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Google Career Certificates

This is the first of seven courses in the Google Digital Marketing & E-commerce Certificate, which will equip you with the skills you need to apply to entry-level roles in these fields. People who work in digital marketing and e-commerce help their organizations attract new customers, engage customers through various digital channels, and drive transactions like purchases and customer loyalty. In this course, you’ll explore entry-level jobs in digital marketing and e-commerce and identify the roles and functions that those jobs play within an organization. You’ll also learn about the marketing funnel and how it shapes the customer journey.

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This is the first of seven courses in the Google Digital Marketing & E-commerce Certificate, which will equip you with the skills you need to apply to entry-level roles in these fields. People who work in digital marketing and e-commerce help their organizations attract new customers, engage customers through various digital channels, and drive transactions like purchases and customer loyalty. In this course, you’ll explore entry-level jobs in digital marketing and e-commerce and identify the roles and functions that those jobs play within an organization. You’ll also learn about the marketing funnel and how it shapes the customer journey.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, and helping you build your skills and prepare for the job.

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

By the end of this course, you will be able to do the following:

- Define the fields of digital marketing and e-commerce

- Describe the job responsibilities of an entry-level digital marketing coordinator and e-commerce analyst (and similar job titles)

- Summarize how this program will help prepare you for a career in digital marketing and e-commerce

- Identify the roles and functions that digital marketing and e-commerce play within an organization

- Understand the customer journey and the function of journey maps

- Explain the concept of a marketing funnel

- Understand the elements and goals of a digital marketing and e-commerce strategy

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What's inside

Syllabus

Introduction to foundations of digital marketing and e-commerce
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.
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The customer journey and the marketing funnel
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.
Digital marketing and e-commerce strategy
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.
Measure performance success
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.

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Provides a beginner-friendly introduction to digital marketing and e-commerce
Introduces the customer journey and marketing funnel, foundational concepts in digital marketing
Involves Google employees who guide learners through hands-on activities
No previous experience in digital marketing or e-commerce required
Covers essential topics for entry-level roles in digital marketing and e-commerce, including job responsibilities and strategies
Provides an overview of digital marketing channels and platforms, such as SEO and social media marketing

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Activities

Coming soon We're preparing activities for Foundations of Digital Marketing and E-commerce. These are activities you can do either before, during, or after a course.

