AI-driven strategy for a customer-centric world
9 - 12 months
5737177
This Program is Perfect For
- Professionals seeking to advance expertise in contemporary, data-driven marketing practices
- Marketing practitioners desiring practical, applied training with industry relevance
- Working professionals, international students, and workforce trainees requiring flexible, accredited study options
AI-driven, Silicon Valley-style customer marketing
The UCSC Silicon Valley Extension Marketing Management certificate integrates essential marketing concepts with today’s most relevant practices, including digital marketing, analytics, customer engagement, and new tools such as AI-powered content creation and marketing automation. You’ll learn to design multi-channel campaigns, analyze marketing data, and deliver consistent brand messaging across platforms.
Taught by marketing professionals with real-world Silicon Valley experience, the program emphasizes hands-on projects and applied learning that mirror today's business challenges.
Students can tailor their studies to focus on key areas.
-
Marketing Strategy and Insights
Emphasizes strategic planning and implementation through product marketing, customer and market insights, market research methodologies, brand positioning, and integrated communication planning.
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Digital and Performance Marketing
Concentrates on leveraging digital channels and performance-based approaches, including customer relationship management (CRM) systems, digital media strategy, search engine optimization (SEO), search engine marketing (SEM), and AI Engine Optimization (AEO), social media engagement, and marketing analytics to measure and optimize campaign performance.
Both focus areas combine foundational marketing principles with emerging tools and analytics, preparing students to translate strategy into measurable results.
Certificate program objectives
- Design integrated, multi-channel marketing campaigns
- Analyze and evaluate the success of marketing campaigns based on data
- Communicate brand values effectively to diverse audiences
- Utilize social media platforms strategically for customer engagement
- 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
- Align sales and marketing strategies
Courses
Program Requirements
Total: 7 courses (15 quarter units)
- 4 required courses (9 quarter units)
- 3 elective courses (6 quarter units)
- End with Certificate of Completion Review.
1. Required Course(s):
MKTG.X400
$700
Jan. 7 - Feb. 18, Wednesday, 5:30pm - 9:00pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X400.(33)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Wed, 01-07-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 01-14-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 01-21-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 01-28-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 02-11-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 02-18-2026 | 5:30pm | 9:00pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
IMPORTANT: STUDENTS MUST ATTEND AND FULLY PARTICIPATE IN A MINIMUM OF FIVE OF THE SIX CLASS SESSIONS.
No meeting on February 4, 2026. To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Required Textbook: Principles of Marketing by Philip Kotler and Gary Armstrong, 19th edition, 2023, Pearson, ISBN-13: 9780137864898 (hardcover). The 18th edition is acceptable. However, please note that the lecture is based on the 19th edition.
Winter
MKTG.X403
$700
Feb. 17 - Mar. 24, Tuesday, 6:00pm - 9:30pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X403.(18)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Tue, 02-17-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 02-24-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 03-03-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 03-10-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 03-17-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 03-24-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Required Materials: Students are required to purchase two Harvard Business articles (~$8 total). The instructor will provide instructions at the first class session.
Recommended Materials: Principles of Marketing, 17th ed., Philip Kotler and Gary Armstrong, Prentice-Hall, 2018. ISBN: ISBN: 978-0134492513
It is ok to use an older edition such as the 15th or 16th edition.
Winter
MKTG.X408
$725
Jan. 12 - Apr. 3, Monday, 12:01am - 11:59pm
- Online Traditional Complete online with instructor-set deadlines.
MKTG.X408.(830)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Mon, 01-12-2026 | 12:01am | 12:02am | Online Traditional | ONLINE |
| Fri, 04-03-2026 | 11:58pm | 11:59pm | Online Traditional | ONLINE |
Online Traditional courses have a structured learning environment and fixed deadlines. This course is largely self-study with instructor guidance and includes online learning modules, assignments, and/or quizzes. All course materials and assignments will be available on Canvas, our learning management system.
For this section, student access begins on January 12, 2026. All course work must be completed by 11:59 pm on April 3, 2026.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Winter
2. Electives: Digital and Performance Marketing
Currently no classes scheduled. Would you like to be notified when a class is available?
Currently no classes scheduled. Would you like to be notified when a class is available?
Winter
Currently no classes scheduled. Would you like to be notified when a class is available?
