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FOLLOW AUD ON
MOHAMMED BIN RASHID SCHOOL FOR COMMUNICATION
  • *** The University will be closed on Thursday, September 21, 2017 to celebrate the Islamic New Year
  • *** Withdrawal deadline for Fall 2017 semester is on November 9, 2017
  • ***Senior’s meeting with the registrar regarding Degree Audits completion (September 18 – October 19)
  • *** AUD ID cards for new students will be available in the Registrar’s Office starting Sunday, September 17, 2017
  • *** Fall 2017 semester starts September 04, 2017 and ends December 21, 2017
COURSE DESCRIPTIONS
 
LICM 601 | Survey Of Media Landscape
The course provides an orientation within the field of communications and media and anticipates issues covered in greater depth in subsequent courses. It will look into at global and local frameworks, technology and social transformation, followed by the challenges of media regulation, diffusion, and innovation. The final section of the course focuses on new media, with special attention to politics, new audiences, and the role of social media in local and global contexts.
 
LICM 602 | New Media, New Lifestyles: Societal Impacts of Contemporary Media
Students will investigate contemporary new media practices to understand new forms of media-related behaviors and their underlying beliefs and attitudes. This course reflects on these shifts brought by the digital media and networked connectivity exploring new forms of personal identity, political action, commerce, and culture, and new concepts of privacy, intellectual property, and community.
 
LICM 603 | Audiences and Brands
The course will look into strategic branding and how audience data may be analyzed and interpreted to improve marketing outcomes. The way the Internet and social media have altered the amount and kind of data that can be collected; and the strategic use of Twitter, Facebook and other platforms for social media marketing and the collection of audience data (data-mining) will be explored as well.

LICM 604 | Global Media Economics
This course will look into the common challenges that are facing media industries such as volatility of the business, the content-consumption-sponsorship interface, balancing local and international markets, and balancing social responsibility with profitability. It will highlight the new approach to content impacted by digitization and emerging economic feasibilities.
 
LICM 605 | Managing the Media Sector: Local vs. Global
This course examines management issues and techniques related to these challenges in the global media environment, addressing cultural differences, recognizing heterogeneity of global audiences, and fostering collaboration and ethical business practices.
 
LICM 606 | Creative Opportunities in Contemporary Media
This course will establish an understanding of the history, particular characteristics, and future directions of emerging media and transmedia, with an emphasis on cultivating a critical and creative perspective. Through case studies and a critical examination of diverse media platforms, students will learn to identify the design characteristics and interactions fostered through diverse media forms.
 
LICM 607 | Managing Emerging Media
Managing Emerging Media provides students with a comprehensive view of theoretical and practical communication strategies for product marketing in electronic media, including managing websites, positioning a brand, and marketing locally with centralized operation.
 
LICM 608 | Global Media Leadership
The course examines a wide variety of case studies in emerging business models that foster creativity and success in managing media productions in a global context, focusing on strategies of leadership, emerging technologies and awareness of cultural context.
 
LICM 609 | Capstone I
Students in the Capstone I will synthesize learning from courses taken in the Leadership and Innovation in Contemporary Media Program to create a new business model for an existing firm, or to create a business model for a new company, demonstrating an awareness of innovation, emerging media technologies and platforms, and entrepreneurship. In Phase I, students, will create the Business Model, which they will further develop in LICM 610.
 
LICM 610 | Capstone II
Students in the Capstone class will synthesize learning from courses taken in the Leadership and Innovation in Contemporary Media Program to create a new business model for an existing firm, or to create a business model for a new company, demonstrating an awareness of innovation, emerging media technologies and platforms, and entrepreneurship. In Phase II students, will complete and fine tune the Business Model that they created in LICM 609, Phase I.
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