Google Marketing Digital e E-Commerce Professional Certificate Course Syllabus

A comprehensive, beginner-friendly program designed by Google to equip learners with essential digital marketing and e-commerce skills. This certificate course spans approximately 117 hours of content, divided into seven modules that blend theory with hands-on practice using real-world tools like Google Ads, Google Analytics, Shopify, Mailchimp, Canva, and social media platforms. You’ll explore core marketing concepts, customer engagement strategies, email campaigns, analytics, and e-commerce operations, culminating in career readiness with AI-powered job search support. Ideal for those pursuing roles such as Digital Marketing Specialist, SEO/SEM Analyst, Social Media Coordinator, or E-commerce Associate.

Module 1: Foundations of Digital Marketing and E‑commerce

Estimated time: 24 hours

• Introduction to marketing and e-commerce concepts
• Understanding the marketing funnel
• Mapping the customer journey
• Overview of digital marketing roles and industry expectations

Module 2: Attract and Engage Customers with Digital Marketing

Estimated time: 14 hours

• Developing customer personas
• SEO fundamentals and keyword research
• SEM basics and Google Ads introduction
• Content strategy for audience engagement

Module 3: Interact with Customers Online (Social Media)

Estimated time: 21 hours

• Social media marketing principles
• Campaign planning and content calendar creation
• Engagement techniques and community management
• Social listening and performance analytics

Module 4: Email Marketing

Estimated time: 18 hours

• Email campaign strategy and design
• Copywriting, subject lines, and A/B testing
• Subscriber segmentation and personalization
• Hands-on simulation using Mailchimp or Constant Contact

Module 5: Marketing Analytics & Measurement

Estimated time: 18 hours

• Defining KPIs and campaign goals
• Interpreting data in Google Analytics
• Creating dashboards and performance reports
• Building data stories from analytics insights

Module 6: Build, Launch, and Manage E‑commerce Stores

Estimated time: 16 hours

• E-commerce business fundamentals
• Setting up a Shopify store
• Product listing and inventory management
• Order fulfillment and customer service workflows

Module 7: Develop Customer Loyalty & Launch Job Search with AI

Estimated time: 6 hours

• CRM and customer retention strategies
• Designing loyalty and feedback programs
• Using AI tools (Gemini, NotebookLM) for resume and pitch creation
• Accessing job search resources and Google’s Employer Consortium

Prerequisites

• Basic computer literacy
• Familiarity with internet navigation and common online platforms
• No prior marketing experience required

What You'll Be Able to Do After

• Create and optimize SEO/SEM campaigns using Google Ads and Analytics
• Design and execute social media and email marketing strategies
• Build and manage a fully functional e-commerce store on Shopify
• Analyze marketing performance with data-driven reporting tools
• Develop customer loyalty programs and leverage AI for job search success