Anticipating customer needs
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
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):
- Online Traditional Complete online with instructor-set deadlines.
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9/3/2025: Change of schedule, course format, and instructor. Please review full schedule for details.
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 September 17, but you may still enroll until October 1. All course work must be completed by 11:59 pm on November 26.
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.
- Live-Online Attend via Zoom at scheduled times.
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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.
(No meeting Nov. 11)
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 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.
2. Electives: Digital Marketing
- Flexible Attend in person or via Zoom at scheduled times.
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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
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.
3. Electives: Marketing Management
- Flexible Attend in person or via Zoom at scheduled times.
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.
- Flexible Attend in person or via Zoom at scheduled times.
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09/25/2025: Format change for first class only. Review full schedule for details.
06/09/25: PLEASE NOTE CHANGE TO THE CLASS START AND END DATES. REVIEW "FULL SCHEDULE" PRIOR TO ENROLLING.
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.
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
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.
4. Capstone Course:
- Live-Online Attend via Zoom at scheduled times.
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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.
5. Completion Review:
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
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
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. 黑料不打烊 Silicon Valley Extension
THOMAS MOYER, MBA
Media Director | American Marketing Association SF President
Instructor, Marketing Management Certificate Program. 黑料不打烊 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.

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.
