Master of Arts in Strategic Communication for Tourism

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Degree Structure

College

Communication

Department

Mass Communication

Level

Graduate Masters

Study System

Courses and Theses

Total Credit Hours

33 Cr. Hrs.

Duration

2 Years

Intake

Fall and Spring

Language

English

Study Mode

Full Time and Part Time

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Important Dates

Graduate Studies Admission Deadline

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Degree Overview

The Master in Communication program seeks to prepare a generation of UAE and Arab students for the challenges of contemporary mass communication theory and practice through advanced study leading to a Master Degree in Communication.

Program Objectives:

The Master in Communication Program seeks to achieve the following objectives:

To provide students with diverse theoretical perspectives on communication.
To enable students to engage in discussions relating to contemporary cultural, social and ethical media issues from Arab-Islamic and international perspectives.
To build up UAE national capabilities in media scholarship and practical research.
To foster long-term collaborative relations with the UAE community.
To prepare students for Ph.D. studies in communication at internationally recognized universities.
To transform the University into a center of excellence and expertise in the area of communication

Study Plan

What You Will Learn

Program Goals	Program Learning Outcomes	QF Emirates Strand
To educate students to manage professional communication skills and knowledge to promote and effectively market tourism activities, events, and places.	Apply advanced knowledge of tourism markets and target audiences to develop tailored communication strategies that enhance tourism promotion, engagement, and customer experience. Analyze tourism-related data, including consumer behaviors, trends, and feedback, to make informed decisions and recommendations for communication strategies. Critically assess the effectiveness of tourism communication campaigns, using key performance indicators (KPIs) to evaluate audience engagement, brand positioning, and overall success. Design integrated communication campaigns that effectively promote tourism destinations, events, or services across multiple platforms (digital, traditional media, social media). Create compelling content (e.g., digital storytelling, visual content, social media posts, AI content) that resonates with diverse audiences and supports the marketing objectives of tourism organizations. Develop tourism communication projects from inception to completion, ensuring alignment with strategic goals, budget, and timeline. Plan communication strategies that promote sustainable tourism practices, raising awareness about environmental, economic, and social sustainability in tourism. Critically analyze complex communication problems within the tourism industry and develop strategic, creative, and actionable solutions. Integrate ethical standards in tourism communication, addressing issues such as transparency, honesty, and responsible representation of destinations, cultures, and communities.	1-Comprehensive, highly specialized knowledge in a field of work, discipline and/or professional practice, and at the interface between different fields, including frontier concepts and recent developments 2- Critical awareness of knowledge issues, as the basis for original thinking; encompassing appropriate processes of enquiry and current processes of knowledge production 3- Advanced skills required in research, analysis, evaluation and/ or innovation of complex ideas, information, concepts and/or activities 4-skills to develop new knowledge and procedures and to integrate knowledge from different fields using highly developed cognitive and creative skills and intellectual independence to the field of work or discipline 5-vanced problem-solving skills to analyse highly complex issues with incomplete data and develop innovative solutions and proposals relevant to an academic/ professional field, field of work or discipline 6-planning skills to develop and execute a major project or comparable activities (that includes a significant range of variables and complexity) with appropriately selected research methodologies producing sound conclusions 7-can function autonomously and/ or take responsibility for managing professional practices, work, processes or systems, or learning contexts that are highly complex, unpredictable and unfamiliar, and require new strategic approaches and/or intervention or conceptual abstract solutions 8- can initiate and manage professional activities that may include a highly complex environment 9- can consistently and sensitively manage highly complex ethical issues leading to informed, fair and valid decisions
To create regional capabilities in the MENA region in regard to promotional strategic communication for tourism by providing a sound and comprehensive specialized educational program in this field.	Apply advanced knowledge of tourism markets and target audiences to develop tailored communication strategies that enhance tourism promotion, engagement, and customer experience. Analyze tourism-related data, including consumer behaviors, trends, and feedback, to make informed decisions and recommendations for communication strategies. Critically assess the effectiveness of tourism communication campaigns, using key performance indicators (KPIs) to evaluate audience engagement, brand positioning, and overall success. Design integrated communication campaigns that effectively promote tourism destinations, events, or services across multiple platforms (digital, traditional media, social media). Create compelling content (e.g., digital storytelling, visual content, social media posts, AI content) that resonates with diverse audiences and supports the marketing objectives of tourism organizations. Develop tourism communication projects from inception to completion, ensuring alignment with strategic goals, budget, and timeline. Plan communication strategies that promote sustainable tourism practices, raising awareness about environmental, economic, and social sustainability in tourism. Critically analyze complex communication problems within the tourism industry and develop strategic, creative, and actionable solutions. Integrate ethical standards in tourism communication, addressing issues such as transparency, honesty, and responsible representation of destinations, cultures, and communities.	