Fundamentos del marketing digital y comercio electrónico from Coursera

Este es el primero de los siete cursos del Certificado de Carrera de Google en Marketing Digital y Comercio Electrónico, que te brindará las habilidades que necesitas para acceder a puestos de marketing digital y comercio electrónico de nivel inicial. Las personas que trabajan en marketing digital y comercio electrónico ayudan a las empresas a atraer nuevos/as clientes, interactúan con ellos y ellas a través de distintos canales digitales y buscan impulsar ventas y crear fidelidad. En este curso, descubrirás diferentes puestos de trabajo de nivel inicial en marketing digital y comercio electrónico e identificarás los roles y funciones que se llevan a cabo en estos sectores. También aprenderás sobre el embudo de marketing y cómo se utiliza para guiar el recorrido de los y las clientes.

Te guiarán especialistas de Google, que actualmente trabajan en estos sectores, con actividades prácticas y ejemplos que simulan tareas comunes y frecuentes de marketing digital y comercio electrónico. Todo esto te ayudará a desarrollar tus habilidades y prepararte para trabajar.

Las y los estudiantes que completen los siete cursos de este programa estarán en condiciones de solicitar trabajos como coordinadores/as de marketing digital o especialistas en comercio electrónico en un nivel inicial. No necesitas contar con experiencia previa en el área.

Al final de este curso, podrás:

- Definir qué son el marketing digital y el comercio electrónico

- Describir las responsabilidades laborales de un/a coordinador/a de marketing digital o analista de comercio electrónico de nivel inicial (y/o cargos similares)

- Saber cómo este programa te ayudará a prepararte para una carrera en marketing digital y/o comercio electrónico

- Identificar los roles y funciones que desempeñan el marketing digital y comercio electrónico dentro de una empresa

- Comprender cada paso del recorrido del cliente y saber para qué sirven los mapas del recorrido

- Explicar el concepto de embudo de marketing

- Comprender los elementos y objetivos de una estrategia de marketing digital y comercio electrónico

What's inside

Syllabus

Introducción a los fundamentos del marketing digital y el comercio electrónico

Descubrirás todo lo que vamos a abordar en el Curso 1 del programa de Certificación. También, aprenderás sobre la plataforma Coursera, los procedimientos y los tipos de contenido, y conocerás a otras personas que están en el programa. Luego, aprenderás sobre el marketing digital y conceptos básicos de comercio electrónico, las tareas que realizan las personas que trabajan en estas áreas e identificarás algunas habilidades que es posible que ya tengas. Por último, obtendrás consejos prácticos para iniciar tu carrera en este campo.

El recorrido del cliente y el embudo de marketing

Aprenderás cuáles son las tareas y funciones de los departamentos de marketing digital y comercio electrónico dentro de las organizaciones y cómo estos generan valor. También, te explicaremos conceptos como el recorrido del cliente y el embudo de marketing, que son fundamentales para las responsabilidades de estos equipos.

Estrategias de marketing digital y comercio electrónico

Explorarás la relación entre el marketing digital y la gestión de marca, y verás cómo las empresas pueden aprovechar ambas cosas para ser más exitosas. Investigarás los elementos que componen una estrategia de marketing digital, como el establecimiento de objetivos, la selección de los canales y la planificación del contenido. Aprenderás, luego, sobre los canales de comunicación y las plataformas más usadas, por ejemplo, la optimización de motores de búsqueda (SEO), el marketing de motores de búsqueda (SEM), la publicidad en display, el marketing en redes sociales y por correo electrónico.

Medir el éxito

Conocerás la importancia de medir los resultados y las métricas más comunes a utilizar. También, verás cómo las y los especialistas en marketing digital y comercio electrónico usan la información para evaluar y mejorar el rendimiento de sus campañas, y contar historias con datos. Al final del curso, también tendrás acceso a contenido opcional, en caso de que quieras prepararte para buscar empleo.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Te preparará para puestos de nivel inicial en marketing digital y comercio electrónico

Cuenta con instructores de Google, expertos en la industria

Te brinda una base para quienes no tienen experiencia previa en el área

Incluye actividades prácticas y ejemplos basados en tareas reales de marketing digital y comercio electrónico

Aborda conceptos fundamentales como el recorrido del cliente, el embudo de marketing y las estrategias de marketing digital y comercio electrónico

Requiere una computadora e internet, pero no especifica elementos adicionales costosos

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Fundamentos del marketing digital y comercio electrónico with these activities:

Revise the concept of marketing digital

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Start by refreshing your understanding of basic marketing digital concepts to strengthen your foundation for this course.

Browse courses on Marketing Digital

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Review your notes or textbooks from previous marketing digital courses.
Research online resources and articles to brush up on key concepts.
Take practice quizzes or tests to assess your knowledge and identify areas for improvement.

Explore case studies of successful marketing digital campaigns

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Delve into real-world examples of effective marketing digital campaigns to gain practical insights and learn from industry best practices.

Browse courses on Marketing Digital

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Search for case studies online or in industry publications.
Identify campaigns that align with the concepts covered in the course.
Analyze the strategies, tactics, and results of these campaigns.
Draw insights and lessons that you can apply to your own marketing efforts.

Discuss industry trends and challenges in marketing digital with peers

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Connect with other students or professionals in the field to exchange ideas, share experiences, and stay informed about the latest developments in marketing digital.

Browse courses on Marketing Digital

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Join online forums, discussion groups, or social media communities related to marketing digital.
Participate in discussions, ask questions, and contribute your own insights.
Attend industry events or webinars to network and learn from experts.

