Canadian University Dubai revamps communication programmes amid rapid industry growth

Canadian University Dubai revamps communication programmes amid rapid industry growth

Published: Wed 26 Oct 2022, 11:09 AM Last updated: Wed 26 Oct 2022, 11:18 AM

Canadian University Dubai (CUD) is relaunching its bachelor of arts in communication programmes with a modernised curriculum tailored to the transforming needs of the industry. The courses will reflect the changing practices in global media and help to build professional capacity amid the industry’s rapid growth in the region.

Designed to prepare students for direct entry to employment, the three programmes incorporate the latest advances in the communications sector. Set in the context of new business models driven by increasing commercial pressures, the digital media and journalism major teaches students how to deal with the challenges of modern media, such as demanding audiences, fake news, and the integration of virtual reality in reporting.

Building on the traditional principles of the profession, the newly developed major in advertising and integrated marketing communication adopts innovative approaches to teach students how to build brands in the globalised marketplace. The programme focuses on skills like audience perception, rhetoric, strategic writing, and creative strategy. The public relations major also aims to prepare students for the changing landscape of communication, with a focus on brand value, reputation management, and crisis communication.

Drawing on the university’s