Most successful professionals in journalism, advertising, public relations, and digital media hold a degree in Media and Communication. Media and Communication professionals are responsible for producing, selecting, and delivering content that educates, entertains, and influences audiences.

duration
Program Duration

4 Years

121 Credit Hours

semester commences
Intake Commences
fall august
Fall (August / September)
spring january
Spring (January)
summer june
Summer (June - Optional)
tuition fee
Tuition Fees*

60,260 AED / 16,406 USD (per year)

Overview

AURAK’s Bachelor of Arts in Media and Communication offers students a comprehensive and future-oriented education that combines media and communication theory with creative practice, professional skills, and ethical responsibility. The program is designed to prepare students for today’s rapidly changing media and communication environments by helping them understand how media systems work, how audiences engage with content, and how communication can be used effectively across digital, organizational, and public contexts. Through professional-oriented coursework, two internship placements, and a two-term senior project, students gain opportunities to apply their knowledge and develop practical experience in real-world settings.

Students can choose between two concentrations: Digital Media Production and Strategic Communication and Management. The Digital Media Production concentration prepares students to create, edit, and evaluate media content across contemporary digital platforms. The Strategic Communication and Management concentration focuses on integrated communication, public relations, advertising, media management. Both concentrations combine critical theory with practical skills for professional contexts.

Program Mission

The mission of the Bachelor of Arts in Media and Communication program is to educate ethically responsible, critically informed, and professionally competent graduates in Digital Media Production and Strategic Communication and Management concentrations. The program provides theoretical knowledge, practical skills, and analytical capacities required to create, analyze, and manage communication practices within complex media ecologies. Through applied and experiential learning, the program prepares graduates to serve the public good by addressing the communication challenges arising from profound global transformations, with a commitment to sustainability.

Program Goals

  1. Prepare graduates with a theoretical foundation suited to the changing nature of media and communication, enabling them to understand, analyze, and adapt to contemporary media environments.
  2. Develop graduates who can create, produce, and critically evaluate media and communication content across platforms by applying appropriate professional tools, workflows, and industry practices.
  3. Cultivate critical, analytical, and creative thinking among graduates, enabling them to interpret media ecosystems, audiences, and communication processes within social, cultural, and historical contexts.
  4. Develop graduates who can plan, coordinate, and evaluate communication initiatives by aligning messages, channels, organizational objectives, and audience insights within complex media and organizational settings.
  5. Prepare graduates for professional practice, entrepreneurship, and lifelong learning by responsibly using data, analytics, and digital insights, working collaboratively, and recognizing the societal impacts of media and communication in regional and global contexts.

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Sample Four Year Study Plan

Our program provides a well-rounded education that combines foundational and specialized courses, two mandatory internship modules, and a two-semester senior project sequence. Students gain theoretical knowledge, practical skills, and valuable hands-on experience in a real-world setting. This equips them with the tools they need to succeed in their careers and make a positive impact in their communities.

First Semester

This course surveys the history and characteristics of mass communication as a field and set of intertwining industries and professions. Learners explore the role of mass media in modern society by considering the impact of technology, culture, government, and economics. Trends are considered in historical context.

Pre-requisite(s): ENGL 099 or passing English Placement Test
English 101 provides students with intensive practice in drafting, revising, and editing expository essays for an academic audience. Using logical, rhetorical, and linguistic structures in their writing, students also develop their ability to think creatively, critically, and independently. Throughout the course, students engage in reading texts, evaluating sources, using their reading to form their own opinions, preparing research papers, and employing the MLA documentation style to avoid plagiarism.

The course focuses on the nature and uses of computers with an introduction to word processing, spreadsheets, databases and presentation software and related lab projects and includes computer systems organizations, communications and networking, legal and ethical issues, effective presentation information, computer security and the internet.

Students in this course transition to university life by focusing on academic adjustment, by developing decision-making skills, and by learning about services and opportunities for involvement. Although all classes have a core body of knowledge, each class specializes in a particular aspect of university life.

Second Semester

This course introduces the principles and techniques of effective public speaking alongside core norms of communication etiquette in everyday and professional contexts. It covers speech preparation and delivery, audience awareness, and verbal and nonverbal communication, as well as interpersonal, organizational, and digital communication practices. Students develop the ability to communicate clearly and effectively across diverse social and professional settings.

This course examines contemporary media and communication as interconnected ecosystems shaped by social, cultural, technological, and institutional dynamics. It focuses on the formation and components of media ecosystems, the relationships among platforms, networks, algorithms, texts, and users, and the interactions between different ecosystems. Students develop a conceptual and theoretical understanding of how communication operates within and across complex digital environments.

