college of media and mass communications, aue

• MediaSales

• PublicRelations

• RadioandTelevision

• InternationalRelations

EFFICIENT

COLLEGE OFMEDIA AND MASS COMMUNICATION

AUE...Promises to offer effective communication to the GCC society

TheCollege ofMedia andMassCommunication (CMMC) embraces the role of preparing students torealizetheirpotentialandcreativity.AUEiscommittedtotrainingthenewgenerationofmediaandmasscommunicationstudentsandprofessionalsbothattheundergraduateandgraduatelevel.Thevastscopein careers for our alumni are found in media, mass communication, advertising, radio and TV, mediamanagement,communicationpractice,academia,aswellasdiplomacyandinternationalrelations.One-yeargraduatestudiesinDiplomacyhaveenhancedtherichnessoftheprogram.TheCMMCiscommittedtodelivering21stcenturyeducationsoastobothremaincurrentandavaildevelopmentopportunitiesinthespecializedfieldsandapplythemconsistentlytopreparethestudentstochoosetherightcareerandgrowwithsustainedcreativity.

AimsThe media and mass communication programs have a philosophy of learning as their central themethatpromotesgrowthofcreativityandexpression.Allcourseshavebeendevelopedtoattainobjectivesthatrelatetothepracticalskillsandunderlyingaspirationsofthestudents.Theintention istocreateanatmosphere inwhich students canappreciate andunderstandhumanactivities andanenvironment inwhichtheycanrealizetheir learningoutputs, intherealmsofcommunications,culturalpractices,mediahandling,negotiations,publicrelationsandstrategiccommunication.

Objectives• Providecomprehensiveknowledgeofmedia,masscommunicationandinternationalrelations• EnhancebroaderconceptsofthecommunicationprocesswithhigherskillsinoralandwrittenEnglish• Developcompetenciesandskills forprofessionalpracticewith theability towork independentlyor

withinateam• Fosterethicalvaluesandsocialresponsibilitiesinusingmedia• Instilladequateknowledgetoconducteffectivenegotiationandcommunicationcampaigns

StudyToday&FulfillthePromiseofTomorrowTheCMMCat AUE holds the promises of tomorrow. The programs offered by the college transformstudentsascommunicationgraduates,withpossibilities,pragmatismandscholarlyentrepreneurshipallin one package. The programs are designed to bring satisfaction of learning and include exposure toexperiencingtheinvisiblesideofcultureandsociety;thesocialenvironmentandconditionswillbevividlyunderstoodandappreciated.CMMCoffersfourdifferentconcentratedareasoflearningatundergraduatelevelwhichareasfollow:

• MediaSales• PublicRelations• RadioandTelevision• InternationalRelations

Furthermore, the college has agreements with various US and international universities offering theopportunitytostudentstoenhancetheircareersbystudyingunderjoint-degreeprogramsandcontinuingtheireducationbeyondgraduatelevel.

CareerOpportunities• Editors• ForeignAffairs• MassMediaExecutives• Radio&TVProgramProducers• Radio&TVProgramManagers• PublicRelationsOfficersattheMinistries• MediaOfficersatUNAgenciesandNon-GovernmentalOrganizations

INTERNATIONALRELATIONSCMMCoffersanundergraduatedegreeinInternationalRelations,thatiscrucialtoexaminingfundamentalcontemporaryissues.Theaccreditedprogramisofacontemporarystandard,withtheadditionofspecificareasofrecentinnovationsine-disciplines.Thereisagreatemphasisonsupportingstudentsthroughouttheirstudies.Studentsareabletoaccessawiderangeofresourcesandbenefitfromimpressivemodernteachingtechniquesincludinge-learning.Theprogrampackageisstructuredtotakestudentsgraduallyfromoneleveltothenextineightsemesters.

