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Foundations of Digital Marketing and E-commerce
  • Level Foundation
  • المدة 18 ساعات hours
  • الطبع بواسطة Google
  • Offered by

عن

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

الوحدات

Getting started with the certificate program

    • 2 Videos
    • 4 Readings
    • 2 Plugin
Show info about module content

2 Videos

  • Welcome to the Google Digital Marketing & E-commerce Certificate
  • Introduction to Course 1

4 Readings

  • Program and Course 1 overview
  • Helpful resources to get started
  • Digital Marketing & E-commerce Certificate glossary
  • Overview of program survey

What are digital marketing and e-commerce?

    • 7 Videos
    • 1 Readings
Show info about module content

7 Videos

  • What are digital marketing and e-commerce?
  • What do digital marketing and e-commerce specialists do?
  • Joi - Career Path To Digital Marketing
  • Transferable skills for digital marketing and e-commerce
  • Prisha - My path to working in digital marketing
  • Melba - My path to working in e-commerce
  • Andrew - My path to working in digital marketing and e-commerce

1 Readings

  • Core skills of digital marketing and e-commerce specialists

Careers in digital marketing and e-commerce

    • 4 Videos
    • 2 Readings
    • 1 Quiz
Show info about module content

4 Videos

  • Launching your digital marketing or e-commerce career
  • Agency roles vs. in-house roles
  • Zuri - A day in the life of an entry-level digital marketer
  • Jebb - A day in the life of an entry-level e-commerce account manager

2 Readings

  • Roles and responsibilities in digital marketing and e-commerce
  • E-commerce, ecommerce, or eCommerce?

1 Quiz

  • Test your knowledge: Careers in digital marketing and e-commerce

Review: Introduction to foundations of digital marketing and e-commerce

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 1

1 Quiz

  • Module 1 challenge

How digital marketing and e-commerce benefit organizations

    • 5 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: How organizations benefit from digital marketing and e-commerce

5 Videos

  • Welcome to week 2
  • How digital marketing and e-commerce create value
  • Jen - Diversity in digital marketing
  • Janice - Inclusive marketing
  • Xiomara - Inclusive marketing

2 Readings

  • Advantages and challenges of digital marketing
  • Inclusive marketing

Introduction to the marketing funnel

    • 2 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: The marketing (and sales) funnel

2 Videos

  • The customer journey and journey maps
  • The marketing funnel

2 Readings

  • What is a touchpoint?
  • The traditional marketing funnel to the digital marketing funnel

Attract and engage potential customers

    • 2 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: The marketing funnel

2 Videos

  • The top of the funnel: Awareness and consideration
  • Measuring success at the top of the funnel

1 Readings

  • Case study: How MERSEA structures its marketing funnel

Drive sales and build brand loyalty

    • 2 Videos
    • 1 Readings
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Drive sales and build brand loyalty

2 Videos

  • The bottom of the funnel: Conversion and loyalty
  • Measuring success at the bottom of the funnel

1 Readings

  • The future of e-commerce

Review: The customer journey and the marketing funnel

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 2

1 Quiz

  • Module 2 challenge

How companies use digital marketing to build their brands

    • 2 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: The value of brands for digital marketing

2 Videos

  • Welcome to week 3
  • The value of brands for digital marketing

1 Readings

  • Brand safety

Create a digital marketing and e-commerce strategy

    • 2 Videos
    • 2 Readings
    • 2 Quiz
Show info about module content

2 Videos

  • The elements of a digital marketing strategy
  • Define your marketing goals

2 Readings

  • Find your audience and understand your customers
  • How to set SMART goals

2 Quiz

  • The difference between business and marketing goals
  • Test your knowledge: Create a digital marketing and e-commerce strategy

Reach customers online

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Reach customers online

3 Videos

  • Paid, owned, and earned media
  • Attract customers with search engine optimization
  • Reach customers with search engine marketing

1 Readings

  • Display advertising

Engage customers through social media and email marketing

    • 3 Videos
    • 2 Readings
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Engage customers with social media and email marketing

3 Videos

  • Introduction to social media and email marketing
  • Social media marketing basics
  • Build relationships with email marketing

2 Readings

  • Choose the right platforms for your target audience
  • Types of email campaigns

Review: Digital marketing and e-commerce strategy

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 3

1 Quiz

  • Module 3 challenge

Measure marketing performance success

    • 3 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Measure marketing performance success

3 Videos

  • Welcome to week 4
  • Measure progress with performance marketing
  • Working with data

2 Readings

  • Common metrics for success
  • Data ethics

Use data insights to improve a strategy

    • 2 Videos
    • 1 Readings
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Use data insights to improve a strategy

2 Videos

  • Attribution models for digital marketing
  • Data storytelling basics

1 Readings

  • Story structure

Pursue your new career

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • Prepare for your job search
  • Elle - Build confidence

1 Readings

  • How to find job opportunities

Review: Measure marketing performance success

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 4

1 Quiz

  • Module 4 challenge

Course review: Foundations of Digital Marketing & E-Commerce

    • 1 Videos
    • 3 Readings
Show info about module content

1 Videos

  • Congrats! What’s coming in Course 2

3 Readings

  • Join the community and study group
  • Course 1 glossary
  • Get started on Course 2

Auto Summary

"Foundations of Digital Marketing and E-commerce" is a foundational course offered by Google on Coursera, focusing on Sales & Marketing. It provides essential skills for entry-level roles in digital marketing and e-commerce, guided by Google professionals. Over 1080 minutes, learners engage in hands-on activities, exploring job functions, marketing funnels, and customer journeys. No prior experience is needed. Ideal for beginners, the course is available through a paid subscription and is part of a comprehensive seven-course program.

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