Mohammed bin Rashid launches New Media Academy

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, launched the New Media Academy to prepare a future workforce capable of leading the rapidly growing field of digital marketing. The academy aims to improve the youth’s career prospects and enable them to lead as digital citizens in the new economy.

The custom-designed curriculum, developed by renowned experts in social media and digital marketing, will be delivered by a handful of internationally acclaimed specialists including Duke University’s Matt Bailey, among the world’s most sought-after internet marketing experts; Juan Pablo Sanchez, Masterclass Educator at top 10 digital programs; and Caleb Gardner, the former US President Barack Obama’s lead digital strategist. 

Instructors also include representatives of the four new media giants Facebook, Twitter, Google and LinkedIn.

Announcing the launch on his Twitter account, Sheikh Mohammed bin Rashid Al Maktoum said, “Today, we launched the New Media Academy to nurture a new generation of digital experts. Our goal is to equip youth to lead the rapidly growing social media landscape.” He added, “The academy will train media professionals in the public and private sector and develop social media content creators. The new media provides job opportunities and supports the development process.”

Two Programs

The New Media Academy will commence on July 7, 2020 with interactive online masterclasses in digital marketing, social media and content creation open to full-time employees and international students.

The academy will offer the Impact Digital Creator Program aims to train 20 social media content creators per cohort and develop them into a life of full-time content creation.

The Social Media Management Development program, to be launched on August 2, 2020, aims to upgrade digital skills of 100 full-time media professionals in both the public and private sector, per cohort, to enable them to thrive in the new digital media landscape.

Further innovative and modern programs will be added to the academy in the future, to empower media professionals in government agencies and private institutions, who are interested in developing their expertise in digital content creation.

Social Media Content Creators

The New Media Academy aims to nurture a generation of professional and responsible social media content creators capable of producing meaningful content and promoting positive humanitarian and social initiatives that benefit the world.   

Post Covid-19 Strategy

The launch of the New Media Academy follows the increasing reliance on digital platforms amid the Covid-19 crisis that saw a growth of time spent online. Acknowledging the importance of creating credible content in the rapidly growing digital landscape and social media platforms, the academy prepares students to meet the requirements of digital fields that will create millions of job opportunities around the world and introduce a new economic sector. It aims to empower young people with essential skills for the new labor market and the future digital economy.

Online Learning

The programs offer students a customized curriculum, experiential learning opportunities and project-based assignments.

Graduates will be equipped with up-to-date skills and expertise by the end of the program that will improve their career prospects in the challenging post Covid-19 era.

World Renowned Experts

The New Media Academy is also working with experts including Caleb Gardner, lead digital strategist of former US President Barack Obama’s presidential campaign; Neil Patel, named among the top 10 online marketing experts by Forbes and a top web influencer by the Wall Street Journal; and Tim Ash, one of the top 100 entrepreneurs under 35 by the United Nations.

Creators of the New Media Academy’s curriculum include Justin Odisho, a major YouTuber and podcaster with some of the top video editing instructions online; Jacob Riglin, a popular global photographer and Peter Mckinnon, YouTube star and online instructor of photography, cinematography and editing.

190 hours of learning

Participants must complete 190 hours of learning to graduate from the programs that will cover the five modules of digital media strategy, content creation to maximize digital presence, content distribution to strengthen engagement, audience engagement, and analytics.

The student journey will consist of 110 hours of classroom instruction, 30 hours of e-learning, 15 hours of expert talks and 35 hours of projects.

The New Media Academy programs are designed to cover three courses on digital media strategy, three courses on development of skills to maximize digital presence, one course on achieving maximum impact and engagement, three courses on optimizing digital content and campaigns and one course on analytics to drive business decisions.

Three Needs

The New Media Academy has been established to address three key needs of talent development, capacity building and future readiness in the region.

The academy aims to repond to an increasingly digital market environment by developing talents to take on roles with a digital focus and also reskilling traditional media roles, to have a digital orientation.  

Recognizing the need for future readiness, the academy seeks to encourage youth to invest time and money to develop direct/digital skills, data skills, management skills and strategy or planning. It aims to apply ad hoc methods such as massive open online courses (MOOCs), boot camps, and specialized blended learning academies that have attracted rising public interest and contributed to sharply reducing time needed to acquire some skills that previously required classic, degree-oriented programs. Part-time education programs or nondegree certificate courses also allow for broader access than classic fulltime programs, especially for the education of adults.