Arts and Society I (ART101)

The course is an introductory survey of the methodical and practical integration of various research designs and methodologies in the arts, humanities and social sciences. It sustains and develops students abilities and interests and offers an opportunity for close engagement with fine art study, theory and practice. Students examine art as a social process and social context/s in which art is made, circulated and engaged, and what art can tell them about their own social and spiritual issues and institutions.

Credit Hours : 3

Course Learning Outcomes

1. Asses the role of art in society from the classical to contemporary period
2. Critically read and interpret art texts and images
3. Demonstrate critical awareness of the interface between art, artists and society
4. Categorize fine art works and underpin their relationship to sociocultural and economic contexts

Arts and Society II (ART102)

This course examines the interface between Islamic art, law and society from early Islam to the modern period through a series of themes and debates in Islamic discourse. Topics explored are the socio-legal definition of the 'artist': how market demands informed intellectual property; the formation of the city and urban space.

Credit Hours : 3

Course Learning Outcomes

1. Recognize Islamic artworks in their appropriate historical context
2. Analyze works of Islamic art and its uses then and now in contemporary Islamic societies
3. Understand how art relates to ones identity within a given cultural context
4. Determine the similarities and differences of charity and art patronage in contemporary Islamic societies
5. Generate writing assignments about current issues in Islamic arts

Communication and Social Change (MASC610)

This theory module explores the current state of academic knowledge and understanding around the field of communication for social change and development both as academic subject and as field practice. It aims to stimulate critical debate and reflexive engagement with issues arising from the applications of communication models and theories to social change and development issues around the world. It also aims to enable the skills of conceptualizing purposeful communication interventions in the practice of communication for social change. It will provide students with a systematic understanding of approaches to studying the role of media and communication in social change, and the relationships linking media, policy, communication technologies, culture and social change issues. By participating in a research community, and through collective debate and independent work, you will aim to develop a critical understanding of the main theories and contending models in the field of Communication for Social Change, and to develop a research that is innovative and practically useful for addressing real world challenges of social change.

Credit Hours : 3

Course Learning Outcomes

1. Explain how communication and media can be applied to development and social change contexts.
2. Evaluate the relative value of major approaches as a demonstration of problem-solving competence.
3. Formulate and undertake original research in the field of Communication for Social Change.
4. Synthesize relevant knowledge about the theories and practices of communication for social change and communicate these effectively in a scholarly manner.

Mass Communication Theory (MASC611)

Mass Communication Theory will introduce students to key theories and concepts of mass communication and related social sciences critically explore the related issues around the processes, structures and impact of the media institution, at the local, national and global levels. The course will map the field of media research to cover major traditions of enquiry, models and paradigms of research, and the evolution of knowledge about the contributions of mass communication to modern societies. The course will provide students with a grounding on core knowledge of the relationship between the media institution and society that will facilitate a critical appraisal of the practices and cultural output of the media in contemporary society.

Credit Hours : 3

Course Learning Outcomes

1. Describe the basic tenets of mass communication theories and models.
2. Critically evaluate how theories of mass communication relate to society and culture.
3. Outline the historical development and ethical implications of mass communication theories.
4. Identify relevant application of theories to research in the field of mass communication studies.

Mass Communication Research Methods (MASC612)

This course explores mass communication research methods and related social science methodology. It provides a framework for evaluating communication research through relevant research methods. Mass Communication Research Methods aims to enhance students’ understanding of research findings, ability to read and conduct research, as well as the ability to critically interpret findings.

Credit Hours : 3

Course Learning Outcomes

1. Utilize quantitative and qualitative research methods in the study of media and mass communication
2. Identify the steps and protocols that guide the researcher through the stages of mass communication research
3. Devise a range of research techniques and sampling methods
4. Conduct fully fledged basic mass communication research and critically interpret research data and findings.

Multimedia Storytelling (MASC613)

Multimedia storytelling is an advanced course that prepares students to apply key concepts, principles and techniques in digital storytelling. Students will learn to produce digital media content using a variety of media forms, from photography, audio, video and data. Students will also learn to create blogs and websites to publish the multimedia stories they create. Widely used applications and apps to create multimedia content will be used in the course.

Credit Hours : 3

Course Learning Outcomes

1. Appraise developments in multimedia storytelling
2. Apply digital and data storytelling techniques in creating multimedia and data visualisations
3. Use social media in journalistic storytelling
4. Develop digital media platforms for content publishing

Integrated Communication Campaigns and Strategies (MASC620)

Integrated Communication Campaigns and Strategies introduces the components and principles of current thinking in strategic public communication. The course presents today's best practices used to research, design, implement and evaluate campaigns. Discussions include the impact of the evolution of technology and the digital environment on delivery of campaigns, communication contexts, message strategy, media strategies to include social media, audience analysis, and communicator credibility. The course outlines ways to use creative strategies and tactics to develop and manage a campaign.  

Credit Hours : 3

Prerequisites

• MASC612 with a minimum grade D

Course Learning Outcomes

1. Evaluate various media channels and determine their uses, benefits and drawbacks.
2. Compare how brands are perpetuated, enhanced, and damaged in various media
3. Analyze the various stakeholders in the marketplace and how to integrate their needs into a campaign.
4. Plan an integrated marketing campaign to achieve measurable objectives.

New Media Data Analysis (MASC621)

The course will introduce graduate students to the current research based on collecting, analyzing and visualizing big data derived from social media using computational social science methods, tools, and algorithms. The course covers core theories and research methods of social media analysis, with a variety of applications for communication purposes. Issues of policy and research ethics such as privacy protection, data integrity, and open access will also be explored along with technical challenges and solutions.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate the capacity for self-directed learning to understand the principles and procedure of collecting and processing social media data.
2. Apply the methodologies and techniques of social media data collection and processing, to recognize the strengths and weaknesses of computational approaches to social media analytics.
3. Interpret numerical, textual, and visual data to systematically assess the characteristics and patterns of user generated content and behaviour on social media.
4. Develop critical thinking skills in planning and implementing plans for studying social media content.

Contemporary Journalism in Context (MASC622)

Contemporary Journalism practice is changing rapidly, and in order to prepare for a career in this field, a critical understanding of the wider context and forces that are re-shaping journalism is essential. Journalism practice around the world today will exhibit both patterns of changes and of continuities. The course will introduce students to the main issues, debates and ideas about the cultures and practice(s) of journalism, and the key forces that are re-shaping the industry and profession. It will facilitate a critical and current understanding of journalism culture and practice, and an understanding of journalism’s relationship to their wider socio-political and economic contexts. By participating in a research community, and through collective debate and independent work, you will aim to develop a critical understanding of the main ideas, trends, concepts, and models that are current in this subject and apply these to developing research that is innovative and practically useful for addressing real world challenges in the media and creative industries.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate a developed understanding of the new journalism ecology and its impact on journalism culture and practice
2. Discuss key changes that are transforming journalism practice in both global and national contexts, and explain the wider implications of these processes
3. Plan and execute a journalism research or practice project that reflects contemporary issues in the industry or in journalism scholarship
4. Evaluate alternative models of journalism and new business models for journalism practice

Multimedia Production (MASC623)

Multimedia production course prepares students to work in converged newsrooms where the focus is on producing multimedia content, digital publishing using digital media, video, still images and audio. Students will learn to write and produce multimedia content for digital platforms. As this is skills-based course practical workshops and in content creation and production will be a major part of the course. Most of the practical works will be done in the Creative Media Lab.

Credit Hours : 3

Course Learning Outcomes

1. Appraise legal and ethical issues in multimedia journalism
2. Write effectively for TV and digital media for news production
3. Apply video and photo editing techniques to create compelling multimedia news packages
4. Create multimedia story packages using widely used software and apps

History of Mass Media (MASC625)

History of Mass Media is a survey course that will cover the early development of media with a special focus on the Arab and Muslim region. Much of the course will focus on the colonial period and influences from Europe and North America. It will also explore how media supported or challenged cultural institutions prior to independence. Students will learn specific characteristics of individual media (books, newspapers, magazines, radio, and Television) in different contexts throughout the region and how they evolved under various economic and regulatory circumstances.

