Develop skills to attract and engage customers, driving purchases and loyalty through various digital channels. Explore entry-level jobs in digital marketing and e-commerce, identifying key roles and functions. Learn about the marketing funnel and how it shapes the customer journey. Google employees guide you with hands-on activities, simulating common tasks. This is the first course in the Google Digital Marketing & E-commerce Certificate, a series designed to prepare you for an entry-level role.

Syllabus

Introduction to foundations of digital marketing and e-commerce

Welcome to the Google Digital Marketing & E-commerce Certificate
Program and Course 1 overview
Introduction to Course 1
Get started with your Google Digital Marketing & E-commerce Certificate
What are digital marketing and e-commerce?
What do digital marketing and e-commerce specialists do?
Transferable skills for digital marketing and e-commerce
Joi - Career Path To Digital Marketing
Core skills of digital marketing and e-commerce specialists
Melba - My path to working in e-commerce
Launching your digital marketing or e-commerce career
Agency roles vs. in-house roles
Roles and responsibilities in digital marketing and e-commerce
Zuri - A day in the life of an entry-level digital marketer
E-commerce, ecommerce, or eCommerce?
Practice Quiz: Test your knowledge: Careers in digital marketing and e-commerce
Wrap-up
Digital Marketing & E-commerce Certificate glossary
Glossary terms from module 1
Graded Quiz: Module 1 challenge

The customer journey and the marketing funnel

Welcome to module 2
How digital marketing and e-commerce create value
Advantages and challenges of digital marketing
Jen - Diversity in digital marketing
Inclusive marketing
Janice - Inclusive marketing
Xiomara - Inclusive marketing
Practice Quiz: Test your knowledge: How organizations benefit from digital marketing and e-commerce
The customer journey and journey maps
What is a touchpoint?
The marketing funnel
The traditional marketing funnel to the digital marketing funnel
Practice Quiz: Test your knowledge: The marketing (and sales) funnel
The top of the funnel: Awareness and consideration
Case study: How MERSEA structures its marketing funnel
Measuring success at the top of the funnel
Practice Quiz: Test your knowledge: The marketing funnel
The bottom of the funnel: Conversion and loyalty
Measuring success at the bottom of the funnel
Practice Quiz: Test your knowledge: Drive sales and build brand loyalty
The future of e-commerce
Wrap-up
Glossary terms from module 2
Graded Quiz: Module 2 challenge

Digital marketing and e-commerce strategy

Welcome to module 3
The value of brands for digital marketing
Brand safety
Practice Quiz: Test your knowledge: The value of brands for digital marketing
The elements of a digital marketing strategy
Find your audience and understand your customers
Define your marketing goals
Practice Quiz: The difference between business and marketing goals
How to set SMART goals
Practice Quiz: Test your knowledge: Create a digital marketing and e-commerce strategy
Paid, owned, and earned media
Attract customers with search engine optimization
Reach customers with search engine marketing
Display advertising
Practice Quiz: Test your knowledge: Reach customers online
Introduction to social media and email marketing
Social media marketing basics
Choose the right platforms for your target audience
Build relationships with email marketing
Types of email campaigns
Practice Quiz: Test your knowledge: Engage customers with social media and email marketing
Wrap-up
Glossary terms from module 3
Graded Quiz: Module 3 challenge