Program Learning Outcomes

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

  • Demonstrate an understanding of concepts and theories of communication in digital marketing, advertising, public relations, and corporate communication (Knowledge).
  • Critically assess the historical evolution of media forms and evaluate the impact of professionals and institutions on the development of digital marketing, advertising, public relations, and corporate communication (Knowledge).
  • Demonstrate advanced communication and information technology skills by creating media content that meets professional standards and caters to specific audiences and purposes (Skills).
  • Apply innovative and advanced domain-specific knowledge to analyze real-world communication problems and propose evidence-based solutions critically (Competence – Autonomy and Responsibility).
  • Lead the development and implementation of modern tools and technologies for media production, creative design, and both digital and non-digital communications research (Competence – Role in Context).
  • Operate independently and professionally as an entrepreneur or team member to enhance organizational productivity and efficiency through effective communication strategies (Competence – Self-development).

Two-Intakes

Fall and Spring

8

Semesters
(Accelerated program offered)

AED 42000*

Fees per year
* VAT @ 5% will be charged extra
ACADEMIC FEES TO BE PAID IN AED/USD

Majors and Minors Offered

  • Digital Marketing and Advertising
  • Public Relations and Corporate Communication

Degree Structure

  • Total credits – 120 (Major (including discipline-specific core courses) - 60; Minor- 24;
    General Education - 22; Social Responsibility Project - 4; Internship - 4; Project - 6)
  • Satisfactory completion of the following non-credit courses is mandatory for the award of degree: Fitness for Life; Emotional Well-being; ‘Vasudhaiva Kutumbakam’ SIU Global Citizenship; and Core Environmental Studies
  • Every student has to choose a major and a minor (a minor should be an area other than the chosen major) and complete the required credits in the area.

Study Plan for Bachelor of Arts (Mass Communication)
Duration - 8 Semesters (4 Years)

STEP 01

Semester I

Total credits = 14
Major courses - 6 credits
General Education courses -
8 credits

STEP 02

Semester II

Total credits = 14
Major courses - 6 credits
General Education courses -
8 credits

STEP 03

 

Students select major /
minor specializations at the
end of Semester II

STEP 04

Semester III

Total credits = 18
Major courses - 9 credits
Minor courses - 3 credits
General Education courses -
6 credits

STEP 05

Semester IV

Total credits = 16
Major courses - 9 credits
Minor courses - 3 credits
Social Responsibility Project -
4 credits

STEP 06

Semester V

Total credits = 18
Major courses - 9 credits
Minor courses - 9 credits

STEP 07

Semester VI

Total Credits = 15
Major courses - 12 credits
Minor courses - 3 credits

STEP 08

Semester VII

Total credits = 13
Major courses - 6 credits
Minor courses - 3 credits
Internship - 4 credits

STEP 09

Semester VIII

Total credits = 12
Major courses - 3 credits
Minor courses - 3 credits
Project - 6 credits

STEP 10

Degree to be awarded (based on the choice of major)

Bachelor of Arts (Mass Communication - Digital Marketing and Advertising)
OR
Bachelor of Arts (Mass Communication - Public Relations and Corporate Communication)

Study Plan for Bachelor of Arts (Mass Communication) -
Accelerated Programme*

*An accelerated program is offered to advanced learners (those who do not have any pending backlogs and have a minimum CGPA of 7.5 on a scale of 10 at the end of Semester 3). Duration of the program – 3 and 1/2 years

STEP 01

Semester I

Total credits = 14
Major courses - 6 credits
General Education courses -
8 credits

STEP 02

Semester II

Total credits = 14
Major courses - 6 credits
General Education courses -
8 credits

STEP 03

 

Students select major /
minor specializations at the
end of Semester II

STEP 04

Semester III

Total credits = 18
Major courses - 9 credits
Minor courses - 3 credits
General Education courses -
6 credits

STEP 05

Semester IV

Total credits = 16
Major courses - 9 credits
Minor courses - 3 credits
Social Responsibility Project -
4 credits