Credit Hours : 3

Course Learning Outcomes

1. Classify important social, economic, and cultural patterns and developments in the history of mass media.
2. Demonstrate expertise on the role of journalism and communication in society through knowledge of their history.
3. Utilize advanced knowledge of the methods and processes of historical research, with an emphasis on written records.
4. Critique historical accounts of mass media for relevance and accuracy.

Media Management (MASC630)

The media industries today are undergoing rapid changes spurred on by processes of globalization, new information and communication technologies, digitalization, convergence, changes in audience and consumer orientations, market forces, and policy and regulatory changes. Today’s media managers need to keep abreast of the rapid changes that are re-shaping the media industry as a whole and be able to respond to the attendant challenges in strategic, creative, and innovative ways. This course will facilitate an informed understanding of the new media ecology with an informed understanding of the processes of change. It will provide students with the opportunity to examine current issues and practices in media management by exploring the prevailing social, political, economic, and technological factors that are transforming the media and creative industries. By participating in a research community, and through collective debate and independent work, you will aim to develop a critical understanding of the main ideas, trends, concepts, and models that are current in this subject and apply these to developing a research that is innovative and practically useful for addressing real world challenges in the media and creative industries.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate familiarity with the wider context of the media industry in the 21st century and its associated processes and factors.
2. Identify methods and tools to analyze media companies, their managers and executives.
3. Assess the skill of effective leadership and decision-making skills of media managers.
4. Create and complete effective analysis of media companies.

Media in a Global Context (MASC631)

This course addresses theoretical traditions, perspectives, and research that impinge on communication and the media in the context of globalization. A central theme of the course is how media and the communication industries have been transformed by political, economic, cultural and technological changes on a global scale and how such transformations impact content production and reception across media platforms. Major actors and institutions in global communication will be examined through an analysis of contemporary debates about communication flow within the discourse of a new globalism. Such concepts and their theoretical underpinnings as media and cultural imperialism, hybridity and global village etc will be critically assessed both empirically and theoretically to determine their relevance in understanding the mass media in a global context.

Credit Hours : 3

Course Learning Outcomes

1. Outline the context of the historical emergence of global communication.
2. Evaluate and critique theories of globalization and theories of global communication.
3. Analyse patterns and direction of contemporary media flow.
4. Assess the relevance and implications of transnational initiatives such as WSIS in addressing global media problems.

Media, Policy, and Regulation (MASC632)

This course will explore central issues and discourses in media policy and regulation in national, regional and global contexts. Students will be invited to study key developments that shape media policy in the contemporary era. Such milestone developments as transformation of media institutions and processes informed by major developments in technologies of delivery and reception in de-regulated environment will receive special attention in an attempt to develop new perspective on policy and practice.

Credit Hours : 3

Course Learning Outcomes

1. Outline relevant theoretical tools and methodologies in conceptualizing media policy and regulation in the 21st century.
2. Analyze the impact of media convergence on policy.
3. Evaluate the future of public service broadcasting in the light of contemporary market developments surrounding the media.
4. Develop policy response to practical governance issues confronting media in the Gulf region.

Seminar in Media and National Identity (MASC633)

This course will explore the role played by the media in shaping everyday concepts, experiences and perceptions of nation, nationalism and national identity. The course will draw on empirical evidence on the practice of national identity to inquire if globalization has rendered nation states and national allegiances obsolete or indeed, if it has heralded new opportunities and spaces for articulating the practice of national assertion and promotion.

Credit Hours : 3

Course Learning Outcomes

1. Identify the historical evolution of nations and nationalism.
2. Evaluate and critique concepts and theories of nation, states and nationhood.
3. Analyse media coverage of national celebrations and commemorations and how these shape the framing and interpretation of stories about identity and nationhood.
4. Assess the validity of the notion of the ‘moribund nation’.

Media Ethics (MASC641)

It is increasingly recognized that the mass media play a significant and growing role not only in the way in which society informs and communicates with itself, but more importantly in the manner in which it reproduces its social morals and reality. Students who plan on pursuing careers in the media (professional and academic) will be faced with difficult choices that carry with them potent ethical repercussions, choices that practical training does not properly equip them to approach in a critical and informed manner. The purpose of this course is therefore twofold: 1) to equip future media professionals with sensitivity to moral values under challenge as well as the necessary skills in critical thinking and decision making for navigating their roles and responsibilities in relation to them; and 2) honing those same skills and sensitivities for consumers of media and citizens in media saturated societies. At the end of the semester students should be able to identify a range of moral problems and issues frequently associated with the media in society as well as with careers in the media. They should be able to analyze these problems and their components, and make informed judgments grounded in ethical theory.

Credit Hours : 3

Prerequisites

• MASC612 with a minimum grade D

Course Learning Outcomes

1. Articulate an understanding of the nature of ethics and moral discourse.
2. Deconstruct a range of specific ethical issues, perspectives, and debates as they pertain to the field of Communication.
3. Critically appraise relevant ethical and philosophical approaches in written and oral forms
4. Develop media plans with clear understanding and attention to ethical issues.

Seminar in Media, Innovation, and the Creative Industries (MASC642)

A key trend in the transformation of the contemporary global society is the move towards the knowledge and experience economies. Innovation and creativity are the twin drivers of this emerging social and economic environment, and the media and creative industries are at the centre of it. To prepare oneself for full participation in this new social reality it is crucial to develop the skills and mindset of creativity and innovation. This course will provide a critical understanding of core knowledge, key theories and associated skills of creativity and innovation. It will also allow you to become familiar with the models, concepts, ideas and practices that are current in the media and creative industries. These will inform how you can apply the principles of innovation and creativity to the challenges of today’s workplace and society, particularly with respect to concerns about sustainability and the environment. It is suitable for those seeking a career in the media, cultural and creative industries, as well as for professionals wanting to enhance their existing knowledge and career prospects. The course is also suitable for students preparing for doctoral research in the culture, media and creative industries. By participating in a research community, and through collective debate and independent work, you will aim to develop a critical understanding of the main ideas, trends, concepts, and models that are current in this subject and apply these to developing a research that is innovative and practically useful for addressing real world challenges in the media and creative industries.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate a clear grasp of the interconnections between entrepreneurial thinking, creativity, innovation and public policy directions.
2. Apply appropriate knowledge and understanding of the interconnections into real world challenges in commercial , public, and wider social contexts.
3. Assess the potentials of new media technologies and digital transformations for opening up new opportunities for innovative solutions to commercial and public service challenges of today
4. Develop effective creative projects that provide an innovative solution to real‐world problems.

Thesis (MASC650)

This final-stage course is based on a guided, independent study that involves the production of a thesis. They will be required to demonstrate the ability to conceptualize, plan, carry out research and produce an academic research thesis. This scholarly activity will encompass the key constituent elements of choosing a viable research topic, developing a relevant methodological framework for executing the research, and critical engagement with a body of relevant theoretical and methodological literature, especially ones that reflect the most recent state of scholarship and knowledge in the chosen subject. It will also involve the use of primary and secondary research data, and a clear and insightful analysis of results. The course will also require students to demonstrate competent skills of academic writing, including clarity of thought and expression, and familiarity with an appropriate referencing convention. Students will be allocated a supervisor who will provide the necessary guidance through this stage of their study.

Credit Hours : 6

Course Learning Outcomes

1. Examining relevant literature and latest communication discourses.
2. Conceptualize a study using appropriate theoretical and methodological frameworks.
3. Articulate findings in a critical and scientific manner.
4. Write a thesis to demonstrate the ability to competently engage in academic research.

Introduction to Mass Media (MSC200)

This course provides students with a comprehensive view of the science of communication, including interpersonal and mass communication processes and their functions in modern societies. It provides a historical background to the emergence of the press, radio, television, cinema and news agencies, and the development and characteristics of these media. In addition, it gives overview of advertising, public relations, public opinion, and propaganda. .

Credit Hours : 3

Course Learning Outcomes

1. Evaluate The Content Of Media Messages.
2. Examine How Media Industries Operate And Their Relationship With Audiences.Ê
3. Explain The Impact Of Media On Individuals And Society.
4. Recognise And Access Different Forms Of Mass Media.

Principles of Visual Communication (MSC203)

This course introduces the concept of communicating through visual images. It enables students to analyse images in different media and understand how they create meaning and relay messages. Visual communication can inform, entertain and persuade and the course examines how visual cues work, the theories of visual communication and the criteria used to analyse images.

