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This course 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. 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 will work with a retailer to create ad campaigns for those digital channels.
Read more
This course 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. 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 will work with a retailer to create ad campaigns for those digital channels.
Read more
This course 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. 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 will work with a retailer to create ad campaigns for those digital channels.
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/vj3gx5/foundations
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What's inside
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.
Read more
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.
Read more
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.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores retail media and digital advertising, which are essential components of modern marketing
Taught by Amazon Ads, who are recognized for their expertise in retail media
Teaches the fundamentals of digital advertising, making it accessible to beginners
Provides a comprehensive overview of Amazon Advertising Foundations and Retail Media
Covers advanced topics such as optimizing product detail pages and expanding into international marketplaces
Requires extensive background knowledge in digital marketing, which may be a barrier for some learners
Save this course
Save Foundations of Retail Media to your list so you can find it easily later:
Save
Save
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Foundations of Retail Media with these
activities:
Review Retail Media Concepts
Show steps
Refreshing your knowledge of retail media basics and Amazon advertising concepts will make it easier to understand the material in the first module.
Show steps
-
Read the course syllabus and review the module 1 overview.
-
Find and review any available external resources on retail media fundamentals.
-
Create a mind map or outline to summarize your understanding of core retail media concepts, such as audience targeting, campaign optimization, and measurement.
Create a Digital Binder of Course Materials
Show steps
Organizing and reviewing course materials in one central location will help you retain information and make studying more efficient.
Show steps
-
Create a digital binder using tools like Google Drive, Dropbox, or Evernote.
-
Upload all relevant course materials, including lecture notes, assignments, and readings.
-
Add additional resources, such as articles, videos, or blog posts.
Explore introductory tutorials on Amazon Ads
Show steps
Review and enhance fundamental concepts of digital advertising and Amazon Ads solutions.
Show steps
-
Identify a reputable platform or resource for Amazon Ads tutorials.
-
Select a tutorial that covers core concepts of Amazon Advertising.
-
Follow the instructions provided in the tutorial.
-
Take notes or summarize the key takeaways from the tutorial.
-
Consider applying what you've learned to a personal or professional project.
Six other activities
Expand to see all activities and additional details
Show all nine activities
Attend an Amazon Advertising Webinar or Conference
Show steps
Attending live events provides opportunities to learn directly from Amazon Advertising experts and connect with other professionals in the field.
Browse courses on
Industry Trends
Show steps
-
Find and register for an upcoming Amazon Advertising webinar or conference.
-
Attend the event and actively participate in discussions.
-
Connect with speakers and other attendees on LinkedIn or other platforms.
Sponsored Ad Campaign Simulations
Show steps
Work through simulations to practice creating and optimizing sponsored ad campaigns. This will familiarize yourself with the campaign interface and decision-making process.
Browse courses on
Sponsored Ads
Show steps
-
Run through the interactive sponsored ad campaign simulator provided by Amazon Ads.
-
Create a simulated campaign budget and experiment with various targeting options and bid strategies.
-
Analyze the results of your simulated campaigns and make adjustments to improve performance.
Create and optimize display ad campaigns
Show steps
Develop practical skills in building and refining display advertising campaigns on Amazon.
Browse courses on
Display Advertising
Show steps
-
Select appropriate target audience and ad formats.
-
Draft compelling ad copy and visuals.
-
Set campaign goals, budgets, and bidding strategies.
-
Monitor campaign performance and make data-driven adjustments.
-
Analyze results and identify areas for improvement.
Develop a Retail Media Whitepaper
Show steps
Creating a whitepaper allows you to synthesize and apply your understanding of retail media marketing strategies, providing valuable practice for implementing these strategies in the field.
Browse courses on
Customer Engagement
Show steps
-
Research best practices and case studies in retail media.
-
Identify a specific industry or niche to focus on.
-
Develop a compelling narrative and structure for your whitepaper.
-
Write and edit your whitepaper, including data, analysis, and actionable insights.
-
Share your whitepaper with peers or industry professionals for feedback.
Contribute to an Open-Source Retail Media Platform
Show steps
Making contributions to open-source retail media platforms allows you to deepen your understanding of the underlying technology and contribute to the broader community.
Browse courses on
Software Development
Show steps
-
Identify a reputable open-source retail media platform to contribute to.
-
Review the project's documentation and contribution guidelines.
-
Find a specific area or functionality to work on.
-
Submit a pull request with your code and documentation changes.
-
Engage with the project maintainers and community to refine your contributions.
Build a Custom Retail Media Strategy for a Real-World Business
Show steps
Gain practical experience by developing a customized retail media strategy for an actual business, putting into practice the principles learned in the course.
Browse courses on
Business Analysis
Show steps
-
Identify a specific business and industry to focus on.