STEP 06

Summer Semester

Major courses - 3 credits
Minor credits - 3 credits

STEP 07

Semester V

Total credits = 18
Major courses - 9 credits
Minor courses - 9 credits

STEP 08

Semester VI

Total Credits = 15
Major courses - 12 credits
Minor courses - 3 credits

STEP 09

Summer Semester

Total credits = 6
Project - 6 credits

STEP 10

Semester VII

Total credits = 13
Major courses - 6 credits
Minor courses - 3 credits
Internship - 4 credits

Semester VIII**

STEP 11

Degree to be awarded (based on the choice of major)

Bachelor of Arts (Mass Communication - Digital Marketing and Advertising)
OR
Bachelor of Arts (Mass Communication – Public Relations and Corporate Communication)

** Semester VIII courses will be completed in two summer semesters (after Semester IV and Semester VI)

Eligibility

  • A minimum of 60% marks or equivalent grade in Standard XII (10+2) or an equivalent examination from a recognized Board.
  • A minimum score of 1100 on the English language portion of the EmSAT examination or its equivalent on any other national or Internationally-recognized tests that are approved by CAA, such as a TOEFL score of 500 (173 CBT, 61 iBT), or a 5.0 IELTS academic.
  • Those who do not fulfil the minimum language requirements can complete a bridge course and join the program.

Selection Procedure

The Admission Committee will shortlist the applications based on the student’s previous academic track record, English Proficiency Test, Statement of Purpose, Letters of Recommendation, Passport copy and CV (Curriculum Vitae). Shortlisted candidates will be invited for a personal interview. SIU, Dubai will then declare the merit list of the selected candidates.

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Courses

Academic English

Arabic I

UAE : History and Culture

Entrepreneurship, Innovation and Sustainability

Design Thinking

Cross Cultural Management

Islamic Studies

Business & Managerial Communication

Basic Psychology

Media Theories with Culture and Communication

Advertising and Contemporary Culture

Media Economics

Fundamentals of Marketing

Practical: Creation of a Newspaper/Film/Marketing Communication-AD, PR

Corporate Film Production

Research Methodology

Introduction to Public Relations Practice

Consumer Behavior

Corporate Communication Strategy

Event Management

Corporate Communications in Specialised Sectors

Political and Advocacy Communication

Crisis Management in Public Relations

Global Public Relations

Corporate Governance and CSR

Strategic PR and Campaign Planning

Retail Marketing

Business Statistics and Market Research

Introduction to Advertising

Digital Marketing

Data Analytics using MS-Excel

Social Media Marketing

Advertising Strategy

Influencer and Content Marketing

Advertising Film Making

Advertising Design and Creatives

Digital Branding Strategy

User Interface Design and No Code App Development

Sustainable Marketing

Global Business Environment

Academic Fees

Bachelor of Arts (Mass Communication) BA (MC)
Payment Plan – Academic Fees

<
Bachelor of Arts (Mass Communication) - BA (MC) 
Weekday: Payment Plan – Academic Fees & Charges

Sr. No.

Description

Year 1

Year 2

Year 3

Year 4

Total

Fees in AED

Semester 1

Semester 2

Semester 1

Semester 2

Semester 1

Semester 2

Semester 1

Semester 2

1

Academic Fee

21,000

21,000

21,000

21,000

21,000

21,000

21,000

21,000

1,68,000

2

Graduation Fee

-

-

-

-

-

-

-

500

500

3

Security Deposit (refundable)

4,000

-

-

-

-

-

-

-

4,000

 

Total

25,000

21,000

21,000

21,000

21,000

21,000

21,000

21,500

1,72,500

Medical and Visa** charges for overseas students seeking student visa shall be AED 5,000 in the first year, renewable every year for AED3500/-

Note

  • Application Fee (non-refundable) will be charged @ AED 1,500 per program (inclusive of VAT).
  • Any other charges incurred on behalf of the student/ to provide services to the student will be charged at actuals.
  • Backlog Fee will be charged additional @ AED 500 + 5% VAT per course as applicable.
  • Graduation Fee will be charged additional @ AED 500 + 5% VAT per course as applicable.
  • *Medical Insurance and Visa charges (non-refundable) (inclusive of VAT), will be additional @ AED 5000 for overseas students requiring institutional visa, AED 1,000 will be charged in addition to this for students who are within UAE.
  • Administrative fees (non-refundable) @ AED 1000 + 5% VAT will have to be paid by the student at the time of application for the cancellation of the admission.
  • Administrative fees (non-refundable) @ AED 1000 + 5% VAT will have to be paid by the student at the time of application for the transfer of the admission.
  • A late fee will be applicable for all fee payments that are not paid as per the schedule.
  • VAT @ 5% will be charged extra on fees except refundable Security Deposit.
payment-schedule

Payment Schedule

Semester Fees for the BA(MC) program can be paid in two instalments; first instalment to be paid before the beginning of the semester and second instalment to be paid two weeks before the commencement of the second semester.

Academic Calendar


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Fees Collection and Refund Policy


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Course Description

Basic Psychology

This psychology course provides a strong foundational understanding of human behavior, cognition, and interpersonal dynamics. Students explore topics from fundamental concepts to complex areas such as group behavior, communication, and human sexuality. The course emphasizes critical thinking and practical application for analyzing psychological phenomena in diverse contexts.

Media Theories with Culture and Communication

This course is a comprehensive exploration of media theory and its profound impact on society, shedding light on the intricate dynamics of mass communication. By focusing on essential theories related to media production, content, form, consumption, and societal effects, students will understand the role media plays in shaping our collective consciousness.

Academic English

The course seeks to introduce students to the requirements and practices of academic writing. It will help students learn reading, writing, listening, and speaking skills, specifically emphasizing using the English language in the academic world. It will also include a discussion of critical thinking, argumentation, research, and plagiarism, including citations.

Arabic - I

This course has been created for beginners and is intended to enable essential communication using the four skills: reading, writing, listening, and speaking. Students learn to read and write Arabic letters of the alphabet, words, and sentences and build a basic vocabulary.

UAE: History and Culture

The course provides a basic introduction to the history, culture, and society of the United Arab Emirates (UAE). It delves into the origins and development of economic and governance structures and also provides an overview of the UAE's future challenges and opportunities in the contemporary world.

Media Economics

This course serves as a vital bridge between fundamental economic principles and their practical application within the dynamic realm of media. Students, equipped with a foundational understanding of economic theory and methodology, are guided through exploring the emerging field of Media Economics. As prospective employees and entrepreneurs in the media sector, this course aims to empower graduates with insights into the economic intricacies that shape the media industry.

Fundamentals of Marketing

This course serves as an introductory exploration into the fundamental marketing concepts, aiming to equip students with a comprehensive understanding of marketing elements and the overarching marketing process. Through a combination of theoretical foundations, practical examples, and interactive learning experiences, students will gain valuable insights into the dynamic world of marketing.

Design Thinking

The Design Thinking course teaches a human-centered, creative problem-solving approach. Based on empathy, ideation, and iteration, it provides a systematic framework for innovative solutions. Students learn different stages of design thinking, value user perspectives, accept ambiguity, and embrace experimentation.

Cross Cultural Management

The Cross Cultural Management course develops knowledge and skills to navigate diverse cultural contexts in global business. It prepares students for leadership roles in international business by emphasizing cultural intelligence and cross-cultural communication. It also helps the students understand the role of culture in society, including its relationship to business practices and also gives an international perspective on managing business. It provides insight into the relationship between national values and workplace attitudes and behaviors in different countries.

Islamic Studies

The course provides a basic introduction to the history and beliefs of Islam, one of the world's most influential religions. It focuses on the origins and spread as well as its contributions to the contemporary world. The course studies Islam and practices to promote an understanding of its rich heritage and diversity.

