AI-driven strategy for a customer-centric world
9 - 12 months
5737177
These Courses are Perfect For
- Professionals seeking to advance expertise in contemporary, data-driven marketing practices
- Marketing practitioners desiring practical, applied training with industry relevance
- Working professionals, international students, and workforce trainees requiring flexible, accredited study options
Program review underway
As we evolve our programs to reflect today’s technology landscape, the certificate in Marketing Management is under review and is not currently open for new enrollment. If you are enrolled in this certificate 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 certificate programs continue to be under review and we are committed to assisting all enrolled students to finish the certificate 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.
AI-driven, Silicon Valley-style customer marketing
The UCSC Silicon Valley Extension Marketing Management certificate integrates essential marketing concepts with today’s most relevant practices, including digital marketing, analytics, customer engagement, and new tools such as AI-powered content creation and marketing automation. You’ll learn to design multi-channel campaigns, analyze marketing data, and deliver consistent brand messaging across platforms.
Taught by marketing professionals with real-world Silicon Valley experience, the program emphasizes hands-on projects and applied learning that mirror today's business challenges.
Students can tailor their studies to focus on key areas
-
Marketing Strategy and Insights
Emphasizes strategic planning and implementation through product marketing, customer and market insights, market research methodologies, brand positioning, and integrated communication planning.
-
Digital and Performance Marketing
Concentrates on leveraging digital channels and performance-based approaches, including customer relationship management (CRM) systems, digital media strategy, search engine optimization (SEO), search engine marketing (SEM), and AI Engine Optimization (AEO), social media engagement, and marketing analytics to measure and optimize campaign performance.
Both focus areas combine foundational marketing principles with emerging tools and analytics, preparing students to translate strategy into measurable results.
Certificate program objectives
- Design integrated, multi-channel marketing campaigns
- Analyze and evaluate the success of marketing campaigns based on data
- Communicate brand values effectively to diverse audiences
- Utilize social media platforms strategically for customer engagement
- 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
Courses
Program Requirements
Total: 7 courses (15 quarter units)
- 4 required courses (9 quarter units)
- 3 elective courses (6 quarter units)
- End with Certificate of Completion Review.
1. Required Course(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
MKTG.X403
$650
You may enroll in this offering at any time.
Sep. 2 - Oct. 7, Wed, 6:00pm - 9:30pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X403.(19)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Wed, 09-02-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 09-09-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 09-16-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 09-23-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 09-30-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Wed, 10-07-2026 | 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 Materials: Students are required to purchase two Harvard Business articles (~$8 total). The instructor will provide instructions at the first class session.
Recommended Materials: Principles of Marketing, 17th ed., Philip Kotler and Gary Armstrong, Prentice-Hall, 2018. ISBN: ISBN: 978-0134492513
It is ok to use an older edition such as the 15th or 16th edition.
|| Skills Needed:
Prerequisites / Skills Needed
Fall
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
2. Electives: Digital and Performance Marketing
MKTG.X410
$650
You may enroll in this offering at any time.
Nov. 5 - Dec. 17, Thu, 6:00pm - 9:30pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X410.(20)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Thu, 11-05-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 11-12-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 11-19-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 12-03-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 12-10-2026 | 6:00pm | 9:30pm | Flexible | SANTA CLARA / REMOTE |
| Thu, 12-17-2026 | 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.
No meeting on Nov. 26, 2026. 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.
Access to the internet for assignments, and Google Chrome Browser.
Fall
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
Currently no classes scheduled. Would you like to be notified when a class is available?
Summer
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
Currently no classes scheduled. Would you like to be notified when a class is available?
Summer
3. Electives: Marketing Strategy and Insights
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?
Currently no classes scheduled. Would you like to be notified when a class is available?
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
4. Capstone Course:
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring
5. Completion Review:
O-CE0406
$95
You may enroll in this offering at any time.
Schedule
Please enroll in the Marketing Management Certificate Completion Fee only when all of the certificate requirements have been met and your final grades are posted.
Recommended course sequence
Get started
Please begin with Customer-Driven Marketing: Principles and Practice. After that, courses may be taken in any order provided prerequisites are met.
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.
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.
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.
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.
Certificate Program Advisory Committee
STEVE BROWN, MS
Director, Strategic Marketing, Cadence, Cadence Design Systems
STEVEN FUND, MBA
Corporate VP, Brand and Marketing Operations, AMD
LY-HUONG PHAM, Ph.D., M.B.A., M.S.
CEO of Mobiscale LLC
Program Chair | IInstructor, Marketing Management Certificate Program. UCSC Silicon Valley Extension
THOMAS MOYER, MBA
Media Director | American Marketing Association SF President
Instructor, Marketing Management Certificate Program. UCSC Silicon Valley Extension
RICK REED, Ph.D
Crisis Communication | Issue & Crisis Management, County of San Mateo
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
