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Week 1: Introduction to Foundation of Digital Marketing & E-commerce
Introduction to Foundation of Digital Marketing & E-commerce INTRODUCTION
This is a complete certification course from Coursera for anyone who wants to start working in digital marketing or eCommerce. This guide is an overview of Coursera’s Google Digital Marketing and E-Commerce Certificate program that arms participants with the basic skills to adapt and thrive in such a fast-paced industry.
This week-long experience is a deep dive into a rich learning experience that neurologically anchors insights on the first and foundational topologies of digital marketing. Whether you’re interested in an overview or just beginning, this study guide is your resource for understanding Coursera’s Google Digital Marketing and E-Commerce certificate program.
Learning Objectives
- The broad field of digital marketing and e-commerce entails understanding.
- Understand the basic responsibilities of entry-level functions like digital marketing coordinator or e-commerce analyst.
- Understand how a program prepares a student for employability in digital marketing and e-commerce.
- Learn the skills in demand for digital marketing and e-commerce industries.
Let the journey begin!
TEST YOUR KNOWLEDGE: CAREERS IN DIGITAL MARKETING AND E-COMMERCE
1. Fill in the blank: By the end of this program, learners will have _____ that can help them demonstrate their experience to potential employers.
- paid offers for jobs
- concrete examples of work (Correct)
- templates of work products
- ideas for new projects
Correct: As a result of this program, by the end of it, learners will have concrete illustrations of their work to use in showcasing their expertise and experience to potential employers.
2. How can someone in this program put what they have learned into action?
- By building a personal brand (Correct)
- By scoping a marketing budget
- By choosing a bid strategy
- By leaving comments on digital marketers’ social media pages
Correct: The participants of this course will be applying what they learn in this program by truly molding an identity as a digital marketing or e-commerce specialist-they are building and refining their own personal presentable brand.
3. Fill in the blank: Some marketing roles are _____ positions, meaning a marketer works for a single company to market and sell their products.
- in-house (Correct)
- third-party
- contract
- agency
Correct: Some positions in marketing fall under internal roles. Internal marketing work is where the marketer works in one single company, promoting and selling its products. Thus an in-house Product Marketing Manager at Google probably creates videos and social media content representing and promoting the Google brand.
4. What are the benefits of an in-house marketing role? Select all that apply.
- Gain deep knowledge and expertise in a specific industry. (Correct)
- Develop broad and flexible expertise.
- Get a clear path to promotion.
- Receive a structured schedule.
Correct: A deep insight into a specific company’s products and the industry rests within an in-house marketer, who has been able to develop more than that. However, this comes with more structured work time and a clearer career path since it specializes.
5. What are the benefits of an agency role? Select all that apply.
- Work longer hours.
- Get to know certain skill sets very well. (Correct)
- Collaborate on a variety of initiatives in multiple industries. (Correct)
- Receive unexpected requests.
Correct: Agency work is project-based, which allows marketers in these positions to collaborate on different projects within many industries. It helps develop an adaptable skill set through the working of different clients. Many agencies have their own more specialized areas of practice in marketing such as social media marketing or brand-building; thus, they also require the ability for agency marketers to develop deep expertise in those particular skill sets.
6. Which of the following best describes the skill of analytical thinking and comparing qualities as a digital marketer or e-commerce analyst?
- Collect and organize information to identify patterns, uncover trends, and solve problems. (Correct)
- Communicate insights effectively to engage an audience.
- Seek out answers about people—what they want, how they think, and what motivates them to take action.
- Highlight unique qualities and get customers’ attention in creative ways.
7. What is digital marketing?
- The ability to buy or sell just about anything through computers, tablets, and phones
- The practice of reaching consumers online through digital channels with the aim of turning them into customers (Correct)
- The communication method or platform a business can use to reach their target audience online
- The act of buying and selling goods and services online
Correct: It involves marketing customers through online digital channels to convert them into customers.
8. What digital channels do both digital marketers and e-commerce specialists use? Select all that apply.
- Print marketing
- Ads (Correct)
- Email (Correct)
- Social media (Correct)
Correct: Both digital marketers and e-commerce specialists can channel the same media to interact with consumers via social media, email, or advertisement.
9. Which transferable skills will set a learner up for success in digital marketing and e-commerce? Select all that apply.