Credit Hours : 3

Course Learning Outcomes

1. Recognize the characteristics of visual images.
2. Analyse visual images in a variety of mediated contexts.
3. Apply the perspectives involved in analysing a visual image.
4. Explain the theories of visual communication.

Principles of Oral Communication (MSC211)

This course covers the basics of oral communication, with special focus on public speaking, interpersonal communication, small group communication, and the principles and contexts of oral communication. The course involves communicating with different audiences (in the UAE) that use both languages ( English and Arabic) in communication.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate Their Views And Perspectives On Various Local (Emirati) Issues And Challenges Through Presentations And Debates.
2. Employ Oral Communication Techniques Effectively With Colleagues.
3. Identify Communication: Its Significance And Constraints.
4. Identify The Concept Of Effective Oral Communication (Rhetorical): Elements, Types, Significance, And Its Role In Society.
5. Write Speeches Including Rhetorical Communication Techniques.

Principles of the Writing for Media (MSC235)

This course covers the gathering, organizing, and writing of news in a clear, concise and readable manner. The course will focus on developing students' writing and research skills as well as specialty skills needed to write different types of stories. It will examine the variations of writing associated with different media. Ethical dimensions of news writing is also addressed.

Credit Hours : 3

Course Learning Outcomes

1. Apply Concepts And Rules In In Effective Writing
2. Construct News And News Release In Pr According To The Inverted Pyramid Template
3. Employ Those Concepts And Rules In Effective Writing.
4. Outline The Concept Of News, News Releases
5. Review Ads Design Rules, And Employ Those Rules To Write A Story Boards On One Of Uae Society Issues.

World and Arab Media (MSC240)

Understanding the dynamics of the Arab media requires and understanding of general developments and trends in world media. This course therefore provides students with understanding of the Arab media including the historical, cultural and economic forces that shape their development. In doing this the course will address theoretical and conceptual issues in world media that have implications for media development in the Arab world.

Credit Hours : 3

Course Learning Outcomes

1. Analyze Theories That Explain Roles Of International Media.
2. Evaluate The Agendas Of Media Organisations.
3. Recognize And Compare Different Media Systems Around The World
4. Undertake Critiques Of Media Coverage

Public Relations & Advertising Principles (MSC243)

This public relations and advertising course covers definitions and functions of PR & advertising, the PR process, the marketing and promotional approaches to advertising, the PR & advertising agencies, the societal role of advertising, as well as the emerging emphasis in integrated marketing communications.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate A Fundamental Understanding Of The Public Relations Profession
2. Develop Simple Research In The Fields Of Public Relations And Advertising
3. Examine The Growing Role Of Integrated Marketing Communications And Social Media In The Marketplace
4. Explain The Role Of Public Relations And Advertising In A Free Market Economy

Photojournalism (MSC250)

This course covers the camera and its accessories, lenses, shutters and shutter speeds, printing paper, film varieties, and the darkroom. It also focuses on the picture as a means of non-linear visual communication, characteristics of a good photojournalist, and the press photograph, including its varieties and sources. Practical exercises in photojournalism are provided.

Credit Hours : 3

Course Learning Outcomes

1. Apply Photo Composition Theories And Techniques In Photography_
2. Create Compelling Images And Visual Stories For Use In Various Media Platforms__
3. Demonstrate Understanding Of Digital Camera And Post Production Applications To Produce And Publish Images
4. Discuss The History And Ethical Issues That Define Photojournalism

Television Production I (MSC257)

This course covers the fundamentals, theories and aesthetics of television production, focusing primarily on studio production techniques, including camera training, lighting, sound recording, storyboard designing, script writing of different format of TV programs and post-production basics. The course prepares the students with hands on experience in the studio and field , getting them ready for entering the TV industry.

Credit Hours : 3

Course Learning Outcomes

1. Apply Proper Caption Information For Each Image.
2. Demonstrate Technical Camera Skills.
3. Identify Aspects Of Good Photojournalistic Image.
4. Identify How Imagery Can Have A Profound Effect On The Public'S Perception Of An Issue Or Event.
5. Use Photojournalistic Skills And Sensibilities When Documenting Social Issues.
6. Demonstrate Practical Working Practice Within Different Tv. Equipment
7. Demonstrate Their Skills To Overcome Technical Issues
8. Differentiate And Prepare Tv News, Interviews, Discussion And Short Talk Show
9. Identify Technical Studio'S Floor Plan Obstacles
10. Mastering Equipment-Handling Skills In His (Her) Short Group Final Project

News Writing (MSC264)

This course covers the fundamentals of news writing and fact-gathering for the mass media, including discussion and laboratory practice in advanced news writing techniques, including various story types and deadline pressure. Heavy emphasis is placed on meeting professional standards of journalism writing, writing the straight (objective) news story and writing for deadlines.

Credit Hours : 3

Course Learning Outcomes

1. Gather Information Through Interviews And Other Information Gathering Processes
2. Recognize The Working Of Print And Online Newspaper Organizations
3. Review Media Issues Such As Law And Ethics, Privacy
4. Write Straight News Confidently

Media Economics (MSC266)

في العقود الأخيرة، تغير المشهد الإعلامي، مما فرض تحديات على الاستدامة. يستكشف هذا المقرر الديناميكيات الاقتصادية لصناعة الإعلام، ويحلل التكنولوجيا والعولمة وتأثير السياسات التنظيمية. ويدرس تنظيم السوق في النشر والإذاعة والأفلام والموسيقى والعلاقات العامة والإعلان والإنترنت، وتسليط الضوء على التعقيدات الاقتصادية التي تؤثر على سلوك المستهلك واستراتيجيات الشركة. يقوم الطلاب بتقييم تخصيص الموارد ونماذج الإيرادات والتسعير وهياكل السوق. تقدم دراسات الحالة رؤى حول التحديات والفرص التي تواجهها شركات الإعلام، مع الأخذ في الاعتبار الآثار الاجتماعية الأوسع. في نهاية المطاف، تزود الدورة الطلاب بالأدوات التحليلية للتنقل في المشهد الاقتصادي المعقد لصناعة الإعلام، وتعزيز فهم الاستدامة في الاقتصاد العالمي.

Credit Hours : 3

Course Learning Outcomes

1. Discuss key concepts and theories in media economics
2. Explain how globalization impacts domestic media markets in the UAE
3. Explain the impact of media ownership trends on market viability
4. Examine the role of social media in shaping modern media profitability

Writing for the Media (MSC270)

This course focuses on improving the preparation and writing of the common trait across differing media types if the story line itself. It takes a holistic approach, focusing not on the process of writing alone, but on every element important to the story writing process, from finding the story and credible sources (as important to media writing as to academic writing), to anticipating and even shaping audience response through the completed product and follow-up coverage.

Credit Hours : 3

Course Learning Outcomes

1. Apply Information Gathering Skills To Write News Content
2. Develop News Writing Techniques To Produce Different Types Of News Stories
3. Distinguish Appropriate News Values In Order To Produce News Stories
4. Illustrate Ethical Issues In Journalism

Broadcast Management (MSC316)

This course covers the management aspects of television and radio organizations, including programming, sales, organizational structures, and personnel. It aims to help the student acquire management skills and an understanding of management theory. It will relate the management and communicative process to an individual’s success within the organization.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate Knowledge Of Aesthetic And Techniques As Applied To Video Editing And Post-Production
2. Describe Basic Techniques Of Television Production Including Eng/Efp And Demonstrate How Video Cameras Work Both In The Studio And In The Field.
3. Explain How The Television Studio Work And The Appropriate Vocabulary Used By The Production Crew
4. Produce Television Programmes Such As News Bulletins And Current Affairs Shows.

Social Media Journalism (MSC325)

This course explores the use of social media in journalism. Students will learn how to use social media platforms for newsgathering, reporting, dissemination, and engagement. The course will cover the ethical and legal considerations of social media use in journalism, as well as the role of social media in shaping public discourse. Students will gain practical experience using social media tools and techniques for reporting and audience engagement. Through a mix of lectures, discussions, and hands-on exercises, students will understand how social media is changing the field of journalism and develop practical skills in using social media platforms for newsgathering, reporting, and audience engagement.

