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Certificate Program

Marketing Management

Anticipating customer needs

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certificate Description

Silicon Valley-style customer-driven marketing

In this hyper-personalized and buyer-centric era, isolated sales and marketing are a thing of the past. Today's marketer needs to master new tools and strategies to succeed in sales and marketing alignment; the fusion of sales, marketing, and social selling; and programmatic marketing and sales. Discover the transformative power of artificial intelligence in crafting personalized customer experiences.

Focus your studies

Choose one of the following tracks:

  • Marketing Management
  • Digital Marketing

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
  • Align sales and marketing strategies

Program Overview

Estimated Cost: $4,825–$5,500 + est. course materials: $700 (You pay only for courses you enroll in.) | International Tuition Cost
Program Requirements: 7 courses (15 quarter units): Take 4 required courses (9 quarter units) and 3 elective courses (6 quarter units). End with Certificate of Completion Review.
Minimum Hours of Instruction: 150 hours of instruction.
Estimated Duration: A full-time student can complete the certificate in 9–12 months.
Modality: You can complete this program fully online, in person, or choose a mix of course formats.
Special Programs: This program is approved for workforce and international students.
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Courses

Course Quarter Units Fall Winter Spring Summer
1. Required Course(s):
Implementing Marketing and Sales Strategies 2.0 Fall Flexible Winter Flexible
Integrated Marketing Communication 3.0
Principles of Marketing 2.0 Fall Flexible Winter Flexible Spring Flexible Summer Flexible
2. Electives: Digital Marketing
Applied Digital Media Planning and Platforms 2.0 Winter Flexible Summer Flexible
CRM: Customer Relationship Management 2.0 Spring Flexible
Customer Acquisition Strategies 2.0 Fall Flexible Winter Flexible
Search Engine Marketing 2.0 Fall Flexible Spring Flexible
Web and Mobile Analytics 2.0 Summer Flexible
3. Electives: Marketing Management
Consumer Insights: Data Analysis and Interpretation 2.0 Fall Flexible Spring Flexible
Power of Market Research 2.0 Spring Flexible
Product Marketing and Management 2.0 Summer Flexible
Public and Analyst Relations 2.0 Winter Flexible
4. Capstone Course:
Marketing in Practice 2.0
5: Also of Interest: Does not apply as an elective course for the Marketing Management Certificate.
Digital Marketing Science Certificate Course 8.0 CEUs
6. Completion Review:
Marketing Management Certificate Completion Fee None

Meet Our Instructors

Anita Balaraman
Founder & CEO, Epixego
Ly-Huong T Pham
Educator, Business, and Technology Executive
Marc J. Friedman
Senior Consultant/Partner Affiliate McMillanDoolittle
Michael H Savod
Adjunct Professor
Mike E Tzamaloukas
General Manager, Amazon Web Services (AWS) Automotive
Robert M Durstenfeld
Digital Marketing Director, MisssionNEXT
Sue Coakley
Consulting Marketing Leader
Thomas P Moyer
Group Media Director, H&L Partners
Tiffany Knight
Marketing Communication Consultant, TiffanyMarComm

What students are saying

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
Corporate VP, Brand and Marketing Operations, AMD

ALICE GOLDSTEIN, BA
Senior Product Marketing Manager, Hitachi Vantara
Former 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, Ed.D, M.B.A.
Marketing Strategist & Instructor, Adjunct Instructor

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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.