PHIL 100 - Critical Thinking and Reasoning (3 Credits)
This introduction to basic principles of reasoning and critical thinking enhances the learner’s abilities to evaluate various forms of reasoning in everyday life and in academic disciplines. The course explores such topics as inductive and deductive reasoning, the nature and function of definitions, fallacy types, statistic use and misuse, and the rudiments of logic. (Writing Intensive Course)
ENGL 200 - Advanced Composition (3 Credits)
Prerequisite(s): Completion of a minimum of 45 credit hours and ENGL 101

In this advanced writing course, students learn to communicate persuasively about and respond to literature to enhance their skills in academic writing and communication. Building on the writing skills acquired in ENGL 101, students extensively study and practice argumentative techniques, considering differing audiences and purposes when responding to literature. (Writing Intensive Course)
MEST 100 - Introduction to Islam in World Culture (3 Credits)

This course is the introductory course on Islamic Studies that is required for all majors. The course provides an introduction to the basic sources and historical contexts for the origins of Islam. (Writing Intensive Course)

Prerequisite(s): ENGL 101

This course focuses on developing essential writing and communication skills for success in professional settings. Students will learn to adapt their communication style to different workplace contexts; craft effective professional documents and presentations; and identify strategies for effective communication in daily workplace contexts. Emphasis will be placed on clear, concise, and persuasive communication that aligns with professional standards and ethics. (Writing Intensive Course)

The course aims at equipping next generation of leaders with an innovative and entrepreneurial mindset and related core skills. The course explains key qualities of entrepreneurs and analyses how entrepreneurs make utilize innovation in creating new ventures. Design-thinking and business model innovation are key frameworks that underpin the course.

BA in Media and Communication With Concentration in Digital Media Production

First Semester

This course presents the UAE from multiple perspectives in an attempt to expose the students to the distinct qualities of the UAE. The purpose of this course is to give students a broad, interdisciplinary, and comprehensive introduction to key features and issues in the UAE's historical, cultural, political and economic landscapes. (Writing Intensive Course)

This course introduces foundational concepts and logics of data, artificial intelligence, and related digital technologies within contemporary media and communication contexts. It covers key terms, basic principles, and common applications of data-driven systems, algorithms, and AI tools, with attention to how they shape communication practices and media environments. Students gain the ability to critically engage with data- and AI-driven processes encountered in everyday and professional communication settings.

This course examines storytelling as a foundational element of communication across media and message forms. It explores the historical transformation of storytelling from oral traditions to contemporary media, focusing on core elements such as setting, time, events, characters, creativity and performance. Through creative writing exercises, students apply these elements to develop and adapt storytelling strategies for different media and communication contexts.

This course introduces the fundamental principles and practices of photography as a visual communication medium and form of art. It focuses on camera operation, exposure, light, and composition, and emphasizes the practical application of previously learned concepts in visual communication and storytelling. Students also develop basic photo editing skills through the use of professional image-processing software and apply these techniques in hands-on photographic assignments.

Second Semester

ARAB 211 - Arabic for Media: Non-Native Speakers (3 credits)

Prerequisite(s): ARAB 101

This course introduces students to language used in Arabic media. The course covers the diverse media platforms and topics in the Arab world including weather news, deaths, special events, sports, advertisements, and economics. In each of those topics, the students will be equipped with requisite vocabulary and jargon used for discussing these in media.

ARAB 210 - Arabic for Media: Native Speakers (3 credits)

Prerequisite(s): ARAB 110

This course introduces Arabic language for Media: the language of print, broadcast, and digital media to Mass Communication native-speaking students. It aims to familiarize students with media vocabulary, text structure, and language usage. The course prepares Mass Communication students to apply requisite Arabic language skills and adhere to ethical norms in various mediums used in Mass Communication.

This course explores the fundamental principles of visual communication and visual culture, including color, light, composition, visual hierarchy, rhythm, and typography. It also provides basic instruction in operating a professional-level graphic design software used for visual production. Students apply these principles and skills in hands-on visual projects developed within the course. They gain the ability to design and evaluate basic visual messages with clarity.

This course examines the role of media and communication in addressing contemporary sustainability challenges. It explores how communication practices, media ecosystems, and organizational strategies can be aligned with sustainability principles, as well as how sustainability issues are communicated to diverse publics and stakeholders through different media forms. Students apply communication strategies in social responsibility and community engagement projects and develop the ability to design sustainability-oriented communication initiatives.

This course focuses on professional writing practices for screen-based media across diverse formats and content types. It goes beyond traditional screenwriting to address the conventions, structures, and formats required for writing for film, television, digital media, and online content. Students apply writing principles through hands-on exercises to develop adaptable and industry-oriented writing skills for contemporary screen environments.