-
Conduct market research and analyze the business's target audience.
-
Develop a comprehensive retail media strategy with specific goals, objectives, and tactics.
-
Present your strategy to the business and gather feedback.
-
Implement and track the results of your strategy.
Review Retail Media Concepts
Show steps
Refreshing your knowledge of retail media basics and Amazon advertising concepts will make it easier to understand the material in the first module.
Show steps
Show steps
Show steps
- Read the course syllabus and review the module 1 overview.
- Find and review any available external resources on retail media fundamentals.
- Create a mind map or outline to summarize your understanding of core retail media concepts, such as audience targeting, campaign optimization, and measurement.
Create a Digital Binder of Course Materials
Show steps
Organizing and reviewing course materials in one central location will help you retain information and make studying more efficient.
Show steps
Show steps
Show steps
- Create a digital binder using tools like Google Drive, Dropbox, or Evernote.
- Upload all relevant course materials, including lecture notes, assignments, and readings.
- Add additional resources, such as articles, videos, or blog posts.
Explore introductory tutorials on Amazon Ads
Show steps
Review and enhance fundamental concepts of digital advertising and Amazon Ads solutions.
Show steps
Show steps
Show steps
- Identify a reputable platform or resource for Amazon Ads tutorials.
- Select a tutorial that covers core concepts of Amazon Advertising.
- Follow the instructions provided in the tutorial.
- Take notes or summarize the key takeaways from the tutorial.
- Consider applying what you've learned to a personal or professional project.
Six other activities
Expand to see all activities and additional details
Show all nine activities
Attend an Amazon Advertising Webinar or Conference
Show steps
Attending live events provides opportunities to learn directly from Amazon Advertising experts and connect with other professionals in the field.
Browse courses on
Industry Trends
Show steps
Show steps
Show steps
- Find and register for an upcoming Amazon Advertising webinar or conference.
- Attend the event and actively participate in discussions.
- Connect with speakers and other attendees on LinkedIn or other platforms.
Sponsored Ad Campaign Simulations
Show steps
Work through simulations to practice creating and optimizing sponsored ad campaigns. This will familiarize yourself with the campaign interface and decision-making process.
Browse courses on
Sponsored Ads
Show steps
Show steps
Show steps
- Run through the interactive sponsored ad campaign simulator provided by Amazon Ads.
- Create a simulated campaign budget and experiment with various targeting options and bid strategies.
- Analyze the results of your simulated campaigns and make adjustments to improve performance.
Create and optimize display ad campaigns
Show steps
Develop practical skills in building and refining display advertising campaigns on Amazon.
Browse courses on
Display Advertising
Show steps
Show steps
Show steps
- Select appropriate target audience and ad formats.
- Draft compelling ad copy and visuals.
- Set campaign goals, budgets, and bidding strategies.
- Monitor campaign performance and make data-driven adjustments.
- Analyze results and identify areas for improvement.
Develop a Retail Media Whitepaper
Show steps
Creating a whitepaper allows you to synthesize and apply your understanding of retail media marketing strategies, providing valuable practice for implementing these strategies in the field.
Browse courses on
Customer Engagement
Show steps
Show steps
Show steps
- Research best practices and case studies in retail media.
- Identify a specific industry or niche to focus on.
- Develop a compelling narrative and structure for your whitepaper.
- Write and edit your whitepaper, including data, analysis, and actionable insights.
- Share your whitepaper with peers or industry professionals for feedback.
Contribute to an Open-Source Retail Media Platform
Show steps
Making contributions to open-source retail media platforms allows you to deepen your understanding of the underlying technology and contribute to the broader community.
Browse courses on
Software Development
Show steps
Show steps
Show steps
- Identify a reputable open-source retail media platform to contribute to.
- Review the project's documentation and contribution guidelines.
- Find a specific area or functionality to work on.
- Submit a pull request with your code and documentation changes.
- Engage with the project maintainers and community to refine your contributions.
Build a Custom Retail Media Strategy for a Real-World Business
Show steps
Gain practical experience by developing a customized retail media strategy for an actual business, putting into practice the principles learned in the course.
Browse courses on
Business Analysis
Show steps
Show steps
Show steps
- Identify a specific business and industry to focus on.
- Conduct market research and analyze the business's target audience.
- Develop a comprehensive retail media strategy with specific goals, objectives, and tactics.
- Present your strategy to the business and gather feedback.
- Implement and track the results of your strategy.
Career center
Learners who complete Foundations of Retail Media will develop knowledge and skills
that may be useful to these careers:
Digital Advertising Specialist
Digital Advertising Specialist
Digital Advertising Specialists are responsible for planning and executing digital advertising campaigns. The Foundations of Retail Media course can help Digital Advertising Specialists better understand how to use digital advertising to reach and engage with retail customers. The course also covers how to measure the performance of digital advertising campaigns.