Credit Hours : 3

Prerequisites

• MSC235 with a minimum grade D

Course Learning Outcomes

1. Describe the developments, trends and issues associated with social media
2. Use social media tools and platforms for news and information gathering
3. Create social media content in a variety of formats and publish and engage with audiences
4. Examine social media analytics to monitor and analyse audience engagements

Writing for Public Relations (MSC342)

The course covers all forms of writing for public relations, including press releases, public service announcements, magazine queries, securing television and radio interviews, coverage memos, media alerts, features, trade press releases, newsletters, backgrounders, and public relations presentations. Successful students will be able to go to job interviews with the assurance that they have had professional exposure to the writing required for a PR career.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate Their Perspectives On Issues Through Writing
2. Employ Those Rhetorical Skills To Communicate Effectively With Relevant Publics
3. Identify Rhetorical Theories Of Persuasion
4. Identify Solutions To Pr Problems Through Focused Research
5. Write Clear And Concise Press Releases On Pertinent Events/Issues Within An Organization

Webcasting, Podcasts and Streaming (MSC344)

The internet has changed how people learn about the world. Live-news is watched on mobile phones, as long form discussions - podcasts discussing an array of topics have grown exponentially across the globe, and young adults have made careers from streaming. Building from the fundamentals established in MSC 2XX (Television Production 1) and MSC 3XX (Television Production 2), this course offers advanced hands-on experience developing webcasts, podcasts and live-streaming fitting for the contemporary online environment. Students will be expected to exhibit advanced procedures in the production of news-based audio/visual content, podcast discussions, and live-streams. Building from the production foundation established in the pre-requisite course(s), students will be expected to write, produce, cast and manage projects produced for a live audience online.

Credit Hours : 3

Prerequisites

• MSC257 with a minimum grade D

Course Learning Outcomes

1. Create webcasts, podcasts, and live-streaming and using appropriate technology.
2. Apply techniques for producing a webcast, podcast, and live-stream in relation to critical debates around representing reality, ethics, culture, performance, authorship, narrative, truth, globalization, sustainability.
3. Critically evaluate relevant theoretical debates studies with the program as a whole.
4. Make critical links between the history of online and downloadable content and their own work on the module, adapting storytelling techniques for an online audience.

Writing for Broadcast (MSC352)

Four major topics are covered in this course: (1) writing for broadcast: emphasis on developing the student's understanding of grammar and style in the construction of effective news stories; (2) newsroom structure: understanding who does what in today's broadcast newsroom and how economics affects the flow of information; (3) journalism ethics: analysis of personal values, ethical principles, and journalistic duties that influence newsroom decisions; and (4) legal considerations in news gathering with special attention paid to libel laws and invasion of privacy.

Credit Hours : 3

Course Learning Outcomes

1. Recognize various formats of radio and television programs.
2. Prepare questions for television and Radio interviews
3. Demonstrate skills in preparing different television and radio program formats
4. Prepare TV news, interviews, discussion and talk show programs
5. Choose topics and appropriate guests for radio and television documentary films

Television Production II (MSC355)

The focus of this course is producing and directing television programs at the intermediate and advanced level. The course is a continuation of Television Production I, designed to build on basic video production principles learned in that course. This course will incorporate both studio and field production techniques using both analog and digital technology. Using lectures, screenings and hands-on labs, students will gain a more in-depth understanding of video production and the business of video production.

Credit Hours : 3

Prerequisites

• MSC257

Course Learning Outcomes

1. Describe Basic Techniques Of Television Production Including Eng/Efp And Demonstrate How Video Cameras Work Both In The Studio And In The Field
2. Illustrate Knowledge Of Aesthetic And Techniques As Applied To Video Editing And Post-Production
3. Produce Television Programmes Such As News Bulletins And Current Affairs Shows
4. Show How The Television Studio Work And The Appropriate Vocabulary Used By The Production Crew

News Reporting (MSC356)

This course explores the development of information-gathering skills for presentation through mass media with emphasis on interviewing and reporting, developing sources, research and accuracy. The process of reporting from collecting information, interviewing and writing involves in the practical setting the use of both languages

Credit Hours : 3

Prerequisites

• MSC264

Course Learning Outcomes

1. Apply Information Gathering Skills For Writing News Stories
2. Choose Appropriate Research And Data Gathering Skills And And Write Compelling News Stories
3. Demonstrate An Understanding Of Ethical Issues In Journalism
4. Develop And Write News Stories Under Deadline Pressure Using Relevant Styles

Communication Theories (MSC370)

This course examines communication theories in the context of available empirical and qualitative research findings and discusses models of interpersonal and mass communication processes. The course reviews and analyzes the 'effects' theories and hypotheses, including the 'gatekeeper' theory, the 'two-step flow of information' theory, the 'agenda-setting' theory and the 'uses and gratification' theory, together with more recent theories of communication.

Credit Hours : 3

Course Learning Outcomes

1. Apply Their Understanding Of Communication Theories To A Variety Of Situations As Transferable Skills
2. Demonstrate A Competent Knowledge And Understanding Of Various Communication Theories
3. Develop Communication Solutions For Solving Practical, Real World, Social Problems And Work-Based Challenges
4. Evaluate And Critique Theories, Models, And Traditions Of Communication Scholarship In Terms Of Their Respective Strengths And Weaknesses, As Well As The Ethical Issues They Raise For Communication Practice
5. Identify Different Forms And Levels Of Human Communication

Social Media Marketing (MSC377 )

This course provides an overview of social media marketing, its impact on business, and the techniques for creating successful social media marketing campaigns. Students will learn how to develop a social media marketing strategy, create compelling content, measure the success of social media marketing campaigns, and use social media platforms to build and engage with an audience.

Credit Hours : 3

Prerequisites

• MSC243 with a minimum grade D
• MSC370 with a minimum grade D

Course Learning Outcomes

1. Define social media marketing and its role in business
2. Identify the different social media platforms and their audiences
3. Apply the legal and ethical considerations of social media marketing
4. Develop a social media marketing strategy that aligns with business goals
5. Measure the success of social media marketing campaigns using analytics tools

Translation for Communication (MSC381)

This course focuses on journalistic translation from English to Arabic. Extensive exercises are provided for translating simple and complex news material dealing with local, Arab, and international events and issues. The course aims at enhancing students' skills in translating media texts.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate proficiency in accurately translating diverse journalistic content from English to Arabic, including both simple and complex news materials.
2. Apply critical thinking skills to analyze news materials, identifying key messages, nuances, and implicit meanings for producing contextually relevant translations.
3. Acquire the skill to adapt to various journalistic writing styles, while ensuring clarity and coherence in the translated material.
4. Utilize translation tools and technologies effectively, while understanding the limitations of automated translation tools in a journalistic context.
5. Demonstrate ethical considerations in journalistic translation, ensuring factual accuracy, avoiding bias, and adhering to industry standards.

Media Audiences (MSC388)

This course explores the concept and theories of media audiences. It will focus on the changing nature and construction of the audience category and also examine the relationship between audiences, texts and technologies. Students will be invited to analyse different textual methods, impact of cultural influences as well as the evolving role of digital media and communication in society. Specific issues to be interrogated in the course include the power of audiences as consumers, broadcasters and the ratings war, narrowcasting and niche audiences, and ways in which audiences are delivered to advertisers.

Credit Hours : 3

Prerequisites

• MSC200 with a minimum grade D

Course Learning Outcomes

1. Define key concepts in the study of media audiences
2. Analyze theories of media reception and audience engagement.
3. Discuss the changing nature of audiences
4. Review the notion of audience as producers

News Editing (lab) (MSC390)

The course is considered an Introduction to news writing including, the techniques of news gathering, reporting, and interviewing; the use of library and online database research methods; and other related skills. The course provides practice in the skills needed in the electronic newsroom, using the desktop publishing lab facilities. It also focuses on the Fundamentals of copy editing, headline writing, and newspaper layout .Students write basic stories under real time constraints

Credit Hours : 3

Course Learning Outcomes

1. Create A Newsletter Using Layout Software
2. Describe Newsroom Organization, Management
3. Explain News Values And Ethical Issues
4. Write And Edit News, Headlines Using News Style Guide

Communication in Modern Societies (MSC391)

The course is an introduction to the roles and functions of print, film, electronic and digital media . It investigates the roles of mass media in the diffusion of knowledge and solving the problems associated with personal and collective uses of modern media outlets. Moreover, it introduces the vast changes in the technology, practice, and business of mass communication that have accompanied the diffusion of digital devices, the development of the World Wide Web.