1-Comprehensive, highly specialized knowledge in a field of work, discipline and/or professional practice, and at the interface between different fields, including frontier concepts and recent developments 2- Critical awareness of knowledge issues, as the basis for original thinking; encompassing appropriate processes of enquiry and current processes of knowledge production 3- Advanced skills required in research, analysis, evaluation and/ or innovation of complex ideas, information, concepts and/or activities 4-skills to develop new knowledge and procedures and to integrate knowledge from different fields using highly developed cognitive and creative skills and intellectual independence to the field of work or discipline 5-vanced problem-solving skills to analyse highly complex issues with incomplete data and develop innovative solutions and proposals relevant to an academic/ professional field, field of work or discipline 6-planning skills to develop and execute a major project or comparable activities (that includes a significant range of variables and complexity) with appropriately selected research methodologies producing sound conclusions 7-can function autonomously and/ or take responsibility for managing professional practices, work, processes or systems, or learning contexts that are highly complex, unpredictable and unfamiliar, and require new strategic approaches and/or intervention or conceptual abstract solutions 8- can initiate and manage professional activities that may include a highly complex environment 9- can consistently and sensitively manage highly complex ethical issues leading to informed, fair and valid decisions
To enhance learning by promoting sound research and investigation around promotional and marketing communication in the field of tourism.	Apply advanced knowledge of tourism markets and target audiences to develop tailored communication strategies that enhance tourism promotion, engagement, and customer experience. Analyze tourism-related data, including consumer behaviors, trends, and feedback, to make informed decisions and recommendations for communication strategies. Critically assess the effectiveness of tourism communication campaigns, using key performance indicators (KPIs) to evaluate audience engagement, brand positioning, and overall success. Design integrated communication campaigns that effectively promote tourism destinations, events, or services across multiple platforms (digital, traditional media, social media). Create compelling content (e.g., digital storytelling, visual content, social media posts, AI content) that resonates with diverse audiences and supports the marketing objectives of tourism organizations. Develop tourism communication projects from inception to completion, ensuring alignment with strategic goals, budget, and timeline. Plan communication strategies that promote sustainable tourism practices, raising awareness about environmental, economic, and social sustainability in tourism. Critically analyze complex communication problems within the tourism industry and develop strategic, creative, and actionable solutions. Integrate ethical standards in tourism communication, addressing issues such as transparency, honesty, and responsible representation of destinations, cultures, and communities.	1-Comprehensive, highly specialized knowledge in a field of work, discipline and/or professional practice, and at the interface between different fields, including frontier concepts and recent developments 2- Critical awareness of knowledge issues, as the basis for original thinking; encompassing appropriate processes of enquiry and current processes of knowledge production 3- Advanced skills required in research, analysis, evaluation and/ or innovation of complex ideas, information, concepts and/or activities 4-skills to develop new knowledge and procedures and to integrate knowledge from different fields using highly developed cognitive and creative skills and intellectual independence to the field of work or discipline 5-vanced problem-solving skills to analyse highly complex issues with incomplete data and develop innovative solutions and proposals relevant to an academic/ professional field, field of work or discipline 6-planning skills to develop and execute a major project or comparable activities (that includes a significant range of variables and complexity) with appropriately selected research methodologies producing sound conclusions 7-can function autonomously and/ or take responsibility for managing professional practices, work, processes or systems, or learning contexts that are highly complex, unpredictable and unfamiliar, and require new strategic approaches and/or intervention or conceptual abstract solutions 8- can initiate and manage professional activities that may include a highly complex environment 9- can consistently and sensitively manage highly complex ethical issues leading to informed, fair and valid decisions
