Foundations of Digital Marketing and E-commerce Course Syllabus

Overview: This course provides a comprehensive introduction to digital marketing and e-commerce, designed for beginners looking to build foundational skills. Over approximately 10 weeks of part-time study, learners will explore core digital marketing channels, e-commerce operations, data-driven strategies, and complete a capstone project. The curriculum blends theory with practical exercises, preparing learners for entry-level roles in digital marketing and online business management.

Module 1: Digital Marketing Fundamentals

Estimated time: 9 hours

• Core digital marketing channels: SEO, PPC, social media, email
• Marketing funnel awareness stages
• Channel selection strategies
• Content marketing frameworks
• Case Study: Dollar Shave Club launch

Module 2: E-commerce Business Models

Estimated time: 9 hours

• Introduction to B2B, B2C, and D2C models
• Customer journey mapping
• Conversion optimization techniques
• Legal and ethical considerations in digital commerce

Module 3: E-commerce Operations

Estimated time: 9 hours

• Platform comparisons: Shopify vs WooCommerce
• Payment processing solutions
• Inventory management basics
• Hands-on: Build a mock product page

Module 4: Data-Driven Marketing

Estimated time: 6 hours

• Key metrics: CTR, CVR, ROAS
• Google Analytics setup and navigation
• A/B testing fundamentals

Module 5: Campaign Optimization Simulation

Estimated time: 6 hours

• Simulation: Optimize a digital marketing campaign
• Performance measurement using analytics
• Iterative improvement strategies

Module 6: Final Project

Estimated time: 6 hours

• Develop a complete digital marketing plan
• Present an e-commerce strategy
• Submit peer-reviewed assignments

Prerequisites

• Basic computer literacy
• Familiarity with internet navigation
• No prior marketing or coding experience required

What You'll Be Able to Do After

• Identify and apply core digital marketing channels
• Compare and select e-commerce business models
• Map customer journeys and optimize conversions
• Use Google Analytics for performance measurement
• Earn a Google-certified credential to support career advancement