Media Analytics Certificate

This certificate will introduce basic concepts, processes and uses of media analytics. It will explore the rise and characteristics of big data; data acquisition about audiences, media consumption and response to advertising. The courses will also cover statistical concepts related to media analytics. This would include an understanding of probability based sampling, censuses and random assignment. Courses will also seek to provide students with strategies and tactics for turning data into plain language to inform advertising, public relations and business decisions. It would further explore the process of translating data into advertising and public relations messages, and using data to compellingly and clearly report the results of advertising and public relations activities. Graduates of the certification will be prepared to:

  1. Understand what media analytics involve and how they are useful to professionals in journalism, advertising and public relations
  2. Be able to review, critique and understand what scholars and practitioners have said or written about media analytics
  3. Identify the challenges brought by each unique social media platform
  4. Recognize the ways professional communicators are able to inform and engage the public via social media
  5. Learn how to control and strategically plan your social media presence
  6. Provide students with strategies and tactics for turning data into plain language to inform advertising, public relations and business decisions.
  7. Explore the process of translating data into advertising and public relations messages, and using data to compellingly and clearly report the results of advertising and public relations activities.

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Course Lineup


CAS 839: Media Analytics

This course will introduce basic concepts, processes and uses of media analytics. It will explore the rise and characteristics of big data; data acquisition about audiences, media consumption and response to advertising and news; sources of commercial and news data; overview and experiment with some of the popular analytics platforms and tools for advertising and news

Offered Spring Semester

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CAS 840: Audience Analytics

This course will cover basic concepts of digital analytics and actual use of live data to generate consumer insights on major aspects of a website or mobile app, such as user profiles, traffic sources, navigation patterns, conversion ratios and path to purchase. It will also cover how to interpret analytics and put it into a strategic plan.

Offered Fall Semester

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CAS 841: Social Media Storytelling

This course is important because it will cover main industry trends so students master the best practices for social media storytelling. This course focuses on teaching communicators the qualitative skills regarding social media storytelling, including finding, making sense of, verifying, assessing and creating stories for online networking platforms.

Offered Summer Session Two [July-August]

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