Smarter content. Better campaigns. Real results.
6 - 9 months
12431772
This program is perfect for
- Entry- to mid-level professionals in marketing, branding, communications, and related fields who want to strengthen their skills in content strategy, campaign development, and digital marketing communications
- Career changers or early-career professionals aiming to break into content marketing, social media, or integrated marketing roles
- Marketers and communicators seeking to leverage AI tools and data-driven insights to improve campaign performance
Program review underway
As we evolve our programs to reflect today’s technology landscape, the specialization in Content Marketing and Campaigns is under review and is not currently open for new enrollment. If you are enrolled in this specialization and are finishing up your courses, please reach out to us at extension@ucsc.edu. We will help you plan your journey.
After reviewing the current market conditions and engaging with industry, we are now offering new short programs, that are flexible paths to get the skills you need fast. During this time, our specialization programs continue to be under review and we are committed to assisting all enrolled students to finish the specialization programs. To learn more, visit our Short Programs page.
Courses are open to everyone
You are invited to enroll in individual courses to build your knowledge and develop new skills.
Content, AI and campaigns — master it all
The Content Marketing and Campaigns Specialization prepares marketing professionals to plan, create, and optimize content across digital and social channels. Students will learn how to create effective content marketing that increases brand visibility, engages audiences, and drives measurable business results.
Data-informed campaign planning
In today’s AI-driven landscape, marketers must combine content strategy, storytelling, and data-informed campaign planning to stay competitive. This program teaches you how to:
- develop targeted content that connects with your audience,
- distribute it effectively, and
- continuously optimize performance across platforms.
Build integrated marketing campaigns
You will leverage AI tools for content creation and workflow efficiency, and align messaging across channels to deliver consistent brand experiences.
Through hands-on coursework, you’ll gain practical experience executing campaigns, improving engagement, and supporting brand growth using modern digital marketing strategies.
Program learning outcomes
- Develop compelling content strategies for digital and social channels
- Leverage AI-enabled tools to support content creation and distribution
- Plan and execute integrated marketing campaigns that build brand and customer engagement
What makes a great content marketing campaign?
A great content marketing campaign isn’t just creative—it’s strategic, targeted, and measurable. The best campaigns consistently connect with the right audience and drive clear business outcomes.
Courses
Program Requirements
- Complete three required courses | 6 units.
- End with Certificate of Completion Review.
1. Prerequisite(s):
MKTG.X400
$650
You may enroll in this offering at any time.
Oct. 6 - Nov. 10, Tue, 5:30pm - 9:00pm
- Live-Online Attend via Zoom at scheduled times.
MKTG.X400.(37)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Tue, 10-06-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 10-13-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 10-20-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 10-27-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 11-03-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 11-10-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
This class is offered in an online synchronous format. Students are expected to log into this course via Canvas at the start time of scheduled meetings and participate via Zoom, for the duration of each scheduled 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 Text: 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.
Fall
2. Required Course(s): Complete three courses
MKTG.X420
$650
You may enroll in this offering at any time.
Nov. 7 - Nov. 21, Sat, 9:00am - 4:30pm
- Live-Online Attend via Zoom at scheduled times.
MKTG.X420.(4)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Sat, 11-07-2026 | 9:00am | 4:30pm | Live-Online | REMOTE |
| Sat, 11-14-2026 | 9:00am | 4:30pm | Live-Online | REMOTE |
| Sat, 11-21-2026 | 9:00am | 4:30pm | Live-Online | REMOTE |
This class is offered in an online synchronous format. Students are expected to log into this course via Canvas at the start time of scheduled meetings and participate via Zoom, for the duration of each scheduled 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 Tools & Materials:
Subscription to OpenAI's ChatGPT, the cost will be around $20 for a monthly subscription. The instructor will provide you with more detail and instructions once the course begins.
Fall
MKTG.X402
$650
You may enroll in this offering at any time.
Oct. 12 - Nov. 16, Mon, 6:00pm - 9:30pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X402.(12)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Mon, 10-12-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 10-19-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 10-26-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 11-02-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 11-09-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Mon, 11-16-2026 | 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.
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 Tools & Materials: Charlotte's Web, E.B. White, 1952. You may purchase or get a copy from any public library. Edition does not matter.
Mastering Public Relations, The Saylor Foundation (download from CANVAS)
Public Relations Book by Ashley Wirthlin (download from CANVAS)
You will need access to a computer with a word processor and slide presentation application. I prefer Microsoft WORD and PowerPoint. You are welcome to use Google DOCS and SLIDES or Apple PAGES or KEYNOTE, but if you do, please submit a PDF, as I do not have those programs.
Recommended Tools & Materials: Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World, Fraser P. Seitel and John Doorley, St. Martin's Griffin, 2013, 978-1137278708.
Public Relations Writing: The Essentials of Style and Format, Thomas Bivins, McGraw Hill, 2013, 978-0073526232.
The Associated Press Stylebook, Darrell Christian, Paula Froke, Sally Jacobsen, David Minthorn, AP International, 2014, ISBN: 978-0-917360-71-8.
New Rules of PR and Marketing: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, David Meerman Scott, John Wiley & Sons, Inc., 2013, 978-1119070481.
Public Relations Strategies and Tactics, Dennis L. Wilcox & Glen T. Cameron, Pearson, 2014, 978-0205960644.
Fall
Currently no classes scheduled. Would you like to be notified when a class is available?
Summer
3. Completion Review:
O-CE0536
$50
You may enroll in this offering at any time.
Schedule
Please enroll in the Content Marketing and Campaigns Completion Fee only when all of the specialization requirements have been met and your final grades are posted.
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.
Establish Candidacy
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.
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
The UCSC certificate really improved my resume and made recruiters more confident I could be a better fit for their company. After completing my certificate, I got two job offers.
Eliana Silva