To foster a network of students, faculty and professionals working together in the creation of these capabilities incentivizing collaboration and complementarity.	Apply advanced knowledge of tourism markets and target audiences to develop tailored communication strategies that enhance tourism promotion, engagement, and customer experience. Analyze tourism-related data, including consumer behaviors, trends, and feedback, to make informed decisions and recommendations for communication strategies. Critically assess the effectiveness of tourism communication campaigns, using key performance indicators (KPIs) to evaluate audience engagement, brand positioning, and overall success. Design integrated communication campaigns that effectively promote tourism destinations, events, or services across multiple platforms (digital, traditional media, social media). Create compelling content (e.g., digital storytelling, visual content, social media posts, AI content) that resonates with diverse audiences and supports the marketing objectives of tourism organizations. Develop tourism communication projects from inception to completion, ensuring alignment with strategic goals, budget, and timeline. Plan communication strategies that promote sustainable tourism practices, raising awareness about environmental, economic, and social sustainability in tourism. Critically analyze complex communication problems within the tourism industry and develop strategic, creative, and actionable solutions. Integrate ethical standards in tourism communication, addressing issues such as transparency, honesty, and responsible representation of destinations, cultures, and communities.	1-Comprehensive, highly specialized knowledge in a field of work, discipline and/or professional practice, and at the interface between different fields, including frontier concepts and recent developments 2- Critical awareness of knowledge issues, as the basis for original thinking; encompassing appropriate processes of enquiry and current processes of knowledge production 3- Advanced skills required in research, analysis, evaluation and/ or innovation of complex ideas, information, concepts and/or activities 4-skills to develop new knowledge and procedures and to integrate knowledge from different fields using highly developed cognitive and creative skills and intellectual independence to the field of work or discipline 5-vanced problem-solving skills to analyse highly complex issues with incomplete data and develop innovative solutions and proposals relevant to an academic/ professional field, field of work or discipline 6-planning skills to develop and execute a major project or comparable activities (that includes a significant range of variables and complexity) with appropriately selected research methodologies producing sound conclusions 7-can function autonomously and/ or take responsibility for managing professional practices, work, processes or systems, or learning contexts that are highly complex, unpredictable and unfamiliar, and require new strategic approaches and/or intervention or conceptual abstract solutions 8- can initiate and manage professional activities that may include a highly complex environment 9- can consistently and sensitively manage highly complex ethical issues leading to informed, fair and valid decisions
To educate students about sustainable tourism and how strategic communication can contribute to the creation of a culture that embraces these principles.	Apply advanced knowledge of tourism markets and target audiences to develop tailored communication strategies that enhance tourism promotion, engagement, and customer experience. Analyze tourism-related data, including consumer behaviors, trends, and feedback, to make informed decisions and recommendations for communication strategies. Critically assess the effectiveness of tourism communication campaigns, using key performance indicators (KPIs) to evaluate audience engagement, brand positioning, and overall success. Design integrated communication campaigns that effectively promote tourism destinations, events, or services across multiple platforms (digital, traditional media, social media). Create compelling content (e.g., digital storytelling, visual content, social media posts, AI content) that resonates with diverse audiences and supports the marketing objectives of tourism organizations. Develop tourism communication projects from inception to completion, ensuring alignment with strategic goals, budget, and timeline. Plan communication strategies that promote sustainable tourism practices, raising awareness about environmental, economic, and social sustainability in tourism. Critically analyze complex communication problems within the tourism industry and develop strategic, creative, and actionable solutions. Integrate ethical standards in tourism communication, addressing issues such as transparency, honesty, and responsible representation of destinations, cultures, and communities.	1-Comprehensive, highly specialized knowledge in a field of work, discipline and/or professional practice, and at the interface between different fields, including frontier concepts and recent developments 2- Critical awareness of knowledge issues, as the basis for original thinking; encompassing appropriate processes of enquiry and current processes of knowledge production 3- Advanced skills required in research, analysis, evaluation and/ or innovation of complex ideas, information, concepts and/or activities 4-skills to develop new knowledge and procedures and to integrate knowledge from different fields using highly developed cognitive and creative skills and intellectual independence to the field of work or discipline 5-vanced problem-solving skills to analyse highly complex issues with incomplete data and develop innovative solutions and proposals relevant to an academic/ professional field, field of work or discipline 6-planning skills to develop and execute a major project or comparable activities (that includes a significant range of variables and complexity) with appropriately selected research methodologies producing sound conclusions 7-can function autonomously and/ or take responsibility for managing professional practices, work, processes or systems, or learning contexts that are highly complex, unpredictable and unfamiliar, and require new strategic approaches and/or intervention or conceptual abstract solutions 8- can initiate and manage professional activities that may include a highly complex environment 9-can consistently and sensitively manage highly complex ethical issues leading to informed, fair and valid decisions

