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Course Detail

BA Honours Digital Media and Communications

BA Honours Digital Media and Communications

Learn about the course below
Start
September
Duration
3 Years
Attendance
Full Time
Course leader
Fees (Total)
175,455
Annual Breakdown
Year 1 - 58,485 Year 2 - 58,485 Year 3 - 58,485

*This programme is subject to review.  The programme content will be updated upon final validation.  

Forbes ME Higher Education

Our BA Honours Digital Media and Communications programme has been designed in consultation with industry to provide students with a curriculum which meets the practical, technical and theoretical demands of a career in the fast-paced creative industries. 

Middlesex University Dubai was awarded ‘Best Media Centre’ in the region at the Forbes Middle East Higher Education Awards 2019.

Course Highlights

The central focus of this degree is providing a balance between theory, practice, and creative work. The course teaches a broad range of the latest content production techniques alongside cutting edge contemporary academic debates and methodologies surrounding digital media. Practice-based work includes Video and motion graphics, web and mobile design, Digital Design, and Social Design. Students will use industry-standard software such as Adobe Photoshop, Illustrator, InDesign, Premiere and After Effects to produce digital image making, desktop publishing, digital filmmaking and motion design.

Core modules such as Digital Media and Society, Content Strategy, Digital Design, Professional Communication in Creative Careers are covered extensively in year 1. Students will learn the use of Adobe InCopy, InDesign and Creative Cloud Express, Adobe’s unified task-based, web and mobile app, to produce rich multimedia content including social media posts and stories, invitations, and marketing materials like logos, flyers and banners. In year 2 and 3, students will engage in more practice-based work including Video and motion graphics, website design, information design. Students will also learn cutting edge techniques and methods for digital data analysis, such as data scraping and API extraction, data visualization, basic social network analysis, digital ethnography, social media content analysis, and big data analytics. During Year three, students will undertake an independent project which allows them to demonstrate research and creative skills developed in other parts of the programme.

The programme will engage students in the process of learning through practice-based individual as well as group activities and projects, enabling them to develop their team-working and communication skills which are required in the industry. Throughout the course, emphasis is given to producing creative works of a professional, industry-standard and high-quality finish.

Please refer to our Academic Calendar for further information: http://www.mdx.ac.ae/life-at-university/academic-calendar

Module and programme information is indicative and may be subject to change.

Note: Both core and optional modules are constantly updated and under review. As with most academic programmes, please remember that it is possible that a module may not be offered in any particular year, for instance, because too few students opt for it. Middlesex University reserves the right to vary or withdraw any course or module.

  • Year 1

    • Professional Communication in Creative Careers (30 Credits) - Compulsory

      The module aims to develop students' abilities in a range of professional communication tasks which are characterised by a high degree of rhetorical convention alongside individual creativity. In order to build awareness as well as practical ability, a range of linguistic approaches are used to illuminate discourse strategies appropriate to each given idiom and situation. In addition, this module aims to introduce students to the career opportunities in the creative industries and to enable them to plan, reflect on and collate evidence for their own personal and professional development.

    • Digital Design (30 Credits) - Compulsory

      This module establishes the foundations and objectives of digital design, engages students with the creation of multimedia content for mobile and web. The module introduces students to digital image making, desktop publishing, digital filmmaking and motion design with industry-standard software such as Adobe Photoshop, Illustrator, InDesign, Premiere and After Effects. It also introduces students to videography with DSLR cameras, microphones and lighting kit. Students will create a digital image & desktop publishing (DTP) portfolio and a creative group video project, accompanied by an annotated bibliography.

      Forms of media students may produce include: Short Form video, motion graphics, interactive social media assets, digital publications, photo manipulations, editorial illustrations and electronic documents.

    • Content Strategy (30 Credits) - Compulsory

      The module aims to equip students with a range of digital practices, analytical approaches and tools by which to create, curate, direct and produce content required to deliver impactful communications achieving strategic objectives. Students will learn how to develop a ‘content strategy’ through the process of planning, assessing and selecting the best style, form and narrative organisation of that content, in order to achieve the desired communication and objectives with the intended audience. The module considers case studies and real-world challenges chosen from a range of contexts and ‘genres’ in order to build awareness as well as practical ability. In addition, this module will introduce students to the discipline of project planning, to equip them for career opportunities in the creative industries. This module will introduce and embed the use of Adobe InCopy, InDesign and Creative Cloud Express, Adobe’s unified task-based, web and mobile app, which enables students to produce rich multimedia content including social media posts and stories, invitations, and marketing materials like logos, flyers and banners.

