Mobile Marketing (5ECTS)

Learning outcomes

• 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

Prerequisites

Calculus

Teaching methods

This course is 100% virtual, thanks to the comprehensive tutorial videos and content prepared for this course.

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

Location and time

Course can be done in own pace in course environment.

Learning materials and recommended literature

Lecture slides, tutorial videos, quizzes and exercises can be find in study environment.

Alternative completion methods of implementation

N/A

Internship and working life connections

N/A

Exam dates and retake possibilities

Online.

International connections

N/A

Student workload

- Tutorial Videos
- Exercise
- Quiz
- Project
- Self-study

Content scheduling

Up to student her-/himself.

Assessment methods and criteria

Exercise 30%
Quiz 20%
Project 30%
Essay 20%

Evaluation scale

Hyväksytty/Hylätty

Assessment criteria, approved/failed

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