Audience Analytics Curriculum

The online Master of Arts in Mass Communication with a specialization in Audience Analytics includes 39 credit hours: 10 Audience Analytics core credits, 9 programming and methods credits, 8 data and metrics credits, 9 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

  • Each semester is 12, 13 or 16 weeks, with three semesters per year (Spring, Summer, Fall).
  • 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.


Understanding Audiences (3)
This course provides an overview of the conceptual and theoretical foundations of consumer and audience behavior and preferences, as well as other relevant scholarship. Students will learn how to apply academic scholarship to the industry to help them understand and explain industry dynamics, as well as to inform decision making. Students will learn about the foundational concepts and theory through weekly reading assignments and class discussions, as well as writing assignments and a final paper and presentation. The final paper will hone students’ understanding of how theory informs and drives practice in the marketplace, and will enhance their critical thinking skills.

Digital Research Methods (3)
Students will be introduced to the primary and secondary research methods and approaches used for analyzing consumers and audiences across media platforms. By the end of the course, students will have the skills to conduct meaningful research to uncover actionable insights.

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. As a result, the emphasis of this course will be on familiarizing students with the wide array of online audience/consumer analytics and their relation to specific marketing and communications situations. This course will review 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.

Serving Diverse Audiences (1)
An introduction to the richness and diversity of audiences and consumers that one may be privileged to serve, including some of the distinct cultural, linguistic, or value traits that are important to many in these groups, and which are important to understand for effective and successful communications and relationship building.

Data Management and Ethics (1)
This one-credit course provides an overview of the nature of data and how to assess data quality. Students will develop data literacy and address the ethical implications of data gathering and analysis, including identification of elements and processes that can compromise data quality. This course provides students with the tools to critically assess data integrity.

Data Mining and Analysis (3)
This course provides a survey of advanced business decision making using data analysis to garner business insights. This course will introduce students to basic data analysis and machine learning techniques used in many industries today to make intelligent data-driven decisions. Students will learn how to collect data, mine it for meaning, and utilize statistical methods and machine learning to gather useful information to determine what is significant and how to incorporate the learnings into next steps.

Data Storytelling and Visualization (4)
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 stakeholders. Students will become familiar with tools such as Tableau Desktop.

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.

Introduction to Programming with Data (3)
This course provides a hands-on overview of how to program for data analysis. With the help of Python, students will learn how to write code for easy collection, analysis and sharing of data. The course offers an introduction to programming best practices, while quickly getting started with practical data evaluation tasks like tabular reporting and data visualization techniques.

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.

Additional electives are available from other UF CJC Online master’s specializations.

Quick Facts

39 credit hours
100% online
12-week and 16-week courses
recorded lectures & live office hours
Fall Semester: August-November
Spring Semester: January-March
Summer Semester: May-August

Download Info Packet


Application Deadlines

Fall Semester
Extended to August 1

Spring Semester
November 1

Summer Semester
April 1


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