Business Analyst
Business Analyst
Business Analysts are responsible for analyzing the business needs of a company and developing solutions to meet those needs. The Foundations of Retail Media course can help Business Analysts better understand how to use digital advertising to reach and engage with customers and improve the efficiency of operations.
Data Analyst
Data Analyst
Data Analysts are responsible for collecting and analyzing data to identify trends and patterns. The Foundations of Retail Media course can help Data Analysts better understand how to use digital advertising to reach and engage with customers and understand the impact of advertising on business outcomes.
Sales Manager
Sales Manager
Sales Managers are responsible for managing the sales team of a company. The Foundations of Retail Media course can help Sales Managers better understand how to use digital advertising to reach and engage with customers and drive sales.
Product Manager
Product Manager
Product Managers are responsible for managing the development and marketing of a product. The Foundations of Retail Media course can help Product Managers better understand how to use digital advertising to reach and engage with customers and drive sales.
Operations Manager
Operations Manager
Operations Managers are responsible for managing the day-to-day operations of a company. The Foundations of Retail Media course can help Operations Managers better understand how to use digital advertising to reach and engage with customers and improve the efficiency of operations.
Public Relations Specialist
Public Relations Specialist
Public Relations Specialists are responsible for managing the public relations of a company or organization. The Foundations of Retail Media course can help Public Relations Specialists better understand how to use digital advertising to reach and engage with customers and promote a positive image of a company.
Content Strategist
Content Strategist
Content Strategists are responsible for creating and managing content for websites, social media, and other digital platforms. The Foundations of Retail Media course can help Content Strategists better understand how to create content that is relevant to the needs of retail customers. The course also covers how to use digital advertising to reach and engage with retail customers.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. The Foundations of Retail Media course can help Digital Marketing Managers better understand how to use digital advertising to reach and engage with retail customers. The course also covers how to measure the performance of digital advertising campaigns.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing the brand of a company. The Foundations of Retail Media course can help Brand Managers better understand how to use digital advertising to build and strengthen the brand of a company.
Marketing Consultant
Marketing Consultant
Marketing Consultants provide marketing advice to businesses. The Foundations of Retail Media course can help Marketing Consultants better understand how to use digital advertising to reach and engage with retail customers. The course also covers how to measure the performance of digital advertising campaigns.
eCommerce Manager
eCommerce Manager
Ecommerce Managers are responsible for managing the day-to-day operations of an ecommerce business. The Foundations of Retail Media course can help Ecommerce Managers better understand how to use digital advertising to drive traffic to their websites and increase sales.
Performance Marketing Manager
Performance Marketing Manager
Performance Marketing Managers are responsible for managing the performance of digital marketing campaigns. The Foundations of Retail Media course can help Performance Marketing Managers better understand how to measure the performance of digital advertising campaigns and how to make adjustments to improve performance.
Social Media Marketer
Social Media Marketer
Social Media Marketers are responsible for creating and managing social media campaigns for businesses. The Foundations of Retail Media course can help Social Media Marketers better understand how to use social media to reach and engage with retail customers. The course also covers how to use digital advertising to drive traffic to retail websites.
Financial Analyst
Financial Analyst
Financial Analysts are responsible for analyzing the financial performance of a company and making recommendations on how to improve performance. The Foundations of Retail Media course may be helpful to Financial Analysts who are interested in understanding how digital advertising can impact the financial performance of a company.
For more career information including salaries, visit:
OpenCourser.com/course/vj3gx5/foundations
Reading list
We've selected eight books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Foundations of Retail Media.
Save
Provides a comprehensive overview of e-commerce marketing
Save
Provides a comprehensive overview of Amazon advertising
Teaches you how to use social media marketing effectively
Provides an overview of inbound marketing
Teaches you how to use digital marketing analytics effectively
Save
Helps you understand the psychology of marketing
Provides an overview of data analytics for retail
Great introduction to digital marketing for beginners
For more information about how these books relate to this course, visit:
OpenCourser.com/course/vj3gx5/foundations
Share
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Level
Introductory
Via
Coursera
Institution
Amazon Ads
Instructor
Amazon Ads
Language
English
Good to know
Explores retail media and digital advertising, which are essential components of modern marketing
Taught by Amazon Ads, who are recognized for their expertise in retail media
Teaches the fundamentals of digital advertising, making it accessible to beginners
Provides a comprehensive overview of Amazon Advertising Foundations and Retail Media
Covers advanced topics such as optimizing product detail pages and expanding into international marketplaces
Requires extensive background knowledge in digital marketing, which may be a barrier for some learners
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