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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
- Digital Marketing (includes social media courses)
- Social Media Marketing Professional 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
Estimated Cost (You pay only for courses you enroll in): $5,500 | International Tuition Cost
Required Credits: Total of 7 courses (15 units): Take 3 courses (7 units) of required credit, 3 courses (6 units) of elective credit, and the Capstone course (2 units). End with Certificate of Completion Review. (*See Recommended Course Sequence for 2020 update.)
Duration: A full-time student can complete the certificate in 9–12 months.
1. Required Course(s):
|Implementing Marketing and Sales Strategies||2.0||Fall Live-Online||Winter Live-Online|
|Integrated Marketing Communication||3.0||Fall Online||Winter Live-Online||Spring Online||Summer Online|
|Principles of Marketing||2.0||Fall Live-Online||Winter Live-Online||Spring Live-Online||Summer Live-Online|
2. Electives: Digital Marketing
|Advanced Social Media Marketing||2.0||Fall Live-Online||Spring Flexible|
|Application of Social Media for Business Growth||2.0||Fall Live-Online||Spring Flexible|
|Applied Digital Media Planning and Platforms||2.0||Winter Flexible||Spring Flexible|
|CRM: Customer Relationship Management||2.0||Fall Flexible||Spring Flexible|
|Customer Acquisition Strategies||2.0||Winter Flexible||Summer Live-Online|
|Leveraging Content and Social Analytics||2.0||Summer Live-Online|
|Search Engine Marketing||2.0||Fall Flexible||Spring Flexible|
|Social Media Marketing Fundamentals||2.0||Fall Live-Online||Winter Flexible||Summer Live-Online|
|Web and Mobile Analytics||2.0||Summer Live-Online|
3. Electives: Marketing Management
|Consumer Insights: Data Analysis and Interpretation||2.0||Fall Live-Online||Spring Live-Online|
|Positioning and Brand Management||2.0|
|Power of Market Research||2.0||Winter Online||Spring Flexible|
|Product Marketing and Management||2.0||Winter Live-Online|
|Public and Analyst Relations||2.0||Winter Flexible|
|Strategic Marketing Operations||2.0|
4. Capstone Course:
|Marketing in Practice||2.0||Fall Live-Online||Spring Live-Online|
5. Completion Review:
|Marketing Management Certificate Completion Fee||None||Fall Online||Winter Online||Spring Online||Summer Online|
Certificate Inquiry Form
Recommended Course Sequence
Please begin with Principles of Marketing. After that, courses may be taken in any order provided the prerequisites are met.
To receive your certificate
Upon completion of the course sequence you may request your Marketing Management Certificate Completion Review.
*Declared candidacy prior to Dec. 19, 2020?
We made changes to the requirements for this certificate on Dec. 18, 2020. Students who declared candidacy prior to that date may choose to follow the current requirements above or the former 14-unit credit requirements that were in place when they declared, including:
- 3 courses (7 units) of required credit.
- 4–5 courses (7 units) of elective credit.
- Certificate of completion review.
Please review the course descriptions to ensure that you have taken necessary prerequisites or meet the requirements through job experience or previous education.
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
Corporate VP, Brand and Marketing Operations
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
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
CORY TREFFILETTI, BA
Global Head of Marketing
PATRICK WILLIAMS, M.B.A., B.S.
Instructor, Marketing Management Certificate Program, UCSC Silicon Valley Extension
Santa Clara University/ Stanford University
Establish candidacy in a certificate or specialization
Once you create your student account, you can establish candidacy in a certificate or specialization program any time during your studies.
The benefits of enrolling early
- Lock in your certificate requirements.This means that even if program requirements change, the requirements to complete your certificate will remain the same for you
- Receive program updates
- Set your intention
- It’s free
To complete a program, you must enroll in the certificate program before enrolling in the Certificate Completion Review.
You have five years to complete all necessary courses in a certificate program or three years to finish up a specialization program.
All the necessary units in a certificate must be completed within this 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.
For more information: How do I get my certificate or specialization?
* Students participating in a special program, such as workforce, international, Personal Financial Planning, or curriculum partner programs (Udacity, Microfacturing Institutes) may have a shorter completion requirement.
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.