Objectives• Developunderstandingofthekeyeconomic,political,security,cultural&legalfeaturesoftheglobalized

world• AcquireacomprehensiveknowledgeofworldandMiddleEasthistory• Developknowledgeindiplomacy,environmentandcontemporaryissuesinthemodernworld

GeneralEducationRequirements(11Courses/33CreditHours)

• English• NaturalSciences• GeneralPsychology• GeneralMathematics• EnglishforSpecificPurpose• CommunicationSkillsinArabicLanguage

LiberalArtsRequirements(10Courses/30CreditHours)

Liberalartscoursesprovidestudentswithknowledgeinnewsubjectsbycomparinggeneraltheoriesandcurrentevents.Thesecoursesallowstudentstoappreciateageneralframeworkofthemodernworld.

• WorldHistory• GeneralStatistics• MiddleEastHistory• IntroductiontoPhilosophy• IntroductiontoAnthropology

CoreRequirements(14Courses/42CreditHours)

Corecoursesprovidestudentswiththeskillstothinkcriticallyabouttheroleofmediainshapinginternationalrelationsandtheattitudesofanindividualinthecontemporaryworld.

• Internship• WebsiteDesign• FundamentalsofNews• WritingfortheMassMedia• InformationandMediaStudies• PublicOpinionandPropaganda• IntroductiontoCommunicationTechnology

• IslamicCulture• ComputerLiteracy• UAEandGCCSociety• StudyandLearningSkills• IntroductiontoSocialSciences

• Microeconomics• EnglishLiterature• IntroductiontoSociology• IntroductiontoGeography• IntroductiontoPoliticalScience

• MediaEthics• Photojournalism• EditingfortheMassMedia• OrganizationalCommunication• UnderstandingPublicRelations• IntroductiontoMassCommunication• MassCommunicationTheoryandResearch

SpecializationRequirements(5Courses/15CreditHours)

TheInternationalRelationsprogramexploresthenatureofcontemporarydiplomacythatispivotalinthechangingglobalenvironment.Thecentralthemeofthecoursefocusesonthenewmillennium,climateandenvironmentalchanges,non-productivemilitaryresponses,non-stateactorsanddemocraticreforms.

• WritingforDiplomacy• PublicInternationalLaw• InterculturalCommunication• Capstone-GraduationProject• IntroductiontoInternationalRelations

FreeElectiveRequirements(2Courses/6CreditHours)

2Courses(6Credits)canbechosenfromanyotherColleges/Departments/Specializationsaslongasthechosencoursesprerequisitesaremet.

CareerOpportunities• NGOs• UnitedNations• ResearchCenters• InternationalAffairs• ForeignAffairsServices• InternationalOrganizations• InternationalNewsAgencies

PUBLICRELATIONSCMMCoffers aPublicRelationsspecializationthat influencesouractivitiesand lives inescapably. Thisprogramwillequipstudentstheskillstoobtainlucrativepositionsatstatelevel,inInternationalOrganizations,indifferentcategories/capacitiessuchasbusinessentrepreneurs,publicrelationsofficers,policyanalysts,marketresearchersandlawyersaswellasintheeducationsector.Thecoreideaistooffertheprogramsoastodevelopthestudents’understandinginthefieldofcommunicationsalongwithrealworldexperienceinwriting, research,andcampaignplanning, aswell aspreparing thestudents toapply theirproblemsolvingabilities. Inaddition to the internship requirements, theseskillswillassiststudents toaccuratelyaccess ideasandconstructanswers tocomplex theoreticalquestionsbydeveloping logicalargumentsbasedonempiricalevidence.

Objectives• Developmulti-disciplinaryandmultitaskingskills• Developexcellentcommunication• Acquireknowledgeinpublicrelationsstrategy,managementandimplementationtechniques• Developapositiveattitudeevenwhenworkingwithbroadernegativeissues


TheseCourses serve as agateway toother areas and introduces students tomulti-disciplinary careerprospects. The underlying intention of these courses is to allowone to build confidence and capacitysystematicallythroughalogicalsequenceofproblem-solvingability.