This course introduces the fundamental techniques of video production using digital cameras. It covers basic preparation and planning for video shoots, along with camera operation, framing, movement, and recording practices essential to video production workflows. Students apply these techniques through hands-on exercises to develop foundational skills for producing video content for various media and communication needs.

Summer Semester

BA in Media and Communication With Concentration in Strategic Communication and Management

First Semester

This course presents the UAE from multiple perspectives in an attempt to expose the students to the distinct qualities of the UAE. The purpose of this course is to give students a broad, interdisciplinary, and comprehensive introduction to key features and issues in the UAE's historical, cultural, political and economic landscapes. (Writing Intensive Course)

This course introduces foundational concepts and logics of data, artificial intelligence, and related digital technologies within contemporary media and communication contexts. It covers key terms, basic principles, and common applications of data-driven systems, algorithms, and AI tools, with attention to how they shape communication practices and media environments. Students gain the ability to critically engage with data- and AI-driven processes encountered in everyday and professional communication settings.

This course examines storytelling as a foundational element of communication across media and message forms. It explores the historical transformation of storytelling from oral traditions to contemporary media, focusing on core elements such as setting, time, events, characters, creativity and performance. Through creative writing exercises, students apply these elements to develop and adapt storytelling strategies for different media and communication contexts.

This course introduces public relations as a strategic communication function within organizational and societal contexts. It examines core theories, concepts, and professional practices in public relations, including relationship management, reputation, media relations, and ethical communication. Students develop an understanding of how public relations principles are applied to plan, implement, and evaluate communication activities across diverse organizational settings.

Second Semester

ARAB 211 - Arabic for Media: Non-Native Speakers (3 credits)

Prerequisite(s): ARAB 101

This course introduces students to language used in Arabic media. The course covers the diverse media platforms and topics in the Arab world including weather news, deaths, special events, sports, advertisements, and economics. In each of those topics, the students will be equipped with requisite vocabulary and jargon used for discussing these in media.

ARAB 210 - Arabic for Media: Native Speakers (3 credits)

Prerequisite(s): ARAB 110

This course introduces Arabic language for Media: the language of print, broadcast, and digital media to Mass Communication native-speaking students. It aims to familiarize students with media vocabulary, text structure, and language usage. The course prepares Mass Communication students to apply requisite Arabic language skills and adhere to ethical norms in various mediums used in Mass Communication.

This course explores the fundamental principles of visual communication and visual culture, including color, light, composition, visual hierarchy, rhythm, and typography. It also provides basic instruction in operating a professional-level graphic design software used for visual production. Students apply these principles and skills in hands-on visual projects developed within the course. They gain the ability to design and evaluate basic visual messages with clarity.

This course examines the role of media and communication in addressing contemporary sustainability challenges. It explores how communication practices, media ecosystems, and organizational strategies can be aligned with sustainability principles, as well as how sustainability issues are communicated to diverse publics and stakeholders through different media forms. Students apply communication strategies in social responsibility and community engagement projects and develop the ability to design sustainability-oriented communication initiatives.

This course introduces advertising as a core area of strategic communication within media and communication industries. It examines fundamental concepts, processes, and practices in advertising, including message development, creative strategy, media selection, and audience targeting. Students apply these concepts in basic advertising exercises to develop and assess advertising messages across different media contexts.

This course examines strategic communication as a planned, integrated, and goal-oriented approach to managing communication within organizational and public contexts. It emphasizes the contemporary understanding of communication as a strategic and holistic process that aligns messages, channels, and practices across multiple communication activities. Students develop an understanding of how communication strategies are designed, implemented, and assessed to support organizational objectives and informed decision-making.

Summer Semester

BA in Media and Communication With Concentration in Digital Media Production

First Semester

This seminar examines current debates, emerging trends, and critical issues shaping contemporary media and communication. Topics may vary to reflect social, technological, cultural, and political developments affecting media practices and communication processes. Students engage in critical discussion, analysis of current cases, and reflective inquiry to deepen their understanding of the changing media and communication landscape.

Prerequisite course(s): COMM 111 or COMM 112 or COMM 113
Learners engage the philosophical underpinnings of ethics and the core principles of journalism and mass communication to develop an understanding and appreciation of the field’s normative ethical values. Students will learn how to apply an ethical decision-making framework to a variety of challenges.

This course introduces the fundamental principles and practices of video editing for digital media production. It covers basic editing workflows, narrative continuity, pacing, sound integration, and visual coherence using professional editing software. Students apply editing techniques in hands-on projects to develop foundational skills for shaping raw footage into clear and effective video content.

