A short overview of an online course on digital advertising for online retail platforms.
As online shopping has grown in popularity with consumers, retail media has become more popular with brands. The term ‘retail media’ refers to the actual advertising placed on a retailer’s media network. Third-party businesses that look to reach relevant audiences work with a retailer to create ad campaigns for those digital channels. This course, Foundations of Retail Media is targeted towards digital marketers, advertising professionals, business owners, marketing students, freelancers, and third-party businesses seeking a comprehensive understanding of retail media and digital advertising. It teaches different approaches to building digital ad campaigns, how to target the right customers, and how to evaluate and optimise the results of a campaign.
MODULE 1: 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 to digital advertising concepts and Amazon Ads, understanding audience solutions for display advertising, measuring display advertising campaigns, and reaching audiences across the customer journey. It also teaches students to reach audiences for loyalty by leveraging first-party customer data to create personalised marketing strategies.
Duration: 4 hours
Videos: 4
Readings: 1
Quizzes: 1
MODULE 2: RETAIL MEDIA
This module builds proficiency in Amazon retail programs, equipping students with the knowledge and skills needed to effectively sell on the platform. Topics covered include differentiating among types of selling partners, such as third-party sellers, vendors, and direct sellers, and understanding the various Amazon fulfilment solutions like Fulfilment by Amazon (FBA) and Seller Fulfilled Prime. Learners will also build familiarity with key retail concepts through practical experience of selling on Amazon.com.
Duration: 2 hours
Videos: 0
Readings: 0
Quizzes: 1
MODULE 3: ADVANCED RETAIL MEDIA
This module dives deeper into the topics covered in the older modules and aims to help learners apply those lessons across different advertising strategies. Students learn how to optimise product detail pages for retail readiness, drive brand discoverability through Amazon growth levers, expand to international marketplaces, foster customer loyalty through promotions, and plan with retail insights and analytic tools. Moreover, this module equips learners to measure overall retail performance and use it to discover new growth opportunities and drive strategies.
Duration: 3 hours
Videos: 0
Readings: 0
Quizzes: 1
MODULE 4: LEARN THE FUNDAMENTALS OF SPONSORED ADS
This module demonstrates how to use sponsored ads effectively. Learners will be acquainted with common terms, features, and functionality that they can use to help drive advertising effectiveness. Step-by-step tutorials are provided to teach learners about the intricacies of buying sponsored ads, including selecting appropriate targeting methods such as keyword and product targeting, setting budgets and durations, and implementing bidding strategies to optimise ad placement and cost-effectiveness. The module guides them through the process of building a campaign from scratch.
Duration: 3 hours
Videos: 1
Readings: 0
Quizzes: 1
MODULE 5: SPONSORED ADS METRICS, REPORTING, AND OPTIMISATION
The final module highlights the significance of analysing campaign performance, a vital part of making adjustments to enhance future campaigns. Learners are introduced to available metrics and reporting tools and how to use them to assess their brand’s sponsored ad campaigns. Additionally, students learn how to improve retail performance through strategic adjustments (targeting, bidding and budgeting) to their ad campaign. Finally, students master the art of campaign analysis and optimisation, which equips them to refine their advertising strategies.
Duration: 2 hours
Videos: 0
Readings: 0
Quizzes: 1
COURSE OVERVIEW
Platform: Coursera
Duration: 16 hours
Difficulty: Beginner
Flexibility: Self-paced
