Applied Digital Marketing for Business: Tools, Technologies, Techniques and their Applications


The Applied Digital Marketing course introduces students to the world of integrated digital marketing. This program provides students with strategic and tactical skills they will need to identify, engage, and develop successful relationships with customers in today’s digital environment. The course is designed to explore best practices and practical applications of Search (SEO/SEM), Display, Mobile, Video, Social Media, Email (CRM), and the reporting/analytics behind running successful multi-channel campaigns.




[Former #30487]

Prerequisites:


No prerequisites


Sections :


Section Start Date Time Location Cost Instructor Name Full Schedule Enroll
MKTG.X419.(1) 3/3/2018 10:00 AM SANTA CLARA 650 Thomas Patrick Moyer View Enroll

Customer Acquisition 2.0: Strategies, Retention and Win-Back


What determines whether or not your product proves to be a hit in the marketplace? An excellent customer acquisition strategy that targets the right customers in a cost-effective way is the key. A robust strategy encompasses an end-to-end customer focus: understanding what your target customer really wants, developing products that the target customer will embrace, designing compelling marketing communications, and delivering satisfying customer experiences.

Prerequisites:


No prerequisites


Sections :


Section Start Date Time Location Cost Instructor Name Full Schedule Enroll
MKTG.X405.(1) 2/10/2018 09:00 AM SANTA CLARA 650 Gopal Krishnan View Enroll

Cross-Cultural Negotiation: Asian and Western Business Environments


This course introduces the theory and practice of negotiations between Western and Asian cultures. Learn to develop conceptual frameworks to analyze negotiations and prepare effective cross-cultural negotiations skills. You will gain an understanding of the role of cross-cultural negotiations in shaping deals, building and salvaging relationships, and achieving better outcomes at the international bargaining table. Develop valuable planning techniques and tactics that you can use when entering or expanding your business in Asia.

Prerequisites:


No prerequisites


Sections :


Section Start Date Time Location Cost Instructor Name Full Schedule Enroll
BUSM.X413.(802) 2/26/2018 12:00 AM ONLINE 700 Steven J Clarke View Enroll

Marketing Management Information Session


This free event is for new or returning students who are interested in the Marketing Management Certificate program. The event includes a program overview and highlights of courses in the current quarter. The program staff and instructors will be available to answer individual questions on a first-come, first-serve basis. Staff can also provide recommendations regarding course sequence.

Prerequisites:


No prerequisites


Sections :


Section Start Date Time Location Cost Instructor Name Full Schedule Enroll
23395.(015) 1/9/2018 06:30 PM SANTA CLARA 0 Ly-Huong T Pham View Enroll

Marketing Management Certificate Completion Review


Once all of the certificate requirements have been met and your final grades are posted, please access your Student Portal to enroll in the “Certificate Completion Review” to begin the review process. Please allow up to 4 weeks to receive your certificate.

Prerequisites:


No prerequisites


Sections :


Section Start Date Time Location Cost Instructor Name Full Schedule Enroll
O-CE0406.(008) // 04:00 PM 75 View Enroll
Marketing Management

Group

About

How do you know you’re marketing the right products to the right customers at the right time?

Our Marketing program equips you with the theory, tools and practice needed to communicate business needs to diverse audiences, across multiple platforms, in any industry.

Pick up skills course by course or declare candidacy for a certificate.

STRATEGIC

Discover practical ways to align your goals to business needs and manage your team in our Management track.

SOCIAL

From Facebook to Twitter, Google Analytics to search engine marketing, explore the ever-changing needs of social media marketing in our Digital Marketing track.

WHAT STUDENTS SAY

“Marketing is missed when it’s not there. It’s so important to understand how the business works, what your products are, what your competitive advantage is. Marketing helps you understand those terminologies as to how you’re differentiated and how your brand is perceived.” – Priyanka Redhu

The Profession

What’s the Power of Your Brand?

How do you use marketing to solve business problems?

Effective marketing can make or break a business. Our Marketing courses are designed to help you communicate the value of your goods or services to customers in any industry. Develop the skills you need to discover career opportunities in Silicon Valley and beyond.

