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includes persuasive writing, media nal and external communication. will produce a detailed campaign COM101 – Principles of Pro- COM111 – History of Modern SMC341 – Personal Branding &
relations, and digital media im- Students will learn techniques for report. Throughout, students will duction Technology and Contemporary Art Influencer Communication
pact, and topics such as corporate securing PR opportunities, writing develop essential leadership, man- This course introduces students to This course introduces key con-
communication, crisis manage- for promotional purposes, and agement, and interpersonal skills the basic video production tech- cepts in art history, covering This course focuses on the evolu-
ment, Global PR, health, govern- employing multimedia elements necessary for success as communi- niques. Students will learn about signif-icant movements from the tion and contemporary significance
ment, and political sectors are also for impactful change. The course cation strategists cameras, lenses, tripods, lights, Renais-sance to contemporary of online influencers and digital
explored. By the end, students also covers writing content for microphones, and sound equip- times. Stu-dents will gain an creators. The course explores the
will be equipped to understand, branding, applying persuasive ment. In pre-production, they will understanding of the evolution influencer ecosystem, examining
ana-lyze and develop effective strategies for mass audiences, and SCM342 – Media Business and develop video ideas, scriptwriting of art, including real-ism, stakeholders, creator economies,
PR strategies across various crafting personalized messages for Management skills, and learn about shot sizes, modernity, Impressionism, and and the rise of micro- and nano-
industries. individuals. This course provides an overview camera movements, angles, the European Avant-Garde. The influencers. Students will explore
of the media industry’s dynamic conti-nuity, and storyboarding. course explores the influence of psychological principles of persua-
landscape, focusing on essential sion, social proof, and influence
SCM242 – Contemporary Ad- SCM321 – Strategic Campaign management principles and mar- During production, they will gain African art, European Modern Art techniques in digital spaces, while
vertising Strategy Planning ket structures. Students will ex- experi-ence in set management, movements like Fauvism, Cub- also addressing diversity, equity,
This course offers a practical This course provides an applied plore the evolving nature of media camera angles, shot composition, ism, and Expressionism, as well and inclusion in influence culture.
lighting, and audio equipment.
as Futurism, Dada, Surrealism,
and conceptual foundation in exploration of the essential com- sectors, including print, broadcast- In post-production, students and political protest art. It also The cultural impact of influencers,
advertis-ing strategy, focusing on ponents of developing effective ing, film, music, gaming, and the will use edit-ing software for exam-ines Utopian movements, ethical considerations, and regula-
the de-velopment, execution, and strategic campaigns. Students internet, while learning to identify importing, export-ing, basic the chal-lenges of Postmodernism, tory frameworks will be analyzed,
evalua-tion of effective campaigns. will gain a deep understanding and leverage assets and compe- editing, transitions, sound mixing, and the impact of globalization alongside the business aspects of
Stu-dents will learn to write creative of Re-search, Planning, and Pre- tencies for value creation. The and adding credits. By course end, on contem-porary art. By the end influence, such as monetization
briefs, set clear objectives, seg- Production, while engaging in a course prepares students to navi- students will ac-quire foundational of the course, students will have strategies and content production.
ment audiences, and extract con- semester-long project that applies gate and innovate within various video production skills. a com-prehensive understanding Practical skills in collaborating with
sumer insights. Key topics include these principles. The curriculum media business models. Additional- of art history and its ongoing influencers, campaign planning,
persuasive messaging, brand covers the importance of research, ly, the course explores global evolution. execution, and measuring success
posi-tioning, media planning, and situational analysis, stakeholder me-dia management with a special COM104 – Video Editing will be developed, providing stu-
mes-sage diffusion. The course mapping, objective setting, focus on the media business envi- This course introduces students to dents with a hands-on experience
also covers creative execution craft-ing core messages, and ronment in the UAE. the technical and artistic aspects COM201 – Audio Production of the subject.
and campaign evaluation using selecting appropriate tactics and of video editing, beginning with an This course provides students with
indus-try-standard metrics. By the digital plat-forms. The course also understanding of video formats, a deep understanding of sound SCM301 – Data Analytics for
end, students will be able to design introduces students to budgeting SCM431 – Communication and resolution, aspect ratios, and and its significance in various me- Communicators
and assess strategic advertising and schedul-ing techniques. At Diplomacy frame rates. Students will explore dia. Students will learn the funda-
initia-tives across various media the end of the semester, students This course offers an exploration industry standard video editing mentals of production planning, This course provides students with
plat-forms will implement the campaign and of the dynamic relation between software and learn basic editing including the use of voice, music, a robust foundation in the princi-
reflect on their experience. me-dia, diplomacy, and the public. techniques like cutting, trimming, and sound effects. The course ples and practices of data analytics
Students will learn about the evo- across various media industries.
SCM232 – PR Writing in the lution of political communication, and applying transitions. The covers microphone types, pickup Students will explore the analytics
Digital Age SCM343 – Applied Strategic and will examine key theories and course covers audio editing, includ- patterns, and miking techniques, industry, ethical considerations,
This course provides an introduc- Communications Campaign frameworks that define the disci- ing mixing and treatment, and as well as the role of mixers, re- and audience assessment, while
corders, and studio accessories.
also addresses text and graphics
tion to public relations writing, This course offers an in-depth pline. Through case studies and crea-tion. Students will also be Students will explore studio envi- gaining skills in research design,
emphasizing the development of exploration of strategic communi- analysis of political media coverage intro-duced to color grading and ronments, digital audio production, data analysis, and interpretation.
skills necessary to craft media- cation execution and monitoring. It and diplomatic communication, correc-tion, using tools like the and the use of audio consoles. Students will examine media ana-
worthy content and PR documents. emphasizes hands-on production students will gain insights into Lumetri workspace. Historical and The course also includes signal lytics in various business contexts
Students will explore industry of communication deliverables, campaign strategies in the digital artistic perspectives are provided pro-cessing, podcasting, and digital such as video, audio, publishing,
standards and ethical considera- including textual, visual, audio, and media age. By the end of the through case studies of significant audio recording, with a focus on social media, news, and enter-
tions, mastering media pitching video tools and guide students course, students will have devel- films, tracing the evolution of video technical concerns and distribution tainment analytics. By the end of
strategies to effectively secure through the implementation of oped critical skills in analyzing polit- edit-ing from pioneers like Lumiere methods. By course end, students the course, students will be adept
coverage. The curriculum includes their campaigns, KPI monitoring, ical communication, understanding and Griffith to the Soviet Montage will gain skills in location sound at using data to inform media
analyzing and writing for online, audience engagement and cam- media influence, and evaluating era. recording and sound production strategies and decision-making.
social media, and AI platforms, paign adaptation, until campaign the impact of political messaging for visual media, from inception to
with a focus on creating socially conclusion. The course culminates on public perception. delivery.
conscious narratives as well as in a comprehensive analysis of
tailoring messages for both inter- campaign results, where students

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