University Of Sharjah

Sharjah, AE

info@sharjah.ac.ae +971 6 5585000P. O.Box 27272

Master of Arts in Strategic Communication for Tourism

Mass Communication·Communication

Master

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

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Tuition & Fees

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Program Details

Degree level: Master
Duration: 2 years
Department: Mass Communication
College: Communication

Learning Outcomes

Upon successful completion, graduates will be able to:

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.

Program Requirements4

1Students are required to complete (8) eight courses ( 5 compulsory courses , and 3 elective courses) , and Submitting and successfully defending the master’s thesis.
2Compulsory Modules (15 credit hours)
3Elective Modules (9 credit hours)
4Thesis or Project (9 credit hours)