Foundations of Digital Marketing and E-commerce 

Welcome to the Google Digital Marketing & E-commerce Certificate

Introduction to Course 1

What are digital marketing and e-commerce?

What do digital marketing and e-commerce specialists do?

Transferable skills for digital marketing and e-commerce

Prisha - My path to working in digital marketing

Andrew - My path to working in digital marketing and e-commerce

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

Wrap-up

Program and Course 1 overview

Helpful resources to get started

Digital Marketing & E-commerce Certificate glossary

Overview of program survey

Core skills of digital marketing and e-commerce specialists

Roles and responsibilities in digital marketing and e-commerce

E-commerce, ecommerce, or eCommerce?

Glossary terms from week 1

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

Weekly challenge 1

Welcome to week 2

How digital marketing and e-commerce create value

Jen - Diversity in digital marketing

Janice - Inclusive marketing

Xiomara - Inclusive marketing

The customer journey and journey maps

The marketing funnel

The top of the funnel: Awareness and consideration

Measuring success at the top of the funnel

The bottom of the funnel: Conversion and loyalty

Measuring success at the bottom of the funnel

Wrap-up

Advantages and challenges of digital marketing

Inclusive marketing

What is a touchpoint?

The traditional marketing funnel to the digital marketing funnel

Case study: How MERSEA structures its marketing funnel

The future of e-commerce

Glossary terms from week 2

Test your knowledge: What digital marketing and e-commerce do for organizations

Test your knowledge: The marketing (and sales) funnel

Test your knowledge: The marketing funnel

Test your knowledge: Drive sales and build brand loyalty

Weekly challenge 2

Welcome to week 3

The value of brands for digital marketing

The elements of a digital marketing strategy

Define your marketing goals

Paid, owned, and earned media

Attract customers with search engine optimization

Reach customers with search engine marketing

Introduction to social media and email marketing

Social media marketing basics

Build relationships with email marketing

Wrap-up

Brand safety

Find your audience and understand your customers

How to set SMART goals

Keyword research and keyword stuffing

Display advertising

Choose the right platforms for your target audience

Types of email campaigns

Glossary terms from week 3

Test your knowledge: Brand safety

The difference between business and marketing goals

Test your knowledge: Build a digital marketing and e-commerce strategy

Test your knowledge: Reach customers online

Test your knowledge: Engage customers through social media and email marketing

Weekly challenge 3

Welcome to week 4

Measure progress with performance marketing

Working with data

Attribution models for digital marketing

Data storytelling basics

Prepare for your job search

Wrap-up

Congrats! What?s coming in Course 2

Common metrics for success

Data ethics

Story structure

How to find job opportunities

Glossary terms from week 4

Course 1 glossary

Get started on Course 2

Test your knowledge: Measure marketing performance success

Test your knowledge: Use data insights to improve a strategy

Weekly challenge 4