Audience Analytics Curriculum

The online Master of Arts in Mass Communication with a specialization in Audience Analytics includes 37 credit hours: 16 Audience Analytics core credits, 6 mass communication core credits, 12 elective credits, plus three final credits in the capstone course. The program curriculum is guided by an Advisory Council of top industry experts, with courses taught by industry professionals and University of Florida faculty.

Students take two or three courses at a time while preparing for an exciting career in consumer and audience analytics; media, marketing, audience research; or consulting among the many in-demand areas that tap this skill set.

Unique Learning Experience

  • The fall and spring semesters are 16 weeks and the summer semester is 13 weeks. All courses follow the traditional UF Academic Calendar.
  • Full-time students can complete the curriculum in under two years.
  • All classes are online with recorded lectures, allowing students to view classes at their pace during the week.
  • Each week, students must meet weekly objectives and complete assignments.


Introduction to Audiences (3)
This course provides an overview of the nature and evolution of audiences today and how they can be conceptualized from both firm and consumer perspectives; the diversity of audiences and how they can best be served in today’s marketplace; and an overview of the ethical implications in serving modern consumers, including challenges ushered in via new technologies and data access.

Consumer & Audience Analytics (3)
Emerging digital technologies and the popularity of social media have created massive amounts of data with the potential to reveal insights about audience/consumer preferences and behaviors. This course emphasizes familiarizing students with the wide array of online audience/consumer analytics and their relation to specific marketing and communications situations. This course reviews leading analytics for traditional media as they are still a commonly used currency for evaluating many audiences. Finally, tools for producing information about market and competition and for evaluating consumer value and characteristics are introduced to complement other major analytics.

Statistics for Analysts in Communication (3)
This course discusses the use of statistical methods commonly used in research within the communications and media industries. The overall goals of the course are for students to develop an understanding of statistical principles and concepts, develop the ability to perform statistical tests within various research contexts, and to critically evaluate the statistical tests and results of empirical studies to assess not only whether such tests are relevant and appropriately carried out, but whether the findings have relevant implications for individual research and/or industry projects.

Data Storytelling and Visualization (4)
This course will cover the fundamentals of effective data-driven storytelling. 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. Students will become familiar with Tableau.

Audience Research Methods (3)
This class introduces and immerses students in the primary and secondary research methods and approaches used for analyzing consumers and audiences across media platforms.


Capstone Course

Students completing the Capstone in Audience Analytics will work with an industry client on identified consumer/audience objectives, then design and carry out a research project to meet those objectives. Students will apply tools and learning gained throughout the program, which may include primary and secondary research, data mining and analysis, statistical analysis, and data visualization and storytelling. Student deliverables to the client will include both a written and oral final report comparable to what one would prepare in an industry setting.


Intercultural Communication (3)
Success in the new global business environment requires executives, managers and staff who are knowledgeable about cultural differences and who know how to communicate effectively in increasingly diverse local, regional, national and global markets. This course sensitizes students to various factors which influence intercultural communication effectiveness. It equips them for success in the multicultural and global workplace of the 21st century. Students demonstrate their mastery of the subject through written reports, discussions, exercises and a final paper or project.

MMC6730: Social Media Management (3)
This course teaches students to use social media strategically to create value for their business, non-profit, or organization. An emphasis is placed on strategic collaboration, tactical execution and measurement of social media efforts. Students will learn by doing in assignments focused on The course will cover blog writing, Facebook, Twitter, LinkedIn, and an array of niche social media platforms.

MMC6936: Public Affairs Communication (3)
This course will provide an understanding of successful public affairs communication and campaign strategies on behalf of public affairs/policy organizations, nonprofits, corporations, governmental entities, trade associations, political candidates, and elected officials.

MMC6726: Emerging Technology and Social Media (3)
This course studies the multiple uses of gamification, virtual reality, and virtual worlds. Cases related to successes, failures, and uses of these tools are analyzed with a special focus on cases pertaining to engagement, branding, and business.  Students will research ethical and sociological issues associated with gamification, explore virtual worlds and mobile apps, and analyze the uses of gamification in a variety of contexts. Throughout the course, students will apply what they are learning so they may confidently leverage gamification in their professional lives.

MMC6936: Strategic Applications of Neuroscience in Communications and Media (3)
Special course for FALL 2019 and FALL 2020 semesters

This course will teach students how to strategically apply consumer neuroscience knowledge related to managing media, brands, and communications. Strategically using consumer neuroscience for media and communications requires the understanding and leveraging of fundamentals and key trends of neuroscientific theories and measurement tools. Students will learn basic theoretical concepts and a broad range of relevant methods used in the industry. Individual projects in consumer neuroscience will be carried out and students will be able to elaborate on emotional data and neuroscientific concepts. The elective enables students to plan, set up and evaluate consumer neuroscience studies, which is a vital skill for marketing, media and communication management career development.

Additional electives are available from other UF CJC Online master’s specializations. Download the full list of courses available here

Quick Facts

37 credit hours
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


Application Deadlines

Fall Semester
July 1

Spring Semester
November 1

Summer Semester
April 1


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