Second Semester

This course introduces the principles and practices of audio production for podcasting and radio. It addresses both technical and editorial dimensions, including topic development, content planning, and different approaches to podcast and radio formats, alongside audio recording, sound design, and editing workflows. Students apply these elements in hands-on projects to gain practical experience in producing clear and engaging audio content across different media contexts.

Summer Semester

Prerequisite(s): Prior completion of 90 credits and CGPA greater than 2.0

The Internship for Mass Communication is eight weeks (240 hours), and provides exposure to practices, challenges, and opportunities in real-world Media settings. Students apply real-world work strategies throughout the internship, and engage in self-reflection, and incorporate employer feedback to enhance their professional skills in creating an initial record of employment.

BA in Media and Communication With Concentration in Strategic Communication and Management

First Semester

This seminar examines current debates, emerging trends, and critical issues shaping contemporary media and communication. Topics may vary to reflect social, technological, cultural, and political developments affecting media practices and communication processes. Students engage in critical discussion, analysis of current cases, and reflective inquiry to deepen their understanding of the changing media and communication landscape.

Prerequisite course(s): COMM 111 or COMM 112 or COMM 113
Learners engage the philosophical underpinnings of ethics and the core principles of journalism and mass communication to develop an understanding and appreciation of the field’s normative ethical values. Students will learn how to apply an ethical decision-making framework to a variety of challenges.

This course focuses on the processes through which advertising and communication messages are placed across media channels. It examines how media plans are developed, how budgets are allocated, and how media buying decisions are made in relation to reach, frequency, timing, and audience fit. Students engage with practical considerations of budgeting, scheduling, and evaluating media placements within contemporary advertising and communication environments.

Second Semester

This course examines the coordination of marketing and communication efforts to ensure consistency across messages, channels, and audiences. It focuses on how advertising, public relations, digital communication, and promotional activities are aligned within an integrated framework. Students explore planning and coordination processes that connect creative decisions with strategic objectives, and gain an understanding of how integrated communication enhances coherence and effectiveness in complex communication environments.

Summer Semester

Prerequisite(s): Prior completion of 90 credits and CGPA greater than 2.0

The Internship for Mass Communication is eight weeks (240 hours), and provides exposure to practices, challenges, and opportunities in real-world Media settings. Students apply real-world work strategies throughout the internship, and engage in self-reflection, and incorporate employer feedback to enhance their professional skills in creating an initial record of employment.

BA in Media and Communication With Concentration in Digital Media Production

First Semester

This course examines the roles of audiences and users in contemporary media and communication practices. It explores audience and user formations across different media platforms, highlighting their shared and distinct characteristics and the roles of culture, economy, politics, demography, and technology in shaping audience transformation. Students develop the ability to identify key factors influencing audience and user preferences and behaviors within specific communication settings.

Prerequisite course(s): COMM 321 or COMM 323 or COMM 391 or COMM 334
The course will examine the history, aesthetics, and cultural implications of interactivity through media, and students will gain experience and critical analysis skills by engaging with interactive multimedia works. Students will learn design strategies and development techniques for interactive media and will have the opportunity to explore the latest innovations in this area.

This course is the first phase of a year-long capstone experience in the Digital Media Production concentration. In this course, students design and initiate a portfolio-based project that demonstrates their accumulated conceptual, technical, and creative competencies in digital media production, consistent with professional and ethical standards. The course emphasizes idea development, research, conceptual framing, and project planning under faculty supervision. Students propose and begin projects such as short films, documentaries, interactive media works, podcast or vodcast series, original content channels, or digitally based news and storytelling initiatives.

Second Semester

Senior Project II is the advanced phase of the capstone experience in the Digital Media Production concentration. The course focuses on the completion, refinement, and presentation of student projects through a structured and supervised production process. Emphasis is placed on iterative development, problem-solving, and professional execution. Students finalize and present their projects as a cohesive portfolio, demonstrating their ability to manage an extended production process and to deliver original digital media works suitable for public presentation or professional evaluation.

This course prepares students for the professional demands of careers in media and communication. It addresses workplace practices and expectations, with a focus on occupational health and safety, ethical conduct, and professional responsibility in media environments. Students build practical competencies in career preparation, including portfolio and CV development, job application processes, and strategies for maintaining personal well-being and integrity in professional media practice.

BA in Media and Communication With Concentration in Strategic Communication and Management

First Semester

This course examines the roles of audiences and users in contemporary media and communication practices. It explores audience and user formations across different media platforms, highlighting their shared and distinct characteristics and the roles of culture, economy, politics, demography, and technology in shaping audience transformation. Students develop the ability to identify key factors influencing audience and user preferences and behaviors within specific communication settings.