Average Earnings

The average median pay for advertising, promotions and marketing managers in 2015 was $124,850 per year. –Bureau of Labor Statistics

Market Relevance

Marketing managers were listed as one of the 19 most in-demand jobs for 2016, with an increase in 23,592 job postings from 2010 to 2015. –The World Economic Forum

Job Prospects

According to studies published by Glassdoor and University of California San Diego Extension in 2016, marketing management is one of the best jobs for recent grads. –Economic Advisory Board

STUDENT SPOTLIGHT

“Now I have both the writing background and the digital marketing knowledge to push an organization into the next 10 years.” –Travis Summers

Outcomes

Program Objectives

As a graduate of the Marketing certificate program, you’ll have the skills to:

  • Create integrated, multi-channel marketing campaigns
  • Evaluate the success of marketing campaigns based on data
  • Communicate brand values to diverse audiences
  • Leverage social media as a selling tool

WHAT OUR STUDENTS ACCOMPLISH

"Within four weeks of class, I was able to start sharing insight with customers." – Jim Lamascus

FACULTY

At UCSC Extension, courses are developed by program chairs and faculty according to the rigorous University of California standards and designed to meet the economic needs of each industry. Our instructors represent the best of both worlds.

Program Chair

LY-HUONG PHAM, M.A., M.B.A., Ph.D., has over 30 years of experience in general management, system software development, consulting and entrepreneurship in the high tech industry.  Ms. Pham serves as chief executive officer of Mobiscale LLC, a private company providing end-to-end strategic and engineering services from creating a winning strategic plan to developing high performing organizations through the delivery of market-leading products, services and sustainable competitive advantages to compete in the global economy. Their clients range from startups to Fortune 500 companies and come from many sectors such as high-tech, social media, mobile, education, and healthcare.

Prior to Mobiscale, Ms. Pham was CEO for several start-ups and held other senior management roles at Apple Inc., Turbolinux Inc., and Cray Inc. among others. She is a co-inventor of ten granted patents that have produced over a billion dollars in licensing revenue. Ms. Pham has taught courses in computer sciences, business management and marketing, in the U.S. and Asia.  Her perspective comes from an integrative view of academic theories and professional lessons learned from helping turn around companies, develop new markets, and launch start-ups or corporate spin-offs.

Ms. Pham completed a Ph.D. in human and organizational systems, with a concentration of information society and knowledge organization. Besides serving clients and students, Ms. Pham served as a director and the chair of the audit committee of several nonprofit organizations transforming the health, education and communities of disadvantaged people in Southeast Asia.

Curriculum

Program Format

UCSC Extension’s Marketing program is offered at UC Santa Cruz Silicon Valley Campus, a beautiful facility located on the corner of Scott and Bowers in Santa Clara. Many courses are also available online. Choose courses according to your interest or declare candidacy in the certificate for a more comprehensive overview of the field.

Benefits of Declaring Candidacy

Looking to add a UC certificate to your resume? Our certificate in Marketing offers two exciting tracks: Marketing Management and Digital Marketing. When you declare candidacy, you set the intention to update your skills and prepare yourself for advancement opportunities. In addition, you benefit by:

  • Locking in program requirements early in your studies, so any subsequent curriculum changes do not affect your studies
  • Subscribing to program updates and special opportunities related to the program

Certificate Requirements

Total: 14 units

Required: 6.5 units

Elective: 7.5 units

GPA: 3.0, with a C or better in all courses.

Timeline: To earn the certificate, you must complete all minimum requirements within 3 years of declaring candidacy.

Transferring courses from other institutions: Courses completed more than 5 years prior to the date of certificate issuance cannot be used to fulfill requirements. Learn more about transferring credit here.

Required Courses

There are three required courses:

  • Implementing Winning Marketing Strategies, 2 units
  • Integrated Marketing Communication, 2.5 units
  • Principles of Marketing2 units

Electives

You must complete a minimum of 7.5 units of elective credit to earn the certificate.

