Formerly "Marketing in Practice."
This capstone course brings together the knowledge and skills gained across the Marketing program and applies them to real-world challenges. Students practice marketing decision-making across the career spectrum, from entry-level execution to executive strategy. Students work with case studies, projects, or simulations to evaluate companies, analyze the marketing environment, and design customer-driven strategies. The course highlights how digital marketing, analytics, and AI-enabled tools support better decisions and measurable results.
Note
It is important that you have already successfully completed the 3 Required courses (7 units) and 3 Elective courses (6 units) prior to enrolling in this final Capstone course. If you have any questions or have not met the prerequisite requirement, contact the department for approval by emailing extension@ucsc.edu before enrolling in this course.
Additional Information
AI* - This course follows a Human-Centered AI (HCAI) approach, where students complete both AI-supported and AI-free work to build independent judgment, evaluate AI critically, and use it responsibly to support more advanced decision-making across marketing roles.
Prerequisites:
