Foundations of Digital Marketing
& E-commerce
In this course, you’ll learn the foundations of digital marketing and e-commerce from Google experts. Explore the day-to-day of a marketer, review common entry-level roles, and master core concepts like the marketing funnel, customer journey, and digital strategy.
What you'll learn
- The ins and and outs of the digital marketing field
- Key job responsibilities for entry-level roles
- How the marketing funnel and customer journey work
- The basics of a strong digital marketing and e-commerce strategy
CUSTOMER EXPERIENCE STRATEGY MARKETING PLANNING
DIGITAL ADVERTISING E-COMMERCE
What to expect
All skill levels welcome
Learn at your own pace
Gain insights on specific topics
30,268 reviews
Course Details
Introduction to Digital Marketing
& E-commerce
Link to Youtube Video (visible only when JS is disabled)
Get an introduction to the certificate program and learn the basics of digital marketing and e-commerce. Find out what professionals in the field typically do each day and discover transferable skills you may already have. You’ll also walk away with strategies for breaking into the industry.
Learn about the different departments and roles within a digital marketing and e-commerce organization, and what value they bring to the larger team. Then dive into the concepts that inform much of their work: the customer journey and the marketing funnel.
In this section, you’ll explore the intersection of digital marketing and branding to understand how businesses leverage both to achieve success. Next, you’ll map out core strategy elements like goal setting, channel selection, and content planning. Finally, you’ll study essential platforms including search engine optimization (SEO), search engine marketing (SEM), display advertising, social media, and email marketing.
Discover why measuring results matters, and identify common metrics to track. You’ll examine how digital marketing and e-commerce professionals use data to evaluate performance, drive improvements, and share insights.
View all the courses in the series
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Google Digital Marketing & E-commerce
Attract and Engage Customers with Digital Marketing
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Google Digital Marketing & E-commerce
From Likes to Leads: Interact with Customers Online
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Google Digital Marketing & E-commerce
Think Outside the Inbox: Email Marketing
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Google Digital Marketing & E-commerce
Assess for Success: Marketing Analytics and Measurement
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Google Digital Marketing & E-commerce
Make the Sale: Build, Launch, and Manage E-commerce Stores
-
Google Digital Marketing & E-commerce
Satisfaction Guaranteed: Develop Customer Loyalty Online
Frequently asked questions
The modules included in the Foundations of Digital Marketing and E-commerce course are:
- Foundations of Digital Marketing and E-commerce
- The customer journey and the marketing funnel
- Digital marketing and e-commerce strategy
- Measure performance success
All of the courses in the Google Digital Marketing & E-commerce Certificate are now available on Google Career Skills and Coursera.
This course is part of the Google Digital Marketing & E-commerce Certificate. When you enroll, you subscribe to the entire certificate program and gain access to all included courses. In the U.S. and Canada, the subscription cost is $49 USD per month after an initial 7-day free trial period. In other countries where Google Career Certificates are available, your cost may be lower. To see the exact cost in your local currency, please visit the Coursera page and view the enrollment options.
In addition to this course, the Google Digital Marketing & E-commerce Certificate includes:
- Foundations of Digital Marketing and E-commerce
- Attract and Engage Customers Through Digital Marketing
- Content Marketing
- Email Marketing
- Marketing Analytics and Measurement
- Build, Launch, and Manage E-commerce Stores
- Develop and Maintain Customer Loyalty Online
Digital marketing is about connecting people and brands online. People with careers in this field use display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.
E-commerce is the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.
Digital marketing and e-commerce are interconnected, and digital marketers and e-commerce specialists have related (and sometimes overlapping) responsibilities. While digital marketing works to connect brands with people, e-commerce helps brands sell products to people. Digital marketers use online tools to reach customers and e-commerce specialists work to grow online sales. Digital marketers and e-commerce specialists both use tools and strategies that help businesses grow.
The different types of digital marketing include...
- Content marketingContent marketing
- Search engine optimization
- Search engine marketing
- Affiliate marketing
- Email marketing
- Social media marketing
A digital marketer can use tools and strategies to help businesses attract and engage customers. Some of the most in-demand digital marketing skills are...
- Social media marketing
- Email marketing
- Advertising
- Marketing analytics and measurement
- Audience research
- Planning, creating, and publishing content
- Analyzing data
Yes, a certificate in digital marketing grows your skills and demonstrates your ability to use tools and strategies that are valuable to businesses. The Google Digital Marketing & E-commerce Certificate focuses on the skills that employers are seeking, including email marketing, designing and running an online store, social media marketing, and marketing analytics.
You'll learn these job-ready skills through interactive content (discussion prompts, quizzes, and hands-on activities) in under six months, with less than 10 hours of flexible study per week. The certificate will teach you how to use popular digital marketing and e-commerce tools like Shopify, Mailchimp, Twitter, Google Ads, and more. You'll also have the opportunity to apply your new skills to real-world scenarios.
After you’ve graduated from the program, you'll have access to career resources and be connected directly with employers hiring for entry-level jobs in digital marketing and e-commerce.
The Google Digital Marketing & E-commerce Certificate can qualify you for high-paying digital marketing jobs such as digital marketer and e-commerce specialist. There are many types of roles within digital marketing and e-commerce in organizations of all sizes, across most industries.
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