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General Business Studies with Concentration in Marketing

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Build a strong business foundation and gain marketing skills to stand out, drive growth, and succeed in any industry. We recommend you speak with one of our student advisors before beginning this program.

Courses
1 Required
Methods
Online
F-1 Visa Eligible

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This program is perfect for...

Ideal for those looking to gain additional credentials to enhance their career
Individuals in related fields aiming to transition into the marketing industry
Working marketing professionals looking to expand their skills and take their career to the next level
Aspiring marketers eager to launch a successful career in marketing

What you can learn.

Learn industry best practices for working with various types of media outlets
Explore how social platforms enhance and support broader marketing efforts
Develop and evaluate long-term marketing strategies that drive results
Analyze the ethical considerations that shape responsible marketing and advertising

Market with Impact: Build the Skills to Influence and Grow

The General Business Studies with a Concentration in Marketing lets you create a personalized curriculum focused on marketing strategy and business fundamentals. Choose from a wide selection of courses tailored to your interests while gaining skills in branding, consumer behavior, digital marketing, and data-driven decision-making.

Whether you're launching a product, managing campaigns, or aiming to grow your organization’s reach, this program equips you with the tools to become a confident, results-driven marketing professional.

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Program Curriculum:

The General Business Studies with Concentration in Marketing program curriculum is a total of 36 units, consisting of:

  • 16 units of required coursework focused in marketing and advertising
  • One required ethics course or seminar
  • Additional 20 units of elective coursework in the business management discipline (MGMT X 1-199 and 400-499)*

Courses are typically four units each, but can vary. An average student may take a total of nine courses, plus one required ethics course/seminar, to complete this program.

*Some elective courses may not be available for open enrollment and can only be taken with instructor approval, such as internships, accelerated courses and some advanced courses. Please consult with a student advisor for more information.
 

This certificate is approved for international students to study full time in the U.S. on an F-1 visa.

International students must meet English language proficiency requirements for admission into the program.

While most certificate programs begin each quarter, some have limited intakes for students studying on F-1 visa. Find this program on the Browse Certificate Programs page to confirm entry quarters before applying.

Learn more:

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Student Advising

Before enrolling, connect with a student advisor who’ll help customize your course of study and address all needs, interests, and goals.

To prepare for your appointment, consider the following:

  • What’s your expectation of this certificate program?
  • Are you looking to learn the basics of business essentials -OR- more specialized/advanced business management topics?

Email bamcertificate@uclaextension.edu to schedule a meeting with an advisor. 

Get Started

Step 1: Enroll in a Course
Courses in this program are open enrollment and paid for individually. You may take courses without committing to the program.
See Courses
Step 2: Become a Candidate
Establish candidacy in the program to receive tailored information, lock in course requirements, and access exclusive student benefits. Registration fees vary by program and are listed under Cost and Fees.
Apply Now
Important Note for International Students: Candidacy fees are included in your program fees and do not need to be paid separately.

Cost and Fees

All courses in this program are paid for individually, unless otherwise noted. An application form is required to establish candidacy in this program. From the 'Apply Now' button, complete the online application and pay the application fee if applicable.
Application and Candidacy Fee
$200
Estimated Textbooks and Materials
$1100
Estimated Program Tuition
$8500

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Payment Options

Drop-In Advising Hour
This informal Zoom session is a platform for current and new program students to connect and ask questions to program staff. Drop in for 10 minutes or stay for the hour. Have questions about the certificate or courses, bring them with you!

Every first and third Wednesday of the month, 11am-12pm PT.

Email bamcertificate@uclaextension.edu for the meeting link.

Required Courses

Customize your experience

Marketing Requirement

Students must complete 16 units of Marketing & Advertising courses from the following list. Courses are either 2 or 4 units each.

MGMT X 163

Advertising Principles and Practices

Hone your skills in advertising in this survey course and develop a broad base of knowledge that will help you navigate the complexities of the current advertising world.
View Course
MGMT X 460.41

Brand Management

Building, maintaining and managing a company's brand is a critical function of marketing. Learn the tools you need to successfully build and manage a brand.
View Course
MGMT X 469.11

Fundamentals of Public Relations

Learn the history, theories and principles of public relations in this introductory course and gain a comprehensive foundation to start the journey down the public relations path.
View Course
MGMT X 460.16

Principles of Professional Selling

Underlying all business development and revenue generation is the ability to sell. Gain a foundation to professional selling to help increase your organization's bottom line.
View Course
MGMT X 460.394

Digital Marketing

Gain an overview of the digital marketing landscape in this survey course and become ready to apply the fundamentals of marketing in this digital age.
View Course
MGMT X 460.52

