EFFICIENT

COLLEGE OF MEDIA AND MASS COMMUNICATION
• • • • Media Sales Public Relations Radio and Television International Relations

AUE...

Promises to offer effective communication to the GCC society

The College of Media and Mass Communication (CMMC) embraces the role of preparing students to realize their potential and creativity. AUE is committed to training the new generation of media and mass communication students and professionals both at the undergraduate and graduate level. The vast scope in careers for our alumni are found in media, mass communication, advertising, radio and TV, media management, communication practice, academia, as well as diplomacy and international relations. Oneyear graduate studies in Diplomacy have enhanced the richness of the program. The CMMC is committed to delivering 21st century education so as to both remain current and avail development opportunities in the specialized fields and apply them consistently to prepare the students to choose the right career and grow with sustained creativity.

Aims
The media and mass communication programs have a philosophy of learning as their central theme that promotes growth of creativity and expression. All courses have been developed to attain objectives that relate to the practical skills and underlying aspirations of the students. The intention is to create an atmosphere in which students can appreciate and understand human activities and an environment in which they can realize their learning outputs, in the realms of communications, cultural practices, media handling, negotiations, public relations and strategic communication.

Objectives
• • • • •   Provide comprehensive knowledge of media, mass communication and international relations Enhance broader concepts of the communication process with higher skills in oral and written English Develop competencies and skills for professional practice with the ability to work independently or within a team Foster ethical values and social responsibilities in using media Instill adequate knowledge to conduct effective negotiation and communication campaigns

Study Today & Fulfill the Promise of Tomorrow
The CMMC at AUE holds the promises of tomorrow. The programs offered by the college transform students as communication graduates, with possibilities, pragmatism and scholarly entrepreneurship all in one package. The programs are designed to bring satisfaction of learning and include exposure to experiencing the invisible side of culture and society; the social environment and conditions will be vividly understood and appreciated. CMMC offers four different concentrated areas of learning at undergraduate level which are as follow: • • • • Media Sales Public Relations Radio and Television International Relations

Furthermore, the college has agreements with various US and international universities offering the opportunity to students to enhance their careers by studying under joint-degree programs and continuing their education beyond graduate level.

Career Opportunities
• • • • • • • Editors Foreign Affairs Mass Media Executives Radio & TV Program Producers Radio & TV Program Managers Public Relations Officers at the Ministries Media Officers at UN Agencies and Non-Governmental Organizations

INTERNATIONAL RELATIONS
CMMC offers an undergraduate degree in International Relations, that is crucial to examining fundamental contemporary issues. The accredited program is of a contemporary standard, with the addition of specific areas of recent innovations in e-disciplines. There is a great emphasis on supporting students throughout their studies. Students are able to access a wide range of resources and benefit from impressive modern teaching techniques including e-learning. The program package is structured to take students gradually from one level to the next in eight semesters.

Objectives
• • • Develop understanding of the key economic, political, security, cultural & legal features of the globalized world Acquire a comprehensive knowledge of world and Middle East history Develop knowledge in diplomacy, environment and contemporary issues in the modern world

General Education Requirements
(11 Courses / 33 Credit Hours) • • • • • • English Natural Sciences General Psychology General Mathematics English for Specific Purpose Communication Skills in Arabic Language • • • • • Islamic Culture Computer Literacy UAE and GCC Society Study and Learning Skills Introduction to Social Sciences

Liberal Arts Requirements
(10 Courses / 30 Credit Hours) Liberal arts courses provide students with knowledge in new subjects by comparing general theories and current events. These courses allow students to appreciate a general framework of the modern world. • • • • • World History General Statistics Middle East History Introduction to Philosophy Introduction to Anthropology • • • • • Microeconomics English Literature Introduction to Sociology Introduction to Geography Introduction to Political Science

Core Requirements
(14 Courses / 42 Credit Hours) Core courses provide students with the skills to think critically about the role of media in shaping international relations and the attitudes of an individual in the contemporary world. • • • • • • • Internship Website Design Fundamentals of News Writing for the Mass Media Information and Media Studies Public Opinion and Propaganda Introduction to Communication Technology • • • • • • • Media Ethics Photojournalism Editing for the Mass Media Organizational Communication Understanding Public Relations Introduction to Mass Communication Mass Communication Theory and Research

Specialization Requirements
(5 Courses / 15 Credit Hours) The International Relations program explores the nature of contemporary diplomacy that is pivotal in the changing global environment. The central theme of the course focuses on the new millennium, climate and environmental changes, non- productive military responses, non-state actors and democratic reforms. • • • • • Writing for Diplomacy Public International Law Intercultural Communication Capstone-Graduation Project Introduction to International Relations

Free Elective Requirements
(2 Courses / 6 Credit Hours) 2 Courses (6 Credits) can be chosen from any other Colleges / Departments / Specializations as long as the chosen courses prerequisites are met.

