Master in International Marketing & Sales Management. Mobile Marketing. Peter Martin Resch, PhD. Course Description

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1 Master in International Marketing & Sales Management Mobile Marketing Credits: Professor: 3 ECTS Peter Martin Resch, PhD. Course Description With the proliferation of mobile technologies and devices, firms of all industries are discovering new and innovative ways to market their products and services to a global audience. In a context of a rapid technological change, fierce competition, changing media consumption patterns and an unprecedented level of customer involvement in the marketing process, the mobile medium presents both significant opportunities and complex challenges to organizations. This intensive course provides a comprehensive introduction to this growing field. After positioning mobile marketing in the overall marketing communication context the course then develops the student s understanding of the key mobile marketing tools and technologies that marketers can use to effectively market their products, brands or services. Course participants will also gain hands on experience on the topic through the in class development of a mobile marketing campaign and a market marking mobile application concept. Course Objectives Upon successful completion of the course, students should have achieved a solid understanding of mobile marketing. Specifically, students should be able to: Define the concept of mobile marketing, and describe its present and future potential as a marketing medium for organizations around the world. Understand the social, behavioral and competitive context in which mobile marketing is becoming a key consideration for an organization s marketing mix. Understand the key aspects, differences and advantages of mobile, mobile optimized and hybrid websites. Understand the fundamentals of mobile app functionality, design, objective and technical aspects. Draw on the various aspects, tools and consideration for mobile advertising Discern the impact of the mobile channel on social media and resulting opportunities for marketers.

2 Employ different mobile search approaches, mobile couponing, QR codes. Understand the functionality, opportunities and challenges of current mobile payment systems. Have a general understanding of key mobile analytics metrics and technologies. Participate in the develop of a mobile marketing campaign. Develop a vision of the future of mobile marketing and its importance in the global business environment. Course Competencies and Assessment Competency Assessment Management of Change (CT1): Students would have the ability to anticipate situations and discover new trends and business opportunities in the market. Integration of new technologies (CG4): Students will be able to develop initiatives to harness the potential of technology in marketing processes. evaluation. Sales Oriented (CE2): At the end of the course students will have obtained knowledge to approach business situations with a very specific salesoriented focus, which will help them to think about solutions and develop ideas with a revenue growth driver. Assessment of verbal contributions to class discussions, evaluation of group project, quizzes, exam evaluation. Group project and presentation evaluation, in class group working evaluation, verbal contributions in class, exam Group project and presentation evaluation, verbal contributions in class, exam evaluation. Required reading (1) Bring your own persona: Rethinking Segmentation for the Digital Consumer. Knowledge@Wharton. October (2) Discussions on digital: Designing the next mobile experience. McKinsey & Company, August (3) Learning from South Korea s mobile retailing boom. McKinsey & Company, June (4) 2016 Global Mobile Consumer Survey US Edition. Deloitte, Additional articles and materials will be distributed by the instructor during the course. Interesting Websites As a requirement of this class, students are asked to follow current mobile marketing news throughout the duration of the course in order to accelerate their immersion into the topic. At the same time, consulting the below listed websites on a daily bases will provide participants with an additional practical context of mobile marketing. A list of interesting websites to consult is provided below: Course Syllabus Mobile Marketing Peter M. Resch 2

3 TEACHING PROCEDURES AND METHODOLOGY Teaching methods used in this course include lectures, class discussion, videos and a significant amount of group work. This course is designed to be intensive, highly interactive and challenging. Active class participation in the course is strongly encouraged. As an integral component of this course, participants apply mobile marketing concepts to the development of a mobile marketing campaign for a fictitious company as well as the development for a concept for a market making mobile application. COURSE EVALUATION Assessment system Weight (%) Final exam 40 Midterm exams Monitoring class activities (cases, discussions, exercises) 40 Course works and presentations Projects Participation 20 Total weight 100% GROUP ACTIVITIES As an integral part of this course, students will work in teams of 3 4 on two separate projects. Project #1: The development of an entire mobile marketing campaign for a fictitious Spanish company (NutriFirst S.A.) intending to enter the mobile age. The objective of this project is to develop a comprehensive, innovative and effective mobile marketing campaign that is feasible given the exact campaign parameters, objectives and limitations (provided by the instructor on the first day of class). Deliverables of this project is an 8 10 pages written proposal as well as a 10 minute creative presentation on the last day of class. Project #2: This less comprehensive project will focus on the concept development of a market making mobile application and business concept related to the sharing economy (see Uber). The objective of the project to develop a concept to bring potential sellers and buyers of a specific service together using a mobile application. Deliverables are a 2 page concept paper and a 5 minute concept presentation on the last day of class. EXAM Course Syllabus Mobile Marketing Peter M. Resch 3

4 The comprehensive written exam will take place on the last day of scheduled classes. The exam will cover the entire range of topics, concepts discussed throughout the course. GRADING PARAMETERS Grading will be on a scale from 0 to 10 where: = Fail = Pass = Good 9 10 = Excellent TENTATIVE COURSE SCHEDULE SESSION Date CONTENT MEANS Introduction to course content, scope and objectives Introduction: The marketing environment in the 21st century Opening exercise: Conceptualizing mobile marketing Technology change and adoption The mobile consumer: Media consumption, choices and preferences, Key marketing concepts and their applicability in the mobile context Misconceptions of mobile marketing Mobile devices, technologies and operating systems Mobile marketing glossary Global mobile marketing statistics Background: The business model Project: Group formation, background briefing NutriFirst S.A; Introduction to market makers Class Discussion Mobile sites and responsive design (mobile site options, mobile design principles, Mobile apps (statistics, app types, value proposition, app building process, specifications, wire framing, native vs. web apps, Android vs. ios) Mobile advertising (objectives, app advertising, ad networks, targeting options, creative options, mobile ad features, ad reporting and analytics) SMS service (types, short codes, app links) examples of mobile advertising Class Discussion Article Review Course Syllabus Mobile Marketing Peter M. Resch 4

5 campaigns In class group project working Mobile Coupons (types, applications, Social media and mobile (statistics, value proposition, using search to inform content themes, social listening tools, social analysis tools) Mobile search (definitions, desktop vs. mobile results, SEO, link building, paid search, pay per click, combining SEO and PPC) Quick Response (QR) codes (adoption rates, generation, applications, adoption, Near field communications (NFC) (Definitions, technