The Certificate in Digital Media Analytics is a 12-credit program that equips students with data analysis skills and a theoretical understanding of how digital media function in contemporary society, particularly within journalism, strategic communication, and mass media contexts. This certificate program prepares students for successful careers in data journalism, data-driven strategic communication (e.g., advertising, public relations, communication campaigns), and data-informed sports communication. The program serves both Journalism majors (as an elective sequence) and non-Journalism majors (offering training and credentials in digital media analytics to facilitate entry into media-related industries).
How to Get in
The Certificate in Digital Media Analytics will be open to any University of Wisconsin-Madison undergraduate student with a minimum 2.000 University GPA. Students may declare or cancel the certificate at any time by filling out a declaration form available from the SJMC advisor and administrative staff.
Requirements
The certificate requires a minimum of 12 credits.
| Code | Title | Credits |
|---|---|---|
| Foundational Courses (complete at least one) | 3-4 | |
| Media Fluency for the Digital Age | ||
| Introduction to Mass Communication | ||
| Skills Course (complete at least one) | 3-4 | |
| Communication Research Methods | ||
| Social Media Analytics | ||
| Data Science Modeling I | ||
| Introduction to Statistical Methods | ||
| Introductory Applied Statistics for Engineers | ||
| Introductory Applied Statistics for the Life Sciences | ||
| Social Impacts Courses (complete at least one) | 3-4 | |
| History of U.S. Media | ||
| Mass Communication and Society | ||
| Law of Mass Communication | ||
| Media and the Consumer | ||
| Effects of Mass Communication | ||
| Communication and Public Opinion | ||
| Mass Media and Youth | ||
| Health Communication in the Information Age | ||
| Mass Communication and Political Behavior | ||
| International Communication | ||
| The Impact of Emerging Media | ||
| Communicating Sports Controversies | ||
| Mass Media and Minorities | ||
| Social Networks in Communication | ||
| Legal & Ethical Dimensions of Emerging Media | ||
| Capstone Course | ||
| JOURN/L I S 677 | Concepts and Tools for Data Analysis and Visualization | 3 |
| Total Credits | 12 | |
Residence and Quality of Work
- At least 7 certificate credits must be completed in residence.
- Minimum 2.000 GPA on all certificate courses.
Certificate Completion Requirement
This undergraduate certificate must be completed concurrently with the student’s undergraduate degree. Students cannot delay degree completion to complete the certificate.
Learning Outcomes
- Apply fundamental data science concepts and skills to improve the critical understanding of the roles of evolving digital media in journalism, mass communication, strategic communication, and sports communication.
- Effectively and ethically use digital media to communicate complex data and results to a broad and diverse range of stakeholders.
- Strategically, creatively and critically use digital media and analytics for compelling data-driven storytelling.
- Develop an understanding of the key perspectives on the social and media contexts in which digital media operate.
- Develop effective practices to advance inclusion and social justice in media professions and communication research.
Advising and Careers
Sandra Kubat is the undergraduate advisor for the Certificate in Digital Media Analytics program. Students are encouraged to meet with Sandra when they have questions about the courses and requirements for the certificate. Contact her by email at skubat@wisc.edu.
The Certificate in Digital Media Analytics encourages students to get involved in related internships and career-building courses related to digital media analytics.
People
Faculty
Christopher Cascio
Katheryn Christy
Kathleen Culver (SJMC Director)
Lucas Graves
Young Mie Kim
Kathryn McGarr
Douglas McLeod (SJMC Undergraduate Committee Chairperson)
Lindsay Palmer
Susan Robinson
Karyn Riddle
Hernando Rojas
Dhavan Shah
Michael Wagner
Jing Wang
Sijia Yang (CERT256 Faculty Director)
Teaching Faculty
Matthew Hermann
Debra Pierce