University Requirements

College Requirements

Degree Requirements

Students are required to complete (8) eight courses ( 5 compulsory courses , and 3 elective courses) , and Submitting and successfully defending the master’s thesis.

Program Structure

Requirements	Compulsory		Elective		Total
Requirements	Module	Credit Hours	Module	Credit Hours	Module	Credit Hours
Courses	5	15	3	9	8	24
Thesis	1	9	-	-	1	9
Total Credit Hours	6	24	3	9	9	33

Program Requirements

Compulsory Modules (15 credit hours)
Elective Modules (9 credit hours)
Thesis or Project (9 credit hours)

Compulsory Modules (15 credit hours)

Course #	Course Title	Credit Hours	اسم المساق	Prerequisite
Course #	Course Title	Credit Hours	اسم المساق	Course #	Course Title
0807541	Strategic Communication in Tourism	3	الاتصال الاستراتيجي في السياحة
0807543	Marketing Communication for Tourism	3	الاتصال الاستراتيجي للسياحة
0807554	Innovation and AI in Tourism Communication	3	الابتكار والذكاء الاصطناعي فى الاتصال السياحي
0807547	Research Methods in Communication and Tourism	3	مناهج البحث فى الاتصال والسياحة
0807551	Strategic Communication Planning for Tourism	3	تخطيط الاتصال الاستراتيجي للسياحة
0807591	Thesis	9	الرسالة

Elective Modules (9 credit hours)

Course #	Course Title	Credit Hours	اسم المساق	Prerequisite
Course #	Course Title	Credit Hours	اسم المساق	Course #	Course Title
0807542	Crisis Communication in Tourism	3	اتصال الازمات في السياحة
0807544	Public Relations for Tourism and Hospitality	3	العلاقات العامة في السياحة والضيافة
0807546	Social Media Analytics and Audience Engagement	3	تحليل وسائل التواصل الاجتماعي ومشاركة الجمهور
0807548	Intercultural Communication in Global Tourism	3	الاتصال بين الثقافات في السياحة العالمية
0807552	Communication for Sustainable Tourism Development	3	الاتصال من أجل التنمية السياحية المستدامة
0807545	Tourism Branding and Destination Image Management	3	العلامة التجارية السياحية وإدارة الصورة الذهنية للمقصد السياحي
0807556	Event Promotion and Media Relations	3	الترويج للفعاليات والعلاقات مع وسائل الاعلام

Study Plan: Course Distribution

First Year

Fall Semester Spring Semester

Module #	Module Title	Type	Cr.Hr	Module #	Module Title	Type	Cr.Hr
0807541	Strategic Communication in Tourism	CC	3	0807547	Research Methods in Communication and Tourism	CC	3
0807543	Marketing communication for tourism	CC	3	0807551	Strategic Communication Planning for Tourism	CC	3
0807545	Tourism Branding and Destination Image Management	CC	3	0807XXX	Elective Course 1	EC	3
	Total		9		Total		9

Second Year

Fall Semester Spring Semester

Module #	Module Title	Type	Cr.Hr	Module #	Module Title	Type	Cr.Hr
0807XXX	Elective Course 2	EC	3	0807591	Thesis	CC	6
0807XXX	Elective Course 3	EC	3
0807591	Thesis	CC	3
	Total		9		Total		6

CC: Compulsory Courses

EC: Elective Courses

Course Description

0807541

Strategic Communication in Tourism

This module explores the strategic role of communication in the tourism sector by examining how communication strategies influence destination branding, stakeholder engagement, crisis management, and visitor experience. Emphasis is placed on integrated communication planning, media relations, and the use of digital platforms in shaping tourism narratives. Students will critically assess tourism campaigns and develop strategic communication plans tailored to tourism contexts. The course integrates theoretical frameworks with practical applications to address contemporary challenges and innovations in tourism communication.

0807543

Marketing Communication for Tourism

This module examines how marketing and communication strategies are applied within the tourism industry. It covers key areas such as destination branding, promotion, advertising, digital marketing, and customer engagement. Students will explore global best practices, evaluate emerging trends, and learn to design effective marketing communication campaigns tailored to various tourism markets. Emphasis is placed on aligning strategic communication with the unique characteristics of tourism products and the expectations of diverse, culturally varied audiences.

