Page 251 - Postgraduate Catalog 2026-27

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Master of This course equips students with techniques in camera operation, shot course emphasizes proficiency in current digital trends. Additionally, comprehensive digital and social
media campaigns aligned with
professional video editing tools
foundational knowledge and practical
composition, lighting setup, audio
students will acquire analytical skills
Arts in Digital skills in developing and managing recording, and set coordination. and workflows to create industry- to evaluate the effectiveness of brand organizational objectives, fostering
standard outputs. Students will
In post-production, students will
strategic thinking and creativity.
communication initiatives using both
strategic marketing communication.
Communication Students will examine key concepts be introduced to editing software design and execute a comprehensive qualitative and quantitative metrics, Additionally, students will critically
such as brand building, corporate
enabling data-driven improvements
evaluate the impact of social media
and essential processes such as
videography project, tailored to the
and Technology identity, advertising, audience importing footage, basic editing, needs and preferences of a target and strategic decision-making. on digital communication practices,
transitions, sound mixing, titles,
Through case studies, hands-on
online audience. Additionally, the
incorporating cultural, ethical, and
analysis, and the influence of
cultural values and social meaning credits, and exporting final videos. By course fosters critical thinking by projects, and critical discussions, theoretical perspectives to navigate
on communication practices. The the end of the course, students will guiding students to analyze and students will develop advanced the complexities of the digital
PRE-CORE Courses course introduces promotion have developed essential practical evaluate online videos, focusing competencies in crafting impactful landscape.
brand communication strategies for a
strategies, including trade, retail,
on technical execution, narrative
skills required to plan, produce, and
*For students who lack and consumer promotions, while edit basic digital video content. effectiveness, and audience competitive digital landscape. MDM 565 Digital Media Theories
also exploring media concepts engagement. (Online)
prior qualifications in such as target audience, reach, MDM 550 Digital User Behavior
message effectiveness, and digital CORE Courses MM 530 Graphics for Online (Online) Credit Hours: 3
media, communications, media usage. Students will develop Communication Credit Hours: 3 Prerequisite:
an understanding of message Credit Hours: 3 Prerequisite: None MDM540 Prerequisite: MDM550 & MDM560
or related creative planning and creative execution, This course explores the evolution
industries disciplines with emphasis on consistency, MDM 510 Podcast Production This course equips students with This course focuses on the of media theories, starting with
the skills and knowledge to create
complexities of user behavior in
clarity, and strategic alignment
foundational traditional media
across communication platforms. Credit Hours: 3 Prerequisite: None professional digital graphics and digital environments, analyzing how theories and progressing to
MDM500(PC)- Introduction to The course also addresses planning This course provides students with animations for diverse online users interact with various platforms contemporary frameworks that
communication platforms. Through
and technologies. Students will
Digital Production Software considerations such as global the foundational and advanced skills address digital media’s transformative
cultural factors, advertising strategy, necessary for producing high-quality hands-on projects, students explore behavioral patterns, social role in society. Students will
Credit Hours: 3 credit Equivalent campaign implementation, and audio content in a variety of settings. will learn to apply advanced and economic trends, and the factors critically analyze theories such as
Prerequisite: None evaluation. Through practical Emphasizing technical proficiency, techniques using industry-standard driving user decisions. By utilizing media effects, audience reception,
applications, students will learn students will learn to record audio design software to craft visually research tools and data analysis from participatory culture, algorithmic
This course introduces students how to manage communication effectively in diverse environments, compelling and audience-focused posts, videos, or tweets. The course governance, platform capitalism,
to the foundational tools and challenges, reduce campaign fatigue, use professional editing software to narratives. Emphasis will be equips students with the skills to and the digital public sphere.
techniques of essential digital monitor audience response, and refine their recordings, and apply placed on integrating branding design and implement user-centered
production software for media adjust marketing communication advanced sound design techniques elements to develop cohesive and communication strategies that Through a combination of theoretical
study and practical application,
production in the areas of graphic efforts effectively. to create compelling and engaging impactful designs that align with optimize engagement and enhance
design (Adobe Illustrator), video podcasts. Through critical analysis communication strategies and content effectiveness. The course will the course equips students with
the analytical tools to examine the
editing (Adobe Premiere Pro), and MDM502(PC)- Principles of and evaluation, students will also enhance brand identity. highlight the process of collecting intersection of technology, media,
motion graphics and animation Digital Media Production develop an understanding of what and processing customers/users data
(Adobe After Effects). Students will Technology makes podcast content relevant, MDM 540 Brand Communication and users privacy. and communication in the digital
age. Students will engage in debates,
learn the basics of each software, impactful, and suited to target
including key functions, workflows, Credit Hours: 3 credit Equivalent audiences, preparing them for Credit Hours: 3 Prerequisite: None MDM 560 Digital Media case studies, and research projects
Prerequisite: None Management to apply these theories to real-world
and creative applications, to build a success in the dynamic field of audio This course explores the principles digital communication phenomena.
strong foundation for more advanced This course introduces students production. and practices of brand building and Credit Hours: 3 Prerequisite:
projects. Through hands-on exercises to the foundational concepts, MDM 520 Advanced brand communications in MDM540 MDM 570 Emerging Trends in
and projects, participants will tools, and workflows used in digital the context of digital media and Digital Communication and
media production. Students will Videography This course provides an in-depth Technology
develop practical skills that prepare gain basic knowledge of cameras, emerging technologies. Students will exploration of advanced digital
them for advanced exploration in lenses, tripods, lighting equipment, Credit Hours: 3 Prerequisite: None gain a deep understanding of the media management, equipping Credit Hours: 3 Prerequisite: None
digital design, video production, and microphones, and sound recording This course offers an in-depth theoretical foundations of branding students with the skills to design This course provides an in-depth
animation. No prior experience with tools. The course covers key stages exploration of advanced videography pillars and learn how to apply them data-driven strategies tailored to exploration of emerging trends
the software is required of production, beginning with techniques, equipping students to develop effective communication diverse audiences across multiple in digital communication and
pre-production planning, where with the skills to produce visually strategies tailored to diverse platforms. Students will gain technology. Covering topics such
MDM501(PC)- Foundations students develop video concepts, compelling and technically audiences and platforms. The course proficiency in applying advanced
of Strategic Marketing scripts, shot lists, storyboards, and sophisticated videos. Through emphasizes the design of innovative online brand management as artificial intelligence, augmented
Communications an understanding of shot sizes, hands-on practice, students will brand narratives and strategies techniques and leveraging analytics and virtual reality, gamification,
the metaverse, and sustainable
Credit Hours: 3 credit Equivalent camera movements, angles, and master advanced camera operations, that align with brand identity, brand tools to monitor and enhance practices, the course equips students
Prerequisite: None continuity. During the production lighting strategies, and composition positioning, brand perception, share content performance. The course with the knowledge and skills to
stage, students will apply basic to enhance visual storytelling. The market, audience insights, and emphasizes the development of
Abu Dhabi University | Postgraduate Catalog 2026 - 2027 Abu Dhabi University | Postgraduate Catalog 2026 - 2027