Bachelor of Arts in Strategic Media and Communication

Introduction

About the Program

Program Overview

The Bachelor of Arts in Strategic Media and Communication prepares students to design, produce, and evaluate communication across digital and traditional platforms. The program integrates theory and practice in digital media, public relations, marketing communication, and broadcasting to develop graduates who can respond to evolving industry and societal needs.

Students learn to create multimedia content, analyze audience behavior, and design data-informed communication strategies. The curriculum emphasizes creativity, critical thinking, collaboration, and professional production standards, while grounding all work in ethical practice and cultural awareness. Through applied projects, research, and industry engagement, students gain practical experience addressing real-world communication challenges.

On completion of Years 1–3, students have a choice to pursue one of two concentrations in Year 4:

Digital Media Production and Public Relations (DMPPR)

Focuses on multimedia storytelling, content production, and strategic public relations. Students develop skills in video production, digital storytelling, media writing, and audience engagement across convergent media environments.

Digital Marketing and Brand Communication (DMBC)

Focuses on digital strategy, branding, and analytics. Students learn to design and manage campaigns using social media, content marketing, SEO, and consumer insights to build and sustain brand identity.

Aligned with international accreditation standards (ACEJMC) and the UAE’s Qualifications Framework (QFEmirates), the program emphasizes knowledge, skills, and professional responsibility. Graduates are prepared for careers in media production, public relations, digital marketing, branding, and related fields, with the ability to contribute ethically and effectively in local and global contexts.

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

By the numbers

Program Data

Retention Rate

AUE defines the undergraduate student retention rate as the percentage of first-year, full-time, degree-seeking undergraduate students enrolling in the Fall semester and returning in the following Fall semester.

Cohort Year	Cohort Count	Retained to Next Fall	Retention %
Fall 2018–2019	26	19	73%
Fall 2019–2020	15	7	47%
Fall 2020–2021	6	5	83%
Fall 2021–2022	3	2	67%
Fall 2022–2023	22	16	73%
Fall 2023–2024	16	14	88%

Graduation Rate

AUE defines the graduation rate for the undergraduate program as the ratio of the total number of completers within 150% of the normal time required for the program (6 years for undergraduate), divided by the number of students in the entering cohort.

Cohort Year	Cohort Count	Graduated	Graduation %
Fall 2013–2014	14	7	50%
Fall 2014–2015	29	12	41%
Fall 2015–2016	39	24	62%
Fall 2016–2017	24	14	58%
Fall 2017–2018	23	14	61%
Fall 2018–2019	15	5	33%

Enrollment Rate

Fall 2020-21	Fall 2021-22	Fall 2022-23	Fall 2023-24	Fall 2024-2025
245	203	195	214	230

Assessment Plan

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Program Director

Dr. Khaled Al-Kassimi

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

Specialize

Concentrations

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

Bachelor of Arts in Strategic Media and Communication – Digital Marketing and Brand Communication

Credit breakdown

Program Structure

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

With its renewed focus on strategic media, this re-alignment of PLOs ensures that both concentrations, Digital Media Production and Public Relations (DMPPR) and Digital Marketing and Brand Communication (DMBC), are not only distinct in focus but also fully integrated into the program’s learning architecture. The revised PLOs support ACEJMC’s emphasis on professional readiness, ethical practice, and curricular relevance, while also meeting the QFE strands of Knowledge, Skills, and Responsibility, ensuring that graduates will be equipped to contribute meaningfully to industry, research, and society.

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.