BUSML 4258: eCommerce Digital Advertising
Gain hands-on experience driving sales with a real client and budget on the Amazon eComm platform, while learning about the intersection of advertising and digital commerce.
This hybrid course provides students the opportunity to put their knowledge, skill and principles into practice. In the first half of the semester, students learn about Amazon’s retail business, sponsored ads, programmatic display ads, OTT (over-the-top, aka “streaming” television), and audio ads. In the second half of the semester, students apply the knowledge they obtained in the first half of the semester to a “real-life” client assigned through one of Amazon’s partner agencies and deliver initial strategy and performance overview and evaluation presentations to Amazon Advertising employees, agency representatives and the client. As supported by the course curriculum, students are be required to complete the official Amazon certification in advertising and analysis-based assignments.
Course Objectives
- Understand the basics of and the toolkit for eCommerce advertising
- Gain hands-on experience with the common tools used in eCommerce advertising
- Understand how to critique, track, measure, and create eCommerce advertising campaigns
- Learn to use, experiment with and tabulate eCommerce advertising analytics to formulate an insight-driven campaign proposal
- Obtain the Amazon Advertising certification (can be used in CVs, LinkedIn profiles, etc.)
Questions?
Senior Lecturer
Faculty Director, Consumer Packaged Goods Immersion Program
Faculty Sponsor, Amazon-Fisher Educational Alliance