Media Commerce and Platform Ecosystems
Prerequisites: Restricted to students in the Digital Advertising MS program.
This interactive, hands-on, strategy-meets-execution course is designed to prepare you to plan and operate advertising and content programs inside commerce and platform ecosystems, where media exposure and point of sale are increasingly inseparable. Students will learn a strategic overview of retail media networks, social commerce, and live commerce and practice the operational skills needed to drive measurable outcomes, including product visibility, add-to-cart, conversion, and revenue. The course moves beyond traditional ad metrics (clicks and impressions) to focus on commerce-ready creative, product data and merchandising fundamentals, shopper journey design, and performance measurement within online retail and social environments.
Outcomes: Explain how commerce and platform ecosystems work; Plan commerce-first strategies based on shopper insights; Develop commerce-ready creative and content systems; Operate shopping and retail media campaigns; Measure performance using commerce metrics; Present professional commerce recommendations.
This interactive, hands-on, strategy-meets-execution course is designed to prepare you to plan and operate advertising and content programs inside commerce and platform ecosystems, where media exposure and point of sale are increasingly inseparable. Students will learn a strategic overview of retail media networks, social commerce, and live commerce and practice the operational skills needed to drive measurable outcomes, including product visibility, add-to-cart, conversion, and revenue. The course moves beyond traditional ad metrics (clicks and impressions) to focus on commerce-ready creative, product data and merchandising fundamentals, shopper journey design, and performance measurement within online retail and social environments.
Outcomes: Explain how commerce and platform ecosystems work; Plan commerce-first strategies based on shopper insights; Develop commerce-ready creative and content systems; Operate shopping and retail media campaigns; Measure performance using commerce metrics; Present professional commerce recommendations.