Foundations of Retail Media from Coursera

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.

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.

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

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

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 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.

See salaries and explore the career path for Digital Advertising Specialist

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.

See salaries and explore the career path for Business 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.

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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.

See salaries and explore the career path for Sales 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.

See salaries and explore the career path for Product 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.

See salaries and explore the career path for Operations Manager

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.

See salaries and explore the career path for Public Relations Specialist

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.

See salaries and explore the career path for Content Strategist

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.

See salaries and explore the career path for Digital Marketing 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.

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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.

See salaries and explore the career path for Marketing Consultant

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.

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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.

See salaries and explore the career path for Performance Marketing Manager

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.

See salaries and explore the career path for Social Media Marketer

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.

See salaries and explore the career path for Financial Analyst

Foundations of Retail Media

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