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Foundations of Digital Marketing and E-commerce

Build a solid, end-to-end foundation in digital marketing and e-commerce—from understanding the landscape and consumer b...

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Foundations of Digital Marketing and E-commerce

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1. The Digital Marketing and E-commerce Landscape
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Orient to the ecosystems, business models, channels, and metrics that define modern digital commerce.

15 topics (15 versions)

1.1Digital marketing fundamentals

1.2E-commerce business models

1.3DTC vs marketplaces

1.4B2C vs B2B online

1.5Marketing funnel stages

1.6Core channel overview

1.7Key performance metrics

1.8MarTech stack basics

1.9Customer data types

1.10Cookies and privacy shifts

1.11Industry trends and outlook

1.12Roles and team structures

1.13Budgeting fundamentals

1.14Goal setting and KPIs

1.15Benchmark case snapshots

2. Consumer Behavior and Journey Mapping
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Understand customer psychology, needs, and pathways to design frictionless, persuasive journeys.

15 topics (15 versions)

2.1Audience personas

2.2Jobs to be done

2.3Path to purchase

2.4Micro-moments

2.5Touchpoint inventory

2.6Journey stages

2.7Motivations and barriers

2.8Trust and risk signals

2.9Channel preferences

2.10Device behavior patterns

2.11Research methods

2.12Voice of customer

2.13Feedback loops

2.14Journey map creation

2.15Opportunity prioritization

3. Brand, Positioning, and Value Proposition
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Craft a clear brand platform, differentiated positioning, and messages that resonate across channels.

15 topics (15 versions)

3.1Brand platform

3.2Positioning statements

3.3Value proposition design

3.4Messaging pillars

3.5Tone of voice

3.6Visual identity basics

3.7Brand guidelines

3.8Storytelling frameworks

3.9Social proof levers

3.10Category entry points

3.11Competitive analysis

3.12Price positioning

3.13Brand health KPIs

3.14Brand safety standards

3.15Partnerships and co-branding

4. Websites, UX, and Conversion Rate Optimization
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Design high-performing sites and funnels using UX best practices and systematic experimentation.

15 topics (15 versions)

4.1Information architecture

4.2Navigation patterns

4.3Landing page essentials

4.4Forms and lead capture

4.5Product detail pages

4.6Checkout UX patterns

4.7Mobile-first design

4.8Site speed optimization

4.9Accessibility basics

4.10Trust badges and seals

4.11Persuasive design

4.12A/B and multivariate tests

4.13Heatmaps and recordings

4.14Usability testing

4.15CRO roadmap planning

5. Search Engine Optimization (SEO)
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Build durable organic traffic with intent-led research, technical health, and content optimization.

15 topics (15 versions)

5.1Keyword research

5.2Search intent mapping

5.3On-page SEO

5.4Technical SEO

5.5Site architecture

5.6Internal linking

5.7Structured data

5.8Core Web Vitals

5.9Content optimization

5.10Link building

5.11Local SEO

5.12International SEO

5.13SEO tools stack

5.14Rank tracking

5.15SEO governance

6. Content Marketing Strategy
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Plan, produce, and distribute content that attracts, educates, and converts target audiences.

15 topics (15 versions)

6.1Content audit

6.2Audience insights

6.3Editorial calendar

6.4Content formats

6.5Blogging strategy

6.6Video content strategy

6.7User-generated content

6.8Lead magnets

6.9Pillar and cluster model

6.10Distribution channels

6.11SEO-content alignment

6.12Repurposing workflows

6.13Copywriting basics

6.14Visual style guidelines

6.15Content performance

7. Social Media Marketing
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Leverage platforms, communities, and creators to build engagement and drive measurable outcomes.

15 topics (15 versions)

7.1Platform selection

7.2Organic content strategy

7.3Community management

7.4Creator partnerships

7.5Content planning

7.6Social listening

7.7Posting cadence

7.8Engagement tactics

7.9Social commerce

7.10Live and stories

7.11Crisis response

7.12Moderation policies

7.13Social analytics

7.14Paid social overview

7.15Compliance and disclosures

8. Paid Media and Performance Marketing
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Plan, launch, and optimize paid search, social, and display to achieve efficient growth.

15 topics (15 versions)

8.1Campaign objectives

8.2Audience targeting

8.3Bidding strategies

8.4Ad creative fundamentals

8.5Landing page alignment

8.6Search advertising

8.7Shopping campaigns

8.8Display and programmatic

8.9Paid social campaigns

8.10Remarketing tactics

8.11Reach and frequency

8.12Budget pacing

8.13Attribution basics

8.14Incrementality testing

8.15Optimization cycles

9. Email, SMS, and CRM Automation
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Build owned-channel programs that personalize experiences and maximize customer lifetime value.

15 topics (15 versions)

9.1List building

9.2Consent and permissions

9.3Segmentation strategies

9.4Personalization tactics

9.5Template design

9.6Deliverability essentials

9.7Automation workflows

9.8Welcome series

9.9Cart abandonment flows

9.10Post-purchase journeys

9.11Win-back programs

9.12Lifecycle messaging

9.13Email and SMS KPIs

9.14ESP and CDP selection

9.15Regulatory compliance

10. Analytics, Measurement, and Attribution
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Instrument data, build dashboards, and attribute impact to make confident, faster decisions.

