Foundations of Digital Marketing and E-commerce

Instructor: Google Career Certificates

Beginner Level • 1 week at 10 hours a week • Flexible Schedule

What You'll Learn

  • Define the fields of digital marketing and e-commerce
  • Describe the job responsibilities of an entry-level digital marketer and e-commerce specialist
  • Explain the concept of a marketing funnel
  • Understand the elements and goals of a digital marketing and e-commerce strategy

Skills You'll Gain

Digital Advertising
Search Engine Marketing
Marketing Strategy and Techniques
Data-Driven Decision-Making
Business Metrics
Customer Engagement
Branding
Data Storytelling
Email Marketing
Digital Marketing
Content Performance Analysis
Web Analytics and SEO
Target Audience
Performance Measurement
Customer experience strategy (CX)
Marketing Analytics
E-Commerce
Search Engine Optimization
Brand Awareness
Marketing

Shareable Certificate

Earn a shareable certificate to add to your LinkedIn profile

Outcomes

  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate from Google

There are 4 modules in this course

You’ll find out what’s in store for Course 1 and the whole certificate program. You’ll also learn about the Coursera platform, procedures, and content types, and meet other learners in the program. Then, you’ll learn about digital marketing and e-commerce basics, the tasks that people who work in these fields do, and the transferable skills you might already have. Finally, you’ll get some tips for embarking on careers in this field.

You will learn what digital marketing and e-commerce roles and departments do within organizations and how they create value. You’ll also be introduced to marketing concepts, like the customer journey and the marketing funnel, that form the basis for much of what these roles do.

You will explore the relationship between digital marketing and branding, and how businesses can leverage both to be successful. You’ll investigate the elements of a digital marketing strategy, including goal setting, channel selection, and content planning. Then you’ll learn about commonly used channels and platforms, like search engine optimization (SEO), search engine marketing (SEM), display advertising, social media marketing, and email marketing.

You will learn the importance of measuring results and common metrics to track. You’ll also examine how digital marketers and e-commerce specialists use data to assess and improve performance and tell stories with data. You’ll end the course by participating in optional content if you’re interested in preparing for a job search.