Foundations of Digital Marketing and E-commerce

• Week 1: Introduction to Course 1
• Welcome to the Google Digital Marketing & E-commerce Certificate
• Program and Course 1 overview
• Helpful resources to get started
• Glossary Digital Marketing & E-commerce
• Overview of program survey
• 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
• Core skills of digital marketing and e-commerce specialists
• 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
• Roles and responsibilities in digital marketing and e-commerce
• 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
• E-commerce, ecommerce, or eCommerce?
• Test your knowledge: Careers in digital marketing and e-commerce
• Week 2: Coming
• Glossary terms from week 1
• Welcome to week 2
• How digital marketing and e-commerce create value
• Advantages and challenges of digital marketing
• Inclusive marketing
• Janice - Inclusive marketing
• Xiomara - Inclusive marketing
• Test your knowledge
• The customer journey and journey maps
• What is a touchpoint?
• The marketing funnel
• The traditional marketing funnel to the digital marketing funnel
• Test your knowledge: The marketing (and sales) funnel
• Welcome to week 3
• The value of brands for digital marketing
• Brand safety
• Analyze a successful brand
• The elements of a digital marketing strategy
• Find your audience and understand your customers
• Define your marketing goals
• The difference between business and marketing goals
• How to set SMART goals
• Create a digital marketing and e-commerce strategy
• Paid, owned, and earned media
• Bring customers with search engine optimization
• Reach customers with search engine marketing
• Display advertising
• 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
• Glossary terms from week 3
• Welcome to week 4
• Measure progress with performance marketing
• Common metrics for success
• Working with data
• Data ethics
• Attribution models for digital marketing
• Data storytelling basics
• Story structure
• Prepare for your job search
• How to find job opportunities
• Elle - Build confidence
• Explore your possibilities
• Glossary terms from week 4
• Weekly challenge 4
• Congrats! What’s coming in Course 2
• Glossary Digital Marketing & E-commerce
• Your learning journey
• Get started on Course 2