Google Digital Marketing & E-commerce Professional Certificate Course Syllabus

Full curriculum breakdown — modules, lessons, estimated time, and outcomes.

Overview: This comprehensive program from Google, available on Coursera, is designed for beginners seeking to launch a career in digital marketing and e-commerce. With approximately 113 hours of content, the course blends foundational theory with hands-on practice using real-world tools like Google Ads, Analytics, Shopify, and Mailchimp. Learners will progress through seven modules covering core digital marketing strategies, customer engagement, analytics, and e-commerce operations, culminating in career development activities. The curriculum is employer-aligned and includes practical projects to build job-ready skills.

Module 1: Foundations of Digital Marketing & E-commerce

Estimated time: 12 hours

Digital marketing basics
E-commerce overview
Career paths in digital marketing
Marketing funnels and strategy

Module 2: Attract & Engage Customers

Estimated time: 14 hours

SEO fundamentals and keyword research
SEM and search engine ranking
Keyword strategies
Content optimization for search

Module 3: Interact with Customers Online

Estimated time: 21 hours

Social media marketing
Campaign planning and execution
Content calendars
Engagement and performance analytics

Module 4: Email Marketing

Estimated time: 18 hours

Effective email campaign creation
Subject line optimization
Customer segmentation
A/B testing in email

Module 5: Marketing Analytics & Measurement

Estimated time: 18 hours

KPIs and performance metrics
Google Analytics and Google Ads
Data visualization and reporting
Conducting A/B tests

Module 6: Build & Manage E-commerce Stores

Estimated time: 15 hours

E-commerce setup and platforms
Shopify store creation
Product listings and inventory
Order fulfillment processes

Module 7: Develop Customer Loyalty & AI Job Search