Business and Managerial Communication

This course explores key concepts crucial for effective professional interaction. Through a focus on critical thinking development, students will acquire the skills necessary to Communication navigate the dynamics of business communication, fostering excellence in written and verbal communication for both internal and external organizational contexts. The curriculum thoroughly examines theories and practical strategies, empowering students at various levels—managerial, organizational, corporate, individual, and group—to contribute meaningfully to societal engagement and become adept and socially conscious members of the community.

Entrepreneurship, Innovation, and Sustainability

This course teaches students how to navigate the intersection of entrepreneurship, innovation, and sustainability. It covers fundamental concepts, skills, and strategies needed to start and manage a sustainable business in a challenging and evolving contemporary world. The course emphasizes integrating innovative thinking with sustainable practices, equipping students with the tools to address societal and environmental challenges through entrepreneurial endeavours.

Introduction to Advertising

This course introduces students to advertising fundamentals, covering key concepts and strategies for creating effective communication campaigns. Students will explore the creative and strategic aspects of advertising, gaining insights into consumer psychology and market positioning to develop impactful advertising messages.

Introduction to Public Relations Practice

Students will gain a foundational understanding of public relations principles and practices, learning how organizations manage their reputation and relationships with stakeholders. The course covers strategic communication planning, media relations, and crisis management, providing a comprehensive introduction to the field of public relations.

Retail Marketing

This course focuses on the intricacies of retail marketing, equipping students with the knowledge to navigate the competitive retail landscape. Topics covered include customer behavior, store management, and promotional strategies, preparing students to develop effective marketing plans tailored to the retail sector.

Digital Branding Strategy

Students will explore the evolving landscape of digital branding, emphasizing strategies to build and manage brand identity in the digital realm. The course covers social media branding, online presence management, and the integration of digital platforms for effective brand communication.

Consumer Behaviour

This course explores the psychological and behavioral aspects influencing consumer choices, providing students with insights crucial for crafting targeted marketing strategies. Understanding consumer behavior is emphasized as a foundation for developing effective communication campaigns.

Digital Marketing

Focused on the digital age, this course covers essential aspects of digital marketing, including online advertising, search engine optimization, and social media strategies. Students will gain practical skills in leveraging digital platforms for effective marketing and communication.

Business Statistics and Market Research

This course covers business statistics and market research techniques, providing a foundation for data-driven decision-making. Students will learn how to gather, analyze, and interpret data to make informed decisions in marketing and business.

Corporate Communications in Specialised Sectors

Focusing on industry-specific communication challenges, this course explores corporate communication strategies tailored to specialized sectors. Students will understand how to address unique communication needs within specific industries.

Advertising Strategy

Building on foundational advertising principles, this course delves into strategic aspects of advertising. Students will learn to develop advertising strategies, including campaign planning, target audience analysis, and message development.

SERVICE LEARNING

Through Service learning, students have an opportunity to engage with the community and participate in activities that fulfil the needs of society. Students are expected to work in the field, spending a required number of hours in a non-governmental organisation or a service sector area.

Data Analytics using MS Excel

This practical course equips students with skills in data analytics using Microsoft Excel. Covering data visualization, interpretation, and analysis, students will learn to harness the power of data for effective decision-making in a business context.

Corporate Communication Strategy

This course explores comprehensive corporate communication strategies, dealing with aligning organizational messaging with business objectives. Topics include stakeholder engagement, reputation management, and communication planning at the corporate level.

Crisis Management in Public Relations

Focused on proactive crisis planning and effective response strategies, this course prepares students to navigate challenges in public relations. Topics include crisis communication, reputation repair, and the role of public relations in managing organizational crises.

Event Management

Covering the principles and practices of event planning and execution, this course prepares students for the dynamic field of event management. Topics include logistics, promotion, and coordination to create successful and memorable events.

Advertising and Film Making

In this course, students will immerse themselves in the art and techniques of creating compelling advertising films. Covering scriptwriting, cinematography, and editing, the course emphasizes visual storytelling to effectively communicate brand messages in the dynamic realm of advertising through cinema.

