Marketing Management

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

AI-driven, Silicon Valley-style customer marketing

The ��ý 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.

View course calendar

1. Required Course(s):
Title	units	Spring	Winter
Integrated Marketing Communication	3.0	Online Traditional
Customer-Driven Marketing: Principles and Practice	2.0	Flexible
Integrated Marketing and Sales Strategies	2.0		Flexible

2. Electives: Digital and Performance Marketing
Title	units	Spring	Winter
Search and AI Engine Optimization (SEO, SEM, AEO)	2.0	Flexible
CRM Implementation and Customer Experience Strategy	2.0	Flexible
Applied Web, Mobile, and AI Analytics	2.0
Strategic Digital Marketing & Integrated Campaign Planning	2.0		Flexible
Customer Acquisition Planning and Growth Tactics	2.0		Flexible

3. Electives: Marketing Strategy and Insights
Title	units	Spring	Winter
Product Marketing: From Planning to Launch	2.0
Applied Market Research for Strategic Decisions	2.0	Flexible
AI Applications and Tools for Marketers	2.0	Flexible
Customer Insights and Market Sizing	2.0	Flexible
AI Tools for PR, Media, and Campaign Communications	2.0		Flexible

4. Capstone Course:
Title	units	Fall	Spring	Summer	Winter
Capstone: Marketing Decision-Making from Entry to Leadership	2.0		Live-Online

5. Completion Review:
Title	units	Fall	Spring	Summer	Winter
Marketing Management Certificate Completion Fee

1. Required Course(s):

Integrated Marketing Communication

MKTG.X408

$725

Michael Savod

Apr. 13 - Jun. 26, Monday, 12:01am - 11:59pm

Online Traditional

Details

MKTG.X408.(831)

Schedule

Date	Start Time	End Time	Meeting Type	Location
Mon, 04-13-2026	12:01am	12:02am	Online Traditional	ONLINE
Fri, 06-26-2026	11:58pm	11:59pm	Online Traditional	ONLINE

Online Traditional courses have a structured learning environment and fixed deadlines. 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 on Canvas, our learning management system.

For this section, student access begins on April 13, but students may enroll until April 20. All course work must be completed by 11:59 pm on June 26, 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.

Prerequisites / Skills Needed

Skills Needed:

It is generally expected that you have had some marketing experience or have taken the MKTG.X400 "Customer-Driven Marketing: Principles and Practice" (formerly titled ��Principles of Marketing��) course.

Spring

Customer-Driven Marketing: Principles and Practice

MKTG.X400

$700

Sue Coakley

Mar. 31 - May. 5, Tuesday, 5:30pm - 9:00pm

Flexible

Details

MKTG.X400.(35)

Schedule

Date	Start Time	End Time	Meeting Type	Location
Tue, 03-31-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Tue, 04-07-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Tue, 04-14-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Tue, 04-21-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Tue, 04-28-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Tue, 05-05-2026	5:30pm	9:00pm	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.

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. ()

The 18th edition is acceptable. However, please note that the lecture is based on the 19th edition.

Spring

Integrated Marketing and Sales Strategies

MKTG.X403

$700 (Estimated Cost)

Currently no classes scheduled. Would you like to be notified when a class is available?

Winter

2. Electives: Digital and Performance Marketing

Search and AI Engine Optimization (SEO, SEM, AEO)

MKTG.X410

$700

Arpana Tiwari

May. 12 - Jun. 16, Tuesday, 6:00pm - 9:30pm

Flexible

Details

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

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

CRM Implementation and Customer Experience Strategy

MKTG.X407

$750

Robert Durstenfeld

Apr. 15 - May. 20, Wednesday, 6:00pm - 9:30pm

Flexible

Details

MKTG.X407.(16)

Schedule

Date	Start Time	End Time	Meeting Type	Location
Wed, 04-15-2026	6:00pm	9:30pm	Flexible	SANTA CLARA / REMOTE
Wed, 04-22-2026	6:00pm	9:30pm	Flexible	SANTA CLARA / REMOTE
Wed, 04-29-2026	6:00pm	9:30pm	Flexible	SANTA CLARA / REMOTE
Wed, 05-06-2026	6:00pm	9:30pm	Flexible	SANTA CLARA / REMOTE
Wed, 05-13-2026	6:00pm	9:30pm	Flexible	SANTA CLARA / REMOTE
Wed, 05-20-2026	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 & Materials: You will need internet access and a browser, as well as presentation software such as PowerPoint to turn in assignments.

Spring

Applied Web, Mobile, and AI Analytics

MKTG.X412

$650 (Estimated Cost)

Currently no classes scheduled. Would you like to be notified when a class is available?

Strategic Digital Marketing & Integrated Campaign Planning

MKTG.X419

$650 (Estimated Cost)

Currently no classes scheduled. Would you like to be notified when a class is available?

Winter

Customer Acquisition Planning and Growth Tactics

MKTG.X405

$650 (Estimated Cost)

Currently no classes scheduled. Would you like to be notified when a class is available?

Winter

3. Electives: Marketing Strategy and Insights

Product Marketing: From Planning to Launch

MKTG.X406

$700 (Estimated Cost)

Currently no classes scheduled. Would you like to be notified when a class is available?

