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.
Choose among two tracks and a specialized program
- Marketing Management
- Digital Marketing (includes social media courses)
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.
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 | Fall Online | Winter Online | Spring Online | |
| 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 | ||
| Social Media Marketing Fundamentals | 2.0 | Summer 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 | Winter Online | 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 | Fall Live-Online | Spring Live-Online | ||
|
5. Completion Review:
| |||||
| Marketing Management Certificate Completion Fee | None | Fall Online | Winter Online | Spring Online | Summer Online |
Meet Our Instructors
What students are saying
"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
International Student
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
Certificate Inquiry Form
Recommended Course Sequence
Get started
Please begin with Principles 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 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.
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
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
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. Personal Financial Planning students have additional grade requirements for individual courses to attain a certificate.
See Grading and Credits Policy for further information.