The program is designed in the context of an increasing trend towards media professionals working independently, or as part of a multi-disciplinary team, for a range of clients. While emphasis is placed on working environments in the UAE and greater Middle East region, the theories and skills are applicable around the world in developed as well as emerging markets.

Applicants for a postgraduate degree or postgraduate certificate must have completed a Bachelor degree (or equivalent) at an accredited institution of higher education Also they must demonstrate an appropriate level of English proficiency.