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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/foundations-of-retail-media
课程评论：没有评论
课程名称：零售媒体基础 课程概览：本课程面向数字营销人员、广告专业人士、企业主、营销学生、自由职业者以及寻求全面了解零售媒体和数字广告的第三方企业。随着在线购物在消费者中的普及，零售媒体也越来越受到品牌的欢迎。零售媒体是指在零售商媒体网络上投放的实际广告。希望接触相关受众的第三方企业将从中受益。 课程大纲： 1. **亚马逊广告基础** - 描述：本模块涵盖一般数字营销术语以及亚马逊广告解决方案的基础知识，重点是展示广告。主题包括数字广告概念与亚马逊广告的介绍、展示广告的受众解决方案理解、展示广告活动的测量和在客户旅程中接触受众。 2. **零售媒体** - 描述：本模块提升学员对亚马逊零售项目的熟练度。主题包括区分各种销售合作伙伴、理解亚马逊履行解决方案、通过在亚马逊网站销售来熟悉零售概念，以及浏览 Seller Central 和 Vendor Central 的基础知识。 3. **高级零售媒体** - 描述：本模块深入探讨第二周涵盖的主题，帮助学员将其应用于不同的广告策略。主题包括优化产品详情页面以适应零售要求、通过亚马逊增长杠杆推动品牌可发现性、扩展至国际市场、通过促销培养客户忠诚度，以及利用零售洞察和分析工具进行规划。 4. **学习赞助广告的基础** - 描述：本模块将向您展示如何有效地使用赞助广告。您将学习常用术语、功能和特性，以帮助提高广告效果。 5. **赞助广告的指标、报告和优化** - 描述：分析广告活动的表现是调整和改进未来活动的重要部分。在本模块中，您将了解可用的指标和报告工具，并学习如何使用它们来评估赞助广告活动。接着，您将学习如何对活动进行战略调整，以帮助提升表现，了解哪些洞察最具影响力，以及如何对目标、出价和预算策略进行修改。
Name:Amazon Advertising Foundations
Description: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.
Name:Retail Media
Description: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.
Name:Advanced Retail Media
Description: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.
Name:Learn the fundamentals of Sponsored Ads
Description: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.
Name:Sponsored Ads Metrics, Reporting, and Optimization
Description: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.
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 wil
