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Marketing Management - a thought cloud with lots of ideas written on a board.
Certificate Program

Marketing Management

Anticipating customer needs

Establish Candidacy View Individual Courses
Contact Us

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 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: Starting at $4,825. (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.
Special Programs:
International Logo Workforce Logo


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
Advanced Social Media Marketing 2.0 Spring Flexible
Application of Social Media for Business Growth 2.0 Spring Flexible
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
Leveraging Content and Social Analytics 2.0
Search Engine Marketing 2.0 Fall Flexible Spring Flexible
Social Media Marketing Fundamentals 2.0 Fall Flexible Winter Flexible 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 Spring Flexible
Product Marketing and Management 2.0 Summer Flexible
Public and Analyst Relations 2.0 Winter Flexible
Strategic Marketing Operations 2.0
4. Capstone Course:
Marketing in Practice 2.0
5. 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

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


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

Director, Executive and Employee Communications, Cadence Design Systems

Corporate VP, Brand and Marketing Operations, AMD

Senior Product Marketing Manager, Hitachi Vantara
Instructor, Social Media Marketing Professional Specialization, UCSC Silicon Valley Extension

Delivery Manager, Social Media, Genentech
Instructor, Marketing Management Certificate Program. UCSC Silicon Valley Extension

Chair and Instructor, Marketing Management Program, UCSC Silicon Valley Extension

Online Media Research / Crisis Communication / Issue & Crisis Management, Intel Corporation

Global Head of Marketing, Cisco Webex.com

Marketing Strategist & Instructor, Santa Clara University/ Stanford University

Establish Candidacy

Who should establish candidacy?

  • People who are pursuing a certificate (and have enrolled in a course in the program).
  • People who want to lock in the current requirements of a certificate or specialization.
4 Simple Steps to a Certificate or Specialization
  1. Complete a course in your selected program.
  2. Establish candidacy. Click on the Establish Candidacy button on your program page.
  3. Take all required courses for certificate completion.
  4. Once your grades are posted on your final course, enroll in the certificate review fee.
A Benefit of Establishing Candidacy

Program requirements may change. Once you commit to a program by establish your candidacy, you will not have to change your plans to meet new requirements. They are locked in for you. Timeline: 4 years to get it done (or 3 for a specialization) You must complete all the necessary units in a certificate within a four-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, 2023, you would have to finish by Sept. 4, 2027.

Note: Establishing candidacy does not trigger the beginning of the four-year window. It begins the first day of the first course in your chosen certificate program. The Certificate Completion Review process does not have to occur within the four-year timeframe.

Exceptions to the four-year requirement
  • If you Established candidacy prior to Jan. 1, 2024, you will have five years to complete a program.
  • Students participating in a special program, such as workforce, international, or our curriculum partner programs, such as the Legal Studies courses (CLS by Barbri) and sales and business courses (Ziplines Education) have shorter completion requirements.

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.