Credit Hours : 3

Course Learning Outcomes

1. Apply Communication Theory To Analyze And Evaluate Individual, Group, And Mass Media Messages For How They Work And For Their Consequences
2. Describe How Human Communication Is Impacted By Various Technology And Media
3. Explain The Process Of Human Communication In Its Various Contexts
4. Outline The Significance Of Major Moments In Communication And Media History

Communication Research Methods (MSC396)

This course involves a discussion of the theoretical and administrative research methods in communication. Methods include the survey, the case study, the historical method, the experimental method, the anthropological method and content analysis, with an emphasis on mass communication research applications.

Credit Hours : 3

Course Learning Outcomes

1. Apply Research Methods To Conduct Media-Related Research
2. Demonstrate The Use Of Data Analysis Tools Such As Spss
3. Outline Current Trends In Print And Electronic Media Research
4. Review And Present Research Findings

Graphics and Animation (MSC399)

This course introduces students to media graphics and 3D animation. The course covers the fundamental principles and techniques of graphic design, animation, and modelling for digital media. Students will learn how to use industry-standard software to create visual content for various media formats such as websites, social media, and video games.

Credit Hours : 3

Prerequisites

• MSC257 with a minimum grade D
• MSC355 with a minimum grade D

Course Learning Outcomes

1. Discuss the principles of graphic design and animation.
2. Apply a solid foundation in 3D modelling and texturing.
3. Proficiently use industry-standard software in graphic design and animation.
4. Create a portfolio of work that showcases the student's skills and creativity.

Brand Management (MSC400)

This course is designed to provide students with an in-depth understanding of advanced branding strategies and tactics used by companies to build and manage their brands. The course will explore the theory and practical elements of brand management, focusing on the development and implementation of brand strategies in various contexts, including product branding, service branding, corporate branding, and personal branding. Students will be involved in the development of portfolios that will demonstrate branding skills.

Credit Hours : 3

Prerequisites

• MSC243 with a minimum grade D

Course Learning Outcomes

1. Discuss the principles and practices of branding
2. Evaluate brand performance using relevant metrics and analytics
3. Analyze brand reputation and mitigation of potential crises
4. Develop the ability to create and execute advanced branding strategies

Computer Assisted Reporting (MSC401)

This course introduces the techniques of computer-assisted reporting. Building upon your basic reporting and critical thinking skills, the course will show you how to use the computer as a tool in news gathering and data analysis. You will learn how to find and critically evaluate information from the Internet, principally the World Wide Web. . Your training will include how to use a basic computer programming language to ask questions of your data. Additionally, you will learn about the legal aspects of computer-assisted reporting..

Credit Hours : 3

Prerequisites

• MSC356

Course Learning Outcomes

1. Apply Key Concepts In Blogging, Citizen Journalism
2. Create Interactive Editorial Elements For Online News
3. Use Applications To Setup Blogs And Create Content
4. Write And Format News Content For Online

Case Studies in Public Relations (MSC411)

This course analyzes selected case studies in public relations in public and private organizations in the United Arab Emirates and in the GCC states. Students will also prepare further cases in public relations and discuss them in terms of problems and challenges facing PR practitioners.

Credit Hours : 3

Course Learning Outcomes

1. Analyze The Role Of Public Opinion In Modern Society
2. Determine The Role Played By Traditional And New Media In The Formation Of Public Opinion.
3. Examine How Public Opinion Is Measured
4. Explain What Is Public Opinion And Factors That Lead To Its Formation

Public Opinion (MSC412)

This course deals with public opinion, the factors affecting its formation, its measurement techniques, and its interactive nature. Public opinion in international and national issues is presented and discussed The course focuses on the uses and effects of political communication on individual citizens and the formation of public opinion. The influence of media use on citizens’ political attitudes, opinions and behavior will be a central topic of this course. Case studies of political propaganda and psychological warfare are presented.

Credit Hours : 3

Course Learning Outcomes

1. Apply Ethical, Practical And Ethical Knowledge In Solving Pr Problems
2. Describe The Role Played By Tradtional And New Media
3. Explain The Interactions Between Mass Media And Pr
4. Provide Students An Opportunity To Gain Knowledge About Ethical Considerations In Public Relations And Mass Media.
5. Review Major Case Studies In Public Relations

Digital Media in Strategic Communication (MSC418 )

As digital media increasingly drives the field of strategic communication, leading successful communication efforts also requires a platform specific, evidence-based strategic approach. Leaders must know how to use a broad and rapidly changing mix of digital media platforms and tools to connect their message with the right audience. This course covers major topics in digital media and communication, such as content strategy, digital experience, channel planning, online reputation management, programmatic marketing, audience targeting, artificial intelligence and more. Through in class lectures, discussion, case studies, guest speakers, group projects and individual writing assignments, students in this course will be introduced to strategic decision-making and communications planning for social media, mobile, digital advertising, search, email, digital out-of-home and interactive media (video, radio, podcasts). Students will also gain an in-depth understanding of how to integrate digital strategies and tactics with traditional communication efforts.

Credit Hours : 3

Prerequisites

• MSC243 with a minimum grade D

Course Learning Outcomes

1. Describe modern digital landscape, digital audiences, and emerging communication practices.
2. Analyze the unique attributes, features and benefits of digital media platforms.
3. Explain the impact of design, user experience (UX), content and branding on audience engagement and consumer behavior.
4. Develop digital media strategies and create content for digital channels and platforms to achieve organizational goals.

Radio Production I (MSC420)

This course introduces the fundamentals of radio broadcasting and radio production techniques. It begins with an overview of the history of radio industry and development, studio, program structures and formats, followed by techniques that will set students in great stead for their radio careers: from interview strategies, news-reading and broadcasting outdoors, to audio editing and creating podcasts.

Credit Hours : 3

Course Learning Outcomes

1. Analyse The Basic Structures And Environment Of A Media Organization From The Inside Mastering The Necessary Equipment And Skills To Be A Productive Contributor
2. Demonstrate Professional, Ethical Workplace Behavior
3. Describe Proper Workplace Safety Skills
4. Employ Studio Troubleshooting Skills
5. Show Interpersonal And Teamwork Skills As A Result Of Experience

Organizational Communication (MSC422)

This course discusses the concept of organizational communication as an important aspect of internal practices at public and private organizations. It focuses on the channels, types, and directions of communication within organizations as well as the parties involved in it.

Credit Hours : 3

Course Learning Outcomes

1. Analyze Strategies For Effective Organizational Communicatio
2. Apply Organizational Communication Principles And Theories To Problem Solving In Organizational Settings
3. Demonstrate Familiarity With Core Theories And Concepts About Organizational Communication
4. Outline The Role Of Communication In Organizational Effectiveness
5. Review Key Ethical Principles And Communication In A Range Of Organizational Communication Contexts

Intensive Research/Writing (MSC435)

This course is designed to acquaint students with research, writing strategies and the vast array of information sources available in communication. The Course describes the strategies involved in selecting, refining, and researching communication topics. It is a guide to the literature, explaining the content and utility of significant and representative research sources. It is also a research tool, and provides an opportunity for students to use and become familiar with research materials.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate The Major Constructs And Concepts Of Mass Communication Research
2. Describe The Role Of Ethics In The Scientific Inquiry Process
3. Develop Simple Research Entailing A Mixed Method Approach
4. Explain The Characteristics Of Scholarly Research With Special Emphasis On The Distinction Between Scholarly Inquiry And "Everyday Ways Of Knowing"
5. Show The Differences And Similarities Between Quantitative And Qualitative Research With Special Emphasis On The Relative Advantages Of Each Method

Newspaper& Magazine Production (MSC450)

This course presents a theoretical introduction to the role of the managing editor and his functions in the Arab press, printing technology, functions, and impact of newspaper and magazine production, headlines and photographs, design and layout of the front page and magazine design. A practical workshop for these skills is offered using manual as well as computer software programs.

