Ibn Tofail University

The Department of Media and Communication Sciences (SIC), housed within the Faculty of Letters and Human Sciences at Ibn Tofail University, serves as a case study for the structural shift occurring across Moroccan higher education. The department has transitioned from a traditional theoretical approach to a competency-based model, mandated by the Plan National d’Accélération de la Transformation de l’Écosystème de l’Enseignement Supérieur, de la Recherche Scientifique et de l’Innovation, known as Pacte ESRI 2030.

Alignment with the Pacte ESRI 2030 Framework

The integration of the ESRI 2030 framework at Ibn Tofail University focuses on the professionalization of academic tracks. This shift requires the department to move beyond the delivery of historical and sociological communication theories toward the acquisition of verifiable skills. The current model replaces several traditional modules with “soft skills” training, including linguistic proficiency in English and digital literacy, which are now prerequisites for degree completion.

This restructuring aims to reduce the mismatch between university graduates and the needs of the labor market. By implementing a credit-based system that rewards practical application, the department has modified its assessment methods. Students are now evaluated on project-based assignments—such as the creation of digital media campaigns or the production of documentary shorts—rather than relying solely on written examinations.

Digitalization of the SIC Curriculum

The department has updated its “Sciences de l’Information et de la Communication” (SIC) track to reflect the dominance of digital platforms in the Moroccan media environment. The curriculum now incorporates modules on data journalism, social media analytics, and digital content strategy. This transition acknowledges that traditional print and broadcast journalism are no longer the primary drivers of information dissemination in the Rabat-Salé-Kénitra region.

The move toward digitalization involves the use of hybrid learning environments. The university has expanded its digital repositories and integrated learning management systems to allow for asynchronous study. This shift is not merely technical but pedagogical, encouraging students to engage with media as producers rather than passive consumers. The focus has shifted toward understanding the algorithms that govern information flow and the ethical implications of artificial intelligence in news production.

Professionalization and Market Integration

A central component of the Ibn Tofail model is the strengthening of the “Licence Professionnelle” (Professional License). Unlike the general license, this track prioritizes internships and direct collaboration with media agencies and corporate communication departments. The department has established partnerships with regional media outlets to ensure that student internships are structured learning experiences rather than administrative placements.

These partnerships allow students to apply theoretical frameworks to real-world scenarios. For example, students specializing in corporate communication now work on actual branding projects for local enterprises in Kenitra. This approach is designed to ensure that by the time a student graduates, they possess a portfolio of work that demonstrates their technical capability to potential employers.

The objective is to transform the student from a recipient of knowledge into a professional practitioner who can enter the workforce with immediate operational capacity.

University Administration, Ibn Tofail University

The department also hosts workshops led by industry professionals. These sessions focus on the practicalities of the current media economy, including freelance management, digital copyright law, and the technical requirements of multi-platform storytelling.

Regional Research and Academic Impact

Research within the department has shifted toward the intersection of communication and regional development. Doctoral candidates and faculty are increasingly focusing on how digital communication affects the socio-economic growth of the Kenitra region, particularly in relation to the Atlantic Free Zone and the growing industrial hub of the city.

The research labs associated with the department are analyzing the role of local media in fostering civic engagement. By studying the consumption patterns of digital news among the youth in the Gharb region, the department provides data that can be used to improve public communication strategies. This research is often conducted in collaboration with other departments, such as sociology and economics, to create a multidisciplinary understanding of regional communication dynamics.

The department’s current trajectory indicates a move toward further specialization. There are ongoing discussions regarding the creation of specialized Master’s programs in Digital Governance and Strategic Communication. These proposed programs would further align the university with the national strategy of creating “poles of excellence” in specific academic domains.

The success of this model depends on the continued availability of funding for technical infrastructure and the ability of faculty to keep pace with the rapid evolution of media technology. While the structural framework is in place, the long-term efficacy of the ESRI 2030 implementation will be measured by the employment rates of SIC graduates in the coming years.