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4 Years On Campus Bachelors Program
American University of SharjahThe Bachelor of Arts in Media Communication prepares students to become versatile communicators who can create, manage, and analyse media content across digital, social, and traditional platforms while understanding the cultural, ethical, and strategic roles of communication in society. It suits students who want careers in journalism, integrated marketing communications, public relations, content creation, social media strategy, multimedia storytelling, and analytics, blending creative production with critical thinking and research skills.
Curriculum structure
Year 1:
In the first year, students build foundational media literacy and technical skills with courses such as MCM 101 Digital Video Skills I, MCM 150 Introduction to Media Communication, and MCM 231 Writing for Media, where they learn the basics of visual communication, media language, and professional writing. These courses introduce students to core communication tools, basic media production techniques, and the fundamentals of creating clear, effective messages for diverse audiences. General education subjects support skills in critical thinking, digital literacy, and communication theory that will be applied throughout the major.
Year 2:
In the second year, learners deepen analytical and ethical understanding through subjects like MCM 225 Media Theory, MCM 311 Media Research Methods and Data Analytics, and MCM 321 Media Law and Ethics, combining theoretical frameworks with research and ethical considerations. Here students explore how media shapes culture and society, develop quantitative and qualitative research skills to evaluate media effects, and understand legal responsibilities and professional standards. Applied projects in writing, video, and analytical assignments cement these skills within real-world communication scenarios.
Year 3:
The third year focuses on specialised content and professional application. Students who choose the Journalism concentration take courses such as MCM 275 Principles of Journalism, MCM 381 Digital Storytelling for Journalists, and MCM 474 Field News Reporting, where they practise news writing, multimedia reporting, and fieldwork. Students in the Integrated Marketing Communications (IMC) concentration engage with MCM 222 Principles of Integrated Marketing Communications, MCM 326 Content Creation for Integrated Marketing Communications, and MCM 424 Social Media Strategies, preparing them for strategy-driven roles in branding, campaigns, and digital engagement. Both tracks refine communication production and strategic thinking tailored to professional contexts.
Year 4:
In the final year, students complete advanced electives and hands-on experiences such as MCM 497 Media Communication Internship, which places learners in real media or corporate environments to apply their skills professionally. Senior-level electives across both concentrations allow students to explore specialised topics like Multiplatform Media Planning, Infographics for Journalism, and Case Studies in Integrated Marketing Communications, blending theory with strategic practice. A combination of advanced courses and professional training prepares graduates to transition smoothly into media, marketing, or communication careers.
Focus areas (in a string):
Digital media storytelling, research methods, media law and ethics, journalism and news reporting, integrated marketing communications, social media strategy, data analytics for communication, professional media production.
Learning outcomes (in a string):
Demonstrate proficiency in media production across platforms; apply communication theories and research methods; analyse media effects and cultural contexts; construct strategic integrated campaigns; produce ethical journalistic and marketing content; and collaborate effectively in professional environments.
Professional alignment (accreditation):
The program is accredited by the UAE Ministry of Education’s Commission for Academic Accreditation, ensuring that it meets national quality standards for higher education and prepares students for professional media roles locally and internationally.
Reputation (employability rankings):
American University of Sharjah is featured in QS World University Rankings and is recognised for its comprehensive liberal arts and sciences education, which enhances graduate visibility and employability in media, communication, digital marketing, and journalism sectors. Graduates enter careers in multimedia production, public relations, advertising, social media strategy, newsroom reporting, corporate communication, and analytics roles.
This applied learning approach is structured around key facilities and mandatory experiences:
On-Campus Media Production Facilities: The program is centered around the UAEU Media Center, which includes a professional Television Studio, a Radio Broadcasting Studio, a digital Newsroom, and multimedia Editing Suites.
Industry-Standard Equipment and Software: Students train with professional-grade video cameras, audio recorders, and lighting kits. They use industry-standard software such as the Adobe Creative Suite (Premiere Pro, Audition, Photoshop) for editing and design, and broadcast automation systems in the radio and TV studios.
Mandatory Professional Internship: Students must complete a full-time, for-credit internship (often referred to as "Practical Training") at a media organization. Typical hosts include local and national newspapers, TV and radio stations, public relations firms, advertising agencies, and digital media companies in the UAE.
Capstone Media Project: In their final year, students undertake a significant senior project or thesis that involves producing a substantial piece of media work, such as a documentary, a full magazine issue, or a strategic communication campaign, from conception to execution.
Progression & Future Opportunities: Graduates of American University of Sharjah's Bachelor of Arts in Media Communication master digital storytelling, multi-platform content creation, and integrated marketing strategies, positioning them as versatile professionals in UAE's media, advertising, and corporate communication sectors. The curriculum emphasizes hands-on training through state-of-the-art digital studios, journalism practicums, and IMC campaigns, producing alumni who secure high-profile roles across private and government organizations regionally and globally. Typical roles include multimedia journalist, integrated marketing specialist, digital content strategist, and public relations coordinator.
Career Development Center coordinates internships, media portfolio workshops, and recruitment fairs connecting students to Dubai Media City employers and regional agencies.
92% employment within 6 months; UAE media roles command AED 15,000–30,000 monthly starting salaries amid digital media expansion.
Partnerships with Google MENA, Gambit PR, and UAE broadcasters deliver live client campaigns, guest lectures, and in-house student agency projects.
UAE Ministry of Education accreditation ensures global recognition for media credentials in evolving digital and integrated communication industries.
Outcomes develop research-driven analytics, ethical media practices, social media mastery, and adaptive multi-platform production expertise.
Further Academic Progression: Graduates pursue AUS's Master of Arts in Media Studies and Practice, or international programs like MA Communication at Northwestern or LSE, leveraging professional portfolios and internships for leadership in media management, digital innovation, and communication research.
The stated 85% averages are used as a guideline. Higher averages will be required for admission to certain majors.IB- Applicants must be awarded the full IB Diploma with six subjects (excluding Islamic Education) with at least three in the higher level, and attain a minimum score of 24 points.IELTS Academic- 6.5, TOEFL iBT-80American - Applicants must attain a minimum of B or 85% average in the final grade (Grade 12) or the average of the best two years of grades 10, 11, and 12.British- Applicants must have five IGCSE/GCSE (O-Level) subjects with a minimum grade of 5 or B in each subject, and either three AS-Level subjects, or two A-level subjects with a minimum grade of B in each subject.Chinese- Applicants must attain a minimum of 85% or more or its equivalent in the final year national exam, or a minimum of 85% or more or its equivalent in the best two years.CBSE- Applicants must attain a minimum of 65% or more in the Senior Secondary School Certificate (12th Standard), or 65% or more in the best two years.JournalistReporterNews EditorBroadcast JournalistRadio PresenterTelevision ProducerPublic Relations SpecialistMedia Relations ManagerCorporate Communications OfficerAdvertising Account ExecutiveCopywriterContent StrategistDigital Media SpecialistSocial Media ManagerMedia PlannerCommunications OfficerPress SecretaryDocumentary FilmmakerPhotojournalistNews AnchorMagazine EditorMultimedia JournalistMedia ResearcherPublic Affairs Consultant
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