Credit Hours : 3

Prerequisites

• MSC390

Course Learning Outcomes

1. Apply Design Principles/ Design Elements In Creating A Newspaper/ Magazine
2. Apply Special Design Techniques In Newspaper Or Magazine Page Layout
3. Demonstrate Understanding Of Fundamentals Of Newspaper Design Principles And History
4. Make Use Of Some Key Applications In Designing And Producing A Newspaper Or Magazine

Public Relations & Advertising Campaigns (MSC452)

This course provides integrated and comprehensive experience in advertising and public relations decision making. Students are trained to use the experiences gained in executing a comprehensive and integrated public relations and advertising campaigns region in particular will be the main focus.

Credit Hours : 3

Prerequisites

• MSC243

Course Learning Outcomes

1. Compare And Contrast Different (Breadth And Scope) Pr Campaigns As Depicted In The Case Studies Discussed
2. Design And Implement A Fully Integrated Marketing Communications Campaign
3. Evaluate The Impact Of The Designed Integrated Marketing Communications Campaign As Defined By Its Objectives
4. Formulate The Four Parts Of A Pr/Ad Campaign: Research, Planning, Execution, And Evaluation

Radio Production II (MSC460)

This advanced course in audio production takes off from the assumption that there is a difference between the public and the commercial models in broadcasting and, while the course will study production in both strands the emphasis will clearly be on imparting skills and competencies in commercial radio production including programming and promotion etc. Given that the course is production inclined students will be encouraged to spend a lot of time on practical studio assignments.

Credit Hours : 3

Prerequisites

• MSC420

Course Learning Outcomes

1. Apply Daw'S At A Professional Level
2. Deliver Professional Radio Shows
3. Produce Content Outdoors And Indoors
4. Review Advanced Studio Troubleshooting And Maintenance

Designing Media Messages (MSC462)

This course provides students with the conceptual and practical experiences of visual communication in the modern world as it aims to produce students fully versed in both the theory and application of visual communication principles in different settings. Through lectures and practical projects the course will cover the application of effective, targeted visual communication through production of graphics and desktop publishing and accounts for both the conceptual and the technical aspects of graphic design.

Credit Hours : 3

Prerequisites

• MSC243

Course Learning Outcomes

1. Appraise Adobe Photoshop And Be Able To Do Basic Design Projects
2. Construct A Personal Website With Multimedia Content And All Course Projects And Assignments
3. Distinguish Various Up To Date Popular Digital Tools And Platforms Shared By Peers Through Individual Digital Tool Sharing Presentations.
4. Identify The Elements And Principles Of Design And Apply It To Analysis Of Design Works
5. Recognise The Functions Of Each Design Elements

Contemporary Issues in Mass Communications (MSC480)

This course investigates contemporary issues in Mass Communication and major issues and developments affecting journalism, public relations and advertising, radio, TV, and related fields, including social issues, international issues, and issues related to media in the Gulf region. Students explore ethical considerations related to coverage of social upheavals including wars. They analyze how media coverage frames problems and the search for solutions

Credit Hours : 3

Course Learning Outcomes

1. Analyse Issues And Debates Surrounding Global Information Flow
2. Discuss Contending Theories On Media And Globalization.
3. Outline Debates On Media And Representation
4. Review Concepts And Theoretical Issues On Media Ownership And Control

Integrated Capstone (MSC484)

This course fulfills your senior year requirement of the College of Humanities and Social Sciences at the United Arab Emirates University. We will explore topics related to your major areas, i.e. public relations, advertising, journalism, media, and the liberal arts in general. The purpose of this course it to help you transition from your undergraduate education to the wide world, either in the working arena or towards graduate education. MSC 400 attempts to link communication skills, knowledge, and competencies with your knowledge is mass communication and liberal arts and sciences as you contemplate major issues facing society both in the UAE and at a global level.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate an ability to consider and explore possibilities for integrating the primary goals of the Mass Communication major with the central emphases of the College of Humanities and Social Sciences Program: reflectiveness, value consciousness, critical and creative thinking, and a multicultural perspective.
2. Apply the wide range of different General Education courses students have taken, in ways that will illuminate what they have learned in the Mass Communication major.
3. Design a senior capstone project in which research, writing, analyzing and presentational skills will be showcased.
4. Produce a portfolio/website of artifacts demonstrating their abilities to execute work in the field of professional media. This can be an investigative journalism project, a video/radio documentary, a PR/advertising campaign, or a research paper/project with multimedia forms of presentation and production.

Practicum in Digital Production (MSC485)

This course provides students with skills training in a variety of media production areas. Topics include non-linear editing, digital post production, location sound production, location lighting techniques, and cinematography. Students with some background in film, video, and/or audio gain an understanding of the professional model of media production by assisting in the planning and shooting of a dramatic film.

Credit Hours : 3

Prerequisites

• FIL345 with a minimum grade D

Course Learning Outcomes

1. Create A Polished Draft Of An Original Screenplay Or A Documentary Production Treatment With A Coherent Structure And Compelling Storyline That Engages And Sustains The Interest Of A Discriminating Audience
2. Create An Original Short Motion Picture Based On An Original Concept With A Coherent Storyline That Is Significant And Complex Enough To Engage And Sustain The Interest Of A Discriminating Audience And Is Suitable For Distribution Or Submission To A Film Festival
3. Generate The Standard Industry Documentation Required To Effectively Communicate And Collaborate With A Production Team During The Development, Production, Editing And Distribution Of A Professional Motion Picture
4. Implement Post-Production Workflow Processes To Capture, Edit, Finish And Export Digital Video Assets To Appropriate Distribution Media

Women and Media (MSC487)

This course focuses on Women and the Media and examines women who influence community development, concentrating on the role of Mass Media in building cultural images. Readings will emphasize theories on how media shape public attitudes about gender issues and the role of women in modern society. Students will explore historic evolution of feminist thought in various cultural contexts – with a special focus on Arab and Islamic regions..

Credit Hours : 3

Course Learning Outcomes

1. Analyze How The Media Creates And Challenges Stereotypes.
2. Develop The Ability To Create Thoughtful And Engaging Projects And Writing Assignments.
3. Evaluate Representations Of Women In Media.
4. Identify Key Issues And Theoretical Approaches In The Study Of Women And Media.
5. Interpret Historic Context Of Feminist Media Studies.

Multimedia Journalism (MSC488)

This course is designed to provide students with the knowledge and skills to create compelling multimedia stories in a journalistic context. Through readings, lectures, hands-on exercises, and multimedia projects, students will learn the principles and techniques of audio storytelling, photojournalism, video journalism, data journalism, social media, podcasting, mobile journalism and interactive media. The course will also cover the ethical and legal considerations of multimedia journalism, the role of multimedia journalism in engaging audiences and enhancing understanding, and the international perspectives on multimedia journalism.

Credit Hours : 3

Prerequisites

• MSC325 with a minimum grade D
• MSC356 with a minimum grade D

Course Learning Outcomes

1. Describe emerging trends and issues in multimedia journalism.
2. Apply digital media skills in creating multimedia content
3. Demonstrate familiarity with audio, video, photo editing and production.
4. Use digital media skills to create and manage websites

Practicum (MSC490)

This course comprises a minimum of 300 hours of supervised field experience in a professional setting, on campus or in a communication organization, for students completing their academic preparation. The purpose of this course is to give students work experience under the supervision of professionally – qualified mentors. This supervised work experience helps to bridge the gap between the academic program at the University and the actual world of the working professional. (The internship is conducted over a complete semester. No courses are allowed to be registered during the internship)

Credit Hours : 6

Course Learning Outcomes

1. Apply Theoretical Skills Taught In Mass Communication Courses Into Real World Practical Employment Settings
2. Build Interpersonal Communication Skills, Within An Organizational Setting, With Both Supervisors And Fellow Employees
3. Develop A Clear Career Path That Will Facilitate Future Employment
4. Develop Work-Related Experience In Accordance With The Students Mass Communication Major

Digital Design I (VIS104)

This course is an introduction to the best ways to convey messages through a digital medium. Students will learn how to organize information and present it in a way that connects with an audience. In addition, students will be introduced to specialized programs to complete their tasks, including Adobe Creative Suite, Blender, Google SketchUp and more. This course will utilize the industry standards of quality design to create projects using individual artistic and creative expressions.

