Google Digital Marketing & e-commerce Professional Certificate

This is your path to a career in Digital Marketing & e-commerce. Learn in-demand skills to have you job-ready to succeed in an entry-level Digital Marketing & e-commerce

no degree or experience required
Videos
170
Exercises
0
quizzes
100
Readings
150
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Pave your career path to become job-ready and put your skills to work

What you Will Learn

1

The Fundamentals

Email marketing, marketing analytics & measurement, SEO/SEM, reaching customers & selling online, and building customer loyalty

2

Experiential Learning

Apply digital marketing & e-commerce skills to help businesses grow your online presence & sales

3

Hands on Practice

Use popular digital marketing & e-commerce tools, such as Canva, Constant Contact, Hootsuite, HubSpot, MailChimp, Shopify, Twitter, Google Ads, & Google Analytics

4

Applied Project

Construct artifacts that can be gathered into a portfolio to show to potential employers

Marketing Coordinator
Marketing Associate
Media Planner
Media Coordinator
Paid Search Specialist
Email Marketer
SEO Specialist/Analyst
E-Commerce Analyst

JObs Associated

Skills you will gain

Marketing
E-Commerce
Display Advertising
E-mail Marketing
Customer Loyalty
Customer Outreach
Search Engine Marketing
Marketing Analytics
Website Structure
Search Engine Optimization (SEO)
Customer Relationship Management (CRM)
Module 1 - Foundations of Digital Marketing and E-commerce
ABOUT THIS MODULE

You will explore entry-level jobs in digital marketing & e-commerce, & identify the roles and functions that those jobs play within an organization. The course also introduces the topics covered in the program.

 
WHAT YOU WILL LEARN

-  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 them 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

 
SKILLS ACQUIRED

E-Commerce | Customer Loyalty | Customer Outreach | Marketing | Marketing Analytics

 
TOPICS

Introduction to Foundations of Digital Marketing & e-commerce | The Customer Journey & the Marketing Funnel | Digital Marketing & e-commerce Strategy | Measure Performance Success 

Module 2 - Attract and Engage Customers with Digital Marketing
ABOUT THIS MODULE

You will practice using Search Engine Optimization (SEO), Search Engine Marketing (SEM), and display advertising to attract and engage customers online. will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages. You will also learn about paid search, advertising, tactics used to gain visibility, and potential customers on Search Engine Results Pages (SERPs). 

 

WHAT YOU WILL LEARN

-  Identify customer personas and build a target audience

-  Describe the marketing funnel’s purpose and benefits

-  Know how to increase 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

 
SKILLS ACQUIRED

Search Engine Optimization (SEO) | Google Search Console | Customer Awareness | Search Engine Marketing (SEM) | Display Advertising

 
TOPICS

Attract & Engage Customers with Digital Marketing | Understand Search Engine Optimization (SEO) | Apply Search Engine Optimization (SEO) | Search Engine Marketing (SEM) & Display Advertising

Module 3 - From Likes to Leads: Interact with Customers Online
ABOUT THIS MODULE

You will explore social media platforms & identify which platform is the most appropriate for specific business needs. You will create content for social media using graphic design principles for marketers & learn how to manage a social media presence. In addition, you will also set goals & success metrics for social media ads.

 
WHAT YOU WILL LEARN

-  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

 
SKILLS ACQUIRED

Creating Social Media Content | Using Canva, Hootsuite, Twitter, & YouTube | Measuring Social Media Campaign Impact | Developing Customer Relationships | Conflict Resolution & Responding to Criticism

 
TOPICS

Interact with Customers Online | Social Media Strategy, Planning, & Publishing | Listening & Engagement on Social Media | Social Media Analytics & Reporting | Paid Social Media 

Module 4 - Think Outside the Inbox: Email Marketing
ABOUT THIS MODULE

You will learn how to create an email marketing strategy, executing email campaigns, measuring the results of those campaigns, using mailing lists, and utilizing automation and workflows.

 
WHAT YOU WILL LEARN

-  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

 
SKILLS ACQUIRED

Using MailChimp & Constant Contact | Optimizing Email Copy & Campaigns | Effective Communication | Setting SMART Goals | Presenting to Stakeholders

 
TOPICS

Introduction to Email Marketing | Types of Email Marketing | Useful tools for Email Marketing | Collect & Analyze Email Campaign Data | Run your own Email Marketing Campaign

Module 5 - Assess for Success: Marketing Analytics and Measurement
 
ABOUT THIS MODULE

You will learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics and Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You’ll use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders. 

 
WHAT YOU WILL LEARN 

-  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

 
SKILLS ACQUIRED

Digital Marketing KPIs | Data Visualization | Marketing Analytics | Media Planning & Strategies | Analytical Thinking | Presentation Skills | Using Google Ads & Google Analytics 

 
TOPICS

Introduction to Assess for Succes: Marketing Analytics & Measurement | Use metrics from Google Analytics & Google Ads | Measure the success of Marketing Campaigns | Share metrics & insights with Stakeholders

Module 6 - Make the Sale: Build, Launch, and Manage E-commerce Stores
 
ABOUT THIS MODULE

You will explore how businesses and individuals sell products online and go through the process of creating a mock e-commerce store. You will build a Shopify store, add the necessary information, and create product listings. Then, you will explore how to reach customers online through e-commerce customer outreach methods like advertisements and campaigns.

 
WHAT YOU WILL LEARN 

-  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

 
SKILLS ACQUIRED

Using Shopify & Google Ads Platform | E-commerce Strategy | E-commerce trends & seasonality | Website Structure | Fulfillment & Delivery | Optimizing a website & improve sales | Customer Service

 
TOPICS

Introduction to make the Sale | Learn about Online Stores | Ads & Campaigns in e-commerce | Enagage customers with an Online Store

Module 7 - Satisfaction Guaranteed: Develop Customer Loyalty Online
 
ABOUT THIS MODULE

You will 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.

 
WHAT YOU WILL LEARN 

-  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

-  Find, apply for, and prepare for interviews and jobs

-  Put together a portfolio and/or resume to present to employers

 
SKILLS ACQUIRED

Customer Relationship Management (CRM) | Portfolio Preparation | Job Preparedness | E-commerce store Optimization | Managing Client Relationships | Building Customer Loyalty

 
TOPICS

Introduction to Developing Customer Loyalty Online | Analyze trends for an Online Store | Prepare for Jobs in Digital Marketing & E-commerce  | Certificate Review

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Hear from Google's Graduates who paved their path to career success

This certificate provides hands-on practice with the tools and skills that you’ll need to be successful in digital marketing and e-commerce roles.

Elle D

Vice President of Global Business Organisation

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