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.


The certificate requires a minimum of 12 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 Visualization3
Total Credits12

Residence and Quality of Work 

  • At least 7 certificate credits must be completed in residence. 
  • Minimum 2.000 GPA on all certificate courses.

Learning Outcomes

  1. 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.
  2. Effectively and ethically use digital media to communicate complex data and results to a broad and diverse range of stakeholders.
  3. Strategically, creatively and critically use digital media and analytics for compelling data-driven storytelling.
  4. Develop an understanding of the key perspectives on the social and media contexts in which digital media operate.
  5. 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. Students seeking assistance in securing internships and/or planning their careers should contact Pamela Garcia-Rivera, Media, Information and Communication Career Advisor. Contact her by email at pgarciariver@wisc.edu.



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