Credit Hours : 3

Course Learning Outcomes

1. Identify programs used in 2D and 3D digital design
2. Define the main characteristics of a digital space
3. Demonstrate an ability to manipulate digital shapes and forms
4. Develop simple models using selected design software

Mobile Phone Photography (VIS123)

In this course students will create digital photos using innovative systems such as their mobile phone camera. With this course, students will be dealing with leading-edge technical knowledge and will learn, at the same time, the art of storytelling through images.

Credit Hours : 3

Course Learning Outcomes

1. Effectively operate mobile phone cameras and equipment
2. Evaluate fundamentals of photographic aesthetics in various images.
3. Demonstrate an understanding of production and post-production processes
4. Apply skills in fine art photography towards early portfolio compilation & social media

Drawing (VIS201)

This course is concerned with the materials, techniques and subject matter of observational drawing and demonstrates how a variety of materials and production techniques in drawing can promote strong perceptual and conceptual development.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate mastery of lines, shapes, proportion and spatial relationships within drawings
2. Create drawings depicting analytical perception of light and shadows when rendering different subjects
3. Integrate knowledge of other artists' style to their drawing
4. Analyze original artworks from the history of art applying the vocabulary of visual communication acquired through theory and practice

History of World Art I (VIS214)

History of Prehistoric to Hellenistic Art investigates the developments in artistic expression of Prehistoric Art across different continents, encompassing the history of the first ancient civilizations. The course lays out the basic premise of art history and guides students how to critically view historical works and artistic practices.

Credit Hours : 3

Course Learning Outcomes

1. Identify the functions of visual art in the periods covered in the course
2. Analyze the iconographical significance of important historical works
3. Discuss the history and developments of world visual art
4. Implement an art and architecture vocabulary and be able to use it in relation to specific works

History of World Art II (VIS215)

History of World Art II: Byzantine to Neoclassicism is a continuation of History of World Art I. The course looks into the developments in artistic expression from Byzantine to Neoclassic Art. The course lays out the basic premise of art history and guides students how to critically view historical works and artistic practices.

Credit Hours : 3

Prerequisites

• VIS214 with a minimum grade D

Course Learning Outcomes

1. Recognize the main characteristics of art and architecture within their historical time
2. Analyze the different interpretations of works of art
3. Discuss the significance of context and patronage in the development of art and architecture
4. Apply relevant technical vocabulary in discussing the subject

History of Asian Art (VIS216)

History of Asian Art looks into the developments in artistic expression in the Asian peninsula, covering part of the Middle Eastern, Indian and Asian Arts. The course lays out the basic premise of art history and guides students how to critically view historical works and artistic practices.

Credit Hours : 3

Course Learning Outcomes

1. Recognize the major periods, regions, monuments and media of Asian Art
2. Interpret basic principles of Asian religion and thought as they pertain to the visual arts
3. Discuss the relationship between the history and culture of each region and its art
4. Practice in describing, researching, analyzing and writing about art objects

Painting I (VIS301)

This course is concerned with the foundational construction and design of painting and investigates the character and actions of various paints and techniques, both traditional and contemporary, on a variety of surfaces.

Credit Hours : 3

Prerequisites

• VIS201 with a minimum grade D

Course Learning Outcomes

1. Detect aesthetic principles in both modern and contemporary paintings
2. Integrate various paint-based materials and techniques in their paintings
3. Use painting as a primary medium for artistic expression
4. Create paintings that demonstrate knowledge of visual communication and personal expression

Sculpture I (VIS302)

This course is the foundational study of fundamental 3-D design principles and techniques. Within its framework, students will complete a series of design projects in clay, plaster, wood and metal.

Credit Hours : 3

Prerequisites

• VIS201 with a minimum grade D

Course Learning Outcomes

1. Develop awareness of aesthetic principles and artistic approaches
2. Create works that demonstrate personal expression
3. Detect the elements and principles of 3D design and use them in the creative work
4. Analyze 3D works of art both contemporary and historical

Digital Photography I (VIS303)

This digital photography course covers rules of composition, light, exposure, colors, etc. and demonstrates the use of Adobe PhotoShop CS, Lightroom, and other editing software. Students will create a portfolio with ten photos including detailed descriptions of their work.

Credit Hours : 3

Course Learning Outcomes

1. Operate accurately a digital camera
2. Gain proficiency in core production and post-production skills
3. Detect the fundamentals of photographic aesthetics in various images
4. Create fine art photographs, applying styles and historical contexts of photographic aesthetics to their own practice

Digital Design II (VIS304)

This course is a continuation of Digital Design I. Students will start to use the resources and applied procedures necessary to produce high quality products for publication through electronic media. This course will utilize the industry standards of quality design to create projects using individual artistic and creative expressions and begin to maintain a professional portfolio.

Credit Hours : 3

Course Learning Outcomes

1. Identify the functions of 3D digital space software
2. Demonstrate the ability to manipulate models, textures and meshes within a given digital space
3. Operate with dexterity 3D physics for 3D oriented projects
4. Develop 3D architectures using selected design software

Painting and Digital Art II (VIS311)

This course will continue from Painting I. Students will learn more advanced construction and design of painting. They will investigate the character and actions of various techniques, both traditional and contemporary, on a variety of surfaces. Acrylic will be the primary medium for this class, however other painting mediums will be introduced. The pluralistic view of painting as a discipline will engage the students in pushing the boundaries of the medium with a variety of conceptual, technical and aesthetic concerns. The main emphasis will be to push students to a more advanced level while encouraging individual creative expression and a diligent work ethic. Vigorous training provided will prepare students for going into a professional fine art career.

Credit Hours : 3

Prerequisites

• VIS301 with a minimum grade D

Course Learning Outcomes

1. Describe the character and procedures of painting techniques
2. Engage actively in individual and group critiques, thereby gaining and providing feedback and stimulating peer discussion
3. Show individual creative expression within medium boundaries
4. Build the confidence for a diligent and professional work ethic

Sculpture II (VIS312)

Within the course’s framework, students will continue to develop their “hands-on” knowledge of materials by completing a series of design projects in clay, plaster, wood, paper, metal and various recyclable materials. Individual creativity and a strong work ethic will be encouraged, and more advanced and diverse sculptural techniques will be taught, including installation art, public art and interactive art. New technologies and cross media interactions and fabrication will align the student with current practices in 3-D design and sculpture with an emphasis in excellent craftsmanship.

Credit Hours : 3

Prerequisites

• VIS302 with a minimum grade D

Course Learning Outcomes

1. Exhibit knowledge of the possibilities and limitations of various traditional and non-traditional materials and fabrication techniques
2. Demonstrate primary solutions to aesthetic and design problems
3. Recognize and apply the important connection between content and form as it relates to three-dimensional practices
4. Formulate an expanded knowledge of visual and technical language applicable to the formal and conceptual aspects of an artwork in writing and class discussion

Digital Photography II (VIS313)

This course is a continuation of Digital Photo I. In addition to advancing their personal photo practice, students will create efficient digital workflows, using basic image-editing and organization software and prepare their professional portfolio.

Credit Hours : 3

Prerequisites

• VIS303 with a minimum grade D

Course Learning Outcomes

1. Show how to use flash and studio lighting techniques to control and manipulate artificial light
2. Implement image-editing and organization software
3. Compile photographs efficiently using digital workflows
4. Examine the ethical and legal implications of image manipulation and appropriation

History of World Art III (VIS314)

History of World Art III looks into the developments in artistic expression of Modernism in Art across different continents. The course lays out the basic premise of art history and guides students how to critically view historical modern works until contemporary artistic practices.

Credit Hours : 3

Prerequisites

• VIS214 with a minimum grade D
• VIS215 with a minimum grade D

Course Learning Outcomes

1. Describe elements of design in works of art
2. Illustrate the form and content of works of art
3. Explain major artistic styles and genres of art and architecture through a broad range of time periods up to the present.
4. Compare modern works with their art historical antecedents

History of Contemporary Art (VIS315)

History of Contemporary Art looks into the developments in artistic expression of Contemporary and post-Contemporary movements in Art across different continents. The course lays out the basic premise of art history and guides students how to critically view contemporary works of art and artistic practices.

