Foundations of Digital Marketing and E-commerce from Coursera

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

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.

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

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 Foundations of Digital Marketing and E-commerce with these activities:

Organize your notes, assignments, and quizzes

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Helps you stay organized and find information easily, which is crucial for effective learning and retention.

Browse courses on Organization

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Create a system for organizing your notes
File assignments and quizzes in a logical way
Review your organized materials regularly

Review Basic Math Skills

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Reinforce the basic math skills necessary for success in digital marketing and e-commerce.

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Review basic arithmetic operations (addition, subtraction, multiplication, division)
Practice solving simple algebra problems
Review geometry concepts (area, volume, perimeter)

Participate in a study group with other course learners

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Fosters collaboration and knowledge sharing among learners, enabling them to exchange ideas, support each other, and enhance their understanding of the course material.

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Join a study group or create your own
Meet regularly with your group
Discuss the course material
Work together on assignments

Four other activities

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Show all seven activities

Reading assignment: Digital Marketing for Dummies

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Provides a comprehensive overview of digital marketing concepts, including search engine optimization, search engine marketing, and social media marketing.

View Digital Marketing For Dummies (For Dummies... on Amazon

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Read at least 50 pages of the book
Take notes on key concepts and definitions
Complete the review questions at the end of each chapter

Complete the Google Marketing Fundamentals course

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Offers a guided and interactive approach to learning the fundamentals of digital marketing, covering topics such as customer journey, marketing channels, and performance measurement.

Browse courses on Inbound Marketing

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Enroll in the Google Marketing Fundamentals course
Watch the video lessons and read the accompanying materials
Complete the interactive exercises and quizzes

Practice creating and executing paid advertising campaigns

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Provides hands-on experience in planning, launching, and optimizing paid advertising campaigns, a crucial skill for digital marketing professionals.

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Sign up for a Google Ads account
Create a paid advertising campaign
Monitor the performance of your campaign and make adjustments as needed
Analyze the results of your campaign

Create a digital marketing strategy for a local business

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Allows you to apply the concepts learned in the course to a real-world scenario, demonstrating your understanding of how to develop a comprehensive digital marketing strategy.

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Choose a local business that you would like to develop a marketing strategy for
Research the business and its target audience
Develop a marketing strategy that outlines your goals, target audience, channels, and tactics

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.

See salaries and explore the career path for Digital Marketing Manager

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.

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

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.

See salaries and explore the career path for Social Media Manager

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.

See salaries and explore the career path for Content Strategist

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.

See salaries and explore the career path for Marketing Analyst

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.

See salaries and explore the career path for Email Marketing Specialist

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.

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

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.

See salaries and explore the career path for Digital Advertising Specialist

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.

See salaries and explore the career path for Conversion Rate Optimizer

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.

See salaries and explore the career path for Product Marketing Manager

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.

See salaries and explore the career path for Marketing Operations Manager

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.

See salaries and explore the career path for Brand Manager

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.

See salaries and explore the career path for Public relations manager

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.

See salaries and explore the career path for Market Research Analyst

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.

See salaries and explore the career path for Sales Manager