The University of Wollongong in Dubai (UOWD) will add to its course offerings with a new master's degree in media and communications (MMC) at the end of this year.
The move into the social sciences is a significant shift away from UOWD's familiar focus on business, finance and information technology as the second phase of a comprehensive expansion plan.
"The MMC is part of UOWD's three-year strategic plan to broaden its offerings and develop as a comprehensive university in the UAE," said Professor Robert Whelan, president of UOWD. "We plan to develop and deliver programmes needed in the region and the MMC is the first step in that direction."
The new programme is still under review by the Ministry of Higher Education and Scientific Research). The university hopes to roll it out at the start of the autumn term.
"If the ministry requires significant changes to what we have proposed it might take a little longer, maybe until spring 2012," he said.
Deliberate move
The introduction of the new communications programme at the postgraduate level was a deliberate move aimed at filling a void in the marketplace.
"We aimed the programme at the master's level deliberately to satisfy market professionals who need additional skills on top of the ones they have already acquired in the communications work place," he said. "There is a strong need for employees in the general industry of communications who have higher skill levels than a first degree."
Prof Whelan's statement is based on extensive market research conducted with media organisations and industry professionals. Consultation with industry professionals is, in fact, a mandatory requirement for the ministry upon the development of new programmes at undergraduate or postgraduate level.
UOWD's research revealed that the UAE's communications industry is in need of professionals with refined skills.
Skills in demand
"The various partner organisations we talked to were strongly pushing for journalists with a real understanding of journalism at the international level," said Prof Whelan. "There is also a need for public relations professionals with good communication skills and an understanding of how to apply them to PR roles in a company or government agency."
In addition to the MMC, Prof Whelan disclosed the next phase of UOWD's course expansion to be a master's in International Relations, also deemed in need by the marketplace. "The international studies area has quite a demand in an international hub such as the UAE," he said. "I've met with ambassadors who expressed their interest in enrolling their staff onto such a programme …international employees are in need of a greater understanding of the world as a whole."
Master's course in media and communications
UOWD's new degree course is tentatively set to roll out in autumn at a cost of approximately Dh60,000 for a 10 module programme. It is mainly aimed at media and communications professionals looking to up-skill themselves. The course will therefore be offered on a full and part-time basis. The initial intake is estimated to be 35. For the MMC, UOWD has formed partnerships with the UAE's media industry, such as tenants at Dubai Media City, to ensure an up-to-date education as well as the use of professional facilities and relevant work placements.
