CCMS Zayed University: Integrating Theory & Practice with a Dynamic Approach to Media Education

Dr. James Piecowye

Dean & Associate Professor

In the vibrant higher education scene of the United Arab Emirates, Zayed University's College of Communication and Media Sciences (CCMS) shines as a pinnacle of educational brilliance. Founded in 1998 under the visionary leadership of Sheikh Zayed bin Sultan Al Nahyan, CCMS has consistently championed the empowerment of future leaders, fostering innovation and excellence. As a testament to its enduring commitment, CCMS stands firm in its mission to cultivate a culture of academic excellence, propelling students toward success in the dynamic realms of communication and media.

With a commitment to inclusivity, CCMS initially focused on empowering women, serving as a women-only institution at its inception. While the student body has evolved to include mixed cohorts, CCMS continues to prioritize the education and empowerment of Arab women, reflecting its dedication to diversity and inclusivity. As CCMS remains steadfast in its mission, it plays a pivotal role in shaping the future of communication and media education in the United Arab Emirates.

The College of Communication and Media Sciences (CCMS) at Zayed University is distinguished by its dynamic approach to education, which integrates theory with practical application. Since its inception, CCMS has been committed to providing students with hands-on experiences that bridge the gap between academia and industry. The curriculum is designed to equip students with the technical skills needed for careers in communication and media while emphasizing the importance of theoretical understanding.

Hands-On Learning Experience

At CCMS, students can choose from three concentrations: Integrated Strategic Communications, Media Production and Storytelling, and Tourism and Cultural Communications. These programs offer diverse courses covering various aspects of communication, integrated communication, advertising, tourism, and media production.

“CCMS stands out due to our focus on project-based learning and teamwork, enabling students to apply their knowledge in real-world scenarios. Moreover, we place a strong emphasis on language proficiency, offering courses in both English and Arabic.

This bilingual approach prepares our students to navigate the multicultural landscape of the United Arab Emirates and beyond”, says Dr. James Piecowye, the Dean and Associate Professor in the College of Communication and Media Sciences, at Zayed University.

A distinguishing feature of Zayed University is its partnership challenges, which allow students to collaborate with real clients on meaningful projects. This hands-on experience enhances students' practical skills and fosters innovation and creativity. CCMS has a National Advisory Council composed of industry experts who provide valuable insights into the evolving communication landscape, keeping the program cutting edge. Their input helps ensure that CCMS programs remain relevant and responsive to industry needs. Overall, CCMS offers a comprehensive educational experience that combines theoretical knowledge with practical skills, preparing students for success in the dynamic field of communication and media.

With a faculty consisting of 36 members, CCMS is equipped with a diverse mix of MFA, MA, and PhD holders, ensuring a comprehensive educational experience. Faculty engage in various professional endeavours, enriching the learning environment with real-world insights. Supported by eight dedicated staff members, CCMS fosters a collaborative atmosphere where students can flourish. Faculty and staff go beyond the classroom to promote student work, showcasing achievements through exhibitions, social media and the Zayed University Middle East Film Festival, the longest-running film festival in the UAE.

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Since its inception, CCMS has been committed to providing students with hands-on experiences that bridge the gap between academia & industry
– Dr. James Piecowye , Dean & Associate Professor

Ensuring Preparedness for Future Careers

At CCMS, state-of-the-art facilities meet the dynamic demands of media education. Students benefit from top-notch equipment like photography labs, computer labs, and multimedia, TV and audio studios, fostering hands-on learning in media production. Incorporating mobile media technology reflects industry trends, enabling instant content creation and dissemination. Emphasis on portable social media formats equips students with contemporary communication demands. With dedicated lab technicians, CCMS ensures proficiency in traditional and modern media tools, empowering students for successful careers. This innovative approach also positions CCMS as a frontrunner in media education.

CCMS fosters experiential learning through various avenues, including internships, extracurricular activities like the Zayed University Middle East Film Festival noted above, and international exchange opportunities. Students engage with industry associations like the Middle East Public Relations Association and the International Advertising Association, gaining practical insights and networking opportunities. In addition, CCMS integrates real-world projects into its curriculum by participating in activities such as the Dubai Lynx Young Lynx Academy. Additionally, ZU professional development coaches support students in navigating the transition from academia to the professional world, ensuring they are well-prepared for future careers.

CCMS's achievements and accolades are substantial, reflecting its commitment to excellence. Accredited by the Accrediting Council on Education in Journalism and Mass Communication, alongside accreditation from the Commission for Academic Accreditation in the UAE and the International Advertising Association, underlines its global recognition. Noteworthy achievements include faculty producing award-winning documentary films and publishing research in top-rated international journals. Faculty expertise extends beyond academia, with members consulted for their insights in various fields, showcasing the impact of CCMS on both education and industry.

In conclusion, CCMS exemplifies a commitment to media education through its advanced facilities, experienced faculty, and emphasis on experiential learning. It equips students with the skills needed for success in media industries.