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.
Introduction to Audiences (3 credits)
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 conceptualized 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.
Consumer and Audience Analytics (3 credits)
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 and 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.
Social Media Metrics (3 credits)
In this course, the students will collect and analyze real 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.
Data Storytelling and Visualization (4 credits)
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.
Many types of students apply for the Audience Analytics graduate certificate. Some seek new skills to apply to their career, while others seek an introduction to graduate school. The graduate certificate program gives students the opportunity to decide if a full master’s degree is right for them. Students take classes and learn exciting new skills while also deciding if graduate school fits into their lives.
Frequently, students start the graduate certificate program and later choose to apply to the full master’s degree to gain more skills and embrace the opportunity to change their lives. The courses in the graduate certificate program apply to the master’s degree, creating a seamless transition into the full master’s program. Click here for a more detailed comparison of the master’s degree and the graduate certificate.
Contact us today if you would like more information on the graduate certificate.
Tuition and Fees:
$11,223 (13 credits)
13 credit hours for graduate certificate
37 credit hours for master's degree
100% online via
recorded lectures & live office hours
Fall Semester starts in August
Spring Semester starts in January
Summer Semester starts in May
Courses follow the UF Academic Calendar
Download Info Packet
Fall Semester
April 1
Spring Semester
October 1
Summer Semester
February 1
College of Journalism and Communications
1204 Weimer Hall
1885 Stadium Road
PO Box 118400
Gainesville, FL 32611
APPLICATION DEADLINES
Fall Deadline: April 1
Classes Begin: late August
Spring Deadline: October 1
Classes Begin: early January
Summer Deadline: February 1
Classes Begin: early May
