Bachelor of Arts in Strategic Media and Communication - Digital Media Production and Public Relations

Introduction

About the Program

The Digital Media Production and Public Relations (DMPPR) program prepares students to lead in a media environment where storytelling, strategy, and technology converge. It reflects how communication operates today — across platforms, formats, and audiences — equipping students with the ability to create, manage, and evaluate media in integrated and dynamic contexts.

Students learn to design and deliver communication that is both creative and strategic. They move from concept to execution: shaping brand narratives, producing multimedia content, and managing communication campaigns that respond to real organizational and societal needs. The program emphasizes versatility — graduates are trained to write, produce, analyze, and adapt content across digital and traditional channels.

DMPPR is built around three core capabilities. First, students develop strong production skills in text, audio, video, and interactive media, aligned with professional standards and audience expectations. Second, they learn to use research, analytics, and audience insight to evaluate and optimize communication effectiveness. Third, they integrate creativity with critical thinking, working in teams to solve communication challenges in dynamic, collaborative environments.

Ethics and responsibility are embedded throughout. Students engage with questions of credibility, cultural sensitivity, and public impact, ensuring that the content they create meets both local and global standards of professional practice. The program also connects learning to practice through faculty-guided research, industry partnerships, and community-based projects, giving students direct experience with real communication problems and expectations.

Graduates leave with the ability to produce work that is not only technically strong but also meaningful — communication that captures attention, builds trust, and resonates with audiences in lasting ways. This commitment to meaningful storytelling underpins the program’s approach to media and strategy.

“

Make me care.

— Andrew Stanton, Pixar Filmmaker

Program at a glance

Total Credit Hours

126 Credit Hours

Duration

4 Years

Instruction Language

English

Tuition Fees

Quality assured

Accreditations

Accredited by CAA

Accredited by ACEJMC

Program Director

Dr. Khaled Al-Kassimi

Associate Professor / Department Chair of the Bachelor of Arts in Media and Mass Communication

Credit breakdown

Program Structure

Course Category	Total Number of Courses	Total Number of Credit Hours
General Education Courses	12	36
Core Courses	18	54
Concentration Courses	8	24
Concentration Elective Pool	4	12
Total	42 Courses	126 Credit Hours

