syllabus

The Google Digital Marketing & E-Commerce Certificate

14 Google Digital Marketing E Commerce Certificate tablet

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

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Why Digital Marketing and E-Commerce?

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Businesses need digital marketing and e-commerce talent more than ever before

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86% of business leaders report that digital commerce will be the most important route to growth.

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There are 218,000 U.S. job openings in this growing field

7 Courses | Hands-On Learning and Career Exploration

Foundations of Digital Marketing and E-Commerce
Attract and Engage Customers with Digital Marketing
From Likes to Leads: Interact with Customers Online
Think Outside the Inbox: Email Marketing
Assess for Success: Marketing Analytics and Measurement
Make the Sale: Build, Launch and Manage E-Commerce Stores
Satisfaction Guaranteed: Develop Customer Loyalty Online

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

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

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

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

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

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

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