Program type:


Est. time to complete:

1-2 years
Credit Hours:

Our accelerated online master's program will help you harness the power of information to improve organizational decisions.
Public relations, marketing and advertising professionals are in the midst of a drastic transformation and movement toward quantification. In today's complex world, it is not enough just to collect data, you have to be able to analyze and interpret data to make informed decisions. In a world of big data, professionals who are adept at making sense of the massive quantities of data available to marketers have a decided competitive advantage.

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Why Earn a Digital Communication Analytics Master's?

UNT's accelerated online Master of Science in Digital Communication Analytics is designed to give a broad-based approach to enable you to extract, report, model and analyze communications data and to facilitate better decision-making in public relations, marketing or advertising.

Designed for novices in the field, the MSDCA program follows a well-defined step-by-step process that helps to ensure student success. No prior knowledge of digital communications analytics is required. If you understand the importance of analytics in today's data-driven world but aren't sure where to begin, the Mayborn's MSDCA program can quickly help you build skills from the ground up.


Marketable Skills
  • Management of online content
  • Stakeholder and audience segmentation and analysis
  • Strategic communication campaign effectiveness analysis
  • Research, data collection and interpretation
  • Journalism-related computer technology aptitude


Digital Communication Analytics Master's Highlights

Our faculty members are committed to inquiry and shared discovery, best professional practices, active participation in professional and scholarly organizations, effective use of technology and the value of intellectual and human diversity.
The Mayborn faculty brings more than 400 years of combined experience in real-world settings to our classrooms to inform and inspire our nearly 1,000 students.
Mayborn alumni work at the heart of some of the world's leading media and communications companies.
The Frank W. and Sue Mayborn School of Journalism at UNT is among the nation's top schools for journalism and mass communication, with undergraduate and graduate degree programs that prepare students for careers in print and digital journalism, broadcast journalism, advertising, public relations and photojournalism.

Digital Communication Analytics Master's Courses You Could Take

Introduction to Digital Communication Analytics (3 hrs)
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.
Cutting-Edge Techniques for the Digital Communication Analyst (3 hrs)
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.
Networked Data Modeling and Processing (3 hrs)
Designed to meet the needs of data modeling, analysis, presentation, and access on the Internet and other networked environments. Focuses on issues relating to design and implementation of database-driven web systems.
Web Authoring (3 hrs)
Course to aid education and training professionals in creating web-based materials and application utilizing Internet resources. Integration of text, graphics and multimedia elements in a web environment.
Discovery and Learning with Big Data (3 hrs)
Examines the latest methods for discovery and learning from large data sets. Emphasizes applications of predictive and pattern recognition techniques in making business, policy and allocation decisions. Topics complemented by hands-on projects using data discovery and statistical learning software.
Large Data Visualization (3 hrs)
Presents strategies and methods for effective visualization and communication of large data sets. Standard and open source data visualization packages are used to develop presentations that convey findings, answer business questions, drive decisions and provide persuasive evidence supported by data.

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