Social Media Marketing Professional Award



Our three-course, strategically focused Social Media Marketing Professional Award within our Marketing Management certificate program gives professional marketers  the skills they need to effectively incorporate social media tools and analytics into an overall business strategy. Our social media students include marketing professionals, people who are small business owners themselves, and others who may be quite active online but haven’t yet learned to implement successful social media marketing strategies. Digital marketing professionals need to understand how social media marketing helps them define their online brand, launch effective social media campaigns that align with business goals, and manage, monitor and analyze their social media presence.

The program, initially designed by Shilpi Agarwal, has been updated by Alice Goldstein, senior director of Product Marketing for EventLoop.


The Profession

Social Media Salaries

$54,238—average base pay of a social media manager in the U.S. (Glassdoor, March 4, 2018)
$64,701—average base pay of a social media marketer in Santa Clara. (Glassdoor, Jan 22, 2018)
$71,538—average base pay of a social media manager in Santa Clara. (Glassdoor, Dec. 2, 2017)
$96,830—median annual social media marketing and communications manager salary (, March 1, 2018)


Career Outlook: Social Media Specialist (Bureau of Labor Statistics)

The Most Significant Social Media Marketing Trends for 2018

"The Future of Social Media Is Here: These Are the Trends You Need to Know" (Hubspot, June 2017)


Upon completing this Professional Award, you will know your audience, understand the strengths of major social media channels, and be able to develop your own social media campaigns.


Program Format

UCSC Extension’s Professional Award in Social Media Marketing is offered at UC Santa Cruz Silicon Valley Campus, a beautiful facility located on the corner of Scott and Bowers in Santa Clara. While courses can be taken based on individual interest and level of experience, you must meet the prerequisites of individual courses. It is recommended that students have a marketing background and take "Principles of Marketing" prior to enrolling in the required courses. Recommended course cannot be counted toward the award. 

Certificate Requirements

Total: 3 courses

Required: 3 courses, 6 units

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

Timeline: To earn the award, 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 course substitution by contacting Student Services

Required Courses

There are 3 required courses, in this recommended sequence:

  • Social Media Marketing, Fundamentals, 2 units
  • Advanced Social Media Marketing: A Practical Approach for Business, 2 units
  • Application of Social Media for Business Growth, 2 units


No application is required to enroll in our courses or award 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

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. Course Requirements
classroom : Classroom
online : Online
hybrid : Blended
Offering Code Offering Units Fall Winter Spring Summer
MKTG.X416 Advanced Social Media Marketing: A Practical Approach for Business 2.0 Classroom Classroom
MKTG.X415 Social Media Marketing Fundamentals 2.0 Classroom Classroom Classroom
MKTG.X490 Application of Social Media for Business Growth 2.0 Classroom
2. Award Completion Review
classroom : Classroom
online : Online
hybrid : Blended
Offering Code Offering Units Fall Winter Spring Summer
O-CE0505 Social Media Marketing Professional Award Completion Review Online Online Online Online