Prerequisite course(s): COMM 321 or COMM 323 or COMM 391 or COMM 334
The course will examine the history, aesthetics, and cultural implications of interactivity through media, and students will gain experience and critical analysis skills by engaging with interactive multimedia works. Students will learn design strategies and development techniques for interactive media and will have the opportunity to explore the latest innovations in this area.

This course is the first phase of a year-long capstone experience in the Strategic Communication and Management concentration. In this course, students design and initiate a portfolio-based project that demonstrates their accumulated conceptual, analytical, and professional competencies in strategic communication. The course emphasizes situation analysis, research, audience and stakeholder mapping, goal setting, and strategic planning under faculty supervision. Students propose and begin projects such as integrated communication campaigns, corporate or nonprofit communication strategies, brand communication plans, crisis communication frameworks, advocacy initiatives, or data-informed communication proposals.

Second Semester

Senior Project II is the advanced phase of the capstone experience in the Strategic Communication and Management concentration. The course focuses on the development, refinement, and completion of student projects through a structured and supervised process. Emphasis is placed on strategic coherence, ethical decision-making, planning, and implementation. Students finalize and present their projects as a cohesive portfolio, demonstrating their ability to manage an extended strategic communication process and to produce professionally grounded and analytically informed communication solutions suitable for academic and professional evaluation.

This course prepares students for the professional demands of careers in media and communication. It addresses workplace practices and expectations, with a focus on occupational health and safety, ethical conduct, and professional responsibility in media environments. Students build practical competencies in career preparation, including portfolio and CV development, job application processes, and strategies for maintaining personal well-being and integrity in professional media practice.

Program Learning Outcomes

Program Accreditations

  • CAA

    The American University of Ras Al Khaimah, located at the American University of Ras Al Khaimah Road, Ras al Khaimah, UAE, PO Box: 10021, is officially Licensed from 1 August 2009 to 15 September 2026 by the Ministry of Education of the United Arab Emirates to operate in the domain of Higher Education.

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    CAA

    • Program Requirements

    To earn a BA degree in Media and Communication, students must satisfactorily complete at least 121 approved credits, fulfill all the requirements for the BA in Media and Communication degree, and achieve a GPA of 2.00 or higher.

    Thirty-one credit hours from approved courses are required to fulfill the general education requirements. Thirty-six credit hours from the program’s core courses are similarly required. The BA in Media and Communication offers concentrations in Digital Media Production and Strategic Communication and Management; these courses are offered in the second, third, and fourth years of study. Students complete twenty four credits in their concentration, an additional fifteen credits through the completion of concentration electives, and then six credits in free electives. After completing 90 credits, students are required to complete an internship (6 credit hours) which is required for their concentration (Digital Media or Public Relations).

    Students also take an Arabic for Media course. This three credit-hour course is offered in two versions: one for native-Arabic Speakers and a one for non-native Arabic speakers. No native Arabic speaker is permitted to take Arabic courses that are designed for non-native learners.

    The BA degree in Media and Communication is designed to be completed in four years, assuming students do not interrupt their study. Students who withdraw or take a leave of absence from the program must meet requirements for returning that are outlined in the AURAK Catalog. Students must meet specific standards to progress, as well as the maximum time allowed to complete the program, which are also detailed in the catalog. If a degree is not completed within a period of six years, all coursework in the major will be re-evaluated for its current relevance.

    The Bachelor of Arts in Media and Communications degree requires the completion of the following requirements:

    Degree Requirements CH
    University General Education Requirements 31
    Program Core Course Requirements 36
    Program Elective Course Requirements 15
    Concentration Course Requirements 24
    Free Elective Course Requirements 6
    Arabic Course Requirement 3
    Internship Requirements 6
    Total 121

    University General Education Requirements 31 Credits

    The program requires completion of the General Education Component. For information relating directly to the General Education requirements, please review the catalog section entitled, “General Education Component.” You must speak with your advisor to ensure that the General Education Component requirements are satisfied. The fourth writing intensive course for the BA in Media and Communication is COMM 450 Selected Topics in Communication.

    Pre-requisite(s): ENGL 099 or passing English Placement Test
    English 101 provides students with intensive practice in drafting, revising, and editing expository essays for an academic audience. Using logical, rhetorical, and linguistic structures in their writing, students also develop their ability to think creatively, critically, and independently. Throughout the course, students engage in reading texts, evaluating sources, using their reading to form their own opinions, preparing research papers, and employing the MLA documentation style to avoid plagiarism.

