College of Arts and Social Sciences

Quality Assurance
  • Brief
  • Program Objectives
  • Learning Outcomes








The process of quality assurance of Mass Communication Department was based on the following crucial procedures:

  • In 2006, Mass Communication Department conducted a program review by Professor Dr. Mohamed Ayish Dean of the College of Communication, Sharjah, United Arab Emirates:

After thorough review of the program, the following recommendations were suggested:

  • Reviewing the department's mission statement to align with the mission statement of the college and the university.
  • Reviewing the program-learning outcomes.
  • Adding more courses in English to cope with the job market.
  • Inaugurating a minor of mass communication to be available for non-mass communication students.
  • Organizing a course portfolio for each course and specifying all course related materials.
  • Utilizing interactive teaching and learning methods in delivering course materials and dealing with students.






Action Plan:



  1. The Department formulated a new vision, mission and objectives that achieved aligning with the mission statement of the college and the university.
  2. The Department set new program-learning outcomes.
  3. The Department adopted the bilingual approach, launching a 30% English courses study plan.
  4. The Department inaugurated a journalism and electronic media minor for non-mass com students.
  5. The department started the course portfolio initiative gradually until fully implementing the procedure later on.
  6. The department – under the supervision – of the college and the university started using interactive technology including utilizing interactive programs as moodle.






According to the recommendations of Professor Dr. Ayish a Consultative Committee of the department was established in 2009 from a group of renowned media personnel in Oman including editors in chief, TV personnel and corporate directors together with the department's academic staff. In November 2010, the first committee meeting was held during which the following recommendations were made:



  1. The importance of providing the newest technology to the department especially in the field of electronic journalism and broadcasting for the benefit of training students before joining the work field.
  2. The importance of teaching students the technology courses in collaboration with professional practitioners working in the field.
  3. The importance of launching a mass communication comprehensive program in English or launching a minor in English in collaboration with the English department in the College of Arts and Social Sciences.
  4. The importance of administering graduates with intensified courses in Arabic language especially that the foundation program doesn't provide courses in Arabic.
  5. The importance of designing a survey dealing with the different needs of the media job market in Oman in order to fulfil those needs on real basis and in collaboration with the ministry of man power.
  6. The importance of shedding more light on specialized journalism through designating more courses to tackle it or launching a specialized diploma in this field.
  7. The importance of shedding more light on the marketing and newspaper layout and design courses due to their value in the job market.
  8. The importance of further collaboration between the department and different media institutions in field training.



The recommendations were dealt with in due course especially the training, courses and technology recommendations.






  • In 2012, Mass Communication Department formed the Accreditation and Quality Assurance Committee. The committee’s main functions are:
  1. Promotion of quality culture in the Department,
  2. Managing the Department accreditation processes,
  3. Monitoring adherence to quality standards and practices,
  4. Follow up the implementation of the recommendation of reviewers.
  • In 2013, the Accreditation and Quality Assurance Committee in the Mass Communication Department, conducted the first self-study report, using a common template prepared by the College's committee.
  • In January 2015, 2 representatives from the Mass Communication dept. visited Mass Communication Department in the College of Arts and Sciences, Qatar University to evaluate their experience in attaining accreditation from ACEJMC American body. The representatives reviewed accreditation procedures and consequences with the Qatari counterparts chaired by Professor Dr. Robert Meed.
  • In 8-14 May 2015, the Mass Communication Department sought another program review by ACEJMC (The Accrediting Council on Education in Journalism and Mass Communications) represented by Sussane Shaw, ACEJMC EXECUTIVE DIRECTOR and professor at William Allen White School of Journalism, University of Kansas and Trevor Brown, professor Emeritus School of Journalism, Indiana University. The reviewers assessed the viability of the BA program related to various aspects concerning teaching and learning, research, community service and facilities. The committee praised the Mass communication department preparations, staff, strategic plan and inclination to quality and recommended executing some changes to attain better quality standards.
  • Finally the department resided to AQAS after recognizing their expertize in international accreditation of Mass communication programs and previous review and institutional accreditation of CASS.







Objective 1:       

Enabling SQU to fulfil its role in building the national capabilities of Omanis both knowledge-wise and career-wise in the media profession.

Objective 2:       

Providing a knowledge and professional base to the program students that enable them to fulfil their role in community service.

Objective 3:       

Contributing to media research demands and encouraging promising researchers in all branches of media studies.

Objective 4:       

Employing Theoretical and Practical knowledge related to communication, journalism, broadcasting, public relations and advertising.

Objective 5:       

Being recruited in mass media and corporate communication and Public Relations departments in different governmental and private institutions.

Objective 6:       

Designing and executing media campaigns in addition to analyzing and understanding mass media in order to meet the interests of the Omani community in that aspect.

Objective 7:       

Using media technology in the field of journalism and broadcasting which empowers the program to effectively serve the community.

Objective 8:       

Designing and executing media research, public opinion research and public relations research.




Upon completing the Bachelor of Arts in Mass Communication, students demonstrate the achievement of specific skills and competencies. Graduates should be able to:




Learning outcome 1:  Display expertise as professional practitioners and thereby enhance their employability range and options in the areas of their specializations as Omani nationals.


Learning outcome 2:  Understand communication theory and apply it practically for effective communication. 


Learning outcome 3: Recognize and evaluate the relationship between communication and culture.


Learning outcome 4: Engage in individual and institutional investigative fieldwork in communication in diverse settings.


Learning outcome 5: Employ effective tools for the exchange of information through the appropriate use of technology and media.

Learning outcome 6:  Engage in critical thinking and analysis to distinguish and resolve communication issues.


Learning outcome 7: Create an effective link between the immediate Omani community and the larger global environment.


Learning outcome 8: Understand the processes of communication in various media.


Learning outcome 9: Appraise the relationship between social, educational, and cultural contexts in communication.


Learning outcome 10:   Employ the strategies of effective oral and written communication in various media to convey information, to work effectively in teams, and to defend one's position to a variety of audiences.


Learning outcome 11:   Use current computer tools, such as programs, software, and databases for researching, analyzing, and resolving issues related to communication.


Learning outcome 12:  Design and develop appropriate strategies and tools to enhance communication research.


Learning outcome 13:   Pursue further education as an independent lifelong learning process.


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