The new programme aims to provide students with cutting-edge interdisciplinary knowledge of and skills in AI and media communication needed for the computational and digital age. Students are expected to become proficient in essential aspects of data-driven research, story-telling, branding and promotion, audience engagement and editorial decision-making. Students are also expected to be able to apply these data media and communications skills to produce analytics, solutions and insights for media organizations and others in or connected to the industry. Grounded in an academic core of several theoretical and methodological courses, the Programme offers a wide range of elective courses focusing on knowledge and practice in media institutions and operations in the context of the digital transition. These combinations of courses have been chosen with the specific goal of nurturing high-quality, ethical professionals and managerial personnel in the media and communication industry.