There will be a $60 fee upon acceptance into the program
Complete one of the folllowing courses prior to taking other required courses.
Receive hands-on, practical experience in integrated marketing communications and explore the building blocks of effective marketing programs. This course will also showcase how to incorporate the tools you learn into your career and organization by learning best practices from current case stories while networking with classmates representing a variety of professional disciplines. Marketing career options will also be discussed. Gain experience in a variety of industry sectors, and have the opportunity to develop the primary elements of a marketing plan for the company of your choice.
Receive hands-on, practical experience in integrated marketing communications. Explore the building blocks of effective marketing programs. Topics include research, audience measurement, product development, positioning, branding, advertising, pricing, distribution, social media, public relations and strategic marketing plan development within the science and technology context. Incorporate these tools into your career and organization by learning best practices from current case stories while networking with classmates representing a variety of professional disciplines. Explore marketing career options, and have the opportunity to develop the primary elements of a marketing plan. This class is geared towards students in the science and technology sectors.
Complete all five courses.
Market research is used to obtain reliable information about customers, industry trends, competition, and even emerging trends that could affect the future of your organization's products or services. This course will give you an overview of the use and applications of market research. Traditional qualitative and quantitative research techniques and methodologies will be covered, along with online research techniques. To gain practical market research experience, you will participate in an actual market research project and work on several "real world" market research case studies. You will also learn how to use market research results to drive successful product and service design.
Learn to create products and brands that customers love. Explore a hands-on approach to product development, applied customer research, competitive mapping, case study analysis, positioning, communications, and the development of creative branding strategies. In addition, learn tried-and-true best practices through in-depth case studies of real brands and products. With an emphasis on practical tactics that help shape a product and brand’s positioning strategy, you’ll develop the ability to create a full product and branding plan to integrate into your organization and stay ahead of the competition.
In the ever-evolving marketing landscape, it has become imperative for a business to integrate digital marketing efforts into its overall marketing strategy. Students in this course will explore the development, production and implementation of digital-marketing delivery methods including, but not limited to, email marketing, web-based marketing, search-engine optimization (SEO), online advertising, and social media. The curriculum will introduce tools to appropriately measure and evaluate the effectiveness of digital-marketing campaigns that are designed to improve the experience of the consumer. New trends, as well as key opportunities for innovation, will also be included.
Content marketing is defined as the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Well-developed content is the heart of a successful marketing campaign.
In this course, students will learn to:
Enrich your understanding of marketing planning tools and discover how to leverage them in the planning process for strategic competitive advantage. This course is a comprehensive discussion and application of marketing planning tools and is intended to provide students with an in-depth knowledge of the marketing planning process. Explore topics such as market segmentation, competitive assessment, SWOT analysis, portfolio management, product positioning, marketing mix considerations, resource allocation, and marketing execution. Students will develop a strategic marketing plan for a product or service of their choice.
Choose six (6) units.
This course explores the complex and diverse nature of sports marketing. It applies fundamental marketing concepts to the sports industry, including the marketing mix, consumer behavior, marketing research, segmentation analysis, and assessment of marketing programs specific to sports. Guidelines for the formulation of marketing goals and strategies will be included. Trends, issues, and problems influencing the industry will also be examined.
The marketing world is rapidly changing, and so are the methods being used to reach out to and interact with customers. While traditional print media are still dominant, new media channels such as Twitter and Facebook are taking the marketing world by storm. Examine interactive marketing opportunities beyond websites, including blogs, vlogs (video blogs), forums, e-mail campaigns, social networking, communities, podcasts, mobile computing, and even virtual reality. In addition, study the implications of this “social media” marketing on customer loyalty and engagement. These new media allow consumers a greater public voice and role, creating numerous opportunities and ramifications for marketers as groups share, sell, and swap goods and information via the digital world.
Businesses that provide extraordinary customer experiences are better and different than their competitors and more profitable and longer lasting than their competition. Companies like Apple, Amazon, Starbucks, and newer start-ups including Square, Uber and Tesla, dominate their industries and marginalize competition. These “Experience Maker” companies have surpassed products, services, and price toward the purpose-built customer experience and the user experience within it. This class will explore the culture, the unique understanding of people, and the markets and decision making that guide the top five percent of experience companies. You will leave the class with actionable business management insights and best practices of how leaders surpass product, service, and price-based business with purpose-built customer experience.
More than ever, the cornerstone of every targeted marketing plan should be an online marketing strategy. Explore website design, search engine optimization, pay-per-click advertising, social network marketing, e-mail marketing, mobile marketing, and other digital marketing elements. You will leave the class with an actionable marketing plan covering best practices as well as creative online marketing ideas. In-class sections may have guest speakers that include regional experts on various aspects of online marketing. Learn how to attract more of your targeted customers to your website, as well as ensuring that those customers take the actions you desire once they arrive.
Explore the excitement and challenges of marketing your product outside of the U.S by analyzing cases featuring well-known companies and products. This course examines the global marketing environment’s legal, regulatory, political, cultural, and managerial issues; strategies for market entry and expansion; market research tools and obstacles; targeting and segmenting of markets; distribution channels and local selling; price setting; promotion through integrated communications and advertising; and negotiations. Everyone involved in the international marketing of a product or planning to enter the global marketplace will benefit from this course.
