This Program is 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

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 ai 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.

Focus your studies

Choose elective courses from two areas:

  • Marketing Management
  • Digital Marketing

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

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):
Title units Fall Spring Summer Winter
Implementing Marketing and Sales Strategies 2.0 Flexible
Integrated Marketing Communication 3.0 Online Traditional
Principles of Marketing 2.0 Live-Online
2. Electives: Digital Marketing
Title units Fall Spring Summer Winter
Applied Web, Mobile, and AI Analytics 2.0 Flexible
CRM Implementation and Customer Experience Strategy 2.0 Flexible
Customer Acquisition Planning and Growth Tactics 2.0 Flexible
Search Engine Marketing 2.0 Flexible
Strategic Digital Marketing & Integrated Campaign Planning 2.0 Flexible
3. Electives: Marketing Management
Title units Fall Spring Summer Winter
AI Tools for PR, Media, and Campaign Communications 2.0 Flexible
Applied Market Research for Strategic Decisions 2.0 Online Self-Paced
Consumer Insights: Data Analysis and Interpretation 2.0 Flexible
Generative AI for Marketers 2.0 Live-Online, Flexible
Product Marketing: From Planning to Launch 2.0 Flexible
4. Capstone Course:
Title units Fall Spring Summer Winter
Marketing in Practice 2.0 Live-Online
5. Completion Review:
Title units Fall Spring Summer Winter
Marketing Management Certificate Completion Fee

1. Required Course(s):

MKTG.X403
$700 (Estimated Cost)
Currently no classes scheduled. Would you like to be notified when a class is available?
Fall Flexible
MKTG.X408
$725 (Estimated Cost)
Currently no classes scheduled. Would you like to be notified when a class is available?
Fall Online Traditional
MKTG.X400
$700 (Estimated Cost)
Currently no classes scheduled. Would you like to be notified when a class is available?
Fall Live-Online

2. Electives: Digital Marketing

MKTG.X412
$650 (Estimated Cost)
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?
Winter
MKTG.X407
$750 (Estimated Cost)
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?
Winter
MKTG.X405
$650
  • Flexible Attend in person or via Zoom at scheduled times.
Schedule
Date
Start Time
End Time
Meeting Type
Location
Thu, 03-12-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 03-12-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 03-19-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 03-19-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 03-26-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 03-26-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 04-02-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 04-02-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 04-09-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 04-09-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 04-16-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 04-16-2026
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.

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.

Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.

Required Tools and Materials: There is no required text book, but there are many recommended readings and resources that will help with your assignments in the FILES menu in Canvas.

You will need software that allows you to create a presentation such as PowerPoint, Google Slides or Apple Keynote. If using the Google or Apple products, please submit using a PDF file.

Winter
MKTG.X410
$700
  • Flexible Attend in person or via Zoom at scheduled times.
Schedule
Date
Start Time
End Time
Meeting Type
Location
Mon, 11-03-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 11-03-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 11-10-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 11-10-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 11-17-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 11-17-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 12-15-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 12-15-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 12-01-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 12-01-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 12-08-2025
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Mon, 12-08-2025
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 November 24, 2025. To see all meeting dates, click "Full Schedule" below.

Electronic Course Materials: 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 $5-15 deposit required https://ads.google.com/home

A computer or tablet that you can bring to class and use to share your work using ZOOM screen sharing.

Access to the internet (and Google Chrome Browser) for assignments.

Fall Flexible
MKTG.X419
$650
  • Flexible Attend in person or via Zoom at scheduled times.
Schedule
Date
Start Time
End Time
Meeting Type
Location
Sat, 02-21-2026
9:00am
3:00pm
Flexible
SANTA CLARA / REMOTE
Sat, 02-21-2026
9:00am
3:00pm
Flexible
SANTA CLARA / REMOTE
Sat, 02-28-2026
9:00am
3:00pm
Flexible
SANTA CLARA / REMOTE
Sat, 02-28-2026
9:00am
3:00pm
Flexible
SANTA CLARA / REMOTE
Sat, 03-07-2026
9:00am
3:00pm
Flexible
SANTA CLARA / REMOTE
Sat, 03-07-2026
9:00am
3:00pm
Flexible
SANTA CLARA / REMOTE
Sat, 03-14-2026
9:00am
3:00pm
Flexible
SANTA CLARA / REMOTE
Sat, 03-14-2026
9:00am
3:00pm
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.

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.

Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.

Winter

3. Electives: Marketing Management

MKTG.X402
$650
  • Flexible Attend in person or via Zoom at scheduled times.
Schedule
Date
Start Time
End Time
Meeting Type
Location
Thu, 01-08-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 01-08-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 01-15-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 01-15-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 01-22-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 01-22-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 01-29-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 01-29-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 02-05-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 02-05-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 02-12-2026
6:00pm
9:30pm
Flexible
SANTA CLARA / REMOTE
Thu, 02-12-2026
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.

