Foundations of Retail Media (Coursera)

This course will teach you the basics of of digital advertising, how to execute different advertising strategies, and how to set up campaigns successfully. You’ll learn different approaches to building digital ad campaigns, how to target the right customers, and how to evaluate and optimize the results of a campaign.

What you'll learn

- Basic digital advertising and retail media concepts

- How to set up and manage campaigns to support retail media strategies

- How to leverage sponsored ads and Amazon Stores to create high quality campaigns

Syllabus

Amazon Advertising Foundations

This module covers both general digital marketing terminology as well as the basics of Amazon Ads solutions, with an emphasis on display advertising. Topics include an introduction digital advertising concepts and Amazon Ads, understanding audience solutions for display advertising, measuring display advertising campaigns, and reaching audiences across the customer journey.

Retail Media

This module builds proficiency in Amazon retail programs. Topics include differentiating among types of selling partners, understanding Amazon fulfillment solutions, building familiarity with retail concepts through selling on Amazon.com, and navigating the basics of Seller Central and Vendor Central.

Advanced Retail Media

This module dives deeper on the topics covered in week 2, and will help learners apply them across different advertising strategies. Topics include optimizing product detail pages for retail readiness, driving brand discoverability through Amazon growth levers, expanding to international marketplaces, fostering customer loyalty through promotions, and planning with retail insights and analytic tools.

Learn the fundamentals of Sponsored Ads

This module will show you how to use sponsored ads effectively. You will be introduced to common terms, features, and functionality that you can use to help drive advertising effectiveness.

Sponsored Ads Metrics, Reporting, and Optimization

Analyzing campaign performance is an important part of making adjustments to improve future campaigns. In this module, you'll learn about available metrics and reporting tools and how to use them to assess your sponsored ad campaigns. Then, you'll learn how to make strategic adjustments to your campaign to help improve performance. You will understand what insights are most impactful and how to make changes to your targeting, bidding, and budgeting strategies.