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AUD Launches Master’s Degree in Arts in Leadership, Innovation - ASHARQ AL-AWSAT English Archive 2005 -2017
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Dubai-The Mohammad Bin Rashid School for Communication (MBRSC) at the American University in Dubai (AUD) has launched a new master’s program for Arts in Leadership and Innovation in Contemporary Media (MILCM).

The two-year program, which will kick off in September, aims to engage students for a better understanding of the current and ever-evolving digital media landscape, change their perspective concerning the contemporary media, and help them come up with innovative solutions for their media commercial ideas.

Ali Jaber, dean of the MBRSC and director of MBC Group, launched the new master’s program and said the media industry is witnessing constant changes. The program will qualify media figures so they can lead these changes and benefit from all the available opportunities in the sector.

The announcement was made during a press conference attended by members of the university managerial and academic boards, and many of the students interested in the new program. Dr. Pedro Sellos, program director for the MILCM, said that the school will work on four main areas that are necessary to learn in order to become a digital leader in the media industry.

Jaber said the first area is about understanding in depth the digital media landscape as well as the elements of digital culture, social media platforms and the science behind the digital environment. He said. the second area will focus on understanding the digital audience, data analytics and branding in the digital age.

He added: “While the third area will work on developing the management and leadership skills of media professionals, so they can be more involved in company strategies, take better decisions and lead people in a constantly changing environment.”

MBRSC’s dean explained that the final part of the program will be an entrepreneurship lab, focused on developing solutions based on the real challenges that professionals are facing in their companies. They will develop their innovation skills using design thinking methodologies, this way creating digital prototypes that can be either implemented in their companies or used for starting a new business.

The master’s program comes to emphasize the goals set by MBRSC in constantly improving the education curricula, to follow up the changes of the media industry, and to graduate qualified media figures who are able to create a relevant media content.