DIGITAL MARKETING

  • Advanced Social Media Marketing: A Practical Approach for Business, 2 units
  • Applied Digital Marketing for Business: Tools, Techniques, Technologies, and their Applications, 2 units
  • CRM:  Customer Relationship Management Fundamentals, 2 units
  • Customer Acquisition 2.0: Strategies, Retention and Win-Back, 1.5 units
  • Database Marketing and Social Selling, 1.5 units
  • Leveraging Social Media Partners, 1.5 units
  • Search Engine Marketing, 2 units 
  • Social Media Marketing, Fundamentals, 2 units
  • Web and Mobile Analytics, 1.5 units
  • Web Writing That Works, 1.5 units

SOCIAL MEDIA MARKETING AWARD

Student pursuing the Social Media Marketing Award should complete the required units, and then this final project:

  • Application of Social Media for Business Growth, 2 units

MARKETING MANAGEMENT

  • Business and Professional Writing, 2 units
  • Consumer Insights: Data Analysis and Interpretation, 1.5 units
  • Cross-Cultural Negotiations: Asian and Western Business Environments, 1.5 units
  • Marketing Operations 2.0: Tactical Discipline to Strategic Vision, 2 units
  • Medical Device Marketing, 3 units
  • Power of Market Research, 2 units
  • Product Management: Moving the Product to Market, 2 units
  • Positioning and Brand Management, 1.5 units
  • Public Relations: Winning the Mindshare Battle, 1.5 units

INFO SESSIONS

Want to learn more about our curriculum in person? Join us for a free Info Session to learn more about our courses, faculty, and program requirements. Learn more on our Events page.

STUDENT FEATURE

“Starting at UCSC Extension is a really good option, because you get extensive training and you can prepare for your own career.” – Maani Salimi

PRICE

The rough cost for a Marketing certificate is estimated at $5,000.

Enroll

Enrollment

No application is required to enroll in our courses or certificate programs. Information about our open enrollment process can be found on our Enrollment page. If you have any questions about our programs, please contact the UCSC Extension Outreach office by phone at 408-861-3860, or by email at extensionprogram@ucsc.edu.

From the schedule below, click on a course title to see sections available for enrollment. You may view the full course schedule, or enroll in the course, by clicking the respective button. The course type offerings (classroom, online, blended) are guidelines and subject to change. A blended (hybrid) course has both classroom and online components.

Declaring Candidacy

If you intend to pursue a certificate, declaring candidacy establishes program requirements early in your studies, so any subsequent curriculum changes do not affect your progress. It does not limit what courses you can take; and it helps you structure your professional development program for maximum benefit to you. Go the declare candidacy page to establish your requirements for this program. Certificate program requirements must be completed within three years of declaring candidacy.

Course Schedule


1. Required Courses
classroom : Classroom
online : Online
hybrid : Blended
Classroom and Blended : Classroom and Blended
Classroom and Online : Classroom and Online
Online and Blended : Online and Blended
Offering Code Offering Units Fall Winter Spring Summer
MKTG.X400 Principles of Marketing 2.0 Classroom Classroom Online
MKTG.X403 Implementing Marketing and Sales Strategies 2.0 Classroom Classroom
MKTG.X408 Integrated Marketing Communication 2.5 Online Classroom
2. Specialized Electives: Digital Marketing
classroom : Classroom
online : Online
hybrid : Blended
Classroom and Blended : Classroom and Blended
Classroom and Online : Classroom and Online
Online and Blended : Online and Blended
3. Final Project
classroom : Classroom
online : Online
hybrid : Blended
Classroom and Blended : Classroom and Blended
Classroom and Online : Classroom and Online
Online and Blended : Online and Blended
Offering Code Offering Units Fall Winter Spring Summer
MKTG.X490 Application of Social Media for Business Growth 2.0 Classroom
4. Specialized Electives: Marketing Management
classroom : Classroom
online : Online
hybrid : Blended
Classroom and Blended : Classroom and Blended
Classroom and Online : Classroom and Online
Online and Blended : Online and Blended
5. Required Certificate Review
classroom : Classroom
online : Online
hybrid : Blended
Classroom and Blended : Classroom and Blended
Classroom and Online : Classroom and Online
Online and Blended : Online and Blended
Offering Code Offering Units Fall Winter Spring Summer
O-CE0406 Marketing Management Certificate Completion Review

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