Course Overview

The Google Digital Marketing & E-commerce Certificate is a professional training program designed to prepare learners with the foundational and applied skills needed to succeed in digital marketing and online retail. Through structured modules, the course covers marketing strategy, social media, SEO, analytics, e-commerce platforms, and career readiness, blending theory with real-world application.

Module 1: Introduction to Digital Marketing & E-commerce

This module introduces the fundamentals of digital marketing and the world of e-commerce. Learners will:

• Explore the digital customer journey and the marketing funnel, from awareness to conversion.

• Understand how businesses create digital strategies to connect with customers.

• Learn how to measure performance success in digital campaigns.

• Discover different career paths, roles, and opportunities within digital marketing and e-commerce.
  Skills gained: Fundamentals of marketing, business strategy, digital customer journey mapping.

Module 2: Attracting and Engaging Customers

This module focuses on how businesses bring customers to their brand. Learners will:

• Study SEO basics and advanced methods for optimizing websites to rank in search engines.

• Practice applying SEO techniques such as keyword research, meta descriptions, and content optimization.

• Learn how to run search engine marketing (SEM) campaigns and use display advertising effectively.
  Skills gained: SEO, SEM, online advertising, customer acquisition.

Module 3: Social Media Marketing

Learners dive into how to leverage social platforms for engagement and growth. Topics include:

• The fundamentals of building a social media presence across platforms.

• Developing a social media content strategy aligned with business goals.

• Managing customer engagement, responding to feedback, and building online communities.

• Running paid social media campaigns to increase reach.

• Measuring results using social media analytics and reporting tools.
  Skills gained: Social media strategy, content creation, audience engagement, social media advertising.

Module 4: Email Marketing

This module covers one of the most effective digital marketing tools: email. Learners will:

• Understand the role and benefits of email marketing.

• Differentiate between various types of email campaigns (newsletters, promotions, automated sequences).

• Explore tools for designing and scheduling email campaigns.

• Learn how to analyze open rates, click-through rates, and conversions to refine strategies.
  Skills gained: Email campaign design, marketing automation, email analytics.

Module 5: Marketing Analytics & Measurement

Learners explore how to measure marketing success through analytics. They will:

• Learn about key performance indicators (KPIs) and metrics in marketing.

• Use tools like Google Analytics and Google Ads for tracking.

• Evaluate marketing campaigns and measure ROI (Return on Investment).

• Develop skills to share insights and reports with stakeholders for decision-making.
  Skills gained: Data analytics, Google Analytics, campaign reporting, ROI measurement.

Module 6: E-commerce Foundations

This module introduces the essentials of online stores and retailing. Learners will:

• Understand how e-commerce platforms operate and how customers shop online.

• Explore advertising and campaign strategies tailored for e-commerce.

• Learn methods for engaging customers through product listings, checkout processes, and customer service.

• Study how to build and maintain customer loyalty in digital spaces.

• Use data to analyze shopping trends and consumer behavior.
  Skills gained: E-commerce management, customer engagement, loyalty programs, data-driven decision making.

Module 7: Building an Online Store

This module provides hands-on knowledge of creating and running an online store. Learners will:

• Understand what e-commerce is and why businesses sell online.

• Identify the benefits and challenges of online retail.

• Explore the basics of setting up an online store, from choosing a platform to listing products.

• Learn how to brand an online store to reflect business identity.

• Conduct market research to identify target customers and improve product positioning.
  Skills gained: E-commerce store setup, online branding, market research.

Module 8: Career Preparation & Job Readiness

The final module prepares learners to enter the workforce with confidence. They will:

• Explore different career paths in digital marketing and e-commerce.

• Learn strategies to build a professional portfolio and resume.

• Gain tips on interview preparation and job applications.

• Prepare for roles such as Digital Marketing Specialist, SEO Analyst, E-commerce Coordinator, or Social Media Manager.
  Skills gained: Job readiness, interview preparation, portfolio building, professional communication.

 Key Outcomes

By completing this certificate, learners will be able to:

• Design and execute digital marketing strategies across multiple channels.

• Manage SEO, SEM, social media, and email campaigns.

• Use analytics tools to measure campaign performance and improve ROI.

• Build, brand, and manage an online store.

• Enter the workforce with skills in digital marketing and e-commerce, ready for entry-level roles.