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Mass Communication

Bachelor of Arts in Mass Communication, Major: Media Management

 

The Media Management Major aims to produce professional communication and media specialists who:

  •  recognize the role of culture in defining the institutional configuration and social identity,
  •  analyze internal and external forces shaping the creative industry,
  •  create and manage engaging media projects,
  •  employ effective marketing strategies, and
  •  supervise and inspire media professional teams and lead organizational change.

 

Students will be able to:

  •  Demonstrate knowledge and understanding of:
    •  Relevant theories of communication and media management and their applications in the workplace.
    •  The various economic, political, ethical, legal, and social issues facing the creative industries.
    •  Media ethical, political, legal, and cultural frameworks.
  •  Manifest competency in:
    •  Identifying internal and external factors that shape the organizational identity.
    •  Implementing the principles and procedures of organizational change and adaptation in response to the dynamic environment.
    •  Applying effective communication strategies in a variety of managerial and cross-cultural situations.
  •  Manage research and media projects utilizing the latest interdisciplinary knowledge in the field.
  •  Analyze the political and cultural contexts in which policies are formed and administered and determine appropriate organizational strategies.
  •  Plan and conduct basic research to answer key questions in the field.
  •  Comply with the employment and industrial legal and ethical demands of media in Oman.
  •  Perform assigned tasks professionally independently or as a team, as required.
  •  Lead organizational change in response to the dynamic needs.

 

 

- To be admitted to the UTAS Mass Communication Program, prospective students have to have a minimum score of 60% in the General Education Diploma (GED) and a pass in English and Arabic. Students are selected on a competitive basis.

 

- Students are required to successfully finish the General Foundation Program

 

 

Media Management graduates have an opportunity to work in communication industries: television, movies, music, advertising, news, electronic services and social media. While they explore the principles of responsible and effective management, they will be competent enough to be in the middle management of large media organizations or even manage a small newly established media organization. Other job potentials include positions in events management, corporate communication and human resources management.

Semester 1

This course aims to develop a conceptual understanding of communication process, communication skills, influences of culture and perception in communication, oral presentation skills and basic writing competence, group and organizational communication, and the effect of language on communication.

The course aims at exploring the interface between the media of mass communication and the Omani society. Offered at an elemental stage in the study of the mass media, it takes a simple approach in describing the historical development of the mass media in Oman, beginning from the inception of the Blessed Renaissance in 1970, and in exploring how various facets of society such as government, business and audience impact on media operations and roles, as well as how the mass media themselves have shaped the Omani society over time. Main issues explored include traditional communication methods, media ownership and functions, media use, regulatory controls, media influence on cultural change, advertising and popular tastes, social and economic influences on media, new communication technologies and media literacy.

This course gives the students an overview of Digital Photography and its applications in Mass Communication. The course provides essential skills in using the DSLR camera, various composition strategies, available light techniques, and basic editing skills to produce professional images. The course enables students to use Mobile Phones too as an alternative to the professional camera with acceptable quality

Semester 2

This introductory course in Public Relations provides an overview of both theory and practice of Public Relations. The students will be introduced to the techniques, tools and types of PR field. It will give a bird's eye view of the various types of activities the PRO has to manage, including organizing PR campaigns and his role in crisis management. The lectures also include the relationship with the media and the techniques of writing for media. The course does not fail to discuss the ethics of PR and the latest trends of the field.

This course introduces the basic concepts of journalism and provides an overview of journalistic profession. Students will have a glimpse of the history and development of journalism. They will also gain an insight into the impact and significance of journalism in the contemporary world. They will learn the functioning of newsrooms, and procedures of news reporting, editing and publishing. With a mix of classroom teaching and writing practices, this course is designed to prepare students of communication to take up journalism as a major in the next semester for further specialization. This introductory course is also important for other majors of communication because of its focus on the basic journalistic writing, an inevitable part of all communication streams.

This course aims to develop a conceptual understanding of the constructed nature of mass media, including aspects of media production, media texts and media reception involved in the production of meaning. It focuses on simplified aspects of the central topics of media studies like understanding of the different genres, how visual images can be used as constructed texts, the role of stereotypes and an understanding of the ratings system and programming as well as gives the students an opportunity to understand the historical emergence of the different forms of Mass media.

