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concept and nature of mediated ing through analytics and A/B test- media representation, covering hance photographic storytelling. special occasion speaking, and SCM499 – Digital Media and
messages, study the history and ing. Advanced techniques in SEO, concepts such as postcolonial Students will also learn portfolio develop professional speaking and Strategic Communication
evolution of media forms like content customization, and ethical theo-ry, feminist theory, and the design, photographic reporting, storytelling skills through in-class Capstone 2
books, newspapers, magazines, development are also addressed, rela-tionship between media and and basic photo retouching with presentations. This course is the second and final
film, radio, television, video games, alongside insights into managing iden-tity. Additionally, students will industry standard software. By phase of the Digital Media and
and the Internet, and as-sess the content operations and scaling ex-plore theories related to media course end, students will have a Strategic Communication capstone,
effects of digitalization on these strategies. Real-world case studies industry and audiences, including solid foundation in creating com- COM341 – Social Media Man- during which students bring their
media. The curriculum in-cludes a will provide practical insights, ownership effects, cultivation pelling visual stories. agement campaign plans to life. Students
comparison of physical and digital help-ing students avoid common theo-ry, and reception theory. The This course explores social media will execute, monitor, and evaluate
formats, analysis of their cultural pitfalls and adapt to future content course concludes with an explora- and its applications, covering Web the performance of their commu-
and educational roles, aa well as strat-egy trends. tion of new directions in media COM441 – Media Law and Ethics 2.0, user-generated content, and nication deliverables across select-
an exploration of some of the theory, equipping students with a This course equips students with foundational concepts of social ed platforms. Emphasis is placed
applications of mass media such comprehensive understanding of an understanding of media law media management. It examines on adapting strategies based
as advertising. It also covers mass COM212 – Intercultural the field. and ethics, focusing on the distinc- social media tools like communi- on analytics, executing a second
communication theories, effects, Communication tion between legal and ethical ties, microblogging, and gaming, cam-paign wave, and producing a
ethical and regulatory is-sues, This course provides students considerations. Students will ex- and teaches students strategy pro-fessional campaign report with
global media systems, and the with an understanding of culture, COM103 – Introduction to plore UAE media regulations, U.S. crafting and web analytics for data-driven insights and reflec-
impact of globalization on me- cul-tural identities, and their impact Graphic Design legal foundations, and internation- campaign performance and ROI tions. The course concludes with
dia content and distribution. The on communication practices. It em- This course introduces students to al media laws, gaining diverse assessment. Topics also include formal presentations of results and
course also investigates media phasizes the interaction between the field of graphic design, focus- insights into media freedom and online advertising, viral marketing, a critical evaluation of team pro-
convergence, focusing on digital culture, communication, and ing on essential concepts and prac- responsibilities in a globalized social CRM, SEO, sentiment analy- cesses and campaign impact
technology’s influence on tradition- lan-guage, exploring intercultural tical skills. It begins with an intro- world. The course explores ethical sis, social network data, crowd-
al platforms and the challenges com-petence as well as critical duction to the roles and pathways theories and decision-making funding, and legal/ethical issues.
and opportunities for media pro- intercul-tural communication of designers, followed by lessons models, examining censorship, The course concludes with case COM440 – Internship
fessionals. By course completion, in the post-colonial age. emphasizing creativity, storytelling, defamation, privacy rights, and studies and assignments for practi- The internship course is specifically
students will have a comprehen- Students will examine customs, and audience engagement. Stu- content regulations. It addresses cal application. designed to provide students an
sive understanding of the mass beliefs, and values of various dents will learn to design compel- legal and ethical challenges in opportunity to understand industry
communication landscape, the cultures, analyzing intercul-tural ling graphic design deliverables digi-tal and social media, corporate practices and corporate culture
ability to critically analyze media perspectives on film, media, and using industry standard software, speech, and intellectual property, SCM498 – Digital Media and before they graduate. Students will
messages, and the skills to antici- digital communication. The course while applying concepts of form, preparing students to navigate Strategic Communication gather experience and will have the
pate future industry trends. also covers different theo-ries space, visual organization, color media regulations and cultural Capstone 1 option of impressing upon their
and approaches from contras- theory, typography, imagery, lay- sensibilities in a dynamic global This course represents the first future employers. Students will be
tive, linguistic, anthropological, out, and production. The course landscape. phase of the Digital Media and
SCM221 – Content Ideation and sociological, and psychological per- also includes case studies, exercis- Strategic Communication capstone assigned practical work and pro-
strategy spectives. Moreover, students will es, and a final project presenta- experience. Students will work jects in film, advertising, journal-
ism, multimedia, broadcasting, and
This course introduces students to learn how to leverage storytelling tion, equipping students with COM342 – Public Speaking in teams to develop a full-scale public relations. They will work with
the pivotal role of content strategy to raise intercultural awareness. the skills needed for a successful This course equips students with communication campaign for a their faculty mentor/internship
in effective communication. Stu- By the end, students will acquire graphic design career. essential communication skills for real client, starting from brand coordinator to plan for placement,
dents will learn to distinguish skills to effectively navigate and speaking in public, including mind- selection and audience research timeline, activities, and proce-
be-tween strategy and marketing, com-municate in diverse cultural ful listening and audience analysis, to defining campaign objectives, dures.
understand the necessity of strate- con-texts. COM102 – Digital Photog-raphy topic selection, and purpose set- crafting key messages, selecting
gic content planning, and clarify This course offers a comprehensive ting. Students will learn to conduct channels, and preparing all pre-
strategic purposes by aligning introduction to photography, focus- research and integrate evidence production documents. Through SCM231 – Principles of Stra-
per-sonal and organizational goals. COM311 – Media Theory ing on essential concepts and into speeches, structure speeches applied strategy, research, and tegic Public Relations
The course explores audience This course provides an introduc- techniques. Students will explore with clear outlines, and craft im- production planning, students will This course provides students with
analysis, persona creation, and tion to media theory, exploring various photography types, shoot- pactful introductions and conclu- synthesize their learning across essential knowledge and skills
strategic goal setting, focusing on its significance and necessity. ing modes, focusing techniques, sions. The course covers the use public relations, advertising, and in public relations. It covers the
objectives like brand visibility and Stu-dents will first discover various and the Exposure Triangle, includ- of visual aids, effective delivery digital communication to develop evo-lution and role of PR in society,
customer engagement. The course theories of media language, in- ing film speed, shutter speed, and methods, and managing speech a detailed campaign plan ready for strategic planning, and evaluation
also covers modern content pro- cluding semiology, semiotics, struc- aperture. The course examines anxiety. Students will explore in- implementation in the following techniques. Students will learn key
duction tools, effective distribution turalism, narratology, and genre lighting effects, color adjustments, formative and persuasive speaking semester PR theories and concepts related
strategies, and performance track- theory. The course also examines and composition principles to en- techniques, engage in group and to ethical responsibility. The course

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