What is Audience Analytics?
Audience and consumer analysts are the trusted advisers of an organization. You are the one who knows who’s consuming what media and content when, who’s purchasing what products, under what conditions and during what time of day. You are the one who detects trends and patterns in data that have so far gone undiscovered. You are the one who uncovers actionable insights, converting them into business intelligence and marketing opportunities for your company and communicating data insights to stakeholders. You will be the one people turn to because you have the answers. You provide value to your organization.
What You’ll Learn in the Audience Analytics Certificate
Consumer Behavior – How people select and use products, services and experiences to satisfy their wants and needs
Data Analysis – Identify trends and patterns, and translate data into stories to help companies make better decisions
Media and Audience Research – Carry out quantitative and qualitative research, and apply media research and audience analysis to address company goals
The Audience Analytics graduate certificate is a tremendous opportunity for working professionals to learn skills and to understand today’s audiences and consumers, their preferences, and behavior. The professional certificate includes four courses that can be completed in two semesters.
This graduate certificate is a popular option for students who want an introduction to Audience Analytics concepts without committing to the full master’s degree track. Certificate course credits may transfer into most UF CJC Online master’s concentrations if a student is admitted to the master’s program. Students should consult their Graduate Student Advisor to see how courses fit within their degree plan.
Quick Facts
100% online
Four course (three credits for each)
Complete the program in as little as two semesters
Application Deadlines
Fall Semester
Priority Deadline: April 1
Final Deadline: June 1
Spring Semester October 1
Summer Semester February 1
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Interested in Learning More?
Learn more about admissions, curriculum and financial aid.
All students in the Audience Analytics certificate program take the following four courses, each worth three credits.
Introduction to Audiences – MMC 5007
This course examines how contemporary audiences have evolved and how they can be understood from both firm and consumer perspectives. Students explore the diversity of audiences and consider how different groups can be best served in today’s marketplace. The course also discusses the ethical challenges of engaging modern consumers, including issues tied to new technologies and data access.
Credits: 3. Prerequisites: none
Consumer and Audience Analytics – MMC 5449
This course provides a broad, non-technical overview of data sources, methods, and tools used to understand, evaluate, and target consumers and audiences. Students learn effective approaches for turning consumer and audience data into actionable insights that strengthen business intelligence, marketing, and communication efforts. The course covers the full analytics development process, from defining the business problem and collecting relevant data to analyzing results, packaging insights, and integrating findings into decision-making.
Credits: 3. Prerequisites: none
Social Media Metrics and Evaluation – MMC 6727
In this course, students collect and analyze authentic social media campaign data using social media metrics to evaluate performance. The course focuses on identifying key data points, applying measurement and evaluation methods, and interpreting results. Students examine how social media metrics and analytics inform communication and digital strategy.
Credits: 3. Prerequisites: none
Data Storytelling and Visualization – MMC 6456
Data Storytelling and Visualization introduces students to the fundamentals of effective data-driven storytelling and communications. Students learn to detect and articulate the stories behind data sets and communicate findings in visual, oral, and written formats for different audiences and publics. The course also builds an understanding of Tableau, a data visualization tool.
Credits: 4. Prerequisites: none
Application Deadlines:
Fall Semester
Priority Deadline: April 1
Final Deadline: June 1
Spring Semester
October 1
Summer Semester
February 1
Tuition and Fees:
$11,223 (total 13 credit hours)
$863.32 per credit hour