Credit Hours : 3

Prerequisites

• VIS214 with a minimum grade D
• VIS215 with a minimum grade D

Course Learning Outcomes

1. Explain theoretical debates within contemporary art
2. Analyze the visual language of contemporary art
3. Demonstrate speaking and writing skills associated with the analysis and interpretation of artworks
4. Discuss responses and reviews of gallery and museum visits

Public and Environmental Art (VIS320)

This course introduces new concepts of Art created for large audiences, such as murals, graffiti, installations, and large-scale environmental works. The emphasis in this course lays between a creative work and that of our understanding of 'place'; with the intention to initiate a dialogue, an alteration, public discourse, a disruption, or merging with intimate or public environments. Towards the conclusion of this course, students are strongly encouraged to develop their own professional artistic style and, therefore, concentrate their practice on one specific artistic genre. Students will be able to produce a professional body of work that reflects mastery of the technique, self-expression, and the ability to communicate visually through original designs.

Credit Hours : 3

Course Learning Outcomes

1. Identify key features of significant artistic trends and diverse aesthetic philosophies of environmental art.
2. Enhance research and writing skills for critical and creative inquiry in the arts.
3. Build aesthetic and conceptual sophistication through the creation of artworks that explore ecological, social, and environmental issues.
4. Engage in an interdisciplinary learning environment through presentation, discussion, and collaboration.

Art Criticism (VIS382)

This lecture course will introduce students to the fundamental, theoretical, and practical questions related to art as a significant part of society and culture. Students will consider their and others' aesthetic interpretations as a means to understanding art, and to promote an attitude of cross-cultural understanding. They will think about the roles of the maker, the object, and the viewer while interpreting a work of art. Students will also consider the context in which art is viewed, and how that influences a viewer's understanding of it. The course will include a combination of lectures, discussions, and Power Points.

Credit Hours : 3

Course Learning Outcomes

1. Analyze a variety of artworks within their proper contexts
2. Assess artwork design according to common categorizations
3. Develop communication skills through artwork analyses
4. Select appropriate approaches and methodologies of art criticism

Digital Design III (VIS404)

Building on skills from previous Digital Design courses, students will continue learn practical application, theory, history of design and principles of the current design trends. Students will learn to successfully navigate the industry aspect of the profession and will create and maintain a professional portfolio of their work.

Credit Hours : 3

Prerequisites

• VIS304 with a minimum grade D

Course Learning Outcomes

1. Analyze how to export digital data to crossover programs
2. Exhibit strong concept abilities and an understanding of a digital practice
3. Formulate a project with a team, according to a given brief
4. Produce a professional digital design portfolio and continue to develop a strong personal style using various programs/platforms

Painting and Digital Art III (VIS411)

Building on the skills learned from Painting I & Painting and Digital Art II, students will continue to stretch their creative concepts while including theory, history and current trends in the art world. Students will create and maintain a professional portfolio of their work in preparation for their professional artistic careers.

Credit Hours : 3

Prerequisites

• VIS311 with a minimum grade D

Course Learning Outcomes

1. Analyze the theory, history and trends in the field of visual arts
2. Expand creative applications in the painting process
3. Demonstrate strong concept abilities and an understanding of a creative/studio practice
4. Prepare and produce a body of work for a professional artistic career

Sculpture III (VIS412)

Students will continue to develop their knowledge of materials by creating an evolving series of design projects in clay, plaster, wood, paper, metal and various recyclable materials. Individual creativity and a strong work ethic will be encouraged, and more advanced and diverse sculptural techniques will be taught, including installation art, public art and interactive art. Sculpture theory and study of current art trends will supplement individual projects with an emphasis in impeccable craftsmanship and individual creativity. New technologies and cross media interactions and fabrication will align the student with current practices in 3-D design and sculpture. Students will create and maintain a professional portfolio of their work.

Credit Hours : 3

Prerequisites

• VIS312 with a minimum grade D

Course Learning Outcomes

1. Investigate the inventive application of concepts and processes in 3D/sculpture construction
2. Apply methods relating to space, time, place, light, movement, object, subject context and a dichotomy between these elements and 3/4D principles
3. Exhibit strong concept abilities and an understanding of a creative/studio practice
4. Produce a professional 3D/sculpture portfolio and continue to develop a strong personal style using various media

Digital Photography III (VIS413)

Digital Photography is the third course in the new Visual Studies & Creative Industries program and part of the Studio Track Specialization. Building on the previous courses, students will also learn theory, historical context of photography and current trends. An advanced study of digital editing and image correction as it applies to the needs of the graphics or photography student and professional. Students will create and maintain a professional portfolio and website of their work.

Credit Hours : 3

Prerequisites

• VIS313 with a minimum grade D

Course Learning Outcomes

1. Apply changes in digital images through various forms of photo-manipulation techniques
2. Develop strong concept abilities and an understanding of a creative/studio practice
3. Analyze digital editing technology for image correction
4. Produce a professional photography portfolio and continue to develop a strong personal style

Writing for Art (VIS424)

This course addresses the writing aspect of becoming a professional artist. It explores the creation of personal statements, bios and press releases for different art platforms, including but not limited to professional websites, social media accounts and digital & print media. Students create and maintain a professional digital portfolio of their artwork and write text that speaks to a target audience. Ideally, this course will be taken during the student’s final year of study. *Prerequisite: 21 hours of major credit hours must be completed prior to taking this course. At least 6 of these CH need to be from Professional Studio Track

Credit Hours : 3

Course Learning Outcomes

1. Investigate the different ways of pitching art to a target audience.
2. Demonstrate the ability to discuss, write and contextualize different artworks
3. Analyze the work of prominent art foundations, organizations and platforms
4. Conceive a website that exhibits personal communicative traits

Art Business Management (VIS425)

This course addresses the business management aspect of becoming a professional artist. Studio/workspace set up, writing CVs, submission to galleries and competitions, maintaining a personal art practice and budgeting strategies will be explored. Ideally this course will be taken during the final year of study, when students will have created a professional digital portfolio of their artwork and are ready to find opportunities in the creative industries. *Prerequisite: 21 hours of Professional units must be completed prior to taking this course.

Credit Hours : 3

Course Learning Outcomes

1. Investigate options for further study or career paths available in the artistic industries
2. Demonstrate an understanding of art marketing
3. Analyze rules and regulations for creative entrepreneurship
4. Support the organization of an art event that comprises volunteer, community and partnership engagement

Internship (VIS450)

This internship experience provides the student with an opportunity to explore career interests while applying knowledge and skills learned in the classroom in a work setting. The experience also helps students gain a clearer sense of what they still need to learn and provides an opportunity to build professional networks. The internship at UAEU lasts one full term and students should attend to their practicum either every working day part time, or 2.5 days a week. Students will pass the internship course with either a pass or a fail.

Credit Hours : 3

Course Learning Outcomes

1. Appraise practical experience within the business environment.
2. Acquire an understanding of the industry in which the internship is done.
3. Apply knowledge and skills learned in the classroom in a work setting.
4. Justify the activities and functions of business professionals.

Capstone Integrated (VIS485)

This course fulfills your senior year requirement of the College of Humanities and Social Sciences at the United Arab Emirates University. We will explore topics related to your major areas, i.e. public relations, advertising, journalism, media, and the liberal arts in general. The purpose of this course it to help you transition from your undergraduate education to the wide world, either in the working arena or towards graduate education. Vis 485 attempts to link communication skills, knowledge, and competencies with your knowledge is mass communication and liberal arts and sciences as you contemplate major issues facing society both in the UAE and at a global level.

Credit Hours : 3

Course Learning Outcomes

1. Demonstrate an ability to consider and explore possibilities for integrating the primary goals of the Mass Communication major with the central emphases of the College of Humanities and Social Sciences Program: reflectiveness, value consciousness, critical and creative thinking, and a multicultural perspective.
2. Apply the wide range of different General Education courses students have taken, in ways that will illuminate what they have learned in the Mass Communication major.
3. Design a senior capstone project in which research, writing, analyzing and presentational skills will be showcased.
4. Produce a portfolio/website of artifacts demonstrating their abilities to execute work in the field of professional media. This can be an investigative journalism project, a video/radio documentary, a PR/advertising campaign, or a research paper/project with multimedia forms of presentation and production.