Digital Marketing & E-commerce Course

Digital Marketing & e-Commerce Course

The Digital Marketing & E-commerce course introduces you to the basics of online marketing.

This comprehensive 16-week course covers essential aspects of digital marketing and e-commerce.

Students start by understanding career paths and roles in these fields, distinguishing agency roles from in-house roles.

They learn about creating value and the advantages and challenges of digital marketing.

The course explores the customer journey, marketing funnels, and strategies for driving sales and building brand loyalty.

Students delve into SEM, SEO, and social media marketing, as well as email marketing tactics and analytics.

The course concludes with practical insights into e-commerce, including building and managing online stores, customer loyalty strategies, and optimizing performance metrics.

Digital Marketing & e-Commerce Course: Foundations of Digital Marketing and E-commerce

Week 1: Introduction to Digital Marketing and E-commerce

• Launching your digital marketing or e-commerce career
• Agency roles vs. in-house roles
• Roles and responsibilities in digital marketing and e-commerce
• E-commerce, ecommerce, or eCommerce?
• How digital marketing and e-commerce create value
• Advantages and challenges of digital marketing, Career paths and opportunities in the field

Week 2: The Customer Journey and Marketing Funnel

• The customer journey and journey maps
• What is a touchpoint?
• The marketing funnel
• Transition from traditional to digital marketing funnels
• Measuring success at the top of the funnel
• Reflect on memorable campaigns, The bottom of the funnel: Conversion and loyalty

Week 3: Strategies for Brand Loyalty and Audience Understanding

• Explore: The marketing funnel
• Drive sales and build brand loyalty
• The future of e-commerce
• Reflect on memorable campaigns
• The value of brands for digital marketing
• The elements of a digital marketing strategy, Finding your audience and understanding your customers

Week 4: Setting Goals and Reaching Customers Through SEO

• The difference between business and marketing goals
• How to set SMART goals
• Paid, owned, and earned media
• Attract & reach customers with search engine optimization (SEO)
• Understand the basics of SEO and its importance
• Keyword research and optimization, Beginner SEO terms

Digital Marketing & e-Commerce Course: Attract and Engage Customers with Digital Marketing

Week 5: Search Engine Marketing (SEM) and Paid Ads

• Understand the benefits of SEM
• Common SEM terms
• Common SEM ad formats in Google Ads
• Google Ads bid strategies, How Google Ads works,
• Identify keywords and understand the ad auction
• Google Ads account structure and organization explanation

Week 6: Creating Ads and Optimizing for YouTube & Display

• Creating a Google Ad
• Introduction to display advertising
• How to optimize a responsive display ad for your goals
• Advertise on YouTube, How to create a responsive display ad
• Introduction to video marketing and best practices for video ads
• The importance of video content in today’s digital landscape

Week 7: Social Media Marketing and Engagement Strategies

• The importance of social listening
• Social listening strategies
• Popular social listening tools
• How to use social listening to gain insights
• Social media engagement, How to use YouTube to grow your audience
• How to respond to social media users & social media comments

Digital Marketing & e-Commerce Course: Think Outside the Inbox: Email Marketing

Week 8: Email Marketing Fundamentals

• What is email marketing? Conduct PESTLE and SWOT audits
• Set SMART goals for email campaigns
• Ethical email language & Do’s and don’ts for email marketing
• Types of email marketing: Acquisition emails & Welcome emails
• Types of email marketing: Newsletters
• Types of email marketing: Retention emails

Week 9: Building and Optimizing Email Campaigns

• Identify: Types of email attributes
• Create accessible emails & Build your mailing list
• Segment your mailing list & Segment lists using Constant Contact
• Write effective emails, Helpful tools for effective email marketing
• How to send emails in Mailchimp and HubSpot
• A/B testing for email campaigns: Best practices and tools

Week 10: Measuring Email Marketing Success

• Common email marketing metrics: Open rates, click rates, and conversions
• Set the scene for your email marketing campaign
• Prepare to complete an email marketing campaign
• How did segmentation go?, Revisit campaign performance through data analysis
• Personalization and dynamic content in email marketing
• Analyzing email marketing success and identifying opportunities

Make the Sale: Build, Launch, and Manage E-commerce Stores

Week 11: Getting Started with E-commerce

• What is e-commerce?, The benefits of selling online
• Get to know the basics of e-commerce
• Identify: Basic e-commerce terms
• Essential e-commerce strategies
• Market research and how to get started
• How to do product research and sourcing

Week 12: Building and Managing Your E-commerce Store

• E-commerce platforms and domains
• Introduction to building an e-commerce store
• Add products to WooCommerce store
• Create a product detail page
• Platforms for e-commerce ads
• Using videos in ads, Prepare a Google Shopping campaign

From Likes to Leads: Interact with Customers Online

Week 13: Reducing Cart Abandonment and Improving Checkout Processes

• Introduction to the checkout process
• Common reasons for cart abandonment
• Tips for reducing cart abandonment
• Explore: The e-commerce supply chain
• How to optimize the checkout experience
• Managing and simplifying shipping options for better conversion rates

Week 14: Customer Loyalty and Remarketing Strategies

• Satisfaction Guaranteed: Develop Customer Loyalty Online
• Introduction to customer loyalty programs
• Dynamic remarketing strategies
• Post-purchase follow-up methods
• Survey customers and ask effective questions
• Use customer feedback to improve services and offerings

Satisfaction Guaranteed: Develop Customer Loyalty Online

Week 15: Measuring Success and Improving E-commerce Performance

• Monitor growth and revenue for an e-commerce store
• Identify: Key metrics for monitoring an e-commerce store’s performance
• Use data to improve the performance of an e-commerce store
• Conversion rate optimization techniques
• Optimize product offerings based on data, Retargeting strategies for increasing conversions
• Preparing for seasonal sales and special events

Assess for Success: Marketing Analytics and Measurement

Week 16: Final Review and Analytics

• Marketing analytics skills, Introduction to Google Analytics
• Big data for marketing analytics and automation, Prepare for a cookie-less future in advertising and e-commerce, Work with Google Ads metrics
• Dashboards, scorecards, and reports in Google Ads, Linking Google Ads to Google
• Analytics for insights, Introduction to A/B tests in Google Ads
• ROI and ROAS calculations for marketing projects, Final review: Assessing your digital marketing and e-commerce performance, Presentation and assessment of final projects

Course Completion Certificate

Upon successfully completing the full course syllabus, students will be awarded an official Certificate of Completion.

This certificate will be:

Hosted Online on EaseEarn.com

Each certificate will be linked on our website, where third parties can verify your achievement by clicking the provided link.

Dynamic Hard Copy:

Students will also receive a professionally designed hard copy of the certificate, customized with their details.

This certificate not only showcases your mastery of the course material but also enhances your professional profile with a verifiable credential.

Instruction and Assessment Strategy

Students will be taught in their native language, either in person or through online platforms, ensuring better comprehension and engagement.

After each lecture, students will be assessed on the content from the previous session.

These assessments will take various forms—assignments, multiple-choice quizzes, and true/false questions—designed to reinforce learning and provide a deeper understanding of each student’s progress and needs.

This diverse assessment approach allows for a tailored evaluation of student performance, ensuring that every individual is grasping key concepts effectively.

Conclusion

By the end of this 16-week digital marketing & e-commerce course, learners will gain a complete understanding of the digital marketing landscape.

They will acquire practical skills to plan, execute, and analyze digital marketing campaigns effectively.

This course caters to beginners, providing a solid foundation for a career in digital marketing.

Get ready to start your journey toward becoming a digital marketing professional.