Career center

Learners who complete Foundations of Digital Marketing and E-commerce will develop knowledge and skills that may be useful to these careers:
Digital Marketing Manager
Digital marketing managers plan and execute marketing campaigns to reach a target audience. The course teaches how to create a marketing strategy, set goals, and measure success. These skills are essential for digital marketing managers, who must be able to develop and manage marketing campaigns that achieve their objectives.
E-commerce Manager
E-commerce managers manage the day-to-day operations of an online store. This includes tasks such as managing inventory, processing orders, and customer service. The course teaches how to build and run an e-commerce website, as well as how to use data to improve sales.
Social Media Manager
Social media managers handle the social media presence for a company or organization. This includes creating and publishing content, engaging with followers, and monitoring social media trends. The course teaches how to develop a social media strategy that aligns with a company's overall marketing goals.
Content Strategist
Content strategists develop and manage content marketing campaigns for businesses and organizations. This includes creating and publishing content, as well as promoting it through various channels. The course teaches how to create effective content marketing campaigns, as well as how to use data to measure success.
Marketing Analyst
Marketing analysts gather and analyze data to help businesses make informed marketing decisions. This includes data on customer behavior, market trends, and advertising campaigns. The course teaches how to collect and analyze data, as well as how to use it to make recommendations for marketing campaigns.
Email Marketing Specialist
Email marketing specialists implement and manage email marketing campaigns for companies and organizations. This includes creating and sending emails, as well as tracking and analyzing results. The course teaches how to create and manage email marketing campaigns, as well as how to use data to improve results.
Search Engine Optimization Specialist
Search engine optimization (SEO) specialists improve the ranking of websites in search engine results pages (SERPs). This includes optimizing website content, structure, and backlinks. The course teaches how to optimize websites for search engines, as well as how to use data to track and improve results.
Digital Advertising Specialist
Digital advertising specialists plan and execute digital advertising campaigns for companies and organizations. This includes placing ads on websites and social media, as well as tracking and analyzing results. The course teaches how to create and manage digital advertising campaigns, as well as how to use data to improve results.
Conversion Rate Optimizer
Conversion rate optimizers improve the conversion rate of websites and landing pages. This includes making changes to website design, layout, and content. The course teaches how to improve the conversion rate of websites, as well as how to use data to track and improve results.
Product Marketing Manager
Product marketing managers develop and execute product marketing campaigns for companies and organizations. This includes launching new products, managing existing products, and tracking product performance. The course teaches how to develop and manage product marketing campaigns, as well as how to use data to improve results.
Marketing Operations Manager
Marketing operations managers oversee the day-to-day operations of a marketing department. This includes managing budgets, planning events, and coordinating with other departments. The course teaches how to manage a marketing department, as well as how to use data to improve efficiency and effectiveness.
Brand Manager
Brand managers develop and manage the brand identity of a company or organization. This includes creating and implementing branding campaigns, as well as managing the company's reputation. The course teaches how to develop and manage a brand, as well as how to use data to track and improve results.
Public relations manager
Public relations managers manage the public relations activities of a company or organization. This includes issuing press releases, managing media inquiries, and organizing public events. The course teaches how to develop and manage a public relations campaign, as well as how to use data to track and improve results.
Market Research Analyst
Market research analysts collect and analyze market data to help businesses make informed decisions. This includes data on customer behavior, market trends, and competitive landscapes. The course teaches how to collect and analyze market data, as well as how to use it to make recommendations for businesses.
Sales Manager
Sales managers lead and motivate sales teams to achieve their sales goals. This includes developing sales strategies, training sales staff, and managing customer relationships. The course teaches how to manage a sales team, as well as how to use data to improve sales performance.

Reading list

We've selected 14 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Foundations of Digital Marketing and E-commerce.
Provides a comprehensive overview of digital marketing, covering topics such as search engine optimization (SEO), social media marketing, email marketing, and content marketing. It good choice for beginners to the Concepts covered in the course Fundamentals of Digital Marketing and E-commerce.
Classic textbook on marketing management. It provides a comprehensive overview of the marketing process, covering topics such as market research, product development, pricing, promotion, and distribution. It good choice for students who want to learn the fundamentals of marketing.
Provides a practical guide to digital marketing analytics, covering topics such as data collection, data analysis, and data visualization. It good choice for students who want to learn how to use data to improve their digital marketing campaigns.
Provides a practical guide to building a successful startup. It covers topics such as customer development, product development, and marketing. It good choice for students who want to learn how to apply lean principles to their own businesses.
Provides a practical guide to getting customers for your startup. It covers topics such as customer acquisition, customer retention, and customer loyalty. It good choice for students who want to learn how to grow their customer base.
Provides a practical guide to crossing the chasm between early adopters and mainstream customers. It covers topics such as product positioning, marketing strategy, and sales strategy. It good choice for students who want to learn how to launch a successful product or service.
Provides a theoretical framework for understanding why large companies often fail to innovate. It covers topics such as disruptive innovation, market disruption, and technological change. It good choice for students who want to learn how to avoid the pitfalls of corporate innovation.
Provides a practical guide to developing good strategy. It covers topics such as strategy development, strategy execution, and strategy evaluation. It good choice for students who want to learn how to develop and execute successful strategies.
Provides a practical guide to building and running a successful technology company. It covers topics such as leadership, culture, and execution. It good choice for students who want to learn how to overcome the challenges of building a successful startup.
Provides a practical guide to the challenges that founders face when building a successful company. It covers topics such as team dynamics, equity allocation, and exit strategies. It good choice for students who want to learn how to avoid the pitfalls of founding a company.
Provides a practical guide to building and launching successful products. It covers topics such as product development, customer research, and marketing. It good choice for students who want to learn how to bring their products to market successfully.

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