Influencer and Content Marketing

This course explores the strategic intersection of influencer marketing and content creation. Students will delve into the principles of leveraging influencers, creating engaging content, and developing effective marketing strategies in the evolving landscape of digital media.

Social Media Marketing

This course explores the role of social media in marketing, providing students with strategies for building brand awareness, engaging with audiences, and leveraging social platforms for effective marketing campaigns. Emphasis is placed on the dynamic and evolving landscape of social media marketing.

Practical: Creation of a Newspaper/ Film / Marketing / Communication-AD, PR

Providing hands-on experience, this practical course allows students to apply theoretical knowledge by creating various communication materials such as newspapers, films, and marketing or communication-related advertisements. Students will gain real-world insights into the creative and strategic aspects of communication.

Corporate Governance and CSR

Focusing on ethical business practices, this course delves into corporate governance and corporate social responsibility (CSR). Students will explore how organizations integrate responsible and ethical behavior into their operations, addressing societal and environmental concerns.

Global Public Relations

This course provides a global perspective on public relations, covering international communication strategies, cross-cultural considerations, and the management of global media dynamics. Students will gain insights into navigating the complexities of communication on a global scale.

Sustainable Marketing

The course provides an introduction to the concept of sustainable marketing and discusses its relevance in the contemporary world. It will also debate strategies suited for sustainable marketing and the challenges in practicing them. It will also discuss issues like the importance of understanding consumer behavior and the role of ethics while engaging in marketing.

User Interface Design and No Code App Development

The course seeks to help students understand the basics of designing and developing an operational mobile app without using a code app builder. It helps students to apply coding principles and build functional and user-friendly mobile apps.

Corporate Film Production

Focused on the corporate communication landscape, this course covers the art and logistics of producing corporate films. From scripting to filming and editing, students will learn to create visually compelling narratives for effective corporate communication.

Research Methodology

The Research Methodology course provides students with the foundational knowledge and skills to conduct rigorous and systematic research across various disciplines. Research is an integral part of academic and professional pursuits, and this course provides an in-depth understanding of the principles, methods, and ethical considerations involved in designing, executing, and presenting research projects. Participants will develop the capabilities to evaluate research literature critically, formulate research questions, develop hypotheses and employ appropriate methodologies to contribute meaningfully to their fields of study.

Strategic PR and Campaign Planning

In this course, students will delve into strategic public relations planning, campaign development, stakeholder engagement, and crisis management. Emphasis is placed on developing effective communication strategies aligned with organizational goals.

Advertising Design and Creatives

Focused on the creative aspects of advertising, this course explores design principles, visual aesthetics, and creative ideation. Students will develop skills in crafting impactful advertising materials, including visual elements and creative concepts.

Internship

An internship is an opportunity for students to gain practical experience in their discipline. Students have an opportunity to apply theoretical knowledge to real-world situations, gain valuable industry experience, and refine essential skills that can enhance their employability and professional growth.

Advertising and Contemporary Culture

This course explores how societal trends and values influence advertising strategies and communication approaches by analyzing the intersection of advertising and contemporary culture. Students will critically examine the cultural implications of advertising campaigns.

Political and Advocacy Communication

This course delves into the principles and practices of political and advocacy communication. Students will study effective messaging and public engagement in political and social spheres, understanding the role of communication in shaping public opinion and influencing change.

Global Business Environment

The Global Business Environment course is designed to provide students with a comprehensive understanding of the factors influencing international business operations in the context of the globalizing world. Participants will explore the complexities of conducting business across borders and also consider economic, political, cultural, and legal dimensions. The course aims to equip students with the knowledge and skills necessary to navigate the challenges faced and also capitalize on the opportunities presented by the global business environment.

Project

The Project is an opportunity for students to engage in independent research work under the broad supervision of an advisor. Students can engage in academic research or an industry-rated project. Students have to collate data and use research methods, and discipline-related skills to analyse and present a report.

Website last updated : July 14, 2024