In this capstone course for the Marketing Management certificate program, students apply knowledge gained from their marketing certificate studies, integrating the tools, concepts, and experience into a complete marketing plan.

Students will conduct external, internal, and market analyses to formulate a customer-driven, go-to marketing strategy that includes an implementation plan, budget, and controls.

Learning Outcomes

At the conclusion of the course, you should be able to

• Analyze a company and its marketing strategy
• Analyze the marketing environment
• Develop a customer-driven marketing strategy with an implementation and monitoring plan

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.