What are digital marketing and e-commerce?

Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty. E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.

What do digital marketing and e-commerce specialists do?

Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.

Why start a career in digital marketing and e-commerce?

During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.

Which jobs will this certificate help me prepare for?

By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.

What tools and platforms are taught in the curriculum?

Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.

What background is required?

No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!

Why enroll in the Google Digital Marketing and E-commerce Certificate?

You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.

Do I need to take the course in a certain order?

We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.

When will I have access to the lectures and assignments?

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Foundations of Digital Marketing and E-commerce

本课程是 Google Digital Marketing & E-commerce 专业证书的一部分

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您将学到什么

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

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本课程是 Google Digital Marketing & E-commerce 专业证书专项课程的一部分

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该课程共有4个模块

This is the first of eight 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

单元详情

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.

涵盖的内容

12个视频7篇阅读材料3个作业1个插件

12个视频总计43分钟

Welcome to the Google Digital Marketing & E-commerce Certificate8分钟
Introduction to Course 12分钟
Get started with your Google Digital Marketing & E-commerce Certificate2分钟
What are digital marketing and e-commerce? 5分钟
What do digital marketing and e-commerce specialists do? 3分钟
Transferable skills for digital marketing and e-commerce5分钟
Joi - Career Path To Digital Marketing2分钟
Melba - My path to working in e-commerce4分钟
Launching your digital marketing or e-commerce career5分钟
Agency roles vs. in-house roles 3分钟
Zuri - A day in the life of an entry-level digital marketer3分钟
Wrap-up2分钟

7篇阅读材料总计46分钟

Program and Course 1 overview8分钟
Helpful resources to get started8分钟
Core skills of digital marketing and e-commerce specialists4分钟
Roles and responsibilities in digital marketing and e-commerce8分钟
E-commerce, ecommerce, or eCommerce?8分钟
Digital Marketing & E-commerce Certificate glossary8分钟
Glossary terms from module 12分钟

3个作业总计90分钟

Reflection: Your favorite brand’s digital marketing presence30分钟
Test your knowledge: Careers in digital marketing and e-commerce10分钟
Module 1 challenge 50分钟

1个插件总计5分钟

Google Digital Marketing & E-Commerce Participant Entry Survey5分钟

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.

涵盖的内容

12个视频7篇阅读材料5个作业1个插件

12个视频总计44分钟

Welcome to module 2 1分钟
How digital marketing and e-commerce create value 4分钟
Jen - Diversity in digital marketing4分钟
Janice - Inclusive marketing2分钟
Xiomara - Inclusive marketing5分钟
The customer journey and journey maps5分钟
The marketing funnel 5分钟
The top of the funnel: Awareness and consideration4分钟
Measuring success at the top of the funnel 5分钟
The bottom of the funnel: Conversion and loyalty 4分钟
Measuring success at the bottom of the funnel 3分钟
Wrap-up 1分钟

7篇阅读材料总计52分钟

Advantages and challenges of digital marketing8分钟
Inclusive marketing8分钟
What is a touchpoint?4分钟
The traditional marketing funnel to the digital marketing funnel8分钟
Case study: How MERSEA structures its marketing funnel8分钟
The future of e-commerce8分钟
Glossary terms from module 28分钟

5个作业总计92分钟

Test your knowledge: How organizations benefit from digital marketing and e-commerce10分钟
Test your knowledge: The marketing (and sales) funnel10分钟
Test your knowledge: The marketing funnel12分钟
Test your knowledge: Drive sales and build brand loyalty10分钟
Module 2 challenge 50分钟

1个插件总计10分钟

Explore: The marketing funnel10分钟

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.

涵盖的内容

11个视频7篇阅读材料6个作业1个插件

11个视频总计41分钟

Welcome to module 32分钟
The value of brands for digital marketing 3分钟
The elements of a digital marketing strategy 5分钟
Define your marketing goals 5分钟
Paid, owned, and earned media4分钟
Attract customers with search engine optimization 4分钟
Reach customers with search engine marketing 4分钟
Introduction to social media and email marketing 2分钟
Social media marketing basics 6分钟
Build relationships with email marketing4分钟
Wrap-up2分钟

7篇阅读材料总计40分钟

Brand safety8分钟
Find your audience and understand your customers4分钟
How to set SMART goals4分钟
Display advertising4分钟
Choose the right platforms for your target audience8分钟
Types of email campaigns4分钟
Glossary terms from module 38分钟

6个作业总计112分钟

Test your knowledge: The value of brands for digital marketing10分钟
The difference between business and marketing goals15分钟
Test your knowledge: Create a digital marketing and e-commerce strategy 10分钟
Test your knowledge: Reach customers online12分钟
Test your knowledge: Engage customers with social media and email marketing10分钟
Module 3 challenge55分钟

1个插件总计10分钟

Review: Marketing channel concepts10分钟

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.

涵盖的内容

8个视频7篇阅读材料3个作业1个插件

8个视频总计26分钟

Welcome to module 4 2分钟
Measure progress with performance marketing4分钟
Working with data 4分钟
Attribution models for digital marketing5分钟
Data storytelling basics5分钟
Elle - Build confidence4分钟
Wrap-up 1分钟
Congrats! What’s coming in Course 22分钟

7篇阅读材料总计34分钟

Common metrics for success4分钟
Data ethics4分钟
Story structure8分钟
Glossary terms from module 48分钟
Join the community4分钟
Course 1 glossary2分钟
Get started on Course 24分钟

3个作业总计66分钟

Test your knowledge: Measure marketing performance success8分钟
Test your knowledge: Use data insights to improve a strategy8分钟
Module 4 challenge50分钟

1个插件总计10分钟

Explore: Data storytelling10分钟

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已于 May 8, 2023审阅

Clear and easy to digest information. Gives a great overview of the industry and the roles each one plays. Helpful for complete newbies to understand the basics of digital marketing and e-commerce.

已于 Aug 26, 2022审阅

A very insightful lesson in E commerce and digital marketing. It provided me with the terms and tools I needed to understand what my businees or company needs to generate sales and keep customers.

已于 Jun 10, 2023审阅

This was a great introduction into the foundations of digital marketing. As someone who had no prior knowledge I feel I now have a great starting point to continue learning about digital marketing.

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