This is the first of seven courses in the Google Digital Marketing & E-commerce Certificate, which will equip you with the skills you need to apply to entry-level roles in these fields. People who work in digital marketing and e-commerce help their organizations attract new customers, engage customers through various digital channels, and drive transactions like purchases and customer loyalty. 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.
Foundations of Digital Marketing and E-commerce
Give your career the gift of Coursera Plus with $160 off, billed annually. Save today.
Foundations of Digital Marketing and E-commerce
This course is part of Google Digital Marketing & E-commerce Professional Certificate
Instructor: Google Career Certificates
Top Instructor
1,106,576 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.8
(23,806 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 17 hours
Learn at your own pace
99%
Most learners liked this course
What you'll learn
Define the fields of digital marketing and e-commerce
Describe the job responsibilities of an entry-level digital marketer and e-commerce specialist
Explain the concept of a marketing funnel
Understand the elements and goals of a digital marketing and e-commerce strategy
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
7 quizzes, 9 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your Marketing expertise
This course is part of the Google Digital Marketing & E-commerce Professional Certificate
When you enroll in this course, you'll also be enrolled in this Professional Certificate.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate from Google
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 4 modules in this course
You’ll find out what’s in store for Course 1 and the whole certificate program. You’ll also learn about the Coursera platform, procedures, and content types, and meet other learners in the program. Then, you’ll learn about digital marketing and e-commerce basics, the tasks that people who work in these fields do, and the transferable skills you might already have. Finally, you’ll get some tips for embarking on careers in this field.
What's included
14 videos8 readings2 quizzes2 plugins
You will learn what digital marketing and e-commerce roles and departments do within organizations and how they create value. You’ll also be introduced to marketing concepts, like the customer journey and the marketing funnel, that form the basis for much of what these roles do.
What's included
12 videos7 readings1 quiz4 assignments1 plugin
You will explore the relationship between digital marketing and branding, and how businesses can leverage both to be successful. You’ll investigate the elements of a digital marketing strategy, including goal setting, channel selection, and content planning. Then you’ll learn about commonly used channels and platforms, like search engine optimization (SEO), search engine marketing (SEM), display advertising, social media marketing, and email marketing.
What's included
11 videos7 readings3 quizzes3 assignments1 plugin
You will learn the importance of measuring results and common metrics to track. You’ll also examine how digital marketers and e-commerce specialists use data to assess and improve performance and tell stories with data. You’ll end the course by participating in optional content if you’re interested in preparing for a job search.
What's included
9 videos8 readings1 quiz2 assignments1 plugin
Instructor
Instructor ratings
4.8 (8,361 ratings)Offered by
Recommended if you're interested in Marketing
University of Pennsylvania
Coursera Instructor Network
Digital Marketing Institute
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Learner reviews
Showing 3 of 23806
4.8
23,806 reviews
- 5 stars
86.42%
- 4 stars
11.23%
- 3 stars
1.44%
- 2 stars
0.34%
- 1 star
0.54%
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Digital marketing is about connecting people and brands online. Digital marketing uses social media, 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 refers to 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 specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.
During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.