Integrated Marketing Communications

Marketing today requires the skills to use various communication channels and mediums. Take your marketing skills up a notch with this course and learn to create strategies that integrate your marketing across all channels.
View Course
MGMT X 466

Consumer Market Research

Understanding your audience is critical to effective marketing. This comprehensive course introduces marketing professionals to research methods used to gather and analyze data to make marketing and advertising decisions.
View Course
MGMT X 460.35

Strategic Marketing

Elevate your marketing skills by learning how to think and practice strategically in order to meet the demands of the competitive business environment today.
View Course
MGMT X 461A

Writing for Marketing and Advertising

Effective marketing and advertising campaigns have creative and resonant messages. Hone your writing skills to craft compelling messages in this course.
View Course
MGMT X 460.398

Social Media Marketing

Most use social media for personal purposes but not everyone understands how to use social media for business. Go beyond posting and liking to examine how to leverage social media as a powerful marketing tool.
View Course
MGMT X 470.10

Digital Analytics

Gain a foundational understanding of digital analytics, and how to utilize tools to create, collect and analyze data to shape marketing strategies, tactics and decisions.
View Course
MGMT X 471.10

Marketing with Google Ads

Learn how to create and manage a Google Adwords account in this course and start improving your Adwords marketing campaigns.
View Course
MGMT X 466.05

Advanced Digital and Social Media Marketing Strategies

For those who understand the basics of digital and social media marketing, this advanced course will focus on using digital and social media to get business results and improve the business bottom-line.
View Course
MGMT X 463.01

Advertising in the Digital Age

For the digital marketer, learn to create effective digital advertising campaigns across the ever-changing digital media landscape.
View Course
MGMT X 460.381

Influencer Marketing: Employing Influencers

Incorporating influencers into a marketing campaign is more than merely asking social media stars to endorse a product. This course overviews the strategies and plans to successfully employ influencer marketing.
View Course
MGMT X 460.382

Personal Branding and Becoming an Influencer

Many professionals are looking to increase their personal influence to grow their own brands, careers and ventures. Learn to develop and manage personal brands to achieve true influence.
View Course
MGMT X 460.483

Global Marketing and Strategy

In an increasingly global economy, businesses need to employ marketing strategies that can advantageously position them in a competitive world market. Learn the strategies to becoming a player on the global stage.
View Course
MGMT X 469.12

Writing for Public Relations

Designed for those already possessing well-honed writing skills, this course surveys the breadth of professional public relations writing in its many forms.
View Course
MGMT X 469.13

Working with the Media

Intended for public relations and communications professionals, this course explores the various media outlets and presents ways to effectively work with these outlets.
View Course
MGMT X 469.14

Strategic Public Relations Management

For those with aspirations to higher-level public relations position, this course looks at the execution of key managerial PR functions in corporations, agencies, and nonprofit organizations.
View Course
MGMT X 469.16

PR and Branding in Practice: Putting It All Together

Intended for PR students in advanced standing and current professionals, this course teaches the techniques for developing solutions to public relations problems and how to put together an effective PR practice.
View Course
MGMT X 469.29

Entertainment Public Relations

This course explores strategies for creating and executing publicity campaigns for entertainment products.
View Course
MGMT X 460.86

Customer Relationship Management

Intended for students who have taken one or more courses in personal selling, this course equips students with the best practices for managing customer relationships that result in continued returns.
View Course
MGMT X 430.814

Salesforce CRM Essentials

This course teaches the power and applications of any comprehensive CRM system, focusing on Salesforce.com. CRM system education and training will significantly enhance students' career prospects and day-to-day effectiveness.
View Course

Ethics Requirement

Students must complete one ethics course from the following list.
MGMT 859.50

Ethics for Human Resources Professionals

HR professionals function as a key source of ethical awareness for managers and employees. This course reviews the role of HR professionals in advising others but also ethical issues faced by HR professionals.
View Course
MGMT 891.02

Business Ethics

This course explores the theoretical foundations and applications of business ethics.The coursework, tools, and discussions in business ethics provide a solid ethical foundation integral to all business careers.
View Course

Elective Courses

Customize your experience

Electives - Business Management

Complete 20 units (typically 5 courses) from courses numbered MGMT X 1-199 or X 400-499 in the business management discipline. You may take additional marketing and advertising courses or select from courses in:

Accounting & Finance

Entrepreneurship & Small Business

Human Resources Management

International Trade & Commerce

Leadership & Management

Marketing, Advertising & PR

Project Management and Technical Management

Real Estate

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