0807554	Innovation and AI in Tourism Communication

0807547

Research Methods in Communication and Tourism

This module introduces graduate students to research methodologies used in communication and tourism studies. It covers qualitative, quantitative, and mixed-methods approaches to investigate tourism communication phenomena. Students will learn to formulate research questions, conduct literature reviews, design data collection tools, and apply appropriate analytical techniques. The course emphasizes ethical research practices and the development of research proposals relevant to tourism contexts.

0807551

Strategic Communication Planning for Tourism

This module explores strategic communication frameworks specifically designed for the tourism sector. It provides students with the knowledge and skills to develop, execute, and assess comprehensive communication plans that effectively promote destinations, engage key stakeholders, and address reputational challenges. Emphasis is placed on integrated marketing communication, strategic messaging, and audience analysis. Through case studies and applied exercises, students will learn to craft communication strategies that align with tourism objectives and respond to the dynamic demands of the global tourism industry.

0807591

Thesis

This course is the capstone of the MA in Strategic Communication and Tourism program. It requires students to design, conduct, and report an independent research project on a topic related to strategic communication in tourism. Under the guidance of a faculty supervisor, students formulate a research problem, review relevant literature, collect and analyze data, and write a thesis that demonstrates academic rigor and critical insight. The thesis must follow the university's research and formatting guidelines and is evaluated by a committee through a viva voce (oral defense).

0807542

Crisis Communication in Tourism

This module focuses on the principles and practices of crisis communication within the tourism industry. Students will learn how to anticipate, prepare for, and effectively manage crises that impact destinations, tourism businesses, or major events. The course emphasizes risk assessment, proactive planning, stakeholder engagement, media management, and message control. Through real-world case studies and simulations, students will gain practical skills to protect brand reputation, maintain public confidence, and support recovery efforts in post-crisis tourism environments.

0807544

Public Relations for Tourism and Hospitality

This module examines the strategic role of public relations in the tourism and hospitality industries, emphasizing its impact on image building, media relations, stakeholder engagement, and promotional efforts. Students will explore how to design and implement effective PR strategies that enhance destination visibility, foster positive public perception, and align with organizational objectives. Through case studies and practical exercises, the course equips students with the skills to manage reputations and support tourism competitiveness in dynamic and diverse market environments.

0807546

Social Media Analytics and Audience Engagement

This module explores the use of social media analytics by tourism and hospitality organizations to monitor, understand, and engage target audiences. Students will learn to track digital performance, interpret key metrics, and apply insights to develop audience-focused communication strategies. Emphasizing data-driven decision-making, the course trains students to enhance public relations, optimize brand messaging, and evaluate the effectiveness of campaigns in digital environments. Practical case studies and analytic tools will be used to support hands-on learning and strategic thinking.

0807548

Intercultural Communication in Global Tourism

This module explores the principles of intercultural communication and their relevance in global tourism and hospitality settings. Students will examine cultural values, communication styles, and the challenges that arise in cross-cultural interactions within tourism contexts. The course emphasizes the development of intercultural sensitivity, communication competence, and adaptive strategies for engaging effectively with diverse tourists, employees, and stakeholders. Through case studies and experiential learning, students will gain the skills needed to navigate cultural diversity in international tourism environments.

0807552

Communication for Sustainable Tourism Development

This module examines the strategic role of communication in promoting sustainable tourism development. It explores how communication professionals can support environmentally, socially, and culturally responsible tourism through targeted messaging, community engagement, stakeholder collaboration, and media campaigns. Students will engage with sustainability frameworks, case studies from international and regional contexts, and develop strategic plans for promoting sustainable practices in tourism destinations. The course also emphasizes ethical storytelling, green marketing, and crisis communication for climate-sensitive tourism.

0807545

Tourism Branding and Destination Image Management

This module explores how branding strategies shape the identity and competitiveness of tourism destinations in the global market. Students will engage with theoretical concepts and practical case studies to understand how destination brands are created, managed, and repositioned. The course emphasizes the analysis of image perception and the strategic development of branding initiatives that influence tourist choices and foster stakeholder collaboration. By the end, students will be equipped to design impactful branding strategies for diverse tourism contexts.

0807556

Event Promotion and Media Relations

This module explores the theoretical and practical dimensions of planning, promoting, and managing media relations for events, particularly within the tourism and strategic communication sectors. It examines how communication professionals strategically promote events, establish strong media partnerships, and manage event reputation through integrated media plans. The course covers media strategy development, press kit creation, stakeholder engagement, influencer collaboration, and crisis communication during events. Emphasis is placed on local and global case studies from the tourism and hospitality sectors.

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