- Analytical mindset (Correct)
- Storytelling (Correct)
- Curiosity (Correct)
- Bookkeeping
Correct: Skills picked up in school, however include being able to work with: curiosity, analytical thinking and storytelling to set them up for success in digital marketing as well as e-commerce. Learners would use these skills to know about audiences’ behavior and analyze their data well enough to know what messages would connect with their audiences.
10. Fill in the blank: A learner can shape their public persona as a digital marketing or e-commerce specialist by building their _____.
- list of references
- computer skills
- personal brand (Correct)
- professional specialization
Correct: Personal branding-the cultivation of one’s persona as a digital marketing practitioner or e-commerce specialist-can happen through the showcasing of knowledge and skill through social platforms or a personal website and, thus, furnish proof of competence to a wider audience.
Introduction to Foundation of Digital Marketing & E-commerce WEEKLY CHALLENGE 1
1. What is the term for any communication method or platform a business can use to reach their target audience online?
- Digital channel (Correct)
- Target strategy
- E-commerce
- Online sales
2. What is the practice of reaching consumers online through digital channels with the aim of turning them into customers?
- E-commerce
- Face-to-face marketing
- Digital marketing (Correct)
- Online sales
3. With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?
- You can reach more people.
- You get faster results.
- Your results are easy to measure.
- You can build relationships with customers (Correct)
4. Which of the following statements regarding working in a marketing career is generally true?
- You are typically responsible for a wider range of marketing tasks in a larger business than a smaller business.
- A digital marketing coordinator and e-commerce analyst have exactly the same roles.
- It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis. (Correct)
- Marketing coordinators’ tasks at a company are often disconnected and unrelated.
5. Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?
- Communicate insights effectively to an audience.
- Highlight unique qualities and get customers’ attention in creative ways.
- Seek out answers about people—what they want, how they think, and what motivates them to take action. (Correct)
- Use analytical thinking to collect and organize information to spot patterns and solve problems.
6. What contains your samples of past work and demonstrates relevant work experience?
- Selection
- Index
- Portfolio (Correct)
- Report
7. Which of the following are benefits of working as an in-house marketing employee? Select all that apply.
- Gain knowledge and expertise in a specific industry (Correct)
- Get to know one company and its products (Correct)
- Likely have a clear path to promotion (Correct)
- Collaborate on a variety of initiatives in multiple industries
8. Which of the following are benefits of working in a marketing agency role? Select all that apply.
- Gain deep knowledge and expertise in a specific industry.
- Develop broad and flexible expertise. (Correct)
- Learn certain skill sets very well. (Correct)
- Collaborate on a variety of initiatives in multiple industries. (Correct)
Correct: An algorithm is defined in data analytics as a process or set of rules intended to perform a task or solve a particular problem.
9. Which of the following are typically associate-level roles in digital marketing? Select all that apply.
- Social media specialist (Correct)
- Customer service specialist
- Search engine marketing (SEM) specialist (Correct)
- Search engine optimization (SEO) specialist (Correct)
10. Which of the following are typically job responsibilities for an e-commerce analyst? Select all that apply.
- Execute and monitor loyalty programs. (Correct)
- Use SEO to maximize traffic to the website. (Correct)
- Analyze data from the website or mobile app. (Correct)
- Develop relationships with clients.
11. Digital marketing helps businesses do what? Select all that apply.
- Build trust (Correct)
- Better serve customers (Correct)
- Inspire loyalty (Correct)
- Process online transactions
Correct: Pivottables are, in fact, data summarization tools that allow users to classify, reorganize, group, count, total, or average data for further analysis and producing insights from huge data sets.
12. Fill in the blank: _____ is the buying and selling of goods and services online.
- Digital marketing
- Online marketing
- Digital channel
- E-commerce (Correct)
13. Which of the following best describes the skill of storytelling as a digital marketer or e-commerce analyst?
- Seek out answers about people—what they want, how they think, and what motivates them to take action.
- Collect and organize information to spot patterns, uncover trends, and solve problems.
- Communicate data insights effectively to engage an audience. (Correct)
- Use data insights to adapt to new situations.
14. Which of the following roles is when you work for a single company to market and sell their products?
- Agency
- Staffing firm
- Internship
- In-house (Correct)
15. Fill in the blank: _____ role is when you partner with companies to fill their digital marketing and advertising needs.
- An agency (Correct)
- An internship
- A full-time employment
- An in-house
Correct: Little data has a narrow scope, specificity, and duration, making it less complicated in terms of analysis and interpretation. On the contrary, big data is vast and more generalized, covering a longer length of excerpt and needing more sophisticated tools and techniques for analysis because of its complexity and huge volume.