Your key to success in today's business environment is the ability to effectively present yourself and your ideas. In meetings and formal presentations, marketing professionals are required to speak persuasively and professionally. In order to be successful and advance in your career, public speaking skills are an essential competency. This course will cover the fundamentals of public speaking and give you opportunities to develop and deliver marketing and sales presentations. After the completion of the course you will have the tools and confidence to develop and deliver great presentations.
In our current information age, Search Engine Optimization (SEO) is a method of marketing used by companies world-wide and is one of the most successful and cost-effective ways of obtaining business through a website property. Visibility in search engines can lead to better brand awareness and increased sales. Learn how to optimize your website for better positioning through search engines including Google, Yahoo, and Bing. This course covers the basics of how a website is structured, how search engines work, what they are looking for, choosing competitive keywords, writing content for your website, code optimization, link building, social media and some advanced optimization techniques. Students will learn how to effectively optimize a website, rewrite HTML code, choose competitive keywords, create copy and utilize images and other media, as well as build a successful linking plan for higher rankings in search engines.
Black Hat vs White Hat Tactics
Basic and advanced methods of search engine optimization (SEO) techniques to improve website visibility.
Learn how to optimize websites for better traffic performance on search engine rankings
Insight into successful digital marketing strategies
Tools and techniques for website marketing and SEO project management
Various online tools both free and paid will be reviewed in class.
For more information or questions, please contact email@example.com or 858 581-3636
Web analytics collect and represent internet data from your website. It tracks on-line visitors and their activities: referral sources, keywords, time on site, conversion rate – there are tens of metrics to choose from. Web analytics provide invaluable feedback that can help you improve your website to meet your business goals.
This course explores and teaches:
For more information about this course, please contact the program manager at
firstname.lastname@example.org or 858-534-9352
Behavioral economics is the science of how and why people make the decisions they do. It’s the study of what truly motivates us – in the choices we make as consumers to the biases that affect our behaviors and habits. Today, more and more companies and organizations, from Google and Facebook to The World Bank, are leveraging insights from behavioral economics to help solve their business challenges.
In this course, students will learn how to apply insights from psychology and behavioral economics in the business environment. Participants will learn to create compelling value propositions, deploy effective user research and A/B testing, design better products and customer experiences, and launch more effective pricing and marketing strategies. By designing an environment and creating thoughtful interventions, we are able to improve people’s decision making in a way that benefits customers while also growing a company’s bottom line.
Students will learn the key principles of behavioral economics and how to apply them in a business context. Upon completing the course, students will view themselves as choice architects; they will know how to shape customers' decisions by shaping the environment where the decisions are made.
Students who complete the course will:
Attend this free informational session to explore opportunities in the marketing field. Hear from a panel of local marketing executives and program instructors who will provide insights on a career path in marketing, emerging trends, and ways to remain competitive in the talent pool. Discover what skills are needed to launch or further your career. Learn more about the Marketing professional certificate program and how it can help you reach your professional goals. This informative session will provide a chance for you to ask questions and to explore professional options within the San Diego region.
This lecture will outline the history, technology & jobs within the field and recommended steps it takes in promoting your business and the growth of internet marketing. We delve into how standard marketing is now being supplemented and in some instances replaced by internet marketing and the technological aspects of this growth including tools in SEO, Google Analytics, Adwords and Social Media.
Portions of this workshop will be hands-on. You are encouraged to bring a laptop to participate.
Enrich your understanding of marketing planning tools and discover how to leverage these tools in the planning process for strategic competitive advantage by enrolling in Strategic Marketing Planning. This course is a comprehensive discussion and application of the marketing planning tools and is intended to provide students with an in-depth knowledge of the marketing planning process. Explore topics such as market segmentation, competitive assessment, SWOT analysis, portfolio management, product positioning, marketing mix considerations, resource allocation and marketing execution. Students will develop a strategic marketing plan for a product or service as their next step.
Students are also encouraged to take the Next Step by considering enrolling in the Directed Studies in Marketing, where they can apply the skills learned throughout the program by implementing a comprehensive marketing plan. Work with an advisor who will coach the project throughout the quarter. Choose a business or other organization of interest and create a project tailored to their needs and gain practical experience in Marketing. Elements of the project include: assessing client needs, developing solutions through a professional marketing plan, presenting to the client, and evaluating the impact of the recommendations.
Connect with marketing professionals by attending local professional association events, including:
From the 'Apply Now' button, login to your student account, complete the online application, and pay the application fee if applicable.
It is preferable that you create an account before proceeding if you have not already done so.
Candidates are encouraged to apply in the certificate program as early as possible to take advantage of program benefits.
See Certificate FAQs for more information.
Business, Professional & Legal Programs. Call 858-534-8139 or Email: MktgProgram@ucsd.edu
UC San Diego Extension programs are designed to best serve college-prepared working professionals. Although programs are open to all adult learners, where program capacity is limited, applicants with this profile will receive preference for admission.
City Planning & Community Investment Department
The Creative Group
Q2 Insights, Inc.
Senior Marketing Manager, Mitchell International
Catalyst Marketing, Inc.
UC San Diego
There will be a $60 fee upon
acceptance into the program
Hear about upcoming events and courses