    • Digital Media and Society (30 Credits) - Compulsory

      The module aims to introduce major theoretical concepts and debates, contemporary issues and discourses in digital media and sociocultural phenomena arising globally through the conceptualisation and application of existing and emergent digital technologies. Students will undertake critical engagement and understanding of the role of the digital and mediated relationships in complex processes of cultural change. They will evaluate developments that relate to industry and creative practices considering inclusivity equality, as well as wellbeing around ideas and processes of labour, power, lifestyles, the public and the private and social inequalities.

  • Year 2

    • Digital Research and Creative Practice (30 Credits) - Compulsory

      This module aims to provide students with key skills and knowledge of all aspects of research across various sectors associated with digital media, from how research is used in the industry (R&DI, KE) to its application towards regulation and its use in academia. The module will introduce students to a range of methods and techniques of research, and ways to analyse data and present them to different audiences whether they be industry figures and clients or academics. The module enables students to learn, evaluate and experiment with contemporary techniques and approaches in digital media research and apply this knowledge to the design of a research project. The module is specifically designed to teach students how to devise and develop independent research project within the framework of digital media and to train them to use the latest tools and programmes to do research on digital media. The module covers budgeting, basic project planning and management skills and calculation of expenditures, and will guide students across the learning of cutting edge techniques and methods for digital data analysis, such as data scraping and API extraction, data visualization, basic social network analysis, digital ethnography, social media content analysis, big data analytics, and how these interface with more traditional media research methods such as interviews, questionnaires and focus groups.

    • Immersive Storytelling (30 Credits) - Compulsory

      This module enables students to produce immersive, critical, story-led, memory creating, and experience-driven content for social media and the Metaverse.

      • Term 1 teaches students to analyse, construct and critically reflect on interactive and immersive narratives and diverse modes, practices and applications of immersive storytelling in a multitude of contexts. It requires students to develop a critical case study response/group presentation, accompanied by an individual report.

      • In term 2, students will develop the technical and creative skills to produce experiential content that is purposefully designed for specific audiences. In groups, students will create an immersive experience by means of some combination of interactions, animations, embedded media, creative technologies, and storytelling.

      Forms of media students may produce include: Hypertext, interactive video, data visualisations, NFTs (non-fungible tokens), locative media, virtual reality (VR) and VR video, augmented reality (AR), mixed reality (MR), extended reality (XR).

    • Creative Industries Work Placement (30 Credits) - Optional

      The nature and practices of work are constantly evolving and the creative industries are at the forefront of this evolution. The aim of this module is to establish a in-depth understanding of the creative industries and their specialist sectors. This module offers key employment and job seeking skills, including networking, personal branding (including portfolio, CV and online profile development) and interview training. It provides students with the opportunity to learn from the experience of recent graduates who have moved into full-time roles as well as network with seasoned professionals. It reviews theoretical frameworks and provides students with a comprehensive understanding of the nature of contemporary working practices. The module pays particular attention to the role of evolving online technologies in shaping and changing the world of work in the creative industries. This module requires students to complete a work-placement (100 hours) in a selected sector of the industry. Students will evaluate their performance and their learning from their work experience – as well as reflect on the cultural role of the organisation and place in the industry in which the work experience took place. The work done in this module can feed into a number of third year modules.

    • Global Communications (30 Credits) - Optional

      This module aims to develop the critical and creative digital media skills that students will need to work within a global communicative paradigm. This module will provide students with an in-depth understanding about how to use digital mediums to tell stories that are truly global, communicate effectively, and reach a broad global audience. Storytelling by companies, charities, NGOs, and other stakeholders within the creative industries is increasingly reliant on global digital media. However, digital communication channels present challenges and issues that need to be critically examined. Global media cannot be divorced from issues such as a growth in misinformation, and companies cannot ignore issues that are attached to globalization, such as climate change and a growth in inequality. Therefore, this module will also teach ways to produce content that is culturally sensitive, ethical, and builds on a brand’s corporate social responsibility. All of the knowledge that is learned will be applied in practical ways that are relevant to industry.

    • UX/UI Design for Web and Mobile (30 Credits) - Optional

      This module explores how user experience design (UX) and user interface design (UI) create deeper levels of engagement. Focussing on mobile to web, students will be introduced to the elements of UX design such as wireframing, prototyping and user journey mapping. Students will design user interfaces using design systems and learn to employ UX/UI patterns to create immersive mobile and web experiences for graphical user interfaces (GUIs), voice-controlled interfaces (VUIs), gesture-based interfaces using UI patterns, gamification and animations. The module builds upon the digital production skills obtained in the level 4 module DMC1002 Digital Design and focusses on interactive media production with Adobe XD and Dreamweaver primarily for web and mobile. Forms of media students may produce include: Websites and mobile phone apps. The module also covers interactive touchscreen installations for brands and product launches and information kiosks for museums.

