Media Commerce and Platform Ecosystems

Catalog description

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.