Mobile MarketingLaajuus (5 ECTS)

Objective

• Understand the fundamentals of Mobile Marketing
• Develop the mobile marketing strategy
• Learn about different types of mobile marketing campaigns
• Learn how mobile business and apps work
• Understand the mobile user and consumer
• Orient the social media strategy to mobile devices.
• Develop the ASO and Growth Mobile strategy for M-Commerce
• Follow up mobile strategy through mobile analytics and optimize results

Content

1. Fundamentals of Mobile Marketing
Introduction and Background - Why Mobile Marketing? - Mobile As An Advertising Tool - Mobile Strategic Plan: SoLoMo Strategy - Push And Pull Campaigns

2. Mobile Marketing Strategies
Mobile-friendly Design (Responsive) - Mobile Advertising Formats - Location-Based Marketing (Local listings) - Social Media Ads - Email Marketing - SMS Marketing - Proximity Marketing - Mobile Apps - Voice Search Optimization

3. Types of Mobile Marketing Campaigns
Awareness Campaigns - Promotional Campaigns -Transactional Campaigns - Onboarding Campaigns - Opt-in Campaigns - Triggered Campaigns - Dynamic Content Campaigns - Activity Campaigns - Upsell Campaigns - Location-based Campaigns

4. Mobile Marketing and Apps
Micro-Moments App-oriented Content - Business Models in Applications - App Promotion - Mobile Operating Systems - ASO (App Store Optimization) - Mobile App Growth Strategy

5. M-Commerce
Introduction To Mobile Commerce - Mobile E-Commerce Payments - Security Systems - Mobile Business - Mobile Shopping

6. Mobile Marketing Metrics and Analytics
Introduction to Mobile Analytics - Google Analytics Mobile - Mobile Analytics vs. Web Analytics - Mobile Marketing Metrics

Qualifications

Calculus

Assessment criteria, approved/failed

The student will pass this course after submitting the required quizzes, assignments, and the final project.