Retail Media Course

Lesson 1 • The Retail Media Ecosystem

Maps the key players—retailers, brands, agencies, and technology vendors—and their roles. Clarifies how value flows between ecosystem participants.

Lesson 2 • Why Retail Media Is Growing

Examines the market forces driving retail media's rapid expansion, including data deprecation and margin pressure. Connects macro trends to strategic opportunity.

Lesson 3 • Retail Media vs. Other Channels

Positions retail media relative to paid search, social, and programmatic channels. Helps learners allocate budgets across the full media mix.

Lesson 1 • Emerging and Interactive Formats

Introduces shoppable video, augmented reality, and voice-activated ad units. Prepares students to evaluate new formats as the market evolves.

Lesson 2 • Sponsored Product Ads

Covers keyword-triggered product listings that appear within search results and category pages. Anchors format knowledge in the highest-volume retail media unit.

Lesson 3 • Sponsored Brand and Display Ads

Explains banner, brand-header, and rich-media units that drive awareness above the fold. Connects upper-funnel formats to brand-building objectives.

Lesson 4 • In-Store and Omnichannel Formats

Covers digital screens, shelf-edge displays, and receipt media within physical retail environments. Bridges digital campaign planning with in-store execution.

Lesson 1 • First-Party Retail Data Fundamentals

Explains how transaction, loyalty, and browsing data are collected and structured by retailers. Establishes the data foundation that powers all targeting decisions.

Lesson 2 • Audience Activation and Clean Rooms

Explains how brands activate audiences through data clean rooms and secure matching environments. Connects data strategy to practical campaign execution.

Lesson 3 • Audience Segmentation Strategies

Covers how to build and apply shopper segments based on purchase history, category affinity, and lifecycle stage. Directly enables precise campaign targeting.

Lesson 4 • Data Privacy and Compliance

Addresses consent frameworks, data minimisation, and retailer data governance requirements. Ensures targeting strategies remain compliant with privacy regulations.

Lesson 1 • Audience and Targeting Strategy

Applies segmentation knowledge to select the right audiences for each campaign flight. Translates data strategy into actionable targeting parameters.

Lesson 2 • Creative Strategy and Messaging

Guides the development of ad creative aligned to retail media format specs and shopper intent. Ensures creative decisions support campaign objectives.

Lesson 3 • Campaign Brief and Approval Process

Walks through writing a retail media brief and navigating retailer approval workflows. Prepares students for real-world campaign launch processes.

Lesson 4 • Setting Campaign Objectives

Defines awareness, consideration, conversion, and loyalty objectives within retail media. Aligns campaign goals to measurable KPIs from the outset.

Lesson 1 • Budget Controls and Pacing

Covers daily and lifetime budget caps, pacing settings, and spend velocity management. Prevents budget waste and ensures even delivery throughout a flight.

Lesson 2 • In-Flight Optimisation Tactics

Teaches how to monitor live campaigns and make real-time adjustments to bids, budgets, and targeting. Builds the habit of continuous performance improvement.

Lesson 3 • Campaign Launch and Quality Checks

Details the pre-launch checklist, creative trafficking, and platform approval steps. Ensures campaigns go live correctly and on schedule.

Lesson 4 • Retail Media Platform Interfaces

Orients students to self-serve and managed-service platform dashboards used by major retailers. Reduces ramp-up time when accessing new platforms.

Lesson 1 • Reporting and Dashboard Interpretation

Guides students through reading retailer-provided reports and building custom performance dashboards. Connects raw data to actionable optimisation decisions.

Lesson 2 • Communicating Results to Stakeholders

Covers how to translate campaign data into business narratives for brand and retail partners. Builds the skill of turning metrics into strategic recommendations.

Lesson 3 • Attribution Models in Retail Media

Compares last-click, view-through, and data-driven attribution models used by retail networks. Helps students choose the model that best reflects true campaign impact.

Lesson 4 • Incrementality Testing

Introduces holdout tests and geo-lift studies to measure true incremental sales lift. Moves measurement beyond correlation to causal proof of impact.

Lesson 1 • Evaluating Retail Media Networks

Provides a framework for assessing networks by audience size, data quality, format depth, and measurement rigour. Enables objective network comparison.

Lesson 2 • Retailer Partnership and JBP Integration

Explains how retail media investments connect to joint business planning and trade terms. Aligns media strategy with broader commercial retailer relationships.

Lesson 3 • Multi-Network Budget Allocation

Covers portfolio-level budget distribution across primary, secondary, and emerging networks. Balances scale with diversification across the retail media landscape.

Lesson 4 • Category and Shopper Fit Analysis

Teaches how to match brand category and target shopper profile to the right retail network. Prevents misaligned spend on low-relevance platforms.

Lesson 1 • Cross-Channel Integration

Connects retail media with paid search, social, and programmatic for coordinated messaging. Maximises impact by eliminating siloed channel planning.

Lesson 2 • Scaling and Operationalising Programmes

Addresses team structure, workflow automation, and governance for large-scale retail media programmes. Prepares students to lead enterprise-level retail media operations.

Lesson 3 • Automation and AI-Driven Optimisation

Covers algorithmic bidding, automated creative testing, and AI-powered audience expansion. Enables students to leverage platform automation without losing strategic control.

Lesson 4 • Full-Funnel Retail Media Planning

Integrates awareness, consideration, and conversion tactics into a unified campaign architecture. Moves students from single-format execution to holistic funnel management.