Career Opportunities
• • • • • • • NGOs United Nations Research Centers International Affairs Foreign Affairs Services International Organizations International News Agencies

PUBLIC RELATIONS
CMMC offers a Public Relations specialization that influences our activities and lives inescapably. This program will equip students the skills to obtain lucrative positions at state level, in International Organizations, in different categories/ capacities such as business entrepreneurs, public relations officers, policy analysts, market researchers and lawyers as well as in the education sector. The core idea is to offer the program so as to develop the students’ understanding in the field of communications along with real world experience in writing, research, and campaign planning, as well as preparing the students to apply their problem solving abilities. In addition to the internship requirements, these skills will assist students to accurately access ideas and construct answers to complex theoretical questions by developing logical arguments based on empirical evidence.

Objectives
• • • • Develop multi-disciplinary and multi tasking skills Develop excellent communication Acquire knowledge in public relations strategy, management and implementation techniques Develop a positive attitude even when working with broader negative issues

General Education Requirements
(11 Courses / 33 Credit Hours) These Courses serve as a gateway to other areas and introduces students to multi-disciplinary career prospects. The underlying intention of these courses is to allow one to build confidence and capacity systematically through a logical sequence of problem-solving ability. • • • • • • English Computer Literacy General Psychology UAE and GCC Society English for Specific Purpose Communication Skills in Arabic Language • • • • • Islamic Culture Natural Sciences General Mathematics Study and Learning Skills Introduction to Social Sciences

Liberal Arts Requirements
(10 Courses / 30 Credit Hours) Liberal arts courses provide students with the ability to think and to assimilate new subjects by one of the common methods of learning: through the use of analogy in which they compare specific topics to general theories. These courses also allow participants to develop a general framework of the world which is essential to the deductive method. • • • • • World History English Literature Middle East History Introduction to Philosophy Introduction to Anthropology • • • • • Microeconomics General Statistics Introduction to Sociology Introduction to Geography Introduction to Political Science

Core Requirements
(14 Courses / 42 Credit Hours) Core courses provide students with the skills to think critically about what these changes mean for the role of media and related tools in their lives and how it relates and what role it plays in our society. • • • • • • • Internship Photojournalism Fundamentals of News Editing for the Mass Media Understanding Public Relations Organizational Communication Introduction to Communication Technology • • • • • • • Media Ethics Website Design Writing for the Mass Media Information and Media Studies Public Opinion and Propaganda Introduction to Mass Communications Mass Communication Theory and Research

Specialization Requirements
(5 Courses /15 Credit Hours) • • • Public Speaking Capstone-Graduation Project Media Strategies and Implementations • • Writing in Public Relations Crisis Management Communication

Free Electives
(2 Courses / 6 Credit Hours) 2 Courses (6 Credits) can be chosen from any other Colleges / Departments / Specializations as long as the chosen course prerequisites are met.

Career Opportunities
• • • Editors • PR Officers at Embassies and Consulates PR Officers at Ministries and State Run Organizations Managers / Directors Recruiting Agencies Consulates

MEDIA SALES
The College offers another time valued undergraduate program. The Media Sales program specialization is crafted and created with artistic innovation to allow students to acquire knowledge with perfection. They are trained to master the strategies to engage in focused media campaigns and media presentations. This program also covers translating marketing objectives into media objectives. Participants are trained in the art of Negotiation, Marketing, Writing for Mass Media, and Media Ethics. They are usually affiliated with local TV and Radio stations, newspapers and advertising agencies for internship.

Objectives
• • • Able to define and develop media related concepts, project management and operations related to media Industry Be able to provide intelligence, consultancy and research solutions Constructive writing ability to decipher marketing intelligence

General Education Requirements
(11 courses/ 33 Credit Hours) • • • • • • English Computer Literacy General Psychology UAE and GCC Society English for Specific Purpose Communication Skills in Arabic Language • • • • • Islamic Culture Natural Sciences General Mathematics Study and Learning Skills Introduction to Social Sciences

Liberal Arts Requirements
(10 Courses / 30 Credit Hours) Liberal arts courses expose students to new areas of understanding by the curiosity driven methods of learning. These courses are generally considered to be the essential steps towards advanced study. • • • • • • World History English Literature Middle East History Introduction to Geography Introduction to Anthropology Introduction to Political Science • • • • • Microeconomics General Statistics Introduction to Sociology Introduction to Philosophy Introduction to Political Science

Core Requirements
(14 Courses / 42 Credit Hours) Core courses provide students with the vision to think logically, and apply their knowledge effectively in their careers. • • • • • • • Internship Photojournalism Fundamentals of News Editing for the Mass Media Understanding Public Relations Organizational Communication Introduction to Communication Technology • • • • • • • Media Ethics Website Design Writing for the Mass Media Information and Media Studies Public Opinion and Propaganda Introduction to Mass Communications Mass Communication Theory and Research

