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 short series award:

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: Total Required: 7–8 courses/14 units. Take 3 courses (6.5 units) of required credit, 4–5 courses (7.5 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 2.5
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 1.5
Marketing Operations 2.0: Tactical Discipline to Strategic Vision 2.0
Positioning and Brand Management 1.5
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

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.

Program Chair

LY-HUONG PHAM, 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 Inquiry Form

Contact Us
Speak to a student services representative.

Call (408) 861-3860

Envelope extension@ucsc.edu

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