Curriculum

Current Students

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 in traditional and digital media.

Students in the College of Communication and Media Sciences develop strong skills in written and oral communication in Arabic and English. Instruction in the College’s courses is primarily in English. To strengthen Arabic communication skills, students are required to take four additional Arabic courses that include courses in media writing, public speaking and media translation.

All majors take courses in Media Storytelling, Digital Storytelling Applied Media Research and Analysis, Public Speaking and Persuasion, and Internship.

Rather than focusing on one form of communication, students study a variety of digital media technologies, including audio, video, web, multi-media, and print.

The academic program follows the model of programs accredited by the Accrediting Council on Education in Journalism and Mass Communication and the International Advertising Association. This ensures a broad liberal arts education and depth in understanding and applying professional principles, skills, and competencies. This model makes Zayed University’s Communication and Media Sciences program unique to the United Arab Emirates and to the Middle East.

Concentrations

During the first three semesters, students complete courses in general education plus COM200 Communication, Media, and Society. Once the students are admitted to the Program, they concentrate on courses in Communication and Media Sciences and concentrate in one of three areas:

  • Integrated Strategic Communications
  • Media Production and Storytelling
  • Tourism and Cultural Communications

Integrated Strategic Communications

(this concentration is accredited by the International Advertising Association)
Integrated Strategic Communications describes the integration of the well-established fields of Public Relations, Advertising, Promotion, and Marketing. Integrated Strategic Communications involves the planning and execution of communication programs, campaigns, and messages in order to create coordinated and consistent communication strategies and tactics for public and private corporations that address the complex needs of clients in the 21st century. Graduates in Integrated Strategic Communications are well suited for professional positions in advertising, public relations, community relations, customer service, event planning and promotions, client servicing, and media planning as well as for careers in government and corporate communications.

Upon graduation, students qualify for the International Advertising Association (IAA) Diploma in Marketing Communications if they meet certain course requirements. This program also prepares students who wish to pursue graduate studies in the College’s M.A. in Strategic Public Relations.

Media Production and Storytelling

Media production and storytelling develops student skills in film, video, photography and media storytelling for traditional and digital careers. In the evolving job market, understanding how to use digital media technology in professional careers in advertising, public relations, marketing, and journalism fields is highly marketable. The CCMS concentration in Media Production & Storytelling offers undergraduate students at Zayed University the ability to develop “hands-on” media production skill-sets as well as the ability to perfect their narrative and non-fiction storytelling expertise. Courses in this concentration focus on professional practice and developing a creative voice in multiple formats of storytelling and digital production techniques. The concentration draws on the disciplines of journalism, film & television production, and web development

Tourism and Cultural Communications

The concentration in Tourism and Cultural Communications prepares students to become communication experts in the tourism and cultural industries. It gives students a grounding in tourism and the related fields of events, culture, and heritage from an interdisciplinary perspective. In addition, the program helps students develop communication strategies and tactics to promote the United Arab Emirates and its tourism and cultural sectors.

This program also prepares students who wish to pursue graduate studies in the College’s M.A. in Tourism and Cultural Communications. Graduates in Tourism and Cultural Communications are well suited for professional positions in tourism promotions, event management, exhibitions, festivals, visitor information centers, tours, research, and cultural programming.

du Multimedia Labs

The College has a du Multimedia Lab on each campus, built and partially furnished with funding donated by du. These labs offer a TV studio environment, audio booths, recording and radio production facilities as well as a classroom learning environment. In addition, there are separate radio production facilities on the campuses. In Dubai there is also the Sharaf DG photography lab and Zajel room while in Abu Dhabi there is the Zajel room and the twofour54 newsroom.

Graduation Requirements

The graduation requirements for the College of Communication and Media Sciences include the completion of an eight-semester curriculum plan with a minimum GPA of 2.00, including all course requirements, a senior culminating experience and an internship experience. Students must also complete the requirements of the University’s core curriculum and submit an e-portfolio for faculty review. All students must complete a total of 120 credits.