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Foundations of Digital Marketing and E-commerce
Chapters

1The Digital Marketing and E-commerce Landscape

2Consumer Behavior and Journey Mapping

3Brand, Positioning, and Value Proposition

4Websites, UX, and Conversion Rate Optimization

5Search Engine Optimization (SEO)

6Content Marketing Strategy

7Social Media Marketing

8Paid Media and Performance Marketing

Campaign objectivesAudience targetingBidding strategiesAd creative fundamentalsLanding page alignmentSearch advertisingShopping campaignsDisplay and programmaticPaid social campaignsRemarketing tacticsReach and frequencyBudget pacingAttribution basicsIncrementality testingOptimization cycles

9Email, SMS, and CRM Automation

10Analytics, Measurement, and Attribution

11E-commerce Platforms and Marketplaces

12Merchandising, Catalog, and Pricing

13Checkout, Payments, Fraud, and Tax

14Fulfillment, Logistics, and Customer Service

15Strategy, Planning, and Growth Management

Courses/Foundations of Digital Marketing and E-commerce/Paid Media and Performance Marketing

Paid Media and Performance Marketing

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Plan, launch, and optimize paid search, social, and display to achieve efficient growth.

Content

15 of 15

Optimization cycles

Original version
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