The Google Digital Marketing and E-Commerce Certificate
Prepare for a new career in the high-growth fields of digital marketing and e-commerce, in under six months. No experience or degree required
Why Digital Marketing and E-Commerce?
Businesses need digital marketing and e-commerce talent more than ever before
86% of business leaders report that digital commerce will be the most important route to growth.
There are 218,000 U.S. job openings in this growing field
7 Courses | Hands-On Learning and Career Exploration
Course 1:
Foundations of Digital Marketing and E-Commerce
Course 2:
Attract and Engage Customers with Digital Marketing
Course 3:
From Likes to Leads: Interact with Customers Online
Course 4:
Think Outside the Inbox: Email Marketing
Course 5:
Assess for Success: Marketing Analytics and Measurement
Course 6:
Make the Sale: Build, Launch and Manage E-Commerce Stores
Course 7:
Satisfaction Guaranteed: Develop Customer Loyalty Online
Course 1: Foundations of Digital Marketing and E-Commerce
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.
Learning Outcomes:
- 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
Course 2: Attract and Engage Customers with Digital Marketing
In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages.
Learning Outcomes:
- Identify customer personas and build your target audience
- Describe the marketing funnel’s purpose and benefits
- Know how to increase your conversion rate
- Explain the purpose of SEO and the essential SEO terms to know
- Use Google Search Console and its reports to monitor a site’s presence in Google Search results
- Recognize the benefits of SEM and why to do it
- Understand the fundamentals of Google Ads and targeting audiences
Course 3: From Likes to Leads: Interact with Customers Online
In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.
Learning Outcomes:
- Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising
- Determine how to choose social media platforms for a campaign
- Understand how to boost engagement on social media
- Learn how to write, design, and repurpose engaging content for social media
- Recognize how to use the data gathered from social media analytics as a decision-making tool
- Learn best practices for presenting a social media report
- Achieve specific marketing goals through the use of paid social media
Course 4: Think Outside the Inbox: Email Marketing
In this course, you’ll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You’ll also learn how to use mailing lists and utilize automation and workflows.
Learning Outcomes:
- Write effective preview text and subject lines using best practices
- Create email marketing automation and workflows
- Build and maintain email lists
- Write effective email copy
- Conduct contact management and list segmentation
- Employ best practices to handle personally identifiable information, or PII, and user data safely
- Measure and analyze email campaign results
Course 5: Assess for Success: Marketing Analytics and Measurement
This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights.
Learning Outcomes:
- Plan and allocate the spending of marketing budgets
- Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns
- Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance
- Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project
- Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign
- Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared
- Create charts in spreadsheets for visualization of metrics
Course 6: Make the Sale: Build, Launch and Manage E-Commerce Stores
This course explores how businesses and individuals sell products online, including using popular platforms like Shopify. You’ll go through the process of creating a mock e-commerce store.
Learning Outcomes:
- Understand essential e-commerce strategies and practices
- Explain how to conduct market research and product research
- Set up a mock e-commerce store using Shopify
- Use Google Ads to engage e-commerce customers
- Explain how trends and seasonality affect e-commerce businesses
- Use best practices to create an engaging customer experience online
- Describe the order fulfillment process through checkout, point of sale (POS), shipping, and delivery.
- Optimize a checkout flow for customers
Course 7: Satisfaction Guaranteed: Develop Customer Loyalty Online
In this course, you’ll explore strategies for building customer loyalty in e-commerce. You’ll also explore specific tools to develop and maintain client relationships. At the end of the course you’ll work through a scenario that demonstrates your ability to deliver a successful e-commerce strategy.
Learning Outcomes:
- Identify common strategies for building customer loyalty in e-commerce
- Understand how to successfully manage client relationships and measure satisfaction
- Monitor an e-commerce store’s performance
- Update an e-commerce store based on data
- Complete a portfolio scenario to prepare for job interviews
- Find, apply for, and prepare for interviews and jobs
- Put together a portfolio and/or resume to present to employers
7 Courses | Hands-On Learning and Career Exploration
Course 1:
Foundations of Digital Marketing and E-Commerce
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.
Learning Outcomes:
- 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
Course 2:
Attract and Engage Customers with Digital Marketing
In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages.
Learning Outcomes:
- Identify customer personas and build your target audience
- Describe the marketing funnel’s purpose and benefits
- Know how to increase your conversion rate
- Explain the purpose of SEO and the essential SEO terms to know
- Use Google Search Console and its reports to monitor a site’s presence in Google Search results
- Recognize the benefits of SEM and why to do it
- Understand the fundamentals of Google Ads and targeting audiences
Course 3:
From Likes to Leads: Interact with Customers Online
In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.
Learning Outcomes:
- Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising
- Determine how to choose social media platforms for a campaign
- Understand how to boost engagement on social media
- Learn how to write, design, and repurpose engaging content for social media
- Recognize how to use the data gathered from social media analytics as a decision-making tool
- Learn best practices for presenting a social media report
- Achieve specific marketing goals through the use of paid social media
Course 4:
Think Outside the Inbox: Email Marketing
In this course, you’ll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You’ll also learn how to use mailing lists and utilize automation and workflows.
Learning Outcomes:
- Write effective preview text and subject lines using best practices
- Create email marketing automation and workflows
- Build and maintain email lists
- Write effective email copy
- Conduct contact management and list segmentation
- Employ best practices to handle personally identifiable information, or PII, and user data safely
- Measure and analyze email campaign results
Course 5:
Assess for Success: Marketing Analytics and Measurement
This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights.
Learning Outcomes:
- Plan and allocate the spending of marketing budgets
- Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns
- Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance
- Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project
- Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign
- Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared
- Create charts in spreadsheets for visualization of metrics
Course 6:
Make the Sale: Build, Launch and Manage E-Commerce Stores
This course explores how businesses and individuals sell products online, including using popular platforms like Shopify. You’ll go through the process of creating a mock e-commerce store.
Learning Outcomes:
- Understand essential e-commerce strategies and practices
- Explain how to conduct market research and product research
- Set up a mock e-commerce store using Shopify
- Use Google Ads to engage e-commerce customers
- Explain how trends and seasonality affect e-commerce businesses
- Use best practices to create an engaging customer experience online
- Describe the order fulfillment process through checkout, point of sale (POS), shipping, and delivery.
- Optimize a checkout flow for customers
Course 7:
Satisfaction Guaranteed: Develop Customer Loyalty Online
In this course, you’ll explore strategies for building customer loyalty in e-commerce. You’ll also explore specific tools to develop and maintain client relationships. At the end of the course you’ll work through a scenario that demonstrates your ability to deliver a successful e-commerce strategy.
Learning Outcomes:
- Identify common strategies for building customer loyalty in e-commerce
- Understand how to successfully manage client relationships and measure satisfaction
- Monitor an e-commerce store’s performance
- Update an e-commerce store based on data
- Complete a portfolio scenario to prepare for job interviews
- Find, apply for, and prepare for interviews and jobs
- Put together a portfolio and/or resume to present to employers