Curriculum

Courses & Descriptions

General Education Courses

ENG 101 Academic Writing 3 CH

ARLAA 105 Arabic Composition 3 CH

ARLAA 100 Communication Skills in Arabic 3 CH

ASC 208 Emirati Studies (formerly UAE and GCC Society) 3 CH

MAT 100 General Mathematics 3 CH

MGT 604 Innovation and Entrepreneurship 3 CH

ASC 219 Introduction to AI 3 CH

ASC 201 Introduction to Philosophy 3 CH

ASC 202 Introduction to Political Science 3 CH

ASC 207 Introduction to Research 3 CH

ASC 104 Introduction to Sociology 3 CH

ASC 106 Islamic Civilization 3 CH

ASC 105 Islamic Culture 3 CH

ASC 101 University Life 3 CH

Bridging Courses

Core Business Courses

Core IT Courses

Core Courses

MBC 304 Brand and Campaign Management 3 CH

MBC 303 Consumer Experience 3 CH

MBC 305 Content Marketing in Digital Communication 3 CH

PPR 303 Crisis Management Communication 3 CH

MBC 307 Global Communication and Society 3 CH

MBC 302 Global Media and Marketing 3 CH

MBC 200 Introduction to Mass Communication 3 CH

MBC 202 Introduction to Social Media 3 CH

MBC 203 Mass Communication Theory and Research 3 CH

PPR 304 Mobile and Digital PR 3 CH

PPR 307 Multiplatform Media Creation and Distribution 3 CH

PPR 301 Negotiation Principles and Decision Making 3 CH

PPR 302 Personal Branding and Decision Making 3 CH

MBC 301 Principles of Advertising 3 CH

PPR 300 Public Speaking 3 CH

MBC 201 Understanding Public Relations 3 CH

MBC 306 Visual Branding & Design for Digital Platforms 3 CH

MBC 300 Writing for the Mass Media 3 CH

College Mathematics and Science Courses

Concentration Courses

PPR 404 AI Media Production 3 CH

SMC 409 Capstone Graduation Project 3 CH

MBC 401 Digital Storytelling 3 CH

SMC 408 Internship 3 CH

PPR 402 Special Topics in PR Media Production 3 CH

PPR 405 Visual Journalism 3 CH

PPR 403 Writing in Public Relation 3 CH

Cybersecurity Engineering Core Courses

Mechatronics Engineering Core Courses

Engineering Core Courses

Concentration Elective Pool

SGS 210 Diplomacy and Negotiations 3 CH

This is an undergraduate course for students interested in pursuing their career in the sphere of international relations: it is for future diplomats of respective national Ministries of Foreign Affairs, those interested in working for international organizations, as well as for students interested in the day-to-day process of foreign policy making. The aim of this course is to give students an insight into the real-world practice of international relations. Lectures will introduce the most important facts and concepts about actors in the area of international relations and the basic knowledge necessary for diplomats. Other sessions will help students improve their writing and presentation skills in this area. This course will introduce students to the basic principles and techniques of modern diplomacy and negotiation. The course will include discussions of international legal obligations, foreign policy and the role of publicity in diplomacy and different aspects of diplomacy including  public diplomacy.

GRD 311 Integrated Digital Campaign Development 3 CH

GRD 311 Interactive Communication Design (formerly Communication Design) 3 CH

SGS 201 Introduction to International Relations 3 CH

This is an introductory Level III course on International Relations (IR) which is foundational for all students who want to become familiar with the theoretical and conceptual language of IR as a subset of political science. The course will begin by teaching students the basic theories, concepts, methods, and principles used in the field as well as with the formation, evolution, and extension of the modern nation-state system and its challenges by discussing concepts such as sovereignty, free-trade, and civilization, including themes such as pre-emptive war, Global War on Terror, and Liberal (humanitarian) Interventionism. To do so, students will familiarize themselves with conceptual frameworks necessary to critically evaluate events (i.e., Arab uprising) by attempting to explain their effects – especially in the Arab World – through three facets: 1) International Security (IS), 2) International Political Economy (IPE), and 3) International Law (IL). Students will be introduced to topics such as pre-emptive war strategy, humanitarian intervention, displacement - amongst others - and explore themes of major topics of international relations by moving beyond “Mainstream” approaches thereby familiarizing themselves with how a “Critical/Alternative” approach reveals the limit of mainstream (realist) communicated narratives in channeling justice.

MBC 403 Media Analytics and Planning 3 CH

MGT 100 Principles of Management 3 CH

MBC 400 Strategic Copywriting 3 CH

TOL 200 Tolerance and Diversity 3 CH

CIT 205 Website Design 3 CH

Thesis

Electives

Comprehensive Exam

Dissertation

Research Seminar

Basic Health Science Courses

College Core Courses

Clinical Placement Courses

Semester by semester

Study Plan

Year 1 30 credit hours

Fall 15 CH

Code	Course	CH
ASC 101	University Life General Education	3
ENG 101	Academic Writing General Education	3
MBC 200	Introduction to Mass Communication Core Courses	3
ASC 105	Islamic Culture OR ASC 106 - Islamic Civilization General Education	3
ASC 208	Emirati Studies General Education	3

Spring 15 CH

Code	Course	CH
ASC 201	Introduction to Philosophy General Education	3
ASC 207	Introduction to Research General Education	3
MAT 100	General Mathematics General Education	3
ASC 219	Introduction to AI General Education	3
ARLAA 100	Communication Skills in Arabic or ARLAA 105 Arabic Composition General Education	3

Year 2 30 credit hours

Fall 15 CH

Code	Course	CH
ASC 206	Introduction to Political Science General Education	3
ASC 104	Introduction to Sociology General Education	3
INV 200	Innovation and Entrepreneurship General Education	3
MBC 202	Introduction to Social Media Core Courses	3
MBC 203	Mass Communication Theory and Research Core Courses	3

Spring 15 CH

Code	Course	CH
MBC 302	Global Media and Marketing Core Courses	3
MBC 300	Writing for the Mass Media Core Courses	3
MBC 301	Principles of Advertising Core Courses	3
MBC 201	Understanding Public Relations Core Courses	3
MBC 303	Consumer Experience Core Courses	3

Year 3 33 credit hours

Fall 15 CH

Code	Course	CH
MBC 304	Brand and Campaign Management Core Courses	3
MBC 305	Content Marketing in Digital Communication Core Courses	3
MBC 306	Visual Branding & Design for Digital Platforms Core Courses	3
MBC 307	Global Communication and Society Core Courses	3
PPR 300	Public Speaking Core Courses	3

Spring 18 CH

Code	Course	CH
PPR 301	Negotiation Principles and Decision Making Core Courses	3
PPR 302	Personal Branding and Design Core Courses	3
PPR 303	Crisis Management Communication Core Courses	3
PPR 304	Mobile and Digital Public Relations Core Courses	3
PPR 307	Multiplatform Media Creation and Distribution Core Courses	3
—	Elective 1 Free Elective	3

