Marketing Management
Certificate Program

Marketing Management

Anticipating customer needs

Enroll in Certificate View Individual Courses

Certificate Description

Silicon Valley-style customer-driven marketing

The days of siloed sales and marketing are over. The buyer is now in control. We teach you the tools you need to succeed in sales and marketing alignment; the fusion of sales, marketing, and social selling; and programmatic marketing and sales. Learn how artificial intelligence can personalize the customer experience. We offer two tracks and a shorter specialization.

Marketing Management certificate program objectives:

  • 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

Required Credits: Required Credits: Total Required: 7–8 courses/14 units. Take 3 courses (7 units) of required credit, 4–5 courses (7 units) of elective credit. End with certificate of completion review.
Duration: A full-time student can complete the certificate in 9–12 months.

Courses

Course Units Fall Winter Spring Summer
1. Required Courses
Implementing Marketing and Sales Strategies 2.0
Integrated Marketing Communication 3.0
Principles of Marketing 2.0
2. Electives: Digital Marketing
Advanced Social Media Marketing: A Practical Approach for Business 2.0
Application of Social Media for Business Growth 2.0
Applied Digital Marketing for Business: Tools, Technologies, Techniques and their Applications 2.0
CRM: Customer Relationship Management, Fundamentals 2.0
Customer Acquisition 2.0: Strategies, Retention and Win-Back 1.5
Database Marketing and Social Selling 1.5
Leveraging Content and Social Analytics 1.5
Search Engine Marketing 2.0
Social Media Marketing Fundamentals 2.0
Web and Mobile Analytics 1.5
3. Electives: Marketing Management
Business and Professional Writing 2.0
Consumer Insights: Data Analysis and Interpretation 2.0
Marketing Operations 2.0: Tactical Discipline to Strategic Vision 2.0
Positioning and Brand Management 2.0
Power of Market Research 2.0
Product Management: Moving the Product to Market 2.0
Public Relations: Winning the Mindshare Battle 1.5
4. Required Certificate Review
Marketing Management Certificate Completion Fee None

Certificate Inquiry Form

Contact Us
Speak to a student services representative.

Call (408) 861-3860

Envelope extension@ucsc.edu

Requisite Knowledge

Please review the course descriptions to ensure that you have taken necessary prerequisites or meet the requirements through job experience or previous education.

Advisory Board

LY-HUONG PHAM, chair

Certificate 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. She is chief executive officer of Mobiscale LLC, a private company providing end-to-end strategic and engineering services for startups and Fortune 500 companies in diverse industries. Previous experience includes serving as CEO at several startups and holding senior management roles at Apple, Turbolinux, and Cray. She is also co-inventor of 10 granted patents that have produced over a billion dollars in licensing revenue. Pham completed a doctorate in human and organizational systems with a concentration on information society and knowledge organization. As a director and chair of audit committees for several nonprofit organizations, she's worked to transform the health, education, and communities of disadvantaged people in Southeast Asia. She has taught courses in computer sciences, business management, and marketing, in the U.S. and Asia, sharing her integrative view of academic theories and professional lessons learned from company turnarounds, new market developments, startup launches and corporate spin-offs.

Certificate Program Advisory Committee

STEVE BROWN, MS
Director, Executive and Employee Communications
Cadence Design Systems

STEVEN FUND, MBA
Marketing Consultant, Global Chief Marketing Officer, Chief Brand Officer, Chief Communications Officer

ALICE GOLDSTEIN, BA
Go to Market Leader SMART Platform
NTT DATA, Inc.
Instructor, Social Media Marketing Professional Specialization
UCSC Silicon Valley Extension

THOMAS MOYER, MBA
Delivery Manager, Social Media
Genentech
Instructor, Marketing Management Certificate Program
UCSC Silicon Valley Extension

LY-HUONG PHAM, MBA, PhD
Chair and Instructor, Marketing Management Program
UCSC Silicon Valley Extension

RICK REED, Ph.D
Online Media Research / Crisis Communication / Issue & Crisis Management
Intel Corporation

CORY TREFFILETTI, BA
Global Head of Marketing
Cisco Webex.com

PATRICK WILLIAMS, M.B.A., B.S.
Marketing Strategist
Instructor, Marketing Management Certificate Program, UCSC Silicon Valley Extension
Instructor,
Santa Clara University/ Stanford University

Declaring Candidacy

You can enroll in a certificate program any time during your studies.

Once you create your student account, you can enroll in a certificate program. Although you can enroll in a program at any time, the benefit of enrolling early is that it locks in your certificate requirements. This means that even if program requirements change, the requirements to complete your certificate will remain the same for you.

  • You must enroll in the certificate program before enrolling in the Certificate Completion Review.

You have a total of five years to complete all necessary courses in a certificate program.

All the necessary units in a certificate must be completed within a five-year window. The clock begins on the first day of your first course in the certificate program. For example, if you started a course on Sept. 5, 2017, you would have to complete all of the required units in this certificate by Sept. 4, 2022.

  • Enrolling in a certificate program does not trigger the beginning of the five-year window. It begins the first day of the first course that applies to a certificate program.
  • The Certificate Completion Review process does not have to occur within the five-year timeframe.

Grade Requirements

Please note that only letter grades of C- or higher may be applied to a certificate, and in some programs, students may have more stringent requirements. Students in most employer- and government-sponsored payment programs, such as workforce development, as well as international students on F-1 visas, need to maintain a B average to meet their requirements. Personal Financial Planning students have additional grade requirements for individual courses to attain a certificate.

See Grading and Credits Policy for further information.