Applied Market Research for Strategic Decisions

MKTG.X401

$700

Marc Friedman

May. 4 - Jun. 15, Monday, 5:30pm - 9:00pm

Flexible

Details

MKTG.X401.(17)

Schedule

Date	Start Time	End Time	Meeting Type	Location
Mon, 05-04-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Mon, 05-11-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Mon, 05-18-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Mon, 06-01-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Mon, 06-08-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE
Mon, 06-15-2026	5:30pm	9:00pm	Flexible	SANTA CLARA / REMOTE

No meeting on May 25, 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.

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

Required Tools & Materials: None

Recommended Tools & Materials: Marketing Research: An Applied Orientation, Malhotra, 7th edition, Naresh K., Pearson, 2021, ISBN: 9780137504879.

This book is not required. It is a recommended resource for those who want a detailed text on marketing research. We will be using weekly Power Points as our text.

Spring

AI Applications and Tools for Marketers

MKTG.X420

$700

Mike Tzamaloukas

Mar. 28 - Apr. 11, Saturday, 9:00am - 4:00pm

Flexible

Details

MKTG.X420.(3)

Schedule

Date	Start Time	End Time	Meeting Type	Location
Sat, 03-28-2026	9:00am	4:00pm	Flexible	SANTA CLARA / REMOTE
Sat, 04-04-2026	9:00am	4:00pm	Flexible	SANTA CLARA / REMOTE
Sat, 04-11-2026	9:00am	4:00pm	Flexible	SANTA CLARA / REMOTE

2/18/26: Course schedule change. See full schedule for details.

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.

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:

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

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.

Spring

Customer Insights and Market Sizing

MKTG.X413

$650 (Estimated Cost)

Currently no classes scheduled. Would you like to be notified when a class is available?

Spring

AI Tools for PR, Media, and Campaign Communications

MKTG.X402

$650 (Estimated Cost)

Currently no classes scheduled. Would you like to be notified when a class is available?

Winter

4. Capstone Course:

Capstone: Marketing Decision-Making from Entry to Leadership

MKTG.X491

$700

Ly-Huong Pham

Apr. 9 - May. 14, Thursday, 5:30pm - 9:30pm

Live-Online

Details

MKTG.X491.(9)

Schedule

Date	Start Time	End Time	Meeting Type	Location
Thu, 04-09-2026	5:30pm	9:30pm	Live-Online	REMOTE
Thu, 04-16-2026	5:30pm	9:30pm	Live-Online	REMOTE
Thu, 04-23-2026	5:30pm	9:30pm	Live-Online	REMOTE
Thu, 04-30-2026	5:30pm	9:30pm	Live-Online	REMOTE
Thu, 05-07-2026	5:30pm	9:30pm	Live-Online	REMOTE
Thu, 05-14-2026	5:30pm	9:30pm	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.

IMPORTANT: STUDENTS MUST ATTEND AND FULLY PARTICIPATE IN ALL THE CLASS SESSIONS.

One "no meeting" TBA. 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: Students are required to purchase a marketing simulation from Stukent. The cost is about $60.00.

The instructor will provide instructions on how to create an account and access/buy it.

By the first class, you will need to purchase the simulation in order to do the first simulation together.

Recommended Tools & Materials:

Principles of Marketing, 18th edition, Philip T. Kotler & Gary Armstrong, Pearson, 2020, ISBN: 978-0135766590.

It is ok to use an older edition, such as the 16th or 17th edition. You are not required to purchase this textbook.

Prerequisites / Skills Needed

Prerequisites:

MKTG.X400: Customer-Driven Marketing: Principles and Practice
MKTG.X403: Integrated Marketing and Sales Strategies
MKTG.X408: Integrated Marketing Communication

Spring

5. Completion Review:

Marketing Management Certificate Completion Fee

O-CE0406

$95

Mar. 3, Tuesday, All Day

Details

O-CE0406.(016)

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�C5 courses (7 units) of elective credit.
Certificate of completion review.

Establish Candidacy

1. Complete a Course

Complete at least one course in your selected program.

3. Complete Requirements

You must establish candidacy in the certificate program before enrolling in the Certificate 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

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 ��ý Extension.

Arpana Tiwari

Director of SEO & Organic Search Growth, Eventbrite

Marc Friedman

Senior Consultant/Partner Affiliate McMillanDoolittle

Michael Savod

Adjunct Professor

Mike Tzamaloukas

General Manager, Amazon Web Services (AWS) Automotive

Robert Durstenfeld

Digital Marketing Director, MisssionNEXT

Sue Coakley

Consulting Marketing Leader

Tiffany Knight

Marketing Communication Consultant, TiffanyMarComm

Certificate Program Advisory Committee

, MS
Director, Strategic Marketing, Cadence, Cadence Design Systems

, 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. ��ý Silicon Valley Extension

THOMAS MOYER, MBA
Media Director | American Marketing Association SF President
Instructor, Marketing Management Certificate Program. ��ý Silicon Valley Extension

, 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

Marketing Management

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

Marketing Management

The ��ý 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

Marketing Management

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