Master of Arts in Communication

Aligned with the United Arab Emirates' national priorities on enhancing its global reputation and fostering innovation, such as UAE Vision 2030 and UAE Soft Power Strategy, Zayed University’s Master of Arts in Communication with a study option in Strategic Public Relations program empowers students to drive impactful communication strategies that support national branding and international influence.

Students are equipped with an understanding of strategic communications principles, essential for shaping public perception, influencing public opinion, and facilitating informed decision-making. In an increasingly complex digital age, this program prepares graduates to navigate both the challenges and opportunities of evolving media landscapes.

Five reasons why you should enrol in Zayed University’s Master of Arts in Communication with a study option in Strategic Public Relations:

1. Strategic Communication Leadership: Acquire specialized knowledge and foster leadership and strategic communication skills that can lead to diverse and rewarding opportunities across various industries such as corporate, government, media, and consulting.

2. Specialized Expertise for a Competitive Edge: Gain advanced skills in, for example, corporate communications, crisis management, stakeholder engagement, and digital and social media. These skills are highly sought-after in the competitive job market of the United Arab Emirates, where effective communication is paramount.

3. Industry-Relevant Training: Engage in real-world projects, case studies and simulations that will prepare you for the challenges of the rapidly evolving public relations landscape in the UAE.

4. Impactful Research: Learn from experienced faculty and gain expertise in research-driven strategies that elevate national branding, digital media, and international relations, aligning with government initiatives to build a strong global reputation.

5. Career Advancement: Open doors to leadership positions in government communication or corporate public relations and be at the forefront of shaping impactful narratives that drive national growth and innovation.

Zayed University’s Master of Arts in Communication with a study option in Tourism and Cultural Communication is aligned with key United Arab Emirates' government initiatives. Both Abu Dhabi’s Tourism Strategy 2030 and the Dubai 2024 Urban Master Plan emphasize the promotion of cultural tourism, heritage conservation, and sustainable development of tourism infrastructure and cultural sites. This program prepares graduate to contribute to these initiatives by creating compelling communication plans that promote United Arab Emirates' cultural assets.

The UAE also places a strong emphasis on preserving Emirati heritage and promoting cultural identity. This program helps students craft communication strategies that foster intercultural understanding and promote cultural heritage locally and globally.

Four reasons why you should enrol in Zayed University’s Master of Arts in Communication with a study option in Tourism and Cultural Communication:

1. Strategic Communication Leadership: Become an expert in the tourism sector with extensive knowledge and skills in strategic decision-making. Gain the competencies to plan and manage tourism activities effectively, making you a future leader in the thriving tourism industry. Develop advanced skills in promoting cultural heritage, global tourism, and cross-cultural interactions.

2. Cultural Promotion Expertise: Engage with projects that promote sustainable tourism practices, cultural heritage preservation, and innovative communication strategies that respect and enrich cultural narratives.

3. Research-Driven Strategies for Real-World Impact: Engage in cutting-edge research while working work alongside expert faculty to explore emerging trends, technologies, and strategies in the field of tourism and cultural communication, enhancing your academic and professional profile.

4. Industry Demand for Cultural Communicators: Embark on a rewarding and diverse career path. Whether your career journey leads you to being a Cultural Event Coordinator, Destinations Marketing Manager, or Cultural Policy Advocate, the program positions you for leadership roles in tourism boards, international cultural institutions, events management, media and public relations firms, and culture festivals where communication is key to promoting destinations and managing public relations.

Upon successful completion of the Master of Arts in Communication program, students will be able to:

• articulate a mastery of specialized knowledge in functional theories of communication;

• develop advanced skills to conduct research, evaluate information and formulate insights appropriate to the communication contexts in which they apply;

• apply professional knowledge in problem-solving that enables critical analysis, planning, implementation, and evaluation of comprehensive communication strategies;

• independently conceive and produce creative and innovative communications content suitable for a variety of audiences and in a variety of media forms;

• communicate complex information effectively and deliver professional presentations in written, verbal, digital and integrated formats; and,

• critically apply professional and ethical principles in pursuit and presentation of accurate, fair and objective information.

Core Courses

The following seven courses provide the foundation for discipline knowledge:

COM601 Foundations of Communication Studies

COM604 Cross Cultural Communication

COM606 Understanding Consumer Trends

COM602 Communication Research Methods

COM607 Social and Digital Media Strategies

COM623 Event and Festival Planning and Promotion

COM613 Corporate Social Responsibility and Ethics

Study Option Courses Starting in the second semester, the following five courses deliver advanced topics tailored toward theory development and industry application:
Strategic Public Relations	Tourism and Cultural Communication
SPC612 Strategic Public Relations SPC614 Internal Communications SPC615 Crisis and Risk Management Communication COM650 Applied Research Seminar COM651 Capstone Research Seminar	TCC621 Strategic Planning and Development TCC622 Tourism Communication TCC625 Tourism in the UAE and MENA Region COM650 Applied Research Seminar COM651 Capstone Research Project

Program Study Plans

View the program study plan for the Master of Arts in Communication Study Option in Strategic Public Relations here.

View the program study plan for the Master of Arts in Communication Study Option in Tourism and Cultural Communication here.

Program Duration

The Master of Arts in Communication program is delivered in English over 3 semesters at Zayed University located in Abu Dhabi.

Course Delivery Format

The Master of Arts in Communication courses are delivered in 8-week terms.  Classes are generally scheduled on weeknights – Mondays through Thursdays – starting at 6:00 PM.  Each course meets twice each week.

For more information on the Master of Arts in Communication application deadline and location for program delivery, please visit the Application Deadlines section of the website.

Courses in the Master of Arts in Communication program are taught by select professors from the College of Communication and Media Sciences who are experts in their fields and possess diverse international research experience.

Knowledge gained during classes is further enhanced by sharing real-world experience with other students, guest lecturers, top professionals and leaders in the field of communication.

View a copy of the Global Capability Framework for the Public Relations and Communication Management Profession, United Arab Emirates Report 2020-2021 by Dr. Ganga S Dhanesh, Dr. Gaelle Picherit-Duthler and Dr. Hilke Steenkamp from the College of Communication and Media Sciences.

A total of 36 credit hours at AED 2,667 per credit hour.

Tuition Fee Payment Plans

View the tuition fee payment plan for the Master of Arts in Communication Study Option in Strategic Public Relations here.

View the tuition fee payment plan for the Master of Arts in Communication Study Option in Tourism and Cultural Communication here.

For more information on the Master of Arts in Communication program cost, payment procedure and financial support, please visit the Admissions and Fees section of the website.

Students must complete all required courses in the approved program curriculum and achieve a cumulative grade point average (CGPA) of 3.0.

College of Communication and Media Sciences

Zayed University

Abu Dhabi & Dubai

United Arab Emirates

Tel: +971-2-599-3605

Email: dgs.recruitment@zu.ac.ae