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BACHELOR OF ARTS IN PG4 - Encourage Innovation and Industry Engagement
Promote creativity, entrepreneurial thinking, and real-world
engagement through applied projects, internships, and
DIGITAL MEDIA AND STRATEGIC collaboration with industry stakeholders.
PG5- Strengthen Leadership and Collaboration Skills
COMMUNICATION Prepare students to lead diverse communication teams
and projects, demonstrating adaptability, cross-functional
coordination, and a strong understanding of organizational
dynamics.
Program Learning Outcomes

The core program learning outcomes are designed to
achieve the program objectives.
PLO1: Apply theoretical frameworks to analyze the social,
cultural, and ethical impacts of media and communication
practices within local and global contexts.
PLO2: Demonstrate effective and adaptable written, oral,
and visual communication skills, crafting messages that are
appropriately tailored to a variety of platforms, audiences,
and communicative purposes
PLO3: Apply a wide range of digital production techniques
by utilizing various technological tools and industry-
standard software, while remaining adaptable to emerging
technologies and continuously evolving production
methods
PLO4: Analyze strategic communication cases with a
critical and informed perspective in order to enhance the
Program Mission Program Goals development, refinement, and implementation of effective
The mission of the Bachelor of Arts in Digital Media and To reach the mentioned mission, the program has the communication strategies and practices across various
contexts.
Strategic Communication at Abu Dhabi University is to following goals:
prepare graduates with the knowledge, skills, and ethical PLO5: Apply leadership and coordination skills to manage
foundation required to excel in digital media and strategic PG1- Develop Strategic Communicators strategic communication teams effectively and ethically,
communication. The program provides an academically Equip students with the ability to design and implement ensuring alignment with organizational goals and
rigorous and practice-oriented learning environment effective communication strategies across traditional adherence to professional standards, while demonstrating
that develops students’ abilities in strategic thinking, and digital platforms, tailored to diverse audiences and the ability to navigate the professional communication
content creation, audience engagement, and professional organizational goals. landscape through an understanding of industry
communication across diverse platforms. Through expectations, networking dynamics, and entrepreneurial
innovation, industry engagement, and experiential learning, PG2- Cultivate Critical and Ethical Thinkers opportunities.
the program aims to graduate responsible, adaptable, and Foster analytical skills and ethical awareness to evaluate the
career-ready communication professionals who contribute social, cultural, and professional impact of communication PLO6: Create comprehensive strategic communication
to the UAE’s development and the global media landscape. in local and global contexts. campaigns across a variety of platforms, thoughtfully
integrating consistent messaging, media planning, and
PG3- Build Professional and Digital Competence audience engagement strategies to achieve targeted
communication objectives.
Provide hands-on experience with industry tools and
practices, preparing students to produce compelling
content, manage campaigns, and lead teams in dynamic
media environments.

Abu Dhabi University | Undergraduate Catalog 2026 - 2027 Abu Dhabi University | Undergraduate Catalog 2026 - 2027