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
MKTG.X405
$650
Mar. 12 - Apr. 16, Thursday, 6:00pm - 9:30pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X405.(17)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Thu, 03-12-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 03-19-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 03-26-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 04-02-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 04-09-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 04-16-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
To see all meeting dates, click “Full Schedule” below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
Required Tools and Materials: There is no required text book, but there are many recommended readings and resources that will help with your assignments in the FILES menu in Canvas.
You will need software that allows you to create a presentation such as PowerPoint, Google Slides or Apple Keynote. If using the Google or Apple products, please submit using a PDF file.
Winter
Currently no classes scheduled. Would you like to be notified when a class is available?
Fall Flexible
MKTG.X419
$650
Feb. 21 - Mar. 14, Saturday, 9:00am - 3:00pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X419.(17)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Sat, 02-21-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 02-28-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 03-07-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 03-14-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
Winter
3. Electives: Marketing Strategy and Insights
Currently no classes scheduled. Would you like to be notified when a class is available?
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
MKTG.X402
$650
Jan. 8 - Feb. 12, Thursday, 6:00pm - 9:30pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X402.(11)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Thu, 01-08-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 01-15-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 01-22-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 01-29-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 02-05-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 02-12-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
Required Textbook: Charlotte's Web by E.B. White, purchase or get a copy from any public library. Edition does not matter.
Winter
MKTG.X401
$700
Jan. 23 - Mar. 25, Friday, 12:01am - 11:59pm
- Online Self-Paced Work online at your own pace.
MKTG.X401.(816)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Fri, 01-23-2026 | 12:01am | 12:01am | Online Self-Paced | ONLINE |
| Wed, 03-25-2026 | 11:58pm | 11:59pm | Online Self-Paced | ONLINE |
Online Self-Paced courses have a structured learning environment where students are allowed to complete the work at their own pace. Students may complete the coursework early or use the entire duration of the course. This course is largely self-study with instructor guidance and includes online learning modules, assignments, and/or quizzes. All course materials and assignments will be available at the beginning of the course on Canvas, our learning management system.
For this section, student access begins on January 23, but you may still enroll until January 30, 2026. All course work must be completed by 11:59 pm on March 25, 2026.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Winter
Currently no classes scheduled. Would you like to be notified when a class is available?
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
Currently no classes scheduled. Would you like to be notified when a class is available?
Currently no classes scheduled. Would you like to be notified when a class is available?
Winter
4. Capstone Course:
Currently no classes scheduled. Would you like to be notified when a class is available?
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
5. Completion Review:
O-CE0406
$95
Schedule
Please enroll in the Marketing Management Certificate Completion Fee only when all of the certificate requirements have been met and your final grades are posted.
Recommended course sequence
Get started
Please begin with Customer-Driven Marketing: Principles and Practice. After that, courses may be taken in any order provided prerequisites are met.
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.
Substitutions
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.
Establish Candidacy
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.
See Grading and Credits Policy for further information.
Instructors
Program Chair
Ly-Huong Pham
Educator, Business, and Technology Executive
LY-HUONG PHAM, Ph.D., M.B.A., M.S., has over 30 years of experience in high tech and is CEO of Mobiscale LLC, a provider of management, educational and software consulting services. Her clients range from startups to Fortune 500 companies in various sectors, including high tech, social media, mobile, education, and healthcare. She serves as chair of the Marketing Management Certificate Program Advisory Board for UCSC Extension.
Certificate Program Advisory Committee
STEVE BROWN, MS
Director, Strategic Marketing, Cadence, Cadence Design Systems
STEVEN FUND, MBA
Corporate VP, Brand and Marketing Operations, AMD
LY-HUONG PHAM, Ph.D., M.B.A., M.S.
CEO of Mobiscale LLC
Program Chair | IInstructor, Marketing Management Certificate Program. UCSC Silicon Valley Extension
THOMAS MOYER, MBA
Media Director | American Marketing Association SF President
Instructor, Marketing Management Certificate Program. UCSC Silicon Valley Extension
RICK REED, Ph.D
Crisis Communication | Issue & Crisis Management, County of San Mateo
The response from my fellow students was so enthusiastic that I had to think more in depth. It evolved. Every course demands that you think in a certain way. Every course took me a step further.
Bouwien Luppes,
Art Entrepreneur and Marketer
It’s great to have a teacher with so much experience. She was able to take what's in the book and apply it to real-world examples. It helped translate the education into what I would need in my everyday work.
Sean Zaidman,
Director, Communications and Marketing, Five Branches
