Digital Communication Analytics Certificate

Explores fundamental concepts and principles that underlie techniques for extracting useful information and knowledge from digital communication data. Introduces an understanding of the nature of data and its significance for society and how to view problems from a data perspective to systematically and critically analyze such problems. Data-analytic thinking is applied in a variety of ways, from social media marketing and analysis to customer relationship management, strategic communication through the field of public relations and advertising, to data-driven decision-making and more. Focuses on introducing technical data skills within both a social and societal context.

Teaches basic practical research and statistical methods useful for public relations, advertising and marketing professionals working in the field of data analytics. Enhances knowledge and skills in real-world research through continuous reading, proactive learning, statistical exercises and data analyses. Students conduct a primary analysis to write a report.

Designed to introduce graduate students to basic qualitative research methods, qualitative research tools and data analyses used in computer-mediated mass communication research through readings, assignments, and online discussions. In the applied part of the course, students develop a qualitative research proposal.

Explores the social or human dimensions of social media with respect to analyzing human behavior. Students study social network analysis (SNA), including factors such as influence and centrality information diffusion, and social contagion including why certain content “goes viral.” Students investigate actual content communicated through use of topic modeling and sentiment analysis. Languages such as Python and R and programs such as Gephi and Excel are learned to help analyze social media data.

Explores the very latest techniques and developments in the data analytics field by performing the same analyses conducted in organizations, corporations and government. Students apply data-analytic thinking in a variety of ways, from social media marketing and demographic analyses of web users to spatial analysis and machine learning. Content supports the strategic communication efforts of professionals in the fields of public relations, advertising, marketing, social media strategy, journalism and others.

Visualization techniques using applied methods for storytelling with data. Emphasis on construction, evaluation and presentation of data through visual means.