Bachelor of Science in Communication and Media Sciences - Concentration in Integrated Strategic Communications

Overview

The curriculum followed by students who in Communication and Media Sciences broadly educate them in the arts, humanities, social sciences, and applied sciences, as well as in the professional crafts of written, oral, and visual communication. Students are well-prepared to put words, visuals, and sound together in ways that are meaningful, effective, aesthetically pleasing, and interesting.

All concentrations take introductory courses in Media History, Media and Cultural Criticism, Media Storytelling, Media Ethics, Applied Digital Communication, and Public Speaking and Persuasion, as well as advanced courses in Communication and Media Research and Analysis, Media Law, and Internship. Rather than focusing on one form or medium of communication, students study a variety of media and technologies, including audio, video, web, multi-media, and print. This approach provides a distinctive integration of instruction and practical applications.

The academic program follows the model of programs accredited by the International Advertising Association, the Accrediting Council on Education in Journalism and Mass Communication, and the Public Relations Society of America. This ensures a broad liberal arts education and depth in understanding and applying professional principles, skills, and competencies. This model makes Zayed University’s Communication and Media Sciences program unique to the United Arab Emirates and to the Middle East.

During the first three semesters, students complete courses in general education plus COM 200 Communication, Media, and Society. Once the students are admitted to the Program, they concentrate on courses in Communication and Media Sciences and concentrate in one of three areas:

• Media production and storytelling
• Integrated Strategic Communications
• Tourism and Cultural Communications

Concentrations in Integrated Strategic Communications

(This concentration is accredited by the International Advertising Association)

Integrated Strategic Communications describes the integration of the well-established fields of Public Relations, Advertising, Promotion, and Marketing. Integrated Strategic Communications involves the planning and execution of communication programs, campaigns, and messages in order to create coordinated and consistent communication strategies and tactics for public and private corporations that address the complex needs of clients in the 21st century. Graduates in Integrated Strategic Communications are well suited for professional positions in advertising, public relations, community relations, customer service, event planning, and promotions, client servicing, and media planning as well as for careers in government and corporate communications. Upon graduation, students qualify for the International Advertising Association (IAA) Diploma in Marketing Communications if they meet certain course requirements.

Program Learning Outcomes

Upon successful completion of this program, students will be able to:

• Understand and apply the principles and law of freedom of speech and press for the country in which the institution that invites ACEJMC is located as well as understand the range of systems of freedom of expression around the world.
• Demonstrate an understanding of the history and role of professionals and institutions in shaping communications.
• Demonstrate an understanding of forms of diversity in global cultures and in domestic society in relation to mass communications.
• Demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society.
• Understand concepts and apply theories in the use and presentation of images and information.
• Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness, and diversity.
• Think critically, creatively and independently.
• Conduct research and evaluate information by methods appropriate to the communications professions in which they work.
• Write correctly and clearly in forms and styles appropriate for the communications professions, audiences, and purposes they serve.
• Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style, and grammatical correctness.
• Apply basic numerical and statistical concepts.
• Apply current tools and technologies appropriate for the communications professions in which they work, and to understand the digital world.
• Work effectively in groups and interpersonal contexts; demonstrate the capacity to attain goals; exhibit professionalism in the workplace.