Bachelor of Arts in Media and Mass Communication

The Bachelor of Arts in Media and Mass Communication is a four-year undergraduate degree that prepares students for careers in media, public relations, integrated marketing, broadcasting, radio, and strategic communication by blending theory with practical media skills. It suits creative communicators who want hands-on experience with media production, strategic messaging, and professional communication practices across digital and traditional platforms.

Curriculum structure

Year 1:
In the first year, students build foundational communication knowledge with core subjects that introduce mass communication theories, writing and speaking skills, and basic media technologies, supporting their ability to analyse and create messages for diverse audiences. General education courses strengthen critical thinking, ethics, and digital literacy skills essential for media work.

Year 2:
The second year expands into practical and contextual areas such as media production fundamentals, public relations basics, and introductory radio & television concepts, where learners begin applying creative and technical skills relevant to industry practice. Courses encourage collaborative projects that reflect real media environments.

Year 3:
The third year deepens specialised skills across concentrations such as Public Relations, Integrated Marketing Communication, Radio and Television, and International Relations, blending strategic communication with advanced media tools and project-based learning. Students refine their ability to plan campaigns, produce multimedia content, and adapt messaging for platforms and audiences.

Year 4:
In the final year, learners integrate learning through advanced coursework and professional experiences such as internships and capstone projects that synthesize practical media skills with strategic communication insights. These experiences prepare graduates to enter media industries confidently with portfolios showcasing real-world work.

Focus areas (in a string):

Mass communication theory, media production, public relations, integrated marketing communication, radio and television broadcasting, digital communication, strategic messaging.

Learning outcomes (in a string):

Apply communication theories and professional media practices; create and critically evaluate media content; develop strategic communication campaigns; utilise tools and techniques for broadcasting and digital communication; engage ethically with diverse audiences.

Professional alignment (accreditation):

The programme is accredited by the UAE Ministry of Education’s Commission for Academic Accreditation, ensuring it meets national quality standards for higher education and prepares students for professional media roles.

Reputation (employability rankings):

American University in the Emirates graduates benefit from the institution’s reputation in the UAE and region, and media communication alumni enter careers in broadcasting, PR, advertising, digital media, and corporate communication; while this specific programme’s global rankings are not widely published, the university is supported by national accreditation and industry engagement.