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

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Foundations of Digital Marketing and E-commerce

This course is part of Google Digital Marketing & E-commerce Professional Certificate

Instructor: Google Career Certificates

1,775,396 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

31,438 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

99%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

31,438 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

99%

Most learners liked this course

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

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

17 assignments¹

AI Graded see disclaimer

Taught in English

91%

of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your Marketing expertise

This course is part of the Google Digital Marketing & E-commerce Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

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

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

Module details

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.

What's included

12 videos7 readings3 assignments1 plugin

12 videosTotal 43 minutes

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

7 readingsTotal 46 minutes

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

3 assignmentsTotal 90 minutes

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

1 pluginTotal 5 minutes

Google Digital Marketing & E-Commerce Participant Entry Survey5 minutes

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.

What's included

12 videos7 readings5 assignments1 plugin

12 videosTotal 44 minutes

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

7 readingsTotal 52 minutes

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

5 assignmentsTotal 92 minutes

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

1 pluginTotal 10 minutes

Explore: The marketing funnel10 minutes

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.

What's included

11 videos7 readings6 assignments1 plugin

11 videosTotal 41 minutes

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

7 readingsTotal 40 minutes

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

6 assignmentsTotal 112 minutes

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

1 pluginTotal 10 minutes

Review: Marketing channel concepts10 minutes

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.

What's included

8 videos7 readings3 assignments1 plugin

8 videosTotal 26 minutes

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

7 readingsTotal 34 minutes

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

3 assignmentsTotal 66 minutes

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

1 pluginTotal 10 minutes

Explore: Data storytelling10 minutes

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Reviewed on Sep 9, 2023

Great experience. Breezed through the course. Could have been a little shorter, but other than that - great display of information to lay the foundation for your digital marketing/e-commerce career!

Reviewed on Aug 26, 2022

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.

Reviewed on Jun 10, 2023

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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