Abu Dhabi University

What you'll study

The programme combines theory and practice across digital media, strategic communication and creative production. You study core communication theory, media ethics and law, audience research and strategic planning alongside hands‑on modules in multimedia production, digital storytelling, photography, video editing, graphic and web design, and social media campaign management.

• Foundations: Introduction to communication, media industries, media law and ethics, and research methods for communication.
• Strategic communication: Public relations, advertising principles, branding, integrated marketing communication and campaign planning.
• Digital media skills: Social media strategy, content creation for platforms, analytics and measurement, SEO basics and digital marketing tools.
• Production and design: Multimedia production, video and audio production, photography, motion graphics, UX/UI and web authoring.
• Capstone and work experience: Project-based capstone or portfolio development and an industry placement or internship to apply skills in a professional setting.

Entry requirements

Applicants are expected to hold a recognised secondary school certificate or equivalent. Specific requirements vary by applicant type (local, international or transfer); applicants whose first language is not English must demonstrate English proficiency through recognised tests or institutional assessment. Some applicants may be asked to submit a portfolio of creative work or to attend an interview, particularly where practical production modules are a focus. Abu Dhabi University also offers preparatory or foundation pathways for candidates who need to strengthen subject knowledge or language skills before entry.

Career prospects

Graduates are prepared for roles across digital, creative and communication sectors. Typical career paths include social media manager, digital content producer, communications or public relations officer, brand or marketing coordinator, multimedia journalist, content strategist, UX/content designer and roles in creative or digital agencies. Graduates also move into in‑house communications teams for corporations, NGOs, government entities and start‑ups, or continue to postgraduate study in related fields.

Why study at Abu Dhabi University

Abu Dhabi University offers an industry‑aware curriculum with practical learning in well‑equipped studios and labs, enabling students to build a professional portfolio. The university has links with media organisations and agencies in the UAE and the region, supporting internship and career opportunities. Students benefit from faculty with both academic and industry experience, career services and extracurricular activities that connect classroom learning to real projects and local media ecosystems.