Program Overview

---

Introduction to the Bachelor of Arts in Mass Communication

The American University of Ras Al Khaimah (AURAK) offers a comprehensive Bachelor of Arts in Mass Communication program, designed to provide students with a broad and deep understanding of the field. The program aims to produce competent graduates with the ability to apply knowledge and skills in their area of concentration, engaging in research to benefit the community and the nation.

Program Mission

The Bachelor of Arts in Mass Communication with concentrations in Digital Media or Public Relations will produce competent graduates with the ability to apply both knowledge and skills of their area of concentration to engage in research to benefit the community and the nation, to ensure quality in the learners' professional lives.

Program Educational Objectives

The goals and objectives of the Bachelor of Arts in Mass Communication are simultaneously aligned with the mission statement of the university and seek to achieve the objectives embedded in the university mission.

Program Goals

The goals of the Mass Communication Program are to:

1. Provide the student with a broad and deep knowledge about the study of communication, the similarities and differences between communication delivery modes, including their structure, processes, an ethical practice thereof, and the significance in social and professional uses;
2. Foster an understanding of the interdisciplinary nature and the cultural, ethical, and historical contexts of human communication;
3. Enhance the student's proficiency in research skills, the use of technology and media, critical thinking, creativity, and analytical abilities to pursue knowledge independently in the pursuit of advanced higher education;
4. Produce graduates who possess advanced practical and interpersonal skills that are grounded in truth and ethically practiced who demonstrate the capacity to establish and evaluate communication relationships in order to lead and serve the community; and
5. Produce responsible and competent professionals with practical skills, social commitment, and ethical standards that satisfy the demands of employment in the UAE, the region, and the world.

Program Structure

The program is designed to be completed in four years, with a total of 120 credits. The structure includes:

• University General Education Requirements (31 credits)
• Program Core Course Requirements (35 credits)
• Concentration Course Requirements (18 credits)
• Mass Communication Electives (15 credits)
• Free Electives (15 credits)
• Arabic for Media (3 credits)
• Internship (3 credits)

Concentrations

The Bachelor of Arts in Mass Communication offers two concentrations:

• Digital Media
• Public Relations

Digital Media Concentration

The Digital Media concentration provides a strong foundation in the theoretical principles, approaches, techniques, and practices of communication through digital media. The goals of the Digital Media Concentration are to:

1. Provide a strong foundation in the theoretical principles, approaches, techniques, and practices of communication through digital media;
2. Produce graduates that have proficiency in communication and communication delivery modes that is applicable in diverse contexts;
3. Enhance the student's proficiency in research skills by developing their critical thinking skills, creativity, analytical abilities, and their ability to work with communication technology and communication media; and
4. Produce responsible professionals competent in communication in digital media who satisfy the demands of employment and the needs of the community in the UAE and the wider region.

Public Relations Concentration

The Public Relations concentration fosters an understanding of the interdisciplinary nature and the historical and cultural contexts of human communication in English and in another modern language in all public relations roles. The goals of the Public Relations Concentration are to:

1. Foster an understanding of the interdisciplinary nature and the historical and cultural contexts of human communication in English and in another modern language in all public relations roles;
2. Enhance the learner's proficiency in research skills, the use of technology and the media, critical thinking, creativity, and analytical abilities to pursue public relations communication knowledge independently in advanced higher education;
3. Demonstrate how contemporary public relation approaches and strategies may be used to improve communication with the audience in both public and private spheres;
4. Listen to and to speak, and to read and write public relations texts thoughtfully and to demonstrate an ability to support any communication with truthful and honest responses that increase the trust of the audience; and
5. Write effective public relations texts and to create public relations in media.

Program Learning Outcomes

Upon completing the Bachelor of Arts in Mass Communication, graduates will demonstrate the ability to:

1. Explain communication theory and demonstrate applications of relevant theoretical concepts for different mass communication fields;
2. Recognize key skills and employ contemporary tools for communicating effectively in realistic media environments;
3. Utilize appropriate messages and techniques for communicating effectively;
4. Apply research methodologies and models and implement these in communication work;
5. Identify factors characterizing the global nature of modern media systems;
6. Distinguish cultural issues in planning various forms of communication; and
7. Analyze principles of ethics, fairness, and regulation as they relate to media practices.

Program Accreditations

The American University of Ras Al Khaimah is officially licensed by the Ministry of Education of the United Arab Emirates to operate in the domain of Higher Education. The program is accredited by the Commission for Academic Accreditation (CAA).

Admission Requirements

To be considered for the Bachelor of Arts in Mass Communication program, applicants must meet the following requirements:

• High School Requirements: UAE Curriculum (Elite Track, Advanced, or General) with a minimum grade of 65%, or equivalent certificates from other curricula.
• English Proficiency: Academic IELTS with a minimum score of 5.0, TOEFL (Paper-based) with a minimum score of 500, TOEFL (Internet-based) with a minimum score of 61, or Oxford Online Placement Test (OOPT) completed at AURAK Campus with a minimum score of 5.0.
• Other Personal Documents: Passport copy, health card copy, valid Emirates ID (for UAE residents), health history form, four recent passport-size photographs, exemption letter from the National and Reserve Service Authority (for UAE male applicants between 18 and 30 years old), birth certificate, and family book (for UAE nationals).

Faculty Members

The faculty members of the Mass Communication program are experienced and qualified, with diverse backgrounds and impressive academic pedigrees. They are committed to enriching the learning experience of students and providing them with the skills and knowledge required to succeed in the field.

Career Opportunities

Graduates of the Bachelor of Arts in Mass Communication program can pursue exciting career opportunities in media, public relations, digital media, and other related fields. Some potential career paths include:

• Media Planner
• Multimedia Specialist
• Digital Media Specialist
• Public Relations Manager
• Producer
• Content Creator
• Program Researcher

Conclusion

The Bachelor of Arts in Mass Communication program at AURAK provides students with a comprehensive education in mass communication, preparing them for successful careers in the field. With its strong faculty, state-of-the-art facilities, and commitment to excellence, AURAK is an ideal choice for students seeking a high-quality education in mass communication.