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

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 while showing you some of the best tools and resources used on the job.

Learners who complete the seven courses in this program will be ready 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:

- Understand essential e-commerce strategies and practices

- Explain how to conduct market research and product research

- Set up a mock e-commerce store using Shopify

- Use Google Ads to engage e-commerce customers

- Explain how trends and seasonality affect e-commerce businesses

- Use best practices to create an engaging customer experience online

- Describe the order fulfillment process through checkout, point of sale (POS), shipping, and delivery.

- Optimize a checkout flow for customers

Course 6 of 7 in the Google Digital Marketing & E-commerce Professional Certificate.

What You Will Learn

- Understand essential e-commerce strategies and practices

- Explain what e-commerce stores and platforms are and how they work

- Create an engaging customer experience online using best practices

- Set up a mock e-commerce store using Shopify

Syllabus

WEEK 1

Introduction to make the sale: build, launch, and manage e-commerce stores

You will explore the field of e-commerce and learn about the benefits of selling products online. You’ll study the common terms, tools, roles, and strategies that are used in e-commerce. Then, you’ll learn how to begin an e-commerce project using market research, competitive analysis, target audience identification, product research, product sourcing, and brand strategy.

WEEK 2

Learn about online stores

You will learn about different e-commerce stores, including Shopify. You’ll learn about creating, designing, and optimizing an online store to sell products. Then, you’ll build a mock Shopify store and create product listings for it.

WEEK 3

Ads and campaigns in e-commerce

You will discover how to reach customers online through methods like advertisement campaigns and examine the benefits of online advertising. Then, you’ll explore how seasonality affects e-commerce businesses. Finally, you’ll learn how to optimize an e-commerce marketing strategy to meet campaign goals.

WEEK 4

Engage customers with an online store

You will learn how to engage with customers online. You’ll explore how the online checkout process works and how to entice customers to purchase a product. You’ll also learn how to move customers efficiently through the flow of a Shopify store. You’ll end the course by learning about the importance of creating a successful path to purchase for customers and how the order fulfillment and shipping process works.