    • Video and Motion Design (30 Credits) - Optional

      This module focuses on the design and production of motion graphics and digital video with Adobe Premiere, After Effects and Maxon Cinema 4D. Students will learn to produce engaging, sophisticated moving image material to a professional standard, gaining an advanced understanding of the conventions and practices of digital filmmaking and animation, and exploring history and context of their development in the arts and creative industries. The module introduces advanced DSLR videography & video editing techniques, and explores interdisciplinary and cross-platform workflows that allow students to make fluid use of a variety of expert software packages and state-of-the-art production methods.

  • Year 3

    • Independent Project (30 Credits) - Compulsory

      This module aims to enable students to demonstrate research and creative skills developed in other parts of the programme to develop and carry out an independent project which involves one of:

      • An investigative research project and report

      • A practical, creative, industry-standard project relevant to the field of digital media and communications with a critical reflection detailing the process of development and execution and/or business plan.

      Students must identify and engage critically with relevant critical frameworks in the field of digital media and communications, apply this knowledge in the development of a theoretical and/or practical project, and demonstrate the relevant intellectual, professional and time management skills to bring the project to a successful completion.

    • Leadership in The Creative Industries (30 Credits) - Optional

      This module aims to establish key skills in team leadership and an advanced understanding of the processes and phases of project management, and establishes an understanding of professional work ethics and and how its principles and values apply to people, project management and industry contexts. Students must seek business clients or calls, secure “live briefs”, procure industry standard projects, and learn to apply project management techniques including discovery and solutions improvement through the collaborative effort of self-organizing and cross-functional creative teams. The module requires students to develop a network and industry links, and an understanding of the digital agency structure.

    • Social Media Management (30 Credits) - Optional

      The module aims to provide students with a comprehensive understanding of the diverse social media networks and technologies used in the capture, design, production and management of digital content. Through professional case studies, students will be able to critically evaluate and apply appropriate technologies and tools of social media management in different contexts, a range of institutions, organisations and practices. Key legal, ethical and regulatory frameworks and a critical understanding of the types of social data utilised are vital to the module. Students taking the module will evaluate and develop social media management strategies and current trends, and by working to briefs will demonstrate the ability to understand and engage with metrics, analytical tools and different types of data.

    • New Technologies and Innovation (30 Credits) - Optional

      The module teaches students the creative and innovative application of digital technologies, frameworks and practical media production skills required to prepare students for a professional career in the field of creative technology. Coursework produced as part of the module requires students to approach and solve a problem by the creative application of a new or emerging technology. The module aims for a critical understanding of the role of new and emerging technologies in cultural production and builds on the broad set of technical and storytelling skills developed in DMC2001 Immersive Storytelling. Case studies focus on the design of applications of creative technologies such as: Interactive participatory environments; games, guides, tours, interactive maps and tools, smartphone applications and services.

    • Social Design (30 Credits) - Optional

      This module focusses on design for social innovation, the role of citizen designers as changemakers, and examines the rise of academic debate in the areas of social design, sustainable design, inclusive design, ethical design and design futures. Students will explore the potential of digital media for social change, participation and empowerment, develop a range of creative and critical skills to address social issues, and learn to practice design in a socially responsible manner. The module requires the creative and critical application of digital media forms for the creation of a public-facing design project for social innovation and change, accompanied by a reflective design research report. Forms of media students may produce include: Social media campaigns, web-based projects, video and animation, community media, serious games, NFTs (non-fungible tokens), smart contracts, dApps and distributed ledger technologies, information screens, augmented reality (AR), mixed reality (MR), extended reality (XR).

Classes are held at our Dubai Knowledge Park campus Monday to Friday between 8:30am and 6:30pm (Please note: there will be No Classes scheduled on Friday’s between 12.00pm to 2.00pm). Additional sessions may be scheduled over the weekend or holiday periods and you should expect to receive notice of these in advance.

You will be actively involved in a range of learning, teaching and assessment approaches as part of your programme. These approaches ensure that you are involved and engaged by placing you at the centre of your own learning. You will be required to actively participate in learning activities and engagement with your fellow students, both individually and collaboratively. Faculty increasingly use existing and emerging technologies and your programme will be facilitated using a variety of media and online tools (My Learning on UniHub, podcasts, wikis, etc.) which will allow you access to a diverse range of online resources and learning materials. By engaging in e-learning you will also be developing skills of which are essential for your learning and highly valued by employers. Such skills including flexibility, communication, IT skills and team work.

