Audience Analytics Graduate Certificate

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.

This program focuses on:

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.

View the Degree Plan


Introduction to Audiences – MMC 5007

The purpose of this course is to provide students with an understanding of the nature and evolution of contemporary audiences and how they can be contextualized from both firm and consumer perspectives. The students will examine the diversity of audiences and how they can best be served in today’s marketplace. In addition, students will learn about the ethical implications of serving modern consumers, including the challenges that accompany new technologies and data access.

Credits: 3. Prerequisites: none

Consumer and Audience Analytics – MMC 5449

This course offers a broad, non-technical overview of data sources, methods, and tools available to understand, evaluate, and target consumers and audiences. Students will be introduced to the best approaches for transforming consumer and audience data into actionable insights that cultivate business intelligence, enhance marketing & communications efforts, and drive desirable business outcomes. The course covers the full analytics development process including framing the business problem, gathering appropriate data sources, analyzing the data, packaging results, and delivering and integrating the insights.

Credits: 3. Prerequisites: none

Social Media Metrics and Evaluation – MMC 6727

In this course, the students will collect and analyze authentic social media campaign data and describe the proper measurement mechanisms to utilize. The students will learn how to identify the data points that help clarify campaign effectiveness, master the proper approach for analyzing data, and determine how the outcomes from data analysis should modify an overall strategy.

Credits: 3. Prerequisites: none

Data Storytelling and Visualization – MMC 6456

This course will introduce students to the fundamentals of effective data-driven storytelling and communications. The students will learn how to detect and articulate the stories behind data sets and communicate data findings in visual, oral, and written contexts for various audiences and publics. The students will gain an understanding of Tableau, a data visualization tool.

In this course, students will learn to:

  • Analyze, visualize and create/find data.
  • Use Tableau for data analysis.
  • Prepare an elevator pitch.
  • Designing charts for presentations.
  • Write business reports.

Credits: 4. Prerequisites: none

Tuition and Fees

Tuition and Fees:
$11,223 (total 13 credit hours)
$863.32 per credit hour

Contact us today if you would like more information on the graduate certificate.

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