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.

Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.

Required Textbook: Charlotte's Web by E.B. White, purchase or get a copy from any public library. Edition does not matter.

Winter
MKTG.X401
$700
  • Online Self-Paced Work online at your own pace.
Schedule
Date
Start Time
End Time
Meeting Type
Location
Fri, 01-23-2026
12:01am
12:01am
Online Self-Paced
ONLINE
Fri, 01-23-2026
12:01am
12:01am
Online Self-Paced
ONLINE
Wed, 03-25-2026
11:58pm
11:59pm
Online Self-Paced
ONLINE
Wed, 03-25-2026
11:58pm
11:59pm
Online Self-Paced
ONLINE
 

Online Self-Paced courses have a structured learning environment where students are allowed to complete the work at their own pace. Students may complete the coursework early or use the entire duration of the course. This course is largely self-study with instructor guidance and includes online learning modules, assignments, and/or quizzes. All course materials and assignments will be available at the beginning of the course on Canvas, our learning management system.

For this section, student access begins on January 23, but you may still enroll until January 30, 2026. All course work must be completed by 11:59 pm on March 25, 2026.

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.

Winter
MKTG.X413
$650
  • Flexible Attend in person or via Zoom at scheduled times.
Schedule
Date
Start Time
End Time
Meeting Type
Location
Sat, 11-08-2025
9:00am
4:30pm
Flexible
SANTA CLARA / REMOTE
Sat, 11-08-2025
9:00am
4:30pm
Flexible
SANTA CLARA / REMOTE
Sat, 11-15-2025
9:00am
4:30pm
Flexible
SANTA CLARA / REMOTE
Sat, 11-15-2025
9:00am
4:30pm
Flexible
SANTA CLARA / REMOTE
Sat, 11-22-2025
9:00am
4:30pm
Flexible
SANTA CLARA / REMOTE
Sat, 11-22-2025
9:00am
4:30pm
Flexible
SANTA CLARA / REMOTE
 

This class meets in real time in a classroom and via a remote learning platform via Zoom. Students may choose their preferred method of instruction—an in-person classroom setting or a remote format. Students are expected to attend and participate in the course, either in-person or remotely, during the days and time that are specified on the course schedule. Students who choose to attend remotely, will log into the course via Canvas at the start time of scheduled meetings and participate for the duration of each scheduled class meeting. Just like a traditional in-person class meeting, you are expected to attend and participate in the discussion. Students are also strongly encouraged to have their cameras on to get the most out of the remote learning experience.

Please have access to a computer to work through multiple hands on exercises for the duration of each scheduled 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.

Electronic Course Materials: 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.

Fall Flexible
MKTG.X420
$700 (Estimated Cost)
Currently no classes scheduled. Would you like to be notified when a class is available?
Fall Live-Online
Fall Flexible
MKTG.X406
$700 (Estimated Cost)
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?
Winter

4. Capstone Course:

MKTG.X491
$700
  • Live-Online Attend via Zoom at scheduled times.
Schedule
Date
Start Time
End Time
Meeting Type
Location
Thu, 11-06-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 11-06-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 11-13-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 11-13-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 11-20-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 11-20-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 12-04-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 12-04-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 12-11-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 12-11-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 12-18-2025
5:30pm
9:30pm
Live-Online
REMOTE
Thu, 12-18-2025
5:30pm
9:30pm
Live-Online
REMOTE
 

PLEASE NOTE THE PREREQUISTE REQUIREMENT PRIOR TO ENROLLING IN THIS COURSE. COMPLETE THE 3 REQUIRED COURSES (7 UNITS) AND 3 ELECTIVE COURSES (6 UNITS) PRIOR TO ENROLLING IN THIS FINAL CAPSTONE COURSE.

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 ALL THE CLASS SESSIONS.

(No meeting November 27 and 1 no meeting TBA).

To see all meeting dates, click "Full Schedule" below.

Electronic Course Materials: 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 Course Materials

Stukent Marketing Management, the cost will be around $60. The instructor will provide you with more detail and instructions once the course begins.

Recommended Materials

Principles of Marketing; 18th ed.; Philip T. Kotler, Gary Armstrong; Pearson; January 2020. ISBN: 978-0135766590. It is ok to use an older edition such as the 16th or 17th edition.

Fall Live-Online

5. Completion Review:

O-CE0406
$95
Schedule
Date
Start Time
End Time
Meeting Type
Location
 

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 Principles of Marketing. 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

You may take one elective outside the certificate curriculum, if you receive prior approval from the Academic Services Department.

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.

Program Chair

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

Bouwien Luppes

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
Sean Zaidman

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
Demo