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.

Learning Objectives:

• Define the fields of digital marketing and e-commerce.

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

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

• Recognize in-demand skills in digital marketing and e-commerce across industries.

Program and Course 1 overview

Hello and welcome! This program has been specifically designed so every type of learner can be successful completing the seven courses for the Google Digital Marketing & E-commerce Career Certificate. These courses will help you prepare for an entry-level digital marketing coordinator or e-commerce specialist role. No prior experience in marketing or e-commerce is required.

Become job-ready

Why are skills in digital marketing and e-commerce in such high demand? One reason is that the world is undergoing a digital transformation. A growing number of people get their news and information online and through digital subscriptions instead of from television, radio, or printed publications. As a result, marketing professionals recognize that they must connect with potential customers using digital media. Similarly, for some businesses, revenue from online sales can equal or even exceed revenue from in-store purchases. Businesses must grow their online sales competitively and retain both types of customers.

During each course in the program, you will complete activities that include practice in tools that many marketing and e-commerce specialists use every day. In doing so, you’ll gain experience to effectively engage customers along each stage of their customer journey. By the end of this program, you’ll understand how to work on search engine optimization projects, digital marketing campaigns, e-commerce strategies, customer loyalty programs, and more.

Course progress

Course flow

1. Foundations of Digital Marketing and E-commerce—(current course) Learn about the fields of digital marketing and e-commerce and the skills needed for associate-level roles.

2. Attract and Engage Customers with Digital Marketing—Apply the marketing funnel concept to stages of the customer journey, including engagement, conversion, and loyalty. Learn methods for search engine optimization so potential customers find your products or services.

3. From Likes to Leads: Interact with Customers Online—Learn how to create marketing content and ads on social media platforms and evaluate their effectiveness using social media analytics data.

4. Think Outside the Inbox: Email Marketing—Learn how to execute email campaigns, use mailing lists, and automate customer communication and workflows.

5. Assess for Success: Marketing Analytics and Measurement—Learn how to collect, monitor, analyze, and present data from marketing campaigns using analytics and presentation tools.

6. Make the Sale: Build, Launch, and Manage E-commerce Stores—Learn the process to create a new e-commerce store and drive traffic to the online business through advertising campaigns.

7. Satisfaction Guaranteed: Develop Customer Loyalty Online—Learn strategies to build customer loyalty in e-commerce and use specific tools to help develop and maintain client relationships. This course also closes out the program with professional development topics to help you prepare for a job search.

Course 1 content

This course has regular assignments. You can complete them at your own pace; however, the assignments are designed to help you finish the program in six months or fewer. Refer to the information below about progression for this course. Congratulations on choosing to take this first step to build your skills for a career in digital marketing and e-commerce. Enjoy the journey!

Module 1: 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.

Module 2: 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.

Module 3: 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.

Module 4: 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.