本課程是 Google 数字营销和电子商务專業證書專項課程的一部分

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Google Career Certificates

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Google 数字营销和电子商务專業證書Google

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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. 
Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, and helping you build your skills and prepare for the job. 

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

By the end of this course, you will be able to do the following: 
- 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

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第 1 門課程（共 7 門）

Google 数字营销和电子商务

初級

完成時間大約為18 小時

英語（English）

字幕：英語（English）

您將學到的內容有

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

您將獲得的技能

Marketing
Customer loyalty
E-Commerce
Marketing Analytics
Customer Outreach

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 1 門課程（共 7 門）

Google 数字营销和电子商务

初級

完成時間大約為18 小時

英語（English）

字幕：英語（English）

授課教師

授課教師評分

4.88/5 （334 個評分）

Google Career Certificates
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3,811,229 個學生

185 門課程

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Google

Google Career Certificates are part of Grow with Google, an initiative that draws on Google's 20-year history of building products, platforms, and services that help people and businesses grow. Through programs like these, we aim to help everyone– those who make up the workforce of today and the students who will drive the workforce of tomorrow – access the best of Google’s training and tools to grow their skills, careers, and businesses.

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內容評分99%（24,261 個評分）

週

週 1

完成時間為 5 小時

Introduction to foundations of digital marketing and e-commerce

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.

完成時間為 5 小時

13 個視頻（總計 50 分鐘）, 8 個閱讀材料, 2 個測驗

13 個視頻

Welcome to the Google Digital Marketing & E-commerce Certificate7分鐘

Introduction to Course 11分鐘

What are digital marketing and e-commerce? 4分鐘

What do digital marketing and e-commerce specialists do? 3分鐘

Transferable skills for digital marketing and e-commerce5分鐘

Prisha - My path to working in digital marketing4分鐘

Melba - My path to working in e-commerce3分鐘

Andrew - My path to working in digital marketing and e-commerce3分鐘

Launching your digital marketing or e-commerce career4分鐘

Agency roles vs. in-house roles 2分鐘

Zuri - A day in the life of an entry-level digital marketer3分鐘

Jebb - A day in the life of an entry-level e-commerce account manager3分鐘

Wrap-up1分鐘

8 個閱讀材料

Program and Course 1 overview20分鐘

Helpful resources to get started20分鐘

Digital Marketing & E-commerce Certificate glossary20分鐘

Overview of program survey10分鐘

Core skills of digital marketing and e-commerce specialists10分鐘

Roles and responsibilities in digital marketing and e-commerce20分鐘

E-commerce, ecommerce, or eCommerce?20分鐘

Glossary terms from week 110分鐘

2 個練習

Test your knowledge: Careers in digital marketing and e-commerce10分鐘

Weekly challenge 150分鐘

週

週 2

完成時間為 5 小時

The customer journey and the marketing funnel

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.

完成時間為 5 小時

12 個視頻（總計 44 分鐘）, 7 個閱讀材料, 5 個測驗

12 個視頻

Welcome to week 2 1分鐘

How digital marketing and e-commerce create value 3分鐘

Jen - Diversity in digital marketing4分鐘

Janice - Inclusive marketing2分鐘

Xiomara - Inclusive marketing4分鐘

The customer journey and journey maps4分鐘

The marketing funnel 5分鐘

The top of the funnel: Awareness and consideration4分鐘

Measuring success at the top of the funnel 4分鐘

The bottom of the funnel: Conversion and loyalty 3分鐘

Measuring success at the bottom of the funnel 3分鐘

Wrap-up 1分鐘

7 個閱讀材料

Advantages and challenges of digital marketing20分鐘

Inclusive marketing20分鐘

What is a touchpoint?10分鐘

The traditional marketing funnel to the digital marketing funnel20分鐘

Case study: How MERSEA structures its marketing funnel20分鐘

The future of e-commerce20分鐘

Glossary terms from week 220分鐘

5 個練習

Test your knowledge: What digital marketing and e-commerce do for organizations10分鐘

Test your knowledge: The marketing (and sales) funnel10分鐘

Test your knowledge: The marketing funnel12分鐘

Test your knowledge: Drive sales and build brand loyalty10分鐘

Weekly challenge 250分鐘

週

週 3

完成時間為 5 小時

Digital marketing and e-commerce strategy

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.