    Prerequisite(s): ENGL 101

    This course focuses on developing essential writing and communication skills for success in professional settings. Students will learn to adapt their communication style to different workplace contexts; craft effective professional documents and presentations; and identify strategies for effective communication in daily workplace contexts. Emphasis will be placed on clear, concise, and persuasive communication that aligns with professional standards and ethics. (Writing Intensive Course)

    The course focuses on the nature and uses of computers with an introduction to word processing, spreadsheets, databases and presentation software and related lab projects and includes computer systems organizations, communications and networking, legal and ethical issues, effective presentation information, computer security and the internet.

    Students in this course transition to university life by focusing on academic adjustment, by developing decision-making skills, and by learning about services and opportunities for involvement. Although all classes have a core body of knowledge, each class specializes in a particular aspect of university life.
    The course aims at equipping next generation of leaders with an innovative and entrepreneurial mindset and related core skills. The course explains key qualities of entrepreneurs and analyses how entrepreneurs make utilize innovation in creating new ventures. Design-thinking and business model innovation are key frameworks that underpin the course.
    PHIL 100 - Critical Thinking and Reasoning (Writing Intensive) (3 Credits)
    This introduction to basic principles of reasoning and critical thinking enhances the learner’s abilities to evaluate various forms of reasoning in everyday life and in academic disciplines. The course explores such topics as inductive and deductive reasoning, the nature and function of definitions, fallacy types, statistic use and misuse, and the rudiments of logic. (Writing Intensive Course)
    ENGL 200 - Advanced Composition (Writing Intensive) (3 Credits)
    Prerequisite(s): Completion of a minimum of 45 credit hours and ENGL 101

    In this advanced writing course, students learn to communicate persuasively about and respond to literature to enhance their skills in academic writing and communication. Building on the writing skills acquired in ENGL 101, students extensively study and practice argumentative techniques, considering differing audiences and purposes when responding to literature. (Writing Intensive Course)
    MEST 100 - Introduction to Islam in World Culture (Writing Intensive Course) (3 Credits)

    This course is the introductory course on Islamic Studies that is required for all majors. The course provides an introduction to the basic sources and historical contexts for the origins of Islam. (Writing Intensive Course)

    This course presents the UAE from multiple perspectives in an attempt to expose the students to the distinct qualities of the UAE. The purpose of this course is to give students a broad, interdisciplinary, and comprehensive introduction to key features and issues in the UAE's historical, cultural, political and economic landscapes. (Writing Intensive Course)

    Program Core Course Requirements 36 credits

    This course surveys the history and characteristics of mass communication as a field and set of intertwining industries and professions. Learners explore the role of mass media in modern society by considering the impact of technology, culture, government, and economics. Trends are considered in historical context.

    This course introduces the principles and techniques of effective public speaking alongside core norms of communication etiquette in everyday and professional contexts. It covers speech preparation and delivery, audience awareness, and verbal and nonverbal communication, as well as interpersonal, organizational, and digital communication practices. Students develop the ability to communicate clearly and effectively across diverse social and professional settings.

    This course examines contemporary media and communication as interconnected ecosystems shaped by social, cultural, technological, and institutional dynamics. It focuses on the formation and components of media ecosystems, the relationships among platforms, networks, algorithms, texts, and users, and the interactions between different ecosystems. Students develop a conceptual and theoretical understanding of how communication operates within and across complex digital environments.

    This course introduces foundational concepts and logics of data, artificial intelligence, and related digital technologies within contemporary media and communication contexts. It covers key terms, basic principles, and common applications of data-driven systems, algorithms, and AI tools, with attention to how they shape communication practices and media environments. Students gain the ability to critically engage with data- and AI-driven processes encountered in everyday and professional communication settings.

    This course examines storytelling as a foundational element of communication across media and message forms. It explores the historical transformation of storytelling from oral traditions to contemporary media, focusing on core elements such as setting, time, events, characters, creativity and performance. Through creative writing exercises, students apply these elements to develop and adapt storytelling strategies for different media and communication contexts.

    This course explores the fundamental principles of visual communication and visual culture, including color, light, composition, visual hierarchy, rhythm, and typography. It also provides basic instruction in operating a professional-level graphic design software used for visual production. Students apply these principles and skills in hands-on visual projects developed within the course. They gain the ability to design and evaluate basic visual messages with clarity.

    This course examines the role of media and communication in addressing contemporary sustainability challenges. It explores how communication practices, media ecosystems, and organizational strategies can be aligned with sustainability principles, as well as how sustainability issues are communicated to diverse publics and stakeholders through different media forms. Students apply communication strategies in social responsibility and community engagement projects and develop the ability to design sustainability-oriented communication initiatives.

    This seminar examines current debates, emerging trends, and critical issues shaping contemporary media and communication. Topics may vary to reflect social, technological, cultural, and political developments affecting media practices and communication processes. Students engage in critical discussion, analysis of current cases, and reflective inquiry to deepen their understanding of the changing media and communication landscape.