15 topics (15 versions)

10.1GA4 implementation

10.2Event and conversion modeling

10.3UTM taxonomy

10.4Dashboards and reports

10.5E-commerce tracking

10.6Funnel analysis

10.7Cohort analysis

10.8Customer lifetime value

10.9CAC and payback

10.10ROAS and MER

10.11Marketing mix modeling

10.12Multi-touch attribution

10.13Experiments and holdouts

10.14Data quality management

10.15Decision frameworks

11. E-commerce Platforms and Marketplaces
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Select, implement, and scale platforms and channels that fit your model and margin goals.

15 topics (15 versions)

11.1Platform selection criteria

11.2Shopify essentials

11.3WooCommerce overview

11.4Adobe Commerce basics

11.5Headless commerce

11.6PIM and DAM basics

11.7Marketplace strategy

11.8Amazon seller fundamentals

11.9Listing optimization

11.10Fees and margin math

11.11Ratings and reviews

11.12Fulfillment models

11.13Marketplace advertising

11.14Channel conflict management

11.15Omnichannel synchronization

12. Merchandising, Catalog, and Pricing
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Structure your catalog, surface the right products, and price intelligently to maximize profit.

15 topics (15 versions)

12.1Assortment planning

12.2Product taxonomy

12.3Attributes and variants

12.4Site search and filters

12.5Bundles and kits

12.6Cross-sell and upsell

12.7Promotions planning

12.8Discount strategy

12.9Dynamic pricing

12.10Price testing

12.11Inventory visibility

12.12PDP enhancements

12.13Ratings and reviews strategy

12.14Seasonal merchandising

12.15Merchandising analytics

13. Checkout, Payments, Fraud, and Tax
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Optimize checkout and payments while managing risk, compliance, and complexity.

15 topics (15 versions)

13.1Checkout flows

13.2Guest checkout vs accounts

13.3Payment methods

13.4Buy now pay later

13.5Mobile wallets

13.6Subscriptions and billing

13.7Fraud prevention

13.8Chargeback management

13.9PCI DSS basics

13.10Taxation and nexus

13.11Invoicing and receipts

13.12Refunds and returns

13.13PSD2 and SCA

13.14Currency and FX

13.15Security best practices

14. Fulfillment, Logistics, and Customer Service
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Deliver reliably and delight customers post-purchase with efficient operations and support.

15 topics (15 versions)

14.1Warehousing models

14.2Pick, pack, ship

14.3Third-party logistics

14.4Shipping options

14.5Delivery speed strategy

14.6Packaging and unboxing

14.7Tracking and notifications

14.8Returns processing

14.9Reverse logistics

14.10Support channels

14.11Service level agreements

14.12Chatbots and self-service

14.13NPS and CSAT

14.14Post-purchase experience

14.15Sustainability in logistics

15. Strategy, Planning, and Growth Management
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Translate insights into roadmaps, budgets, and teams that scale ethical, sustainable growth.

15 topics (15 versions)

15.1Annual planning

15.2OKRs and KPIs

15.3Forecasting and scenarios

15.4Budget allocation

15.5Channel mix modeling

15.6Go-to-market plans

15.7Test-and-learn plans

15.8Growth loops

15.9Referral programs

15.10Loyalty and memberships

15.11Retention strategy

15.12Churn reduction

15.13Roadmap prioritization

15.14Org design and roles

15.15Risk, ethics, and privacy

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Foundations of Digital Marketing and E-commerce

Sections

1. The Digital Marketing and E-commerce Landscape0 views

2. Consumer Behavior and Journey Mapping0 views

3. Brand, Positioning, and Value Proposition0 views

4. Websites, UX, and Conversion Rate Optimization0 views

5. Search Engine Optimization (SEO)0 views

6. Content Marketing Strategy0 views

7. Social Media Marketing0 views

8. Paid Media and Performance Marketing0 views

9. Email, SMS, and CRM Automation0 views

10. Analytics, Measurement, and Attribution0 views

11. E-commerce Platforms and Marketplaces0 views

12. Merchandising, Catalog, and Pricing0 views

13. Checkout, Payments, Fraud, and Tax0 views

14. Fulfillment, Logistics, and Customer Service0 views

15. Strategy, Planning, and Growth Management0 views

Sign in to track your progress

1. The Digital Marketing and E-commerce Landscape
0 views

2. Consumer Behavior and Journey Mapping
0 views

3. Brand, Positioning, and Value Proposition
0 views

4. Websites, UX, and Conversion Rate Optimization
0 views

5. Search Engine Optimization (SEO)
0 views

6. Content Marketing Strategy
0 views

7. Social Media Marketing
0 views

8. Paid Media and Performance Marketing
0 views

9. Email, SMS, and CRM Automation
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10. Analytics, Measurement, and Attribution
0 views

11. E-commerce Platforms and Marketplaces
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12. Merchandising, Catalog, and Pricing
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13. Checkout, Payments, Fraud, and Tax
0 views

14. Fulfillment, Logistics, and Customer Service
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15. Strategy, Planning, and Growth Management
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