Year 4 33 credit hours

Fall 18 CH

Code	Course	CH
PPR 400	Brand Advocacy and Client Relations Specialization	3
PPR 402	Special Topics in PR Media Production Specialization	3
PPR 403	Writing in Public Relations Specialization	3
PPR 404	AI Media Production Specialization	3
PPR 405	Visual Journalism Specialization	3
—	Elective 2 Free Elective	3

Spring 15 CH

Code	Course	CH
MBC 401	Digital Storytelling Specialization	3
SMC 409	Capstone Graduation Specialization	3
SMC 408	Internship Specialization	3
—	Elective 3 Free Elective	3
—	Elective 4 Free Elective	3

Total: 126 credit hours

What we aim for

Program Goals

Develop industry-ready graduates who can design, produce, and manage strategic communication and multimedia content across digital and traditional platforms.
Foster integrated expertise in media production, digital marketing, and brand communication, enabling students to respond effectively to evolving industry demands and diverse audience needs.
Strengthen analytical and research capabilities by equipping students to use data, media analytics, and consumer insights to evaluate and optimize communication strategies.
Promote creativity, innovation, and collaboration in the development of media and communication projects within multidisciplinary and professional environments.
Instil ethical, responsible, and culturally aware communication practices that contribute to public trust and reflect both local and global contexts.
Engage students in applied learning, research, and community partnerships that support professional growth, social responsibility, and lifelong learning.

What you will learn

Program Learning Outcomes

Apply digital media, integrated marketing communication, public relations, and broadcasting theories to design and implement brand communication strategies that respond to diverse organizational and societal needs in each concentration.
Design and produce multimedia content, including text, audio, video, and interactive formats that aligns with brand Identity, audience expectations, and professional production standards across digital and traditional platforms.
Use communication research methods, media analytics, and consumer insights to evaluate message effectiveness and optimize campaigns across media channels.
Integrate creativity, innovation, and critical thinking in the development of communication projects, while demonstrating effective teamwork in collaborative media environments.
Apply ethical principles, cultural sensitivity, and professional norms in producing and disseminating media content within global and local contexts.
Engage in student-faculty research collaborations, applied projects with industry partners, and community-focused communication initiatives that demonstrate the social responsibility of their particular concentration.

Requirements

Program Requirements

Graduation Requirements

For undergraduate degree completion, undergraduate students must satisfy the following requirements:

- Earn a minimum CGPA of 2.00 on a scale of 4.00.
- Successfully complete all courses as described in the study plan.
- The Degree Completion requirements must be met within the timeframe of the program.
- Transfer students must successfully earn a minimum of 50% of the course credits for the program at AUE.

Admission Requirements

Admission

Career Opportunities

Student Employability

Graduates of the Bachelor of Arts in Strategic Media Communication are prepared for a media environment shaped by digital convergence, data-driven decision-making, and cross-platform storytelling. The program develops practical and transferable skills aligned with current industry expectations across media, communication, and marketing sectors. Through applied learning, internships, and industry engagement, students gain hands-on experience that supports a smooth transition into the workforce and strengthens career readiness.

Graduates will develop the ability to:

✓
Design and implement integrated communication strategies across digital and traditional platforms.

✓
Produce multimedia content (text, audio, video, and interactive formats) to professional standards.

✓
Apply digital storytelling techniques and adapt content for diverse audiences and channels.

✓
Use research methods, media analytics, and consumer insights to evaluate and optimize campaigns.

✓
Manage social media platforms, digital campaigns, and brand communication initiatives.

✓
Integrate creativity and critical thinking in solving communication challenges.

✓
Work effectively in collaborative, team-based media environments.

✓
Apply ethical principles, cultural awareness, and professional standards in media practice.

✓
Engage with real-world clients through internships, applied projects, and industry partnerships.

Career and employability pathways include:

Digital Media Producer
Public Relations Specialist
Social Media Manager
Brand Strategist
Digital Marketing Executive
Content Creator
Corporate Communication Officer
Advertising and Media Planner

The combination of technical skills, strategic thinking, and professional practice positions graduates for entry-level roles and long-term career progression in the media and communication industries.

When can I join?

Three intakes every year

Students can join at the beginning of any semester.

Intake 01

September

Fall Semester

Intake 02

January

Spring Semester

Intake 03

May

Summer Semester

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Bachelor of Arts in Strategic Media and Communication - Digital Media Production and Public Relations

About the Program

126 Credit Hours

4 Years

English

Accreditations

Dr. Khaled Al-Kassimi

Program Structure

Courses & Descriptions

Study Plan

Program Goals

Program Learning Outcomes

Program Requirements

Graduation Requirements

Admission Requirements

Student Employability

Three intakes every year

Fall Semester

Spring Semester

Summer Semester

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