完成時間為 5 小時

11 個視頻（總計 41 分鐘）, 7 個閱讀材料, 6 個測驗

11 個視頻

Welcome to week 31分鐘

The value of brands for digital marketing 3分鐘

The elements of a digital marketing strategy 4分鐘

Define your marketing goals 4分鐘

Paid, owned, and earned media4分鐘

Attract customers with search engine optimization 4分鐘

Reach customers with search engine marketing 4分鐘

Introduction to social media and email marketing 1分鐘

Social media marketing basics 5分鐘

Build relationships with email marketing3分鐘

Wrap-up1分鐘

7 個閱讀材料

Brand safety20分鐘

Find your audience and understand your customers10分鐘

How to set SMART goals10分鐘

Display advertising10分鐘

Choose the right platforms for your target audience20分鐘

Types of email campaigns10分鐘

Glossary terms from week 320分鐘

6 個練習

Test your knowledge: The value of brands for digital marketing10分鐘

The difference between business and marketing goals15分鐘

Test your knowledge: Build a digital marketing and e-commerce strategy10分鐘

Test your knowledge: Reach customers online12分鐘

Test your knowledge: Engage customers through social media and email marketing10分鐘

Weekly challenge 355分鐘

週

週 4

完成時間為 4 小時

Measure performance success

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.

完成時間為 4 小時

9 個視頻（總計 28 分鐘）, 7 個閱讀材料, 3 個測驗

9 個視頻

Welcome to week 4 1分鐘

Measure progress with performance marketing3分鐘

Working with data 4分鐘

Attribution models for digital marketing4分鐘

Data storytelling basics4分鐘

Prepare for your job search1分鐘

Elle - Build confidence4分鐘

Wrap-up 59

Congrats! What’s coming in Course 21分鐘

7 個閱讀材料

Common metrics for success10分鐘

Data ethics10分鐘

Story structure20分鐘

How to find job opportunities20分鐘

Glossary terms from week 420分鐘

Course 1 glossary20分鐘

Get started on Course 210分鐘

3 個練習

Test your knowledge: Measure marketing performance success8分鐘

Test your knowledge: Use data insights to improve a strategy8分鐘

Weekly challenge 450分鐘

審閱

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來自FOUNDATIONS OF DIGITAL MARKETING AND E-COMMERCE的熱門評論

由 JS 提供2022年5月13日

Very well done and formatted. I really can say I learned a lot and believe it will really be of a great benefit in my career, and my future.

由 TS 提供2022年5月27日

It was a very good foundational course but one really needs to learn more advanced strategies after completing the intro course.

由 GM 提供2022年5月26日

They do a great job covering all of the fundamentals to get you started and a broad idea of the career and all of it's options.

由 TN 提供2022年6月20日

After this course, you know what you will do to start the first step in the marketing journey. They bring not only knowledge but also experience. You may listen many motivation stories of newbie.

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關於 Google 数字营销和电子商务專業證書

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. 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, with a median entry-level salary of $51,000.¹

Throughout this program, you will gain in-demand skills that prepare you for an entry-level job and learn how to use tools and platforms like Canva, Constant Contact, Google Ads, Google Analytics, Hootsuite, HubSpot, Mailchimp, Shopify, and Twitter. You will learn from subject-matter experts at Google and have a chance to build your own portfolio with projects like customer personas and social media calendars to show to potential employers. 75% of Google Career Certificate graduates in the US report seeing a positive impact on their career within six months² Check out all Google Career Certificates here. This program contains no confidential information. All Google Search features taught are publicly available, you can learn more in official Google Search documentation. ¹US Burning Glass Labor Insight Report salary data (median with 0-5 years experience) and job opening data. Data for job roles relevant to featured programs (4/01/2021 - 3/31/22). ²Based on program graduate survey responses, United States, 2021

常見問題

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课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
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我订阅此证书后会得到什么？
您注册课程后，将有权访问证书中的所有课程，并且会在完成作业后获得证书。您的电子证书将添加到您的成就页中，您可以通过该页打印证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
What are digital marketing and e-commerce?
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.
What do digital marketing and e-commerce specialists do?
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.
Why start a career in digital marketing and e-commerce?
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.
Which jobs will this certificate help me prepare for?
By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.
What tools and platforms are taught in the curriculum?
Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.
What background is required?
No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!
Why enroll in the Google Digital Marketing and E-commerce Certificate?
You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.
Do I need to take the course in a certain order?
We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.

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Foundations of Digital Marketing and E-commerce