Two other activities

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Practice creating marketing digital content

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Hone your skills in crafting effective marketing digital content, such as social media posts, blog articles, or email campaigns.

Browse courses on Marketing Digital

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Identify different types of marketing digital content.
Write practice content that showcases your understanding of target audience, marketing objectives, and tone of voice.
Get feedback from peers or mentors to improve your content.

Develop a marketing digital plan for a hypothetical product or service

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Apply your knowledge and skills to develop a comprehensive marketing digital plan that demonstrates your understanding of the entire marketing process.

Browse courses on Marketing Digital

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Define the target audience, marketing objectives, and overall strategy.
Research and select the most effective marketing channels.
Create a content calendar and social media strategy.
Develop a budget and timeline for implementation.
Outline metrics for measuring the success of the plan.

Career center

Learners who complete Fundamentos del marketing digital y comercio electrónico will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

Digital Marketing Managers plan and execute digital marketing campaigns to promote products or services. This course provides a comprehensive overview of digital marketing and e-commerce, which are essential for success in this role. The course covers topics such as search engine optimization (SEO), social media marketing, email marketing, and content marketing, which are all key components of digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

E-commerce Manager

E-commerce Managers oversee the online sales operations of a business. This course provides a foundation in digital marketing and e-commerce, which is essential for success in this role. The course covers topics such as website design, product management, order fulfillment, and customer service, which are all key aspects of e-commerce management.

See salaries and explore the career path for E-commerce Manager

Search Engine Optimization (SEO) Specialist

SEO Specialists optimize websites to improve their visibility in search engine results pages (SERPs). This course provides a foundation in digital marketing and e-commerce, which is essential for understanding how search engines work. The course also covers topics such as keyword research, on-page optimization, and link building, which are all key aspects of SEO.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Social Media Manager

Social Media Managers plan and execute social media campaigns to promote products or services. This course provides a foundation in digital marketing and e-commerce, which is essential for understanding how social media works. The course also covers topics such as content creation, community management, and social media advertising, which are all key aspects of social media management.

See salaries and explore the career path for Social Media Manager

Online Entrepreneur

Online Entrepreneurs start and run their own online businesses. This course provides a foundation in digital marketing and e-commerce, which is essential for success in this role. The course covers topics such as business planning, product development, and marketing, which are all key aspects of starting and running an online business.

See salaries and explore the career path for Online Entrepreneur

Web Developer

Web Developers design and develop websites. This course provides a foundation in digital marketing and e-commerce, which is essential for understanding how to create websites that are effective for marketing and sales. The course also covers topics such as HTML, CSS, and JavaScript, which are all key programming languages for web development.

See salaries and explore the career path for Web Developer

Consultant

Consultants provide advice to businesses on a variety of topics, including digital marketing and e-commerce. This course provides a foundation in digital marketing and e-commerce, which is essential for success in this role. The course covers topics such as business analysis, problem solving, and communication, which are all key skills for consultants.

See salaries and explore the career path for Consultant

Account Manager

Account Managers manage relationships with clients to ensure satisfaction and drive business growth. This course provides a foundation in digital marketing and e-commerce, which is essential for understanding the needs of clients in these areas. The course also covers topics such as communication, negotiation, and relationship management, which are all key skills for Account Managers.

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Sales Manager

Sales Managers lead teams of sales professionals to achieve sales goals. This course provides a foundation in digital marketing and e-commerce, which is essential for understanding customer needs and preferences. The course also covers topics such as sales management, customer relationship management, and negotiation, which are all key aspects of sales management.

See salaries and explore the career path for Sales Manager

Product Manager

Product Managers plan, develop, and launch new products or services. This course provides a foundation in digital marketing and e-commerce, which is essential for understanding customer needs and preferences. The course also covers topics such as product development, pricing, and marketing, which are all key aspects of product management.

See salaries and explore the career path for Product Manager

Business Analyst

Business Analysts analyze business processes to identify opportunities for improvement. This course provides a foundation in digital marketing and e-commerce, which is essential for understanding the business processes of companies in these areas. The course also covers topics such as data analysis, process mapping, and change management, which are all key skills for Business Analysts.

See salaries and explore the career path for Business Analyst

Marketing Professor

Marketing Professors teach courses in marketing at colleges and universities. This course may be useful for aspiring Marketing Professors, as it provides a foundation in digital marketing and e-commerce, which are key areas of marketing. The course also covers topics such as teaching methods and curriculum development, which are essential for Marketing Professors.

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Data Analyst

Data Analysts collect, process, and analyze data to help businesses make informed decisions. This course may be useful for aspiring Data Analysts, as it provides a foundation in digital marketing and e-commerce, which are key areas where data analysis is used. The course also covers topics such as customer journey mapping and marketing funnel analysis, which are essential for understanding how customers interact with businesses online.

See salaries and explore the career path for Data Analyst

Market Research Analyst

Market Research Analysts conduct research to understand customer needs and preferences. This course may be useful for aspiring Market Research Analysts, as it provides a foundation in digital marketing and e-commerce, which are key areas where market research is used. The course also covers topics such as customer journey mapping and marketing funnel analysis, which are essential for understanding how customers interact with businesses online.

See salaries and explore the career path for Market Research Analyst

Freelance Writer

Freelance Writers create content for a variety of clients, including businesses and individuals. This course may be useful for aspiring Freelance Writers, as it provides a foundation in digital marketing and e-commerce, which can help them understand the needs of their clients. The course also covers topics such as content writing, copywriting, and editing, which are all key skills for Freelance Writers.

See salaries and explore the career path for Freelance Writer