This course prepares the students with grounding overviews in areas of advertising process and practices such as Advertising Research (including the study of consumer Behavior), Advertising Strategy (including integrated marketing concepts –IMC), Creative Processes (Copy writing and art direction) and Media Communication

Semester 1

This course is about understanding challenges of intercultural communication, biases, listening within and across cultures, ethics of communication, developing intercultural competence etc. It also examines the causes and significance of intercultural differences in verbal and non-verbal communication.

The course will analyze how meaning is created through the manipulation of images and sound in visual media. It explores the role of codes, symbols, typography, text and color in the construction of meaning and in establishing the audience-auteur relationship. The course critically analyses the conventions of narrative structure, sound editing and cinematography in films besides briefly evaluating the impact of the visual media in global society.

This course provides a grounding in the fundamental theory and practice of visual communication. It attempts to develop the students’ practical skills and explore the technical knowledge required for the creation of imagery in a digital context. It provides a critique of contemporary visual culture, surveying the mechanisms by which meaning is constructed through these images. It also attempts to explore the theoretical approaches to image analysis and applies these approaches to the creation of visual messages.

This course explores the nature of both verbal and non-verbal communication skills in interpersonal and intrapersonal contexts; examines areas like time management skills, assertiveness, self-motivation and raising confidence. The course provides an insight into presentation, public speaking and writing skills with an aim to prepare graduates to face the world outside the campus

Semester 2

This course discusses the historical development of theories of communication. It examines and analyses the social and cultural context for these theories. Critically and analytically assesses the continuing validity of these theories in contemporary society, especially in the era of social media communication.

The course explores various dimensions of ethics and morality, both in principles and practice which is fundamental to media as a conscience keeper in mirroring the society and its role in shaping the discourse on reality we live in. It provides understanding the extent and constraints of ethical framework shaped within the larger social political structures and its manifestation in media narratives reflecting contemporary society. It critically evaluates the role of the media while analytically assessing the link between individual morality and the rights and responsibilities of the media to work within ethical frameworks

This course prepares the students with grounding overviews in areas of Popular Culture namely in Contemporary global media which has its role in the formation and distribution of western popular culture as the mainstream world culture. Defining popular culture as the process by which individual identities are positioned in relation to collective experience through the influence of the media content. This course explores the interchange between popular experience and media representations of identity, community and power

This course will introduce students to the role of Photojournalism in the contemporary global media. Defining Photojournalism as the process by which Journalistic aptitudes are combined with the art of photography through the learning process of the basics of Photography and Photojournalism. The course aims to make the students learn Visual storytelling through a series of photographic images, which are thematically linked to provide a broader perspective. In addition, the course will explore the areas of Applied Visual Aesthetics, Visual readings and Applied Ethics in Photojournalism.

Video production is an entry-level course that will serve as an introduction to basic video/film/audio production. The goal of the course is for the student to develop the ability to capture great video images and audio, and to be able to edit those two elements together to tell a story. This course provides a foundation in the theory and practice of Video Production. It attempts to develop the students’ practical skills and explore the technical knowledge required for telling a story using moving images and sound. Students will learn to handle, operate a video camera and shoot on location

Semester 1

This course introduces debates about the impact(s) of various topical issues in media communication. It fosters a critical understanding of the nature, foundation and importance of these debates. Critically and analytically assesses the claims of competing interest groups and stakeholders.

The course takes students through the variety of theories and methodologies for the study of social issues. Subsequently, it presents discourses on a wide range of sociological issues that include crime, poverty, race, migration, education, wellbeing, urban spaces and cities and changes in the environment. Exposure to these theories, methodologies and discourses are tailored to lead students to the realization that every society has its own structures, systems, strengths and weaknesses and that people’s behavior and their lives can be based upon the sociological conditions of their society.

