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This program is perfect for

  • Marketing professionals looking to build expertise in CRM, digital strategy, and customer experience.
  • Digital marketers who want to improve campaign performance through data-driven insights and lifecycle marketing.
  • Professionals transitioning into roles focused on customer acquisition, engagement, and retention.

Design smarter customer journeys. Drive measurable growth.

Gain hands-on experience with CRM systems, marketing automation, and digital strategy to create seamless customer experiences across every touchpoint.

The Digital and Customer Experience Marketing Specialization prepares professionals to connect digital marketing with stronger customer relationships. As organizations increasingly rely on CRM systems, marketing automation platforms, and customer data platforms, marketers need the ability to design seamless customer experiences across the full customer journey. 

In this specialization, students learn to plan integrated digital campaigns, apply CRM tools, and develop strategies for customer acquisition, engagement, and retention. Coursework emphasizes practical application and real-world scenarios, helping students align digital tactics with customer experience goals and measurable business outcomes.

Program learning outcomes

  • Understand the role of CRM and digital platforms in shaping customer experience
  • Apply strategies for customer acquisition, retention, and engagement
  • Design integrated campaigns that connect digital channels with customer relationship strategies

What is customer experience marketing?

Customer experience (CX) marketing focuses on designing and optimizing every interaction a customer has with a brand across the full journey¡ªfrom acquisition to retention.

Courses

Program Requirements

  • Complete three required courses | 6 units.
  • End with Certificate of Completion Review.

View Course Calendar

1. Prerequisite(s):
Title units Fall Spring Summer Winter
Customer-Driven Marketing: Principles and Practice 2.0 Live-Online
2. Required Course(s):
Title units Fall Spring Summer Winter
Customer Acquisition Planning and Growth Tactics 2.0 Flexible
Strategic Digital Marketing & Integrated Campaign Planning 2.0 Flexible
CRM Implementation and Customer Experience Strategy 2.0 Flexible
3. Completion Review:
Title units Fall Spring Summer Winter
Specialization in Digital and Customer Experience Marketing Completion Fee

1. Prerequisite(s):

Customer-Driven Marketing: Principles and Practice
MKTG.X400
$650
You may enroll in this offering at any time.
Sue Coakley
Sue Coakley
Jul. 1 - Aug. 5, Wed, 5:30pm - 9:00pm
  • Live-Online Attend via Zoom at scheduled times.
MKTG.X400.(36)
Schedule
Date Start Time End Time Meeting Type Location
Wed, 07-01-2026 5:30pm 9:00pm Live-Online REMOTE
Wed, 07-08-2026 5:30pm 9:00pm Live-Online REMOTE
Wed, 07-15-2026 5:30pm 9:00pm Live-Online REMOTE
Wed, 07-22-2026 5:30pm 9:00pm Live-Online REMOTE
Wed, 07-29-2026 5:30pm 9:00pm Live-Online REMOTE
Wed, 08-05-2026 5:30pm 9:00pm 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 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.

Summer

2. Required Course(s):

Customer Acquisition Planning and Growth Tactics
MKTG.X405
$650
You may enroll in this offering at any time.
Robert M Durstenfeld
Robert Durstenfeld
Jul. 23 - Aug. 27, Thu, 6:00pm - 9:30pm
  • Flexible Attend in person or via Zoom at scheduled times.
MKTG.X405.(18)
Schedule
Date Start Time End Time Meeting Type Location
Thu, 07-23-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Thu, 07-30-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Thu, 08-06-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Thu, 08-13-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Thu, 08-20-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Thu, 08-27-2026 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. 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.

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 and Materials: There is no required text book, but there are many recommended readings and resources that will help with your assignments in the FILES menu in Canvas.

You will need software that allows you to create a presentation such as PowerPoint, Google Slides or Apple Keynote. If using the Google or Apple products, please submit using a PDF file.

Summer
Strategic Digital Marketing & Integrated Campaign Planning
MKTG.X419
$650
You may enroll in this offering at any time.
Tiffany Knight
Tiffany Knight
Jun. 1 - Jun. 29, Mon, 5:30pm - 9:30pm
  • Flexible Attend in person or via Zoom at scheduled times.
MKTG.X419.(18)
Schedule
Date Start Time End Time Meeting Type Location
Mon, 06-01-2026 5:30pm 9:30pm Flexible SANTA CLARA / REMOTE
Mon, 06-08-2026 5:30pm 9:30pm Flexible SANTA CLARA / REMOTE
Mon, 06-15-2026 5:30pm 9:30pm Flexible SANTA CLARA / REMOTE
Mon, 06-22-2026 5:30pm 9:30pm Flexible SANTA CLARA / REMOTE
Mon, 06-29-2026 5:30pm 9:30pm Flexible SANTA CLARA / REMOTE
 

Students may still enroll if they missed the 1st class session. However, they need to communicate with the instructor via Canvas and catch up on all missed work prior to the 2nd class meeting.

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.

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.

||

Prerequisites / Skills Needed

Prerequisites:

  • MKTG.X400: Customer-Driven Marketing: Principles and Practice
Summer
CRM Implementation and Customer Experience Strategy
MKTG.X407
$750 (Estimated Cost)
Currently no classes scheduled. Would you like to be notified when a class is available?
Spring

3. Completion Review:

Specialization in Digital and Customer Experience Marketing Completion Fee
O-CE0537
$50
You may enroll in this offering at any time.
Jun. 2, , All Day
O-CE0537.(1)
Schedule
 

Please enroll in the Specialization in Digital and Customer Experience Marketing Completion Fee only when all of the specialization requirements have been met and your final grades are posted.

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.

Project Manager Makes a Presentation for a Young Diverse Creative Team in Meeting Room in an Agency.

Establish Candidacy

1. Complete a Course

Complete at least one course in your selected program.

3. Complete Requirements

You must establish candidacy in the specialization program before enrolling in the Specialization Completion Review.

Instructors

Program Chair
Ly-Huong T Pham

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 °®½´ÊÓƵ Extension.

Robert M Durstenfeld
Robert Durstenfeld
Digital Marketing Director, MisssionNEXT
Sue Coakley
Sue Coakley
Consulting Marketing Leader
Tiffany Knight
Tiffany Knight
Marketing Communication Consultant, TiffanyMarComm
Bouwien Luppes

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
student Sean Zaidman

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
woman smiling at the camera

The °®½´ÊÓƵ 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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