    Prerequisite course(s): COMM 111 or COMM 112 or COMM 113
    Learners engage the philosophical underpinnings of ethics and the core principles of journalism and mass communication to develop an understanding and appreciation of the field’s normative ethical values. Students will learn how to apply an ethical decision-making framework to a variety of challenges.

    This course examines the roles of audiences and users in contemporary media and communication practices. It explores audience and user formations across different media platforms, highlighting their shared and distinct characteristics and the roles of culture, economy, politics, demography, and technology in shaping audience transformation. Students develop the ability to identify key factors influencing audience and user preferences and behaviors within specific communication settings.

    This course prepares students for the professional demands of careers in media and communication. It addresses workplace practices and expectations, with a focus on occupational health and safety, ethical conduct, and professional responsibility in media environments. Students build practical competencies in career preparation, including portfolio and CV development, job application processes, and strategies for maintaining personal well-being and integrity in professional media practice.

    Concentration Course Requirements

    Digital Media Production

    This course introduces the fundamental principles and practices of photography as a visual communication medium and form of art. It focuses on camera operation, exposure, light, and composition, and emphasizes the practical application of previously learned concepts in visual communication and storytelling. Students also develop basic photo editing skills through the use of professional image-processing software and apply these techniques in hands-on photographic assignments.

    This course focuses on professional writing practices for screen-based media across diverse formats and content types. It goes beyond traditional screenwriting to address the conventions, structures, and formats required for writing for film, television, digital media, and online content. Students apply writing principles through hands-on exercises to develop adaptable and industry-oriented writing skills for contemporary screen environments.

    This course introduces the fundamental techniques of video production using digital cameras. It covers basic preparation and planning for video shoots, along with camera operation, framing, movement, and recording practices essential to video production workflows. Students apply these techniques through hands-on exercises to develop foundational skills for producing video content for various media and communication needs.

    This course introduces the fundamental principles and practices of video editing for digital media production. It covers basic editing workflows, narrative continuity, pacing, sound integration, and visual coherence using professional editing software. Students apply editing techniques in hands-on projects to develop foundational skills for shaping raw footage into clear and effective video content.

    This course introduces the principles and practices of audio production for podcasting and radio. It addresses both technical and editorial dimensions, including topic development, content planning, and different approaches to podcast and radio formats, alongside audio recording, sound design, and editing workflows. Students apply these elements in hands-on projects to gain practical experience in producing clear and engaging audio content across different media contexts.

    Prerequisite(s): COMM 321 or COMM 323 or COMM 391 or COMM 334

    The course will examine the history, aesthetics, and cultural implications of interactivity through media, and students will gain experience and critical analysis skills by engaging with interactive multimedia works. Students will learn design strategies and development techniques for interactive media and will have the opportunity to explore the latest innovations in this area.

    This course is the first phase of a year-long capstone experience in the Digital Media Production concentration. In this course, students design and initiate a portfolio-based project that demonstrates their accumulated conceptual, technical, and creative competencies in digital media production, consistent with professional and ethical standards. The course emphasizes idea development, research, conceptual framing, and project planning under faculty supervision. Students propose and begin projects such as short films, documentaries, interactive media works, podcast or vodcast series, original content channels, or digitally based news and storytelling initiatives.

    Senior Project II is the advanced phase of the capstone experience in the Digital Media Production concentration. The course focuses on the completion, refinement, and presentation of student projects through a structured and supervised production process. Emphasis is placed on iterative development, problem-solving, and professional execution. Students finalize and present their projects as a cohesive portfolio, demonstrating their ability to manage an extended production process and to deliver original digital media works suitable for public presentation or professional evaluation.

    Strategic Communication and Management

    This course introduces public relations as a strategic communication function within organizational and societal contexts. It examines core theories, concepts, and professional practices in public relations, including relationship management, reputation, media relations, and ethical communication. Students develop an understanding of how public relations principles are applied to plan, implement, and evaluate communication activities across diverse organizational settings.

    This course introduces advertising as a core area of strategic communication within media and communication industries. It examines fundamental concepts, processes, and practices in advertising, including message development, creative strategy, media selection, and audience targeting. Students apply these concepts in basic advertising exercises to develop and assess advertising messages across different media contexts.

    This course examines strategic communication as a planned, integrated, and goal-oriented approach to managing communication within organizational and public contexts. It emphasizes the contemporary understanding of communication as a strategic and holistic process that aligns messages, channels, and practices across multiple communication activities. Students develop an understanding of how communication strategies are designed, implemented, and assessed to support organizational objectives and informed decision-making.