• English• ComputerLiteracy• GeneralPsychology• UAEandGCCSociety• EnglishforSpecificPurpose• CommunicationSkillsinArabicLanguage


Liberalartscoursesprovidestudentswith theability to thinkand toassimilatenewsubjectsbyoneofthecommonmethodsoflearning:throughtheuseofanalogyinwhichtheycomparespecifictopicstogeneraltheories.Thesecoursesalsoallowparticipantstodevelopageneralframeworkoftheworldwhichisessentialtothedeductivemethod.

• WorldHistory• EnglishLiterature• MiddleEastHistory• IntroductiontoPhilosophy• IntroductiontoAnthropology

• IslamicCulture• NaturalSciences• GeneralMathematics• StudyandLearningSkills• IntroductiontoSocialSciences

• Microeconomics• GeneralStatistics• IntroductiontoSociology• IntroductiontoGeography• IntroductiontoPoliticalScience


Corecoursesprovidestudentswiththeskillstothinkcriticallyaboutwhatthesechangesmeanfortheroleofmediaandrelatedtoolsintheirlivesandhowitrelatesandwhatroleitplaysinoursociety.

• Internship• Photojournalism• FundamentalsofNews• EditingfortheMassMedia• UnderstandingPublicRelations• OrganizationalCommunication• IntroductiontoCommunicationTechnology


• PublicSpeaking• Capstone-GraduationProject• MediaStrategiesandImplementations

FreeElectives(2Courses/6CreditHours)

2Courses(6Credits)canbechosenfromanyotherColleges/Departments/Specializationsaslongasthechosencourseprerequisitesaremet.

CareerOpportunities• Editors• PROfficersatEmbassiesandConsulates• PROfficersatMinistriesandStateRunOrganizations

• MediaEthics• WebsiteDesign• WritingfortheMassMedia• InformationandMediaStudies• PublicOpinionandPropaganda• IntroductiontoMassCommunications• MassCommunicationTheoryandResearch

• WritinginPublicRelations• CrisisManagementCommunication

• Managers/DirectorsRecruitingAgenciesConsulates

MEDIASALESTheCollegeoffersanothertimevaluedundergraduateprogram.TheMediaSalesprogramspecializationiscraftedandcreatedwithartisticinnovationtoallowstudentstoacquireknowledgewithperfection.Theyaretrainedtomasterthestrategiestoengageinfocusedmediacampaignsandmediapresentations.Thisprogramalsocoverstranslatingmarketingobjectivesintomediaobjectives.ParticipantsaretrainedintheartofNegotiation,Marketing,WritingforMassMedia,andMediaEthics.TheyareusuallyaffiliatedwithlocalTVandRadiostations,newspapersandadvertisingagenciesforinternship.

Objectives• Abletodefineanddevelopmediarelatedconcepts,projectmanagementandoperationsrelatedto

mediaIndustry• Beabletoprovideintelligence,consultancyandresearchsolutions• Constructivewritingabilitytodeciphermarketingintelligence

GeneralEducationRequirements(11courses/33CreditHours)



Liberalartscoursesexposestudentstonewareasofunderstandingbythecuriositydrivenmethodsoflearning.Thesecoursesaregenerallyconsideredtobetheessentialstepstowardsadvancedstudy.

• WorldHistory• EnglishLiterature• MiddleEastHistory• IntroductiontoGeography• IntroductiontoAnthropology• IntroductiontoPoliticalScience


Corecoursesprovidestudentswiththevisiontothinklogically,andapplytheirknowledgeeffectivelyintheircareers.



• Microeconomics• GeneralStatistics• IntroductiontoSociology• IntroductiontoPhilosophy• IntroductiontoPoliticalScience



TheCMMCiswellarticulatedtoidentifytheemergingtrendsintheMediaSalesdiscipline.Theprogramisintunewiththetimeandpreparesourgraduatesforthefuture.Itofferscreativity,andtheabilitytobedynamic,communicateeffectivelyanddisplay leadershipqualities throughanextensiveblendof theoryand practical course design to help develop students to begin commercial careers. The specializationemphasizestheimportanceofacquiringtransferableskillsaspartoftheacademicstudiesandencouragesourgraduatestobecomeautonomouslearners.

