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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/foundations-of-digital-marketing-and-e-commerce
课程评论：没有评论
课程名称：数字营销与电子商务基础 概述：本课程是Google数字营销与电子商务证书项目的七门课程中的第一门，旨在帮助你掌握申请这些领域初级职位所需的技能。数字营销和电子商务专业人士在帮助组织吸引新客户、通过各种数字渠道与客户互动以及推动交易（如购买和客户忠诚度）方面发挥至关重要的作用。在本课程中，您将探索数字营销和电子商务的入门职位，识别这些职位在组织中所扮演的角色和职能。此外，您还将学习营销漏斗，了解其如何塑造客户旅程。 本课程由在该领域工作的Google员工指导，提供实践活动和模拟常见数字营销与电子商务任务的示例，帮助您建立技能并为求职做好准备。 完成该项目的七门课程后，学习者将能够申请数字营销和电子商务的入门职位。无需任何先前经验。 课程完成后，您将能够： - 定义数字营销和电子商务的领域 - 描述初级数字营销协调员和电子商务分析师（以及类似职称）的工作职责 - 概述该项目如何帮助您为数字营销和电子商务的职业生涯进行准备 - 识别数字营销与电子商务在组织中所发挥的角色和职能 - 理解客户旅程及其地图的功能 - 解释营销漏斗的概念 - 理解数字营销和电子商务策略的要素和目标 课程大纲： 1. 课程介绍与数字营销及电子商务基础 - 学习本课程和整个证书项目的内容，了解Coursera平台、流程和内容类型，并与其他学习者会面。掌握数字营销与电子商务的基本知识、从业者的任务及相关转移技能，并获取进入该领域的职业建议。 2. 客户旅程与营销漏斗 - 学习数字营销和电子商务的角色及其在组织中创造价值的方式，介绍客户旅程和营销漏斗等营销概念。 3. 数字营销与电子商务策略 - 探索数字营销与品牌的关系，研究数字营销策略的要素，包括目标设定、渠道选择和内容规划，并了解常用的渠道和平台，如搜索引擎优化（SEO）、搜索引擎营销（SEM）、展示广告、社交媒体营销和电子邮件营销。 4. 绩效成功衡量 - 学习结果测量的重要性和常用指标，考察数字营销人员与电子商务专家如何利用数据来评估和改善绩效，并通过数据讲述故事。课程最后，您可以参与选修内容，为求职做准备。
Name:Introduction to foundations of digital marketing and e-commerce
Description: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.
Name:The customer journey and the marketing funnel
Description: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.
Name:Digital marketing and e-commerce strategy
Description: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.
Name:Measure performance success
Description: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.
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