    This course focuses on the processes through which advertising and communication messages are placed across media channels. It examines how media plans are developed, how budgets are allocated, and how media buying decisions are made in relation to reach, frequency, timing, and audience fit. Students engage with practical considerations of budgeting, scheduling, and evaluating media placements within contemporary advertising and communication environments.

    This course examines the coordination of marketing and communication efforts to ensure consistency across messages, channels, and audiences. It focuses on how advertising, public relations, digital communication, and promotional activities are aligned within an integrated framework. Students explore planning and coordination processes that connect creative decisions with strategic objectives, and gain an understanding of how integrated communication enhances coherence and effectiveness in complex communication environments.

    This course is the first phase of a year-long capstone experience in the Strategic Communication and Management concentration. In this course, students design and initiate a portfolio-based project that demonstrates their accumulated conceptual, analytical, and professional competencies in strategic communication. The course emphasizes situation analysis, research, audience and stakeholder mapping, goal setting, and strategic planning under faculty supervision. Students propose and begin projects such as integrated communication campaigns, corporate or nonprofit communication strategies, brand communication plans, crisis communication frameworks, advocacy initiatives, or data-informed communication proposals.

    Senior Project II is the advanced phase of the capstone experience in the Strategic Communication and Management concentration. The course focuses on the development, refinement, and completion of student projects through a structured and supervised process. Emphasis is placed on strategic coherence, ethical decision-making, planning, and implementation. Students finalize and present their projects as a cohesive portfolio, demonstrating their ability to manage an extended strategic communication process and to produce professionally grounded and analytically informed communication solutions suitable for academic and professional evaluation.

    * Note: Students may choose one course from the other concentration as an elective course.

    Modern Language Competency Requirement 3 Credits

    Arabic for Non-Native Arabic Learners

    Prerequisite(s): ARAB 101

    This course introduces students to language used in Arabic media. The course covers the diverse media platforms and topics in the Arab world including weather news, deaths, special events, sports, advertisements, and economics. In each of those topics, the students will be equipped with requisite vocabulary and jargon used for discussing these in media.

    Arabic for Native Arabic Learners

    Prerequisite(s): ARAB 110

    This course introduces Arabic language for Media: the language of print, broadcast, and digital media to Mass Communication native-speaking students. It aims to familiarize students with media vocabulary, text structure, and language usage. The course prepares Mass Communication students to apply requisite Arabic language skills and adhere to ethical norms in various mediums used in Mass Communication.


    Free Electives 6 credits

    Internship Requirements

    Prerequisite(s): Prior completion of 90 credits and CGPA greater than 2.0

    The Internship for Mass Communication is eight weeks (240 hours), and provides exposure to practices, challenges, and opportunities in real-world Media settings. Students apply real-world work strategies throughout the internship, and engage in self-reflection, and incorporate employer feedback to enhance their professional skills in creating an initial record of employment.

    Admission Requirements

    AURAK is dedicated to providing students with a high-quality education that prepares them for successful careers and fulfilling lives. To be considered for one of our programs, you'll need to meet specific criteria. Our admissions requirements are designed to ensure that each student has the skills, knowledge, and commitment required to thrive in our challenging and rewarding environment.

    Meet our experienced Faculty Members

    Our faculty members are a core strength of our program, with diverse backgrounds, impressive academic pedigrees, and a solid commitment to enriching your learning experience. All of our faculty members hold Ph.D. degrees from respected universities worldwide and bring a wealth of professional and research experience to the classroom.

    11-Sabir Read More

    Dr. Sabir Haque

    Associate Professor of Mass Communication

    Explore your Career Opportunities

    Bachelor of Arts in Media and Communications offer excellent career opportunities not only in Dubai and the other UAE emirates but also globally. Gain a competitive edge in the job market with AURAK’s Bachelor of Arts in Media and Communication program.

    AURAK’s Bachelor of Arts in Media Communication degree leads to exciting career opportunities such as:

    AURAK’s degree in Bachelor of Arts in Media and Communications leads to exciting career opportunities such as:
    • media planner
      Digital Media Specialist
    • Multimedia specialist
      Content Creator
    • social media specialist
      Social Media Manager
    • Public Relations Manager
      Public Relations Specialist
    • Producer
      Video Producer
    • content crereator
      Multimedia Specialist
    • Operational Researcher
      Advertising Specialist
    • Advertising Specialist
      Advertising Specialist
    • Brand Communication Specialist
      Brand Communication Specialist
    • Corporate Communication Specialist
      Corporate Communication Specialist
    • Creative Project Coordinator
      Creative Project Coordinator
    • Journalist
      Journalist
    • Media Relations Officer
      Media Relations Officer
    • Strategic Communication Specialist
      Strategic Communication Specialist
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    Last Updated: 07 Jul 2026
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