Marketing Management
Anticipating customer needs
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
- Digital Marketing (includes social media courses)
- Social Media Marketing Professional 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
Cost: $5,000 | International Tuition Cost
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 | Fall Classroom | Winter Classroom | ||
| Integrated Marketing Communication | 2.5 | Fall Online | Winter Classroom | Spring Online | Summer Classroom |
| Principles of Marketing | 2.0 | Fall Classroom | Winter Classroom | Spring Classroom | Summer Classroom |
| 2. Electives: Digital Marketing | |||||
| Advanced Social Media Marketing: A Practical Approach for Business | 2.0 | Fall Classroom | Spring Classroom | ||
| Application of Social Media for Business Growth | 2.0 | Fall Classroom | Spring Classroom | ||
| Applied Digital Marketing for Business: Tools, Technologies, Techniques and their Applications | 2.0 | Winter Classroom | Spring Classroom | ||
| CRM: Customer Relationship Management, Fundamentals | 2.0 | Fall Classroom | Spring Classroom | ||
| Customer Acquisition 2.0: Strategies, Retention and Win-Back | 1.5 | Winter Classroom | Summer Classroom | ||
| Database Marketing and Social Selling | 1.5 | Summer Classroom | |||
| Leveraging Content and Social Analytics | 1.5 | Winter Classroom | Summer Classroom | ||
| Search Engine Marketing | 2.0 | Fall Classroom | Spring Classroom | ||
| Social Media Marketing Fundamentals | 2.0 | Fall Classroom | Winter Classroom | Summer Classroom | |
| Web and Mobile Analytics | 1.5 | Winter Classroom | Summer Classroom | ||
| 3. Electives: Marketing Management | |||||
| Business and Professional Writing | 2.0 | Fall Classroom | Spring Classroom | ||
| Consumer Insights: Data Analysis and Interpretation | 1.5 | Fall Classroom | Spring Classroom | ||
| Marketing Operations 2.0: Tactical Discipline to Strategic Vision | 2.0 | Fall Classroom | Spring Classroom | ||
| Positioning and Brand Management | 1.5 | Fall Classroom | Spring Classroom | ||
| Power of Market Research | 2.0 | Winter Online | Spring Classroom | ||
| Product Management: Moving the Product to Market | 2.0 | Winter Classroom | Summer Classroom | ||
| Public Relations: Winning the Mindshare Battle | 1.5 | Winter Classroom | Summer Classroom | ||
| 4. Required Certificate Review | |||||
| Marketing Management Certificate Completion Fee | None | Fall Online | Winter Online | Spring Online | Summer Online |
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.
Recommended Course Sequence
Get Started
Please begin withPrinciples of Marketing. After that, courses may be taken in any order provided the prerequisites are met.
Substitutions
To receive your certificate
Upon completion of the course sequence you may request yourMarketing Management Certificate Completion Review.
Program 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 Award program
UCSC Silicon Valley Extension
THOMAS MOYER, MBA
Delivery Manager, Social Media
Genentech
Instructor, Marketing Management Certificate Program
UCSC Silicon Valley Extension
PATRICK WILLIAMS, M.B.A., B.S.
Marketing Strategist
Instructor, Marketing Management Certificate Program, UCSC Silicon Valley Extension
Instructor,
Santa Clara University/ Stanford University
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
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.
