Coursera: Digital Marketing and E-Commerce MODULE 1

What do effective digital marketing or e-commerce candidates often have? Select all that apply.

A deep understanding of one or two specific areas A broad knowledge of fundamentals

You would like to work on different projects and develop a broad set of skills in your next role. Which of the following should you consider?

An agency role

Consider this scenario: A recent graduate enjoys a stable working environment and decides to specialize in a specific industry. They want to avoid unpredictable requests from clients and long working hours. Which type of role should they consider?

An in-house role

As a digital marketer or e-commerce analyst, you often collect and organize information to identify patterns, uncover trends, and solve problems. Which skill does this refer to?

Analytical thinking

What is a digital marketing channel?

Any communication method or platform a business can use to reach its target audience online

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?

Associate-level roles

Account manager

Build and maintain client relationships Ensure the timely and successful delivery of advertising solutions based on customer needs and objectives Clearly communicate the progress of initiatives to internal and external stakeholders Forecast and monitor key account metrics

How can someone in this program put what they have learned into action?

By building a personal brand

E-commerce product manager

Conduct market research Develop a product strategy for an e-commerce business based on analytics Define website and mobile app functionality, and deliver an optimal user experience for both Understand business objectives and coordinate efforts to increase sales

Digital marketing coordinator

Coordinate marketing activities and initiatives Identify target audiences through research Run campaigns Monitor metrics to evaluate trends

Email marketing specialist

Create email marketing campaigns to promote products or services Create an archive of emails for lead generation Purge non-deliverable and unsubscribed email addresses Use metrics to monitor the performance of email campaigns

What digital channels do both digital marketers and e-commerce specialists use? Select all that apply.

Email, social media, ads

What are the advantages of an in-house digital marketing role?

Deep knowledge and expertise in a specific industry

E-commerce specialist

Develop and run campaigns to increase digital sales as part of an overall digital marketing strategy Optimize paid advertising campaigns using SEO and other tools Manage an online marketing presence, including social media platforms Monitor metrics for spikes in website traffic or sales

Search Engine Optimization (SEO) specialist

Develop optimization strategies to improve search rankings Implement keywords for SEO Monitor metrics to understand SEO performance Update links for optimization of search rankings

Social media specialist

Develop, implement, and manage a social media marketing strategy Collaborate with sales and marketing teams on social media campaigns Create content to build customer connections and increase brand awareness Monitor metrics in social media campaigns for customer engagement and content optimization insights

A business owner wants to find new consumers for their clothing store. They plan to use social media to turn them into customers. What is this practice known as?

Digital marketing

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

What are the benefits of an agency role? Select two.

Get to know certain skill sets very well. Collaborate on a variety of initiatives in multiple industries.

Search Engine Marketing (SEM) specialist

Identify customer personas to enable marketing to identified audiences Perform research on keywords for SEO and Pay Per Click (PPC) ads Monitor metrics to optimize paid search performance Identify and monitor key performance indicators (KPIs) for SEM

E-commerce analyst

Implement e-commerce strategies to support business goals Set e-commerce goals and key performance indicators (KPIs) for key attributes like audience, acquisition, behavior, and conversions Monitor and analyze e-commerce metrics Leverage e-commerce data for operational insights

Which of the following statements regarding working in a marketing career is generally true?

It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis.

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?

It is more cost-effective

Social media strategist

Manage and oversee social media content Measure the success of social media campaigns Monitor and analyze metrics to recommend effective content optimization solutions Network with industry professionals and influencers using social media

Digital marketing manager

Plan and execute digital marketing, including SEO/SEM, email, social media, and display advertising campaigns Measure and report performance and return on investment (ROI) for digital marketing Plan, execute, and evaluate A/B tests and experiments Evaluate and improve the end-to-end customer experience across multiple channels and customer touchpoints

Marketing associate

Prepare reports on marketing and sales metrics Collect and analyze customer behavior metrics, such as web traffic and search rankings Coordinate with marketing teams to generate digital advertising materials Assist with ongoing marketing campaigns

Which transferable skills will set a learner up for success in digital marketing and e-commerce? Select all that apply.

Storytelling, analytical mindset, curiosity

What is digital marketing?

The practice of reaching consumers online through digital channels with the aim of turning them into customers

By the end of this program, learners will have _____ that can help them demonstrate their experience to potential employers.

concrete examples of work

Some marketing roles are _____ positions, meaning a marketer works for a single company to market and sell their products.

in-house