This course gives an understanding about the practice of journalism particularly print media. It includes practical exercises in basic news-gathering and writing. It also demonstrates how to be a reflective practitioner, besides providing a background to the news industry. It helps students to demonstrate competence in a core set of journalistic crafts in reporting, research and storytelling that show versatility across media, and also to demonstrate clear understanding between the difference of journalistic work in print, tv, radio and web journalism

In this course students will: learn to use a wide variety or qualitative and quantitative methods to collect and analyze data; be taught to think critically about information and become better information users; and develop research strategies. In this course, the students will be guided to choose topics that are relevant to their future.

This course provides a general introduction to the study of Creative industries as a global phenomenon, delivers specific knowledge about the broad policy and economic environment in which the creative industries operate, discusses the specific social, cultural, and technological issues facing the sector, gives students the opportunity to understand the language of creative industries and explores the development of this industry in terms of economic, cultural, and policy phenomenon.

Semester 2

Professional writing course prepares Media Management students to work as communication specialists in media, business, and industry as it offers writing practices on writing for digital media and writing briefing papers. In addition to enhancing students' professional writing skills for Business Communication such as writing Memo, Business Letters, Proposals, and Reports.

This course applies the theories of project management for managing media projects. Students develop an understating of requirements for initiating, resourcing, planning, managing and finalization in creative project management. It improves their analytical thinking in project planning and develops a critical path. Overall, the course enables students to create and maintain vision, direction and motivation, cope with inevitable setbacks and meet goals creatively and effectively within the context of creative projects and the creative industries.

This course explores theories of organizational structures and behavior as applied to business communication and examines the interaction of individuals and groups in organizations within the context of Media management.

This course provides a wide-ranging, accessible introduction to media economics and their application to abroad rang of media topics. It delivers not only a lucid overview of economic concepts, but shows how these continue to be relevant and useful for understanding how media works.

Students learn about theory related to digital business innovation and social media and how knowledge on these areas is applied in practice. Also, students understand and assess key digital technologies and when to apply them, and key conceptual frameworks related to digital business innovation and social media. Students through this course should learn to evaluate actual business situations through the lenses of theoretical frameworks to propose solutions and recommendations for businesses, using evidence-based approaches related to digital business innovation and social media.

Semester 1

This course attempts to analyze organizations as cultures and show the relationships between organizations and workplace identity. It evaluates the nature of organizing within the cultural milieu within Oman and internationally. It also examines how organizations shape individual and social identity. Specifically this course helps students: Analyses the nature of organizations and organizing; Evaluates internal issues particular to organizations within Oman; Analyses the way in which organizations adapt to and integrate change to survive in their dynamic environment and Finally, assess the role of organizations in shaping individual and social identity.

The course offered in the fourth year Public Relations applies various methods used by Corporate Organizations use of Social Media as a progressive platform to achieve a competitive success among their various publics. It constructs and fosters an analytical and strategical approach among students and gives them knowledge required to perform in the corporate world.

This course uses the dynamic nature of Human Resource management. It is designed specifically to engage students to analyze and comprehend the various management functions practiced in current situations globally.

This course is about applying Research topics of priority in the respective majors of Journalism, Public Relations, Advertising, Digital Media, and Media management. Identifying the research idea, finding the topic, Research problem and argument, Students start discussing their individual research topics, learn how to formulate research questions, do literature review and formulate the hypothesis.

Semester 2

This course analyses at an advanced level the role of the various stakeholders that comprise the field of cultural policy and addresses the broad range of the issues that creative organisations face when operating in the field of cultural policy and arts.

The course implores the practical aspects of all Media Management core subjects such as organizational behavior, managing creative industries and projects, media policy analysis, managing communication for organizational change, media planning, digital media management and managing social media. Student will develop portfolio value projects as applied to simulated and real-life problem-solving situations in creative industry.

Graduation Project II prepares students for executing a small-scale applied research project related to their respective professional study areas namely, Public Relations, Journalism, and Media Management. Students are required to produce a research-based graduation project report that (i) focuses on real life problems in their respective professional fields in Oman and (ii) are relevant for their professional development. The topic of the dissertation must be pertaining to Omani context. The length of the written dissertation is 6000-8000 words

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