Moody College of Communication is poised to become a leader in analytics by providing industry-ready skills through the new Nelson Center for Brand and Demand Analytics. The center, which is part of the Stan Richards School of Advertising & Public Relations, will offer a first-of-its-kind credentialing program in brand and demand analytics that will give advertising and public relations students the skills to compete in today’s job market...

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First Moody College Badge Launched for Student Learners: Intro to Data Analytics for Advertising & PR

The new Nelson Center for Brand and Demand Analytics has launched its first competency badge through the Moody College of Communication. The badge is the first in a series of badges that the Nelson Center will offer to students to gain competency in analytics, to help make them more industry-ready.
The Fundamental Data Analytics for Advertising and Public Relations badge is also the first digital badge offered through the Moody College of Communication. The badge was launched in August 2023 after a comprehensive research study with industry leaders, talent recruiters, faculty, and recent graduates to identify skills gap between industry expectations and typical core curriculum. The purpose of this badge is to close the analytics skill gap by upskilling student learners to that they have a demonstrated competency of advertising and public relations entry-level analytics skills.
Badge participation is not mandatory, but all student learners majoring in advertising and public relations in the Moody College have access to Badge 1 through the required, pre-requisite undergraduate courses. The Fundamental Data Analytics for Advertising and Public Relations badge consists of consists of four content modules offered asynchronously through the Canvas, a leading learning management system: (1) Data management and transformation; (2) Numeracy efficacy; (3) Web analytics; and (4) Social media analytics. Student learners complete the content for each module and are then tested on the learning outcomes. To earn the Fundamental Data Analytics for Advertising and Public Relations badge, students must complete and pass all four modules.

Even though this badge was first offered to Moody College students, it will be offered to UT Austin students from other majors in the future.

“We are incredibly grateful to the Nelson family for establishing the Nelson Center for Brand and Demand Analytics at Moody College,” Dr. Matt Eastin, Co-Director of the Center said. “Which has enhanced our top-ranked advertising and public relations school to meet rising demand for analytics talent.”