The curriculum followed by students who major in the College of Communication and Media Sciences broadly educates them in the arts, humanities, social sciences and applied sciences, as well as in the professional crafts of written, oral and visual communication. Students are well-prepared to put words, visuals, and sound together in ways that are meaningful, effective, aesthetically pleasing and interesting.

All majors take introductory courses in Media Writing and Reporting, Information Design, and Public Speaking, as well as advanced courses in Research Methods, Media Law and Ethics, Media Criticism, and Leadership Communication.

Rather than focusing on one form or medium of communication, students study a variety of media and technologies, including audio, video, web, multi-media, and print. They also take at least three professional practica. This approach provides a distinctive integration of instruction and practical applications.

Requirements follow the model of programs  accredited by the Association for Education in Journalism and Mass Communication, the Public Relations Society of America, and the International Advertising Association. This ensures a broad education, as well as depth in understanding and applying professional principles, skills and competencies. This model makes Zayed University's Communication and Media Sciences programs unique to the United Arab Emirates and to the Middle East.

Specialization

During the first three semesters, students complete courses in general education plus COM 209 Popular Media and Society.  Once the students are admitted to the major, they concentrate on courses in Communication and Media Sciences and specialize in one of three areas:

• Film and Broadcast Media
• Magazine and Multi-Media Journalism
• Public Relations and Advertising

Film and Broadcast Media
Students who choose the Film and Broadcast Media Specialization will focus on the use of the media of sight and sound to communicate   important ideas. They will center their study on the storytelling aspects of film, television, radio, and the Internet. All students will have first-hand experience in the use of new media. They will learn to use cutting edge technology to creatively integrate audio, digital video, computer generated images, and interactive multi-media.

This Specialization is noted for its balance of media criticism and media production. It emphasizes media as a key element of our social and cultural practices. This balance of analysis and production-the critical and the applied-is a key characteristic of notable radio, television, and film programs.

In addition to coursework in video and audio production, students will also develop skills in scriptwriting, as well as producing and directing. They will complete practica in film and broadcast media, with possibilities to work as staff for the College's broadcast or video productions, or as part of a team to create special projects, such as the U.A.E. Olympics CD or videos for local non-profit organizations.

Students will complete an internship with a local radio or television station, or a broadcast or a film production company. They will also complete a Capstone course in which they will undertake an extended project that permits them to apply many of the skills and much of the knowledge they have acquired in their years at Zayed University. A Capstone project might call for a student to produce an independent film, a public affairs documentary, or an audio or video news program.

Graduates will be well suited for professional positions in broadcast journalism in radio and television as well as film and video editing and production, and media management.

 

Magazine and Multi-Media Journalism
Students who choose the Magazine and Multi-Media Journalism Specialization will focus their study on the storytelling in print and multi-media modes. This program is one of the few in the world to offer a full Specialization in magazine and multi-media journalism. It emphasizes the vital link between print and multi-media publishing, preparing students to be professional journalists ready for the age of new media. Students learn to integrate skills in feature and news writing, photojournalism, web design, and multi-media as well developing an understanding of the role of editor and publisher.

 

As part of their coursework, students will work as staff members for the College's print publications. They may serve as feature writers or layout designers, or they may work as account managers or editors. Students also complete other professional practica, perhaps as reporters for the College's broadcast or video productions, or as authors of multi-media materials for government agencies or private companies.

Students will complete an internship with a newspaper, magazine, or publishing company, or in government or corporate communications. Finally, they will carry out an extended Capstone project-perhaps authoring a series of feature articles or producing a Webzine, creating a photojournalistic essay or a public information publication. This senior project permits them to apply many of the skills and much of the knowledge they have acquired in their years at Zayed University.

Graduates will be well suited for professional positions in magazine and news journalism, magazine and book publishing, developing Web pages, interactive sites, and multi-media educational materials, as well as careers in government and corporate communications.

Public Relations and Advertising
Students who choose the Public Relations and Advertising Specializations will learn to use the concepts and skills of public relations, advertising, and marketing to convey messages on behalf of corporations and their products, public sector organizations and their services, and advertising and public relations firms on behalf of their clients.

Students choose one of three emphases: 

• Creative PR & Advertising:For students interested in creative, production-related work in developing print and multi-media materials that combine text and design elements;

• PR & Advertising Management: For students interested in strategic planning, developing, and executing campaigns; project management; media relations; and, coordination of creative teams; or

• Tourism and Special Events: For students interested in tourism promotion and in planning and carrying out special events as a part of the growing Meetings, Incentives, Conferences and Exhibitions (MICE) industry.

As a part of their coursework, students will have opportunities to participate in real world public relations and advertising activities, such as planning, setting up, and staffing the ZU Tourism Fair, developing public relations materials for the "Women as Global Leaders" conference, or creating a newsletter for the annual Career Fair. They also complete professional practica, which may include working in guest relations for the Dubai Film Festival, developing a media campaign for a campus event, or planning an event for the Abu Dhabi Heritage Festival or the Dubai Shopping Festival.

Students will complete an internship related to their area of emphasis with a local agency, company or government office. Finally, they also undertake a Capstone project in which they develop a detailed campaign proposal, with sample media products, on behalf of a client such as a non-profit agency, a government department or a private company. This senior project requires students to apply the many skills and all of the knowledge they have acquired in their years at Zayed University.

Graduates will be well suited for professional positions in advertising, public relations, community relations, customer service, events planning and promotions, marketing, tourism, and sales as well as print, Web, and multi-media  design and publishing.

Upon graduation students also may qualify for the International Advertising Association Diploma in Marketing Communications.

Practicum

It is important for students to apply classroom instruction to the real work of creating media products, developing advertising and promotional campaigns and materials for clients,   developing organizational communication strategies, or applying skills in photojournalism, film or broadcast production, magazine and multi-media journalism. One vehicle for linking theory to practice is the College's Practicum experience, COM 300. Students must participate in at least three credits of practicum experiences beyond their regular coursework. This may include participation in Zayed Media Lab; working as staff on the College's broadcast/video and print outlets; or, working on special projects in collaboration with faculty-creating, for example, a digital film documentary on Gulf history, a web site for a local women's organization, a promotional plan for a government initiative, or a series of educational programs for the Arabic Radio Network. Students may take more than three units of COM 300, but additional credits will not count toward graduation requirements.

Graduation Requirements

In order to graduate, students in the College of Communication and Media Sciences must complete one of the College's eight semester curriculum plans. Each of these plans includes all course requirements, an internship, and a Capstone course. They must also complete the requirements of the University's core curriculum and submit an academic ePortfolio and a professional portfolio for faculty review. Course requirements, as shown below, include 31 credit hours in college core requirements (including 14 that overlap with the General Education program), 21 credits in a Specializations and 30 credits in an emphasis. Each emphasis includes 12 to 15 hours outside of the College of Communication and Media Sciences. All students complete a total of 127 credit hours.