Foundations of Digital Marketing and E-commerce

本课程是 Google Digital Marketing & E-commerce 专业证书的一部分

位教师：Google Career Certificates

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4个模块

深入了解一个主题并学习基础知识。

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初级等级

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1 周在 10 小时一周

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大多数学生喜欢此课程

您将学到什么

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

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作业

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授课语言：英语（English）

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积累 Marketing 领域的专业知识

本课程是 Google Digital Marketing & E-commerce 专业证书专项课程的一部分

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通过 Google 获得可共享的职业证书

该课程共有4个模块

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

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.

涵盖的内容

12个视频7篇阅读材料3个作业1个插件

12个视频总计43分钟

Welcome to the Google Digital Marketing & E-commerce Certificate 8分钟
Introduction to Course 1 2分钟
Get started with your Google Digital Marketing & E-commerce Certificate 2分钟
What are digital marketing and e-commerce? 5分钟
What do digital marketing and e-commerce specialists do? 3分钟
Transferable skills for digital marketing and e-commerce 5分钟
Joi - Career Path To Digital Marketing 2分钟
Melba - My path to working in e-commerce 4分钟
Launching your digital marketing or e-commerce career 5分钟
Agency roles vs. in-house roles 3分钟
Zuri - A day in the life of an entry-level digital marketer 3分钟
Wrap-up 2分钟

7篇阅读材料总计46分钟

Program and Course 1 overview 8分钟
Helpful resources to get started 8分钟
Core skills of digital marketing and e-commerce specialists 4分钟
Roles and responsibilities in digital marketing and e-commerce 8分钟
E-commerce, ecommerce, or eCommerce? 8分钟
Digital Marketing & E-commerce Certificate glossary 8分钟
Glossary terms from module 1 2分钟

3个作业总计90分钟

Module 1 challenge 50分钟
Reflection: Your favorite brand’s digital marketing presence 30分钟
Test your knowledge: Careers in digital marketing and e-commerce 10分钟

1个插件总计5分钟

Google Digital Marketing & E-Commerce Participant Entry Survey 5分钟

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.

涵盖的内容

12个视频7篇阅读材料5个作业1个插件

12个视频总计44分钟

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

7篇阅读材料总计52分钟

Advantages and challenges of digital marketing 8分钟
Inclusive marketing 8分钟
What is a touchpoint? 4分钟
The traditional marketing funnel to the digital marketing funnel 8分钟
Case study: How MERSEA structures its marketing funnel 8分钟
The future of e-commerce 8分钟
Glossary terms from module 2 8分钟

5个作业总计92分钟

Module 2 challenge 50分钟
Test your knowledge: How organizations benefit from digital marketing and e-commerce 10分钟
Test your knowledge: The marketing (and sales) funnel 10分钟
Test your knowledge: The marketing funnel 12分钟
Test your knowledge: Drive sales and build brand loyalty 10分钟

1个插件总计10分钟

Explore: The marketing funnel 10分钟

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.

涵盖的内容

11个视频7篇阅读材料6个作业1个插件

11个视频总计41分钟

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

7篇阅读材料总计40分钟

Brand safety 8分钟
Find your audience and understand your customers 4分钟
How to set SMART goals 4分钟
Display advertising 4分钟
Choose the right platforms for your target audience 8分钟
Types of email campaigns 4分钟
Glossary terms from module 3 8分钟

6个作业总计112分钟

Module 3 challenge 55分钟
Test your knowledge: The value of brands for digital marketing 10分钟
The difference between business and marketing goals 15分钟
Test your knowledge: Create a digital marketing and e-commerce strategy 10分钟
Test your knowledge: Reach customers online 12分钟
Test your knowledge: Engage customers with social media and email marketing 10分钟

1个插件总计10分钟

Review: Marketing channel concepts 10分钟

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.

涵盖的内容

8个视频7篇阅读材料3个作业1个插件

8个视频总计26分钟

Welcome to module 4 2分钟
Measure progress with performance marketing 4分钟
Working with data 4分钟
Attribution models for digital marketing 5分钟
Data storytelling basics 5分钟
Elle - Build confidence 4分钟
Wrap-up 1分钟
Congrats! What’s coming in Course 2 2分钟

7篇阅读材料总计34分钟

Common metrics for success 4分钟
Data ethics 4分钟
Story structure 8分钟
Glossary terms from module 4 8分钟
Join the community 4分钟
Course 1 glossary 2分钟
Get started on Course 2 4分钟

3个作业总计66分钟

Module 4 challenge 50分钟
Test your knowledge: Measure marketing performance success 8分钟
Test your knowledge: Use data insights to improve a strategy 8分钟

1个插件总计10分钟

Explore: Data storytelling 10分钟

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学生评论

5 stars
86.15%
4 stars
11.40%
3 stars
1.43%
2 stars
0.33%
1 star
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已于 Apr 7, 2025审阅

Very well informed and a lot of information to gather, I thought it was very useful and very interesting and I'd recommend it to anyone that wants to learn more about Digital Marketing and E-commerce.

已于 Oct 17, 2022审阅

it was a wonderful journey and super excited to learn next step. the way of teaching is too the point and simple one can easily understand the basics of digital marketing without having knowledge.

已于 Jun 10, 2023审阅

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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