We accept students with a diverse range of entry qualifications and from varying backgrounds. The following international qualifications are normally considered for admission:

Successful completion of the Middlesex University International Foundation Programme (IFP)*** (equivalent programmes from other Universities/Colleges/Institutes will be considered).
Indian Secondary School Certificates issued by the CBSE/ISC boards/NIOS/All State Boards may be considered: minimum grade of 60% overall
Minimum two, maximum three subjects, with grades of B,B,C (three subjects) or with A*, A* (two subjects)
You must have passed the full IB Diploma. In some cases applicants will also need to have studied certain subjects at Standard or Higher Level. If you are unsure about the suitability of your qualifications or would like help with your application, please contact admissions@mdx.ac.ae for support.

Students who have completed their GCSEs are eligible to join our International Foundation Programme – a one year programme to prepare students for entry onto our Undergraduate Programmes. Please note that students must meet the British AS and A Level entry requirements in order to gain entry into the First Year of any one of our Undergraduate Programmes.

UAE’s General Secondary Education Certificate Examination Grade 12 (Tawjihiya) plus successful completion of the Middlesex University International Foundation Programme (IFP)*** or equivalent programmes
Completion of Year 1 at a recognised post-secondary institution (university / college). Candidates that have successfully completed FSC/HSC are admitted to the Middlesex University’s International Foundation Programme (IFP)***
Minimum overall grade of 12. Students completing the High School Diploma are admitted to the International Foundation Programme (IFP)***
Candidates are admitted to the International Foundation Programme (IFP)***
National Curriculum of the countries of Russia, Azerbaijan, Kazakhstan, Kyrgyzstan, Turkmenistan, Tajikistan, and Uzbekistan: Candidates are admitted to the International Foundation Programme (IFP)***
Candidates are admitted to the International Foundation Programme (IFP)***
Students with American High School Diploma are eligible to join our Foundation programme. However, if you have passed the American High School Diploma with the university required GPA and SAT or ACT or AP Scores you may be eligible for direct entry into Year 1 of the undergraduate programme. If you are unsure about the suitability of your qualifications or would like help with your application, please contact admissions@mdx.ac.ae for support.
BTEC Level 3 qualifications***** (suite of qualifications known as Nationals) may be considered for direct entry into an undergraduate programme

***** BTEC qualifications (QCF) (suite of qualifications known as Nationals) are acceptable both on their own and in combination with other qualifications. Applicants are expected to have studied for the Diploma or Extended Diploma. The Certificate, Subsidiary Diploma and 90 Credit Diploma are expected to be studied in combination to equal that of at least the Diploma (for example, the Subsidiary Diploma would need to be offered in combination with either a Diploma or two GCE A levels).

 Note: *** International Foundation Programme (IFP) is a one year programme to prepare students for entry to Undergraduate programmes

This list shows only a selection of qualifications. If your high school system does not appear here, please contact our Admissions Office admissions@mdx.ac.ae and we will be able to advise you further.

English Language Requirements (Undergraduate)

All programmes at Middlesex University Dubai are taught in English and applicants with previous education outside of English-speaking countries (such as the UK, the United States, Canada, England, Ireland, Australia, New Zealand), must demonstrate English language proficiency as follows:

English Language Test

Entry Requirement

IELTS Academic

6.0 (minimum 5.5 in each band)

TOEFL Internet-based

72 (17 in listening & writing, 20 in speaking and 18 in reading)

PearsonPTE Academic

51


Additionally, students with the following qualifications may be considered as having met the English language requirements:

English Language

Entry Requirement

GCSE/IGCSE/O-Level English

(as a first or second language)

Grade C or Higher

CBSE/ISC boards/NIOS/All state boards

Minimum grade of 65% in English

International Baccalaureate

Minimum grade 5 in English A1 (Standard or Higher Level) in IB OR a minimum of grade 5 in English B (Higher Level)

West African/Nigerian Curriculum

WAEC/WASSCE/SSSCE 

Minimum grade “C6“


For admissions related enquiries, kindly contact our admissions team on 0097143678100 / 0097143751212 alternatively you can email on admissions@mdx.ac.ae

The degree prepares you for a wide range of careers in digital production and communications. Graduates will have excellent career prospects and the range of potential employers will be vast across the private, public and not-for-profit sectors. Careers include key roles such as digital designer, creative technologist, creative copywriter/content editor and accounts executive. Links with the employment market is established through visiting speakers from relevant sections of the industry. Our industry partners offer internships, deliver visiting lectures, assist with field trips and recruit at the University’s Careers Day each year. Graduates may continue studying towards a Master's degree, where this digital media and communications degree will provide a strong foundation.

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