• NegotiationSkills• PrinciplesofMarketing• PrinciplesofManagement• MediaSalesandPromotions• CapstoneGraduationProject


2courses(6Credits)canbechosenfromanyotherColleges/Departments/Specializationsprovidedtheprerequisitesaremet.

CareerOpportunities• AdvertisingManagers• SalesDirectoratTV&RadioStations• MediaOfficeratEmbassies&Consulates• MediaAdviseratStateRun-Organizations

RADIOANDTELEVISIONTheprogramisdesignedforstudentswhoareinherentlycreative,inwardlydynamicandplanningtobuildtheir career in radio and television. This specialized program can turn a creative passion into a viablecareer.Thecomprehensivefocusoftheprogramhelpsstudentsdeveloptheirskillsworkinginatheory-cum-practical-environmentthat iswellequippedinpurpose-builtstudios.Thetrainersarethepracticingpersonalitiesfromthemediaworld.TheCollegeiscommittedtoprovidingarealisticstudioenvironmentthatnurturesandinspirescreativity.

AdegreeinRadioandTelevisionhasstronglinkstothegrowthofthebroadcastindustrythatisemergingin the GCC countries and elsewhere. The graduates of the AUE are hand-tutored to be imaginative,technologicallyadaptable,ablethinkers,andentrepreneurialwithcommitmenttoworkinthedigitalmediaindustry.Thestudentsarecoachedtodevelop,createandcritiquecontentsfromanimationtomash-up,blogs,broadcasts,advertisements,shortfilms,andtoimaginativelybuildthemselvestoperformbothasproducerandconsumer.Theultimateideaistodevelopandrefinetheirqualitiesincollaborating,networkingandprojectmanagement.


Neverbeforeinhumankind’shistoryhasthemediahadsuchasignificantimpactonourlivesandbehavior,asithastoday.Itplaysavitalroleinshapingpeople’sawarenessaboutpoliciesanddevelopments.Italsohelpsfosternationalidentity.StudentsatAUEwillvastlybenefitfromthediversityoftheprogram.


LiberalArtsRequirements(10Courses/30CreditsHours)

Liberal arts courses enable students to develop their intellect by exposing them to important subjectsand ideasand furtherexpandingtheirviewsabout the industry.They learneveryaspectofsocietyandthe business industry as theymove onto the core and specializations courses in pursuit of becomingsuccessfulindigitalstudioindustry.

• WorldHistory• EnglishLiterature• MiddleEastHistory• IntroductiontoPhilosophy• IntroductiontoAnthropology


Corecoursesprovidestudentstheskillstothinkrationallyaboutwhatthesechangesmeanfortheroleofmediaandrelatedtoolsintheirlives,andwhatfunctiontheyplayinoursociety.Whileundertakingthecourseextensiveskillsinwriting,announcing,production,management,sales,programming,promotion,marketresearch,interviewingtechniques,newsandsportswritingandreportingarepracticed.


• Microeconomics• GeneralStatistics• IntroductiontoSociology• IntroductiontoGeography• IntroductiontoPoliticalScience



RadioandTelevisionhavebecometwoofthemostimportantforcesinshapingourbehaviortodayandwillcontinuetodosointhefuture.Theyhavealsoreplacedbooksandjournalsespeciallyamongtheyoungergeneration.That’swhyspecializationonRadioandTVwillequipstudentswiththeknowledge,andbasicexperiencetofacethechallengesofthe21stcentury.

• Producing&Planning• Capstone-GraduationProject• MediaProductionandProjectManagement


2Courses(6Credits)canbechosenfromanyotherColleges/Departments/Specializationsaslongasthechosencourses’prerequisitesaremet.

CareerOpportunities• FilmProducer• DigitalStudiosOperator/Director


• WritingforRadioandTV• BroadcastAdvertising&Sales

• Radio&TVProgramProducer• Radio&TVStationDirector/Manager

DubaiInternationalAcademicCityPOBox:503000Dubai,UAET:+97144291200F:+97144291205TollFree:800AUEE-mail:[email protected],[email protected]

THEPATHWAYTOSUCCESS

college of media and mass communications, aue

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