Program Overview

---

Bachelor of Fine Arts in Digital Media and Communications

Programme Overview

The Bachelor of Fine Arts in Digital Media and Communications at Amity University Dubai prepares students for a career in the digital and communication industries. The programme focuses on creating and manipulating digital content, understanding communication theories in the digital age, and developing integrated communication strategies.

Programme Learning Outcomes

Upon successful completion of the programme, students should be able to:

1. Knowledge
   • Understand mass media concepts, production processes, approaches, and theories.
   • Identify the diverse allied disciplines in multimedia story creation.
2. Skills
   • Use software applications and equipment to create, record, and edit media content.
   • Apply research methods to gather information from credible sources and present it ethically in print and audiovisual forms.
   • Interpret complex arguments and communicate them effectively on varied platforms.
3. Competences
   • Autonomy and Responsibility
     • Work efficiently as an individual or in team settings to produce creative media outputs using the latest media technologies.
     • Perform a variety of roles connected with media productions on different platforms.
   • Role in Context
     • Independently gather, organise and arrange information to formulate complex arguments and communicate them fluently.
     • Utilise media for larger social good in partnership with other stakeholders.
   • Self-Development
     • Take responsibility to contribute toward professional practice and undertake further learning.

Programme Completion Requirements

For Programme Completion Requirements, refer to the Undergraduate Programme Completion Requirements Policy.

Career Outcomes

With a Bachelor of Fine Arts in Digital Media and Communications degree, students will have the potential to pursue many exciting careers, including:

• Brand Manager
• Corporate Communication Manager
• Marketing Communications Specialist
• Digital Media Specialist
• Social Media Specialist
• Digital Content Producer
• Journalist

Programme Structure

The programme consists of four years, with the following courses:

YEAR 1

• MDIA 101 Introduction to Storytelling (3 credits)
• MDIA 105 Basics of Camera Techniques (3 credits)
• BDMC 101 Understanding Media (3 credits)
• ENGL 102 English for Academic Writing (3 credits)
• GENE 120 Islamic Culture (3 credits)

YEAR 2

• MDIA 203 Advertising (3 credits)
• FILM 202 Digital Photography (3 credits)
• BDMC 301 Radio Programming and Production (3 credits)
• HAAS 201 Practicing Sustainability (3 credits)
• GENE 210 UAE Studies (3 credits)

YEAR 3

• BDMC 308 Media and Society (3 credits)
• FASH 435 Digital Marketing (3 credits)
• BDMC 312 Social Media and Content Creation (3 credits)
• HAAS 301 Research Methods and Data Analysis (3 credits)
• GENE 340 Innovation, Entrepreneurship and Sustainability (3 credits)

YEAR 4

• FILM 407 Advertising & Corporate Film Production (3 credits)
• GENE 440 Ethics and Professional Responsibility (3 credits)
• Major Elective 1 (3 credits)
• Major Elective 2 (3 credits)
• Major Elective 3 (3 credits)
• Project (3 credits)
• Major Elective 4 (3 credits)
• Major Elective 5 (3 credits)
• Open Elective 3 (3 credits)

Admission Requirements

Entry to this programme requires students to have attained the General Education Secondary School Certificate (G 12) or equivalent. In addition to achieving a minimum high school average of 60%, all applicants must provide:

• Evidence of English Language Proficiency:
  • Students from non-MoE curricula that are taught in English are exempt from providing English Language proficiency evidence.
  • Students from non-MOE curricula taught in a language other than English must demonstrate proficiency through international standardized tests (IELTS 5 and above).
  • Students from the MoE Curriculum must prove their proficiency through High School English grades, which should not be less than 80%.

Conditional admission can be allowed for not achieving the English proficiency scores for students from both non-MoE curricula taught in any other language other than English as well as those from MoE curricula.

Accreditation

The Bachelor of Fine Arts in Digital Media and Communications degree is accredited by the Commission for Academic Accreditation (CAA) of UAE’s Ministry of Education.

Faculty

• Dr. Seema Sangra, Assistant Professor
• Dr. Sambhram Pattanayak, Lecturer
• Ms. Pooja Sakhare, Instructor
• Ms. Saher Nabi, Lecturer
• Mr. Aby Joseph, Assistant Professor
• Ms. Achuthy Kottangal, Lecturer
• Professor Akram M. Haddad, Professor
• Dr. Aradhana Bhardwaj, Associate Professor
• Dr. Gursirat Khokhar, Assistant Professor
• Dr. Jihene Mrabet, Associate Professor
• Dr. Malini Mittal Bishnoi, Assistant Professor
• Dr. Nagendra Singh, Assistant Professor
• Ms. Nilam Khunti, Lecturer
• Dr. Nrashant Singh, Associate Professor
• Dr. Richa Gupta, Assistant Professor
• Mr. Robert Studholme, Lecturer
• Dr. Sagee Sethu, Assistant Professor
• Dr. Ziaurrahman Azmi, Assistant Professor
• Dr. Nawal Mohamed, Lecturer
• Mr. Ubair Showkat, Lecturer

Programme Leader

Dr. Seema Sangra, Assistant Professor

Duration

4 Years

Total Credit Hours

120

Class Commencement

September 2025

Fee Per Credit (AED/USD)

AED 2,100 / USD 580