Optimize digital marketing performance
6 - 9 months
12432096
This program is perfect for
- Marketing professionals looking to build marketing analytics skills, use AI in marketing, and measure campaign performance with data-driven insights
- Digital marketers who want to improve SEO, SEM, and AI search optimization (AEO) to increase visibility, rankings, and conversion performance
- Early- to mid-career professionals seeking hands-on training in web and mobile analytics, AI marketing tools, and data-driven marketing strategy
Optimize your campaign performance with AI marketing analytics
In today’s data-driven landscape, marketers must be able to analyze marketing data, measure campaign performance, and turn insights into actionable strategies. In the AI Marketing and Analytics Specialization students develop in-demand skills in marketing analytics, artificial intelligence (AI), and digital marketing performance optimization. This program provides hands-on training in web analytics, mobile analytics, and AI-powered marketing tools to help professionals improve results and demonstrate impact.
Learners gain experience optimizing campaigns using search engine optimization (SEO), search engine marketing (SEM), and AI search optimization (AEO)—key strategies for increasing visibility across both traditional search engines and AI-driven platforms.
Designed for real-world application, this program equips participants to evaluate marketing effectiveness, improve customer engagement, and make data-driven marketing decisions that drive measurable business outcomes.
Program learning outcomes
- Understand the role of AI in modern marketing analytics and strategy
- Apply analytics platforms to measure customer engagement and campaign success
- Leverage SEO, SEM, and AEO practices to improve visibility and performance
What is AI marketing analytics?
AI marketing analytics is the practice of using data, analytics platforms, and artificial intelligence to measure, optimize, and improve digital marketing performance.
Courses
Program Requirements
- Complete three required courses | 6 units.
- End with Certificate of Completion Review.
1. Prerequisite(s):
MKTG.X400
$700
You may enroll in this offering at any time.
Mar. 31 - May. 5, Tue, 5:30pm - 9:00pm
- Live-Online Attend via Zoom at scheduled times.
MKTG.X400.(35)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Tue, 03-31-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 04-07-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 04-14-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 04-21-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 04-28-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
| Tue, 05-05-2026 | 5:30pm | 9:00pm | Live-Online | REMOTE |
Students may still enroll if they missed the 1st class session. However, they need to communicate with the instructor via Canvas and catch up on all missed work prior to the 2nd class meeting.
3/30/26: Course format change. See full schedule for details.
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.
IMPORTANT: STUDENTS MUST ATTEND AND FULLY PARTICIPATE IN A MINIMUM OF FIVE OF THE SIX CLASS SESSIONS.
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 Textbook: Principles of Marketing, Philip Kotler and Gary Armstrong, 19th edition, 2023, Pearson, ISBN: 9780137864898 (hardcover).
Please use this edition for most recent updates. Note the publisher offers an eTextbook. (https://www.pearson.com/en-us/subject-catalog/p/principles-of-marketing…)
The 18th edition is acceptable. However, please note that the lecture is based on the 19th edition.
Spring
2. Required Course(s):
MKTG.X412
$650
You may enroll in this offering at any time.
Aug. 22 - Sep. 5, Wed, Sat, 9:00am - 4:00pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X412.(13)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Sat, 08-22-2026 | 9:00am | 4:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 08-29-2026 | 9:00am | 4:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 09-05-2026 | 9:00am | 4:00pm | 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.
|| Prerequisites:
Prerequisites / Skills Needed
Summer
MKTG.X410
$700
You may enroll in this offering at any time.
May. 12 - Jun. 16, Tue, 6:00pm - 9:30pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X410.(19)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Tue, 05-12-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 05-19-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 05-26-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 06-02-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 06-09-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Tue, 06-16-2026 | 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. Just like a traditional in-person class meeting, you are expected to attend and participate in the discussion. 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 / 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 and Materials
Sign up for Google Ads Account @ $15 deposit required https://ads.google.com/home
Purchase Domain: Typical First-Year Cost: Most registrars charge $10-$20 per year for a .com domain. Instructor will provide more detail at the first class session.
Spring
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
3. Completion Review:
O-CE0538
$50
You may enroll in this offering at any time.
Schedule
Completion Review Course
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.
Instructors not pictured
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
