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Marketing & Communications

UCI Continuing Education has developed a new 4-course Digital Marketing & Communications certificate program combining the in-demand knowledge areas and skills of today's marketing professional. The exciting new program improves upon, and replaces our existing suite of marketing courses. The deadline to apply for candidacy in the legacy Social Media, Digital Marketing, and Marketing & Communications programs is February 25, 2019 and all associated courses will no longer be scheduled after summer quarter 2019.

Please reach out to our program representative Henry Ngo at henry.ngo@uci.edu with any questions or to discuss a transition plan into the new program.

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Overview

The Marketing & Communications Program provides a comprehensive understanding of the fundamentals needed to build a clear communication strategy for an organization by aligning advertising, promotion and direct and digital marketing. Explore target markets and campaign development; learn to conduct market research and analysis; and review the many digital marketing tools available for campaign success. Students will learn to analyze concepts, techniques and models in topics that include varied communications functions, media alternatives and integrated tactics.

Who Should Enroll

The certificate program is designed for professionals who would like to grow their careers in marketing, communications, digital media, branding, advertising, public relations, human resources, social media, journalism or business who need practical, up-to-date knowledge of marketing strategy and technique. All organizations, regardless of size or industry, need effective communicators.

Career Insight

Occupational summary for advertising, marketing, promotions, public relations, and sales managers in the United States.

116,621
Jobs
(2016)
6.80%
Projected Growth
(2017-2027)
$83k-$170k
Annual Salary
(25th-75th Percentile)

Program Benefits

  • Examine essential marketing principles, including strategic and tactical planning
  • Use research methods and analytics to customize marketing in ever-changing social, economic and competitive developments in local, regional, national and global markets
  • Explore techniques for effective brand development and management
  • Learn to implement measurement systems to quantify return on investment and validate marketing approaches
  • Gain the necessary knowledge and skills to introduce, practice and manage integrated marketing in an organization

Course Schedule

Required Courses

TitleWinterSpringSummerFall
MGMT X461.37
Campaign Development (2 units)
MGMT X461.37
  to be scheduled   Online
MGMT X461.27
Market Research and Analysis (2 units)
MGMT X461.27
Online   to be scheduled  
MGMT X462.9
Branding (2 units)
MGMT X462.9
  to be scheduled   Online
MGMT X461.29
Optimizing the Return on Marketing (2 units)
MGMT X461.29
Online   to be scheduled  
MGMT X461.38
Portfolio and Lifecycle Management (2 units)
MGMT X461.38
  to be scheduled   Online

Elective Courses

TitleWinterSpringSummerFall
Marketing & Communications
MGMT X461.28
Writing for Marketing Campaigns (2 units)
MGMT X461.28
Online      
MGMT X461.41
Overview of Digital Marketing (2 units)
MGMT X461.41
Online to be scheduled to be scheduled Online
MGMT X461.12
Public Relations and Advertising (2 units)
MGMT X461.12
    to be scheduled  
MGMT X461.39
Product Management (2 units)
MGMT X461.39
  to be scheduled    
MGMT X461.46
Mobile Marketing (2 units)
MGMT X461.46
      Online
MGMT X461.44
Display Advertising (2 units)
MGMT X461.44
  to be scheduled    
MGMT X461.54
Developing A Social Media Strategy (2 units)
MGMT X461.54
Online to be scheduled to be scheduled  

Course schedules are subject to change. Individual courses may be taken without enrolling in the full certificate.

Receive Customized Training for your Employees
Learn How To Earn Your Certificate

Certificate Eligibility and Requirements

To earn the Marketing & Communications Certificate, participants must complete five (5) required courses and a minimum of three (3) elective courses with a grade of “C” or better. To become an official candidate in the program, students pursuing the certificate must submit a Declaration of Candidacy. Students are encouraged to declare candidacy as soon as possible, but no later than after the third course in the program. To receive the certificate after completing all program requirements, students must submit a Request for Certificate. Students not pursuing a certificate are welcome to take as many individual courses as they wish.

Advisory Committee

  • Ronald Bray, Customer Programs and Events Manager, FileNet, an IBM Company
  • Carla Fitzgerald, B2B Marketing Consultant
  • Geoff Graves, President, Graves Advertising
  • Patrick Kennedy, Regional Manager, Nielsen Media Research
  • Jennifer McCusker, Director, Global Talent Management and Retail HR, Oakley
  • Tamara Nall, Senior Associate, Booz & Company
  • Nina Robinson, Consultant
  • Richard Steele, Partner, International Sales and Marketing Group (ISMG)
  • Alladi Venkatesh, Professor of Marketing, UCI Paul Merage School of Business

On-site Training Available

Our Corporate Training specialists can deliver this program or customize one that fits your organization’s specific needs. Visit Corporate Training or call (949) 824-1847 for information.

English Proficiency Requirement
All certificate programs at UCI Division of Continuing Education (classroom and online formats) require professional-level English language proficiency in listening and note-taking, reading comprehension and vocabulary, written expression, and oral presentation.