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Digital Media Analytics Certificate

The explosion of digital technology over the past several decades has drastically changed the way journalists and communicators approach their work. Skilled analysts who can collect and analyze data are in high demand. They strategically convey results to help businesses better understand their audiences and determine how to allocate their budget.

The Digital Media Analytics Certificate equips students with data analysis skills and a theoretical understanding of how digital media function in today’s world. In our courses, students will gain a deeper understanding of the role of digital media in journalism, mass communication, strategic communication and sports communication, as well as learn how to use data to create compelling data-driven storytelling.

Requirements and Courses

The Digital Media Analytics Certificate is open to all undergraduate students at UW-Madison. To complete the certificate, students must complete at least 12 credits in the following areas:

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Foundational Courses

Skills Courses

Social Impacts Courses

Capstone Course

What You’ll Learn

This Certificate will provide you with the foundational concepts of data science and the applicable skills to use digital media efficiently and ethically. You’ll gain hands-on experience with data analytics tools and develop strategies to strategically communicate data-driven solutions.

Throughout your studies, you will learn how to:

  • 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 understanding of key perspectives in social and media contexts.
  • Develop effective practices to advance inclusion and social justice in media professions and communication research.

Get in Touch with Us!

Sandra Kubat is the Undergraduate Academic Adviser for the Digital Media Analytics Certificate. Schedule an appointment with her to learn more about the certificate requirements, help you declare and discuss course options!

Schedule an in-person or virtual appointment with Sandra via Starfish. This will allow you to view her calendar and select a 15- or 30-minute slot that works best for you. If you can’t find a time that works with your schedule, please email Sandra for more options.

If you have a quick question or two, feel free to send her an email directly and you can likely resolve the questions without the need for an appointment.

If you are ready to officially declare the Digital Media Analytics certificate, please complete the declaration form.

Sandra Kubat headshot

Sandra Kubat,
Undergraduate Academic Adviser
5136 Vilas Hall