Specialization Requirements
(5 Courses / 15 Credit Hours) The CMMC is well articulated to identify the emerging trends in the Media Sales discipline. The program is in tune with the time and prepares our graduates for the future. It offers creativity, and the ability to be dynamic, communicate effectively and display leadership qualities through an extensive blend of theory and practical course design to help develop students to begin commercial careers. The specialization emphasizes the importance of acquiring transferable skills as part of the academic studies and encourages our graduates to become autonomous learners. • • • • • Negotiation Skills Principles of Marketing Principles of Management Media Sales and Promotions Capstone Graduation Project

Free Elective Requirements
(2 Courses / 6 Credit Hours) 2 courses (6 Credits) can be chosen from any other Colleges/ Departments/Specializations provided the prerequisites are met.

Career Opportunities
• • • • Advertising Managers Sales Director at TV & Radio Stations Media Officer at Embassies & Consulates Media Adviser at State Run-Organizations

RADIO AND TELEVISION
The program is designed for students who are inherently creative, inwardly dynamic and planning to build their career in radio and television. This specialized program can turn a creative passion into a viable career. The comprehensive focus of the program helps students develop their skills working in a theorycum-practical-environment that is well equipped in purpose-built studios. The trainers are the practicing personalities from the media world. The College is committed to providing a realistic studio environment that nurtures and inspires creativity. A degree in Radio and Television has strong links to the growth of the broadcast industry that is emerging in the GCC countries and elsewhere. The graduates of the AUE are hand-tutored to be imaginative, technologically adaptable, able thinkers, and entrepreneurial with commitment to work in the digital media industry. The students are coached to develop, create and critique contents from animation to mash-up, blogs, broadcasts, advertisements, short films, and to imaginatively build themselves to perform both as producer and consumer. The ultimate idea is to develop and refine their qualities in collaborating, networking and project management.

General Education Requirements
(11 Courses / 33 Credit Hours) Never before in humankind’s history has the media had such a significant impact on our lives and behavior, as it has today. It plays a vital role in shaping people’s awareness about policies and developments. It also helps foster national identity. Students at AUE will vastly benefit from the diversity of the program. • • • • • • English Computer Literacy General Psychology UAE and GCC Society English for Specific Purpose Communication Skills in Arabic Language • • • • • Islamic Culture Natural Sciences General Mathematics Study and Learning Skills Introduction to Social Sciences

Liberal Arts Requirements
(10 Courses / 30 Credits Hours) Liberal arts courses enable students to develop their intellect by exposing them to important subjects and ideas and further expanding their views about the industry. They learn every aspect of society and the business industry as they move onto the core and specializations courses in pursuit of becoming successful in digital studio industry. • • • • • World History English Literature Middle East History Introduction to Philosophy Introduction to Anthropology • • • • • Microeconomics General Statistics Introduction to Sociology Introduction to Geography Introduction to Political Science

Core Requirements
(14 Courses / 42 Credit Hours) Core courses provide students the skills to think rationally about what these changes mean for the role of media and related tools in their lives, and what function they play in our society. While undertaking the course extensive skills in writing, announcing, production, management, sales, programming, promotion, market research, interviewing techniques, news and sports writing and reporting are practiced.

• • • • • • •

Internship Photojournalism Fundamentals of News Editing for the Mass Media Understanding Public Relations Organizational Communication Introduction to Communication Technology

• • • • • • •

Media Ethics Website Design Writing for the Mass Media Information and Media Studies Public Opinion and Propaganda Introduction to Mass Communications Mass Communication Theory and Research

Specialization Requirements
(5 Courses / 15 Credit Hours) Radio and Television have become two of the most important forces in shaping our behavior today and will continue to do so in the future. They have also replaced books and journals especially among the younger generation. That’s why specialization on Radio and TV will equip students with the knowledge, and basic experience to face the challenges of the 21st century. • • • Producing & Planning Capstone-Graduation Project Media Production and Project Management • • Writing for Radio and TV Broadcast Advertising & Sales

Free Elective Requirements
(2 Courses / 6 Credit Hours) 2 Courses (6 Credits) can be chosen from any other Colleges / Departments / Specializations as long as the chosen courses’ prerequisites are met.

Career Opportunities
• • Film Producer Digital Studios Operator / Director • • Radio & TV Program Producer Radio & TV Station Director / Manager

THE PATHWAY TO SUCCESS

Dubai International Academic City PO Box: 503000 Dubai, UAE T: +971 4429 1200 F: +971 4429 1205 Toll Free: 800 AUE E-mail: info@aue.ae, ard@aue.ae www.aue.ae