Master of Arts in Communication

This course is designed for students entering the CCMS graduate program. It introduces students to the historical development of the discipline and addresses issues involved in conceptualizing and carrying out communication research, including selected contexts (e.g. tourism, corporate, multimedia, and corporate communication) and other areas of study (e.g. persuasion and nonverbal communication).

This course explores the process of communication across cultures and between different cultural groups. It focuses on the ways in which identities are constructed, maintained, and negotiated in different cultural contexts and on the ways in which different groups seek to understand and “construct” each other, both in terms of representations and cross-cultural encounters.

This course introduces the major concepts of consumer behavior, media usage patterns, and key relationships that influence decision-making processes. It also focuses on identifying consumer trends and the importance of applying consumer insights effectively as communication professionals.

This course presents an introduction to general qualitative and quantitative methodologies typically used by professionals to conduct applied communication research. Example topics include the design, sampling and measurement techniques used in survey research, constructing and conducting in-depth interviews and focus groups, and applying content analysis for comparative and interpretative purposes for message development and media coverage.

This course looks at current and emerging social and digital media and examines how they are utilized in the communication industry. The primary drivers within these domains will be strategically analyzed along with the current and emerging forms of enabled communication. Students will obtain a sound understanding of key social and digital media, the ways in which they are used, and how success is measured. Students will learn conceptual tools to critique and imagine applications within these domains as well as the conceptual and theoretical foundations for dealing with forms of social and digital media that emerge in the future.

This course examines the various components of planning and promoting events and festivals. Emphasis is placed on the best practices used by professionals in industry-specific applications and analysis of real-world activities.

This course provides a detailed understanding of the role and practice of public relations in corporate social responsibility (CSR) and ethical models of communications. Focus on key topics such as: implementation and management of CSR programs as an integrated element of business practice, tailoring CSR to stakeholder needs and conditions, ethical values in public relations, ethical decision making and communication, and codes of ethical practice.

This course focuses on the integration of theoretical concepts, techniques and applied research methods used in the strategic development, planning, execution, and evaluation of effective communication campaigns for specific organizations.

This course focuses on the application of the uses of integrated marketing communication in both traditional and nontraditional media to create awareness, recall, and brand recognition of various types of tourism campaigns.

This course specifically examines tourism in the United Arab Emirates and in the Middle East and North Africa region. It explores current and future trends and unique components of the destination. Emphasis is placed on the planning and management of tourism in the region.

This course focuses on the development of a relevant literature review, selection of a specific applied methodology, and use of the appropriate methods of analysis, such as SPSS, to produce an applied research proposal.

During the final semester of study, students complete a capstone study project integrating knowledge gained throughout the entire program. Capstone projects allow students to demonstrate their knowledge of relevant theory and methods of communication through an applied research project.

The capstone project consists of three integrated seminar-style courses, culminating in a research project in which students address theoretical understanding of an issue, propose and apply original research, and recommend relevant solutions. The project demonstrates key scholarly abilities, including conceptual understanding, analysis, and writing of applied knowledge.

Several students link capstone projects with industry issues faced within their organizations. Real world applications offer an excellent opportunity to link graduate study with professional context, often delivering beneficial strategies and solutions for students’ employers.

Participants will develop skills in strategic public relations management. The course intends for students to understand how to develop public relations strategies and create brand stories by focusing on research, objectives, strategies, tactics and measurement.

This course provides an in-depth look at communication effectiveness; how to use research to inform internal communication strategies; and change management communication theories. Focus on core topics such as: internal communication effectiveness, audit methodologies and application, change management theory, organizational communication, using research to inform and help develop internal communication strategies, internal communication media, and developing organizational identity.

This course focuses on the role of public relations in crisis and risk communication strategies and management; emphasizing practical application of theories, research, case approaches of crisis and risk communication; tactics of crisis and risk communication plan; pre- and post-crisis planning; crisis communication management and dealing with media, and image restoration.