Harvard University
Exercising Leadership: Foundational Principles
4.71,590 ratingsMobilize people to tackle tough problems and build the capacity to thrive through the dangers of change
Overview
This is the first of eight 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
Syllabus 4
- Introduction to foundations of digital marketing and e-commerce 3.5 hours
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 t…
- The customer journey and the marketing funnel 3.5 hours
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.
- Digital marketing and e-commerce strategy 3.5 hours
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 ch…
- Measure performance success 2.5 hours
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…
Skills you'll practise
Advantages and disadvantages
Advantages
- Structured courses with graded quizzes, assignments and deadlines you can reset.
- A shareable certificate from the university or company when you pay.
- Financial aid is often approved for students in India (apply 15 days before you need it).
- From Google, a well-regarded name.
- Rated 4.8 out of 5 by 31,957 learners.
- Self-paced: start any time.
- A clear syllabus (4 parts) you can see before you start.
Disadvantages
- Paid after a 7-day free trial (Coursera Plus or per course).
- Some courses can be audited for free, but graded work and certificates need payment.
Some points apply to every course of this kind; see how we rank.
This course is paid. Here is how to take it for free
- Free trials: You can start a 7-day free trial for many individual courses, Specializations, or a Coursera Plus subscription to test full course features. Cancel before the seventh day if you do not want to be charged.
- Financial aid: If you cannot afford the fee for a certificate, you can apply for financial aid through the link on the course home page by filling out an application about your background and goals.
Taught by
- Google Career Certificates
Google is in Tier 2: excellent universities and the companies that build the technology of our institution ranking (88/100). They build what they teach.
Similar courses
Harvard University
CS50's Introduction to Computer Science
An introduction to the intellectual enterprises of computer science and the art of programming.
Harvard University
CS50's Introduction to Programming with Python
An introduction to programming using Python, a popular language for general-purpose programming, data science, web programming, and more.
Computer Science for Business Leaders, March 2016
A 2-day, in-person Professional Development Program at Harvard Division of Continuing Education. Slides at https://docs.google.com/presentation/d/1e7LNtfdK42BDOcJBIB1eMw2QbQFg-7tlio1OCI6ldnE/edit?usp=sharing. Register at http://www.dce.harvard.edu/professional/programs/computer-science-business-lea…
Computer Science for Business Leaders - July 2016
In today’s digital economy, the demand for business managers with a comprehensive understanding of how technology systems work is skyrocketing. As the digital landscape rapidly evolves, executives who can apply high-level technology concepts and methods to complex business challenges—and join in th…
Columbia University
Introduction to Corporate Finance
4.687 ratingsLearn key financial concepts for evaluating and valuing investment opportunities, including how to value stocks and bonds.