Dubai: A new master’s degree programme focusing on the evolving digital media landscape is now being offered at the American University in Dubai (AUD).
The Master of Arts in Leadership and Innovation in Contemporary Media (MILCM) will be offered by the Mohammad Bin Rashid School for Communication (MBRSC) with many scholarship opportunities available for distinguished applicants, it was announced during a press conference on Wednesday.
The two-year programme aims to engage media professionals for a better understanding of the current and ever-evolving digital media landscape, bridging theoretical and scientific content such as data analytics with case studies to learn about the successes and strengths of the digitally native companies, speakers said.
Ali Jaber, dean of the MBRSC, said the media industry is witnessing constant and unprecedented changes in the way we consume, understand and create content.
“This degree will allow media professionals to gain a thorough and in-depth understanding of the current industry needs, as well as impart insights for students to be at the forefront of future digital disruptions. The programme will also develop leadership and decision-making skills on a higher management strategic level, specific to the contemporary media landscape,” he said.
Discussing the course content of the new graduate programme, Dr Pedro Sellos, programme director for the MILCM, said that the school will work on four main areas that are necessary to learn in order to become a digital leader in the media industry.
“The first one is about understanding in depth the digital media landscape as well as the elements related to the digital culture, social media platforms and the science behind the digital environment,” he said.
The second area will focus on understanding the digital audience, data analytics and branding in the digital age, he added, “while the third area will work on developing the management and leadership skills in the media professionals, so they can be more involved in the companies’ strategies, take better decisions and lead people in a constantly changing environment.”
Dr Sellos further explained that the final part of the programme will be an entrepreneurship lab, focused on developing solutions based on the real challenges that professionals are facing in their companies.
“They will develop their innovation skills using design thinking methodologies, this way creating digital prototypes that can be either implemented in their companies or used for starting a new business,” he said.
The programme’s teaching hours will fully take into account students holding full-time employment in the media industry.