16. Coordinating marketing activities, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?
- Product manager-level roles
- Account manager-level roles
- Associate-level roles (Correct)
- Strategist-level roles
17. What term refers to the buying and selling of goods and services online?
- Online marketing
- Digital channel
- E-commerce (CORRECT)
- Digital marketing
Correct: Correct
18. With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent?
- You can build relationships with customers.
- It is more cost-effective.
- You can reach more people.
- You get faster results. (CORRECT)
Correct: Correct
19. Which of the following best describes a portfolio?
- It contains a letter outlining your credentials and interest in a job.
- It contains letters of recommendation from past employers.
- It contains your samples of past work and demonstrates relevant work experience. (CORRECT)
- It contains your previous job titles and descriptions chronologically.
Correct: Correct
20. Which of the following roles is when you partner with companies to fill their digital marketing and advertising needs?
- Internship
- In-house
- Full-time employee
- Agency (CORRECT)
Correct: Correct
21. Fill in the blank: _____ is the practice of reaching customers online through digital channels with the aim of turning them into customers.
- E-commerce
- Digital marketing (CORRECT)
- Online sales
- Face-to-face marketing
Correct: Correct
22. With digital marketing, potential customers can take an action the moment they experience the ad. Which advantage of digital marketing does this represent?
- You can reach more people.
- You can build relationships with customers.
- You get faster results. (CORRECT)
- It is more cost-effective.
Correct: Correct
23. Fill in the blank: A _____ contains your samples of past work and demonstrates relevant work experience.
- Report
- Index
- Portfolio (Correct)
- Selection
Correct: Correct
24. Fill in the blank: _____ role is when you work for a single company to market and sell their products.
- An agency
- A staffing firm
- An in-house (CORRECT)
- An internship
Correct: Correct
25. Fill in the blank: _____ is generally cheaper, more convenient, and more accessible than storefront sales.
- E-commerce (CORRECT)
- Digital channel
- Traditional marketing
- Online marketing
26. With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?
- Build relationships with customers (CORRECT)
- Measure results easily
- Create brand recognition
- Get faster results
27. Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?
- Use analytical thinking to collect and organize information to spot patterns and solve problems.
- Communicate insights effectively to an audience.
- Highlight unique qualities and get customers’ attention in creative ways.
- Seek out answers about people—what they want, how they think, and what motivates them to take action. (CORRECT)
28. What is in a portfolio?
- Previous job titles and descriptions chronologically
- A letter outlining your credentials and interest in a job
- Letters of recommendation from past employers
- Samples of past work and relevant work experience (CORRECT)
29. Fill in the blank: _____ role is when you partner with companies to fill their digital marketing and advertising needs.
- A full-time employment
- An agency (CORRECT)
- An in-house
- An internship
30. In a digital marketing role, you may be asked to assist with campaigns, set marketing goals and KPIs, and create customer personas.
- These tasks typically apply to which roles?
- Strategist-level roles
- Product manager-level roles
- Associate-level roles (CORRECT)
- Account manager-level roles
31. As a new associate, you may be asked to analyze data from a website and mobile app, use SEO to maximize website traffic, and execute loyalty programs.
- Who typically fills this role?
- Social media strategist
- E-commerce product manager
- E-commerce analyst (CORRECT)
- Search Engine Marketing (SEM) specialist
32. What is a digital marketing channel?
- A physical storefront
- Any communication method or platform a business can use to reach its target audience online (CORRECT)
- The buying and selling of goods and services online
- The practice of reaching consumers online through digital channels
33. Marketers spend less on online advertising than television, radio, and print media. Digital marketing allows them to serve ads to the right people at the right time.
What advantage of digital marketing does this refer to?
- It delivers faster results.
- It reaches more people.
- It is cost-effective. (CORRECT)
- It helps build relationships.
34. Fill in the blank: A(n)_____ role is when you work for a single company to market and sell their products.
- agency
- in-house (CORRECT)
- internship
- staffing firm
35. Which role allows you to partner with companies to fill their digital marketing and advertising needs?
- Full-time employee
- Agency (CORRECT)
- In-house
- Internship
36. What are typically associate-level roles in digital marketing? Select all that apply.
- Social media specialist (CORRECT)
- Customer service specialist
- Search engine marketing (SEM) specialist (CORRECT)
- Search engine optimization (SEO) specialist (CORRECT)
37. Digital channels like email and social media allow businesses to personalize their communication.
What advantage of digital marketing does this refer to?
- It delivers faster results.
- You can build relationships with customers through direct communication. (CORRECT)
- It is cost-effective.
- It reaches less people.
38. Fill in the blank: It is helpful to specialize in a marketing role that aligns with your _____.
- Strengths (CORRECT)
- weaknesses
- location
- budget
39. What skill helps marketers and analysts to communicate data insights effectively and engage an audience?
- Data storytelling (CORRECT)
- Data maps
- Curiosity
- Analytical thinking
40. Why do companies partner with agencies?
- They want them to work in house
- They don't have in-house marketing teams to fill their digital marketing and advertising needs (CORRECT)
- They don't need marketing
- They want to save space in the office by hiring outside help
41. There are a variety of roles and responsibilities in digital marketing. Which of the following are typical entry-level roles? Select all that apply.
- Account manager.
- Email marketing specialist (CORRECT)
- Digital marketing coordinator (CORRECT)
- Marketing associate (CORRECT)
42. As a new associate, you may be asked to check that customer interactions align with business objectives, and ensure that email ads generate the desired results on a website.
Who typically fills this role?
- E-commerce analyst (CORRECT)
- E-commerce product manager
- Social media strategist
- Search Engine Marketing (SEM) specialist
43. What is the term for any communication method or platform a business can use to reach its target audience online?
- E-commerce
- Online sales
- Target strategy
- Digital channel (CORRECT)
44. There are several advantages of digital marketing. Which of the following applies? Select all that apply.
- It is cost-effective (CORRECT)
- It produces slower results
- It reaches more people (CORRECT)
- It is more convenient than storefront sales (CORRECT)
45. Which statement regarding working in a marketing career is generally true?
- Specializing in a marketing field that aligns with your strengths is not recommended.
- A digital marketing coordinator and e-commerce analyst often share very few of the same skills.
- Marketing coordinators’ tasks at a company are often disconnected and unrelated.
- You are likely responsible for a wider range of marketing tasks in a small business than a large business. (CORRECT)
46. Digital marketers and e-commerce analysts are often curious. What does curiosity enable them to do?
- Highlight unique qualities and get customers’ attention in creative ways.
- Seek out answers about people—what they want, how they think, and what motivates them to take action. (CORRECT)
- Communicate insights effectively to an audience.
- Use analytical thinking to collect and organize information to spot patterns and solve problems.
47. Consider this scenario:
A recent graduate has decided on a career path. They want to work in a role that partners with multiple companies to help achieve their digital marketing and advertising goals.
Which type of role should they consider?
- An internship (CORRECT)
- Full-time employment
- An in-house role
- An agency role
48. Digital marketing enables potential customers to act the moment they experience the ad, such as when a customer clicks on a digital ad to purchase a product. Which advantage of digital marketing does this represent?
- Save money
- Get faster results (CORRECT)
- Build relationships with customers
- Reach more people
49. Which one of the following describes marketing roles?
- Specializing in a marketing field that aligns with your strengths is not recommended.
- You are typically responsible for a wider range of marketing tasks in a large business than a small business.
- A digital marketing coordinator and e-commerce analyst often share similar skills. (CORRECT)
- Marketing coordinators’ tasks at a company are often disconnected and unrelated.
50. What do effective digital marketing or e-commerce candidates often have? Select all that apply.
- A deep understanding of all industries
- A narrow knowledge of fundamentals
- A deep understanding of one or two specific areas (CORRECT)
- A broad knowledge of fundamentals (CORRECT)
51. In an e-commerce role, you may be asked to monitor website analytics, optimize paid advertising campaigns using SEO, and manage an online marketing presence.
These tasks typically apply to which roles?
- Product manager-level roles
- Strategist-level roles
- Account manager-level roles
- Associate-level roles (CORRECT)
52. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.
- Approve and disburse funds for marketing activities
- Analyze data from marketing campaigns (CORRECT)
- Draft social media copy and obtain approvals (CORRECT)
- Follow SEO best practices (CORRECT)
Introduction to foundation of digital marketing and e-commerce CONCLUSION
An all-in-one tour for Google’s Digital Marketing and E-Commerce Certificate will be offered on Coursera for anyone who wants a deeper insight into digital marketing topics.
The guide studies and explores all the concepts in digital marketing fundamentals. If you really want to learn more about Coursera’s Google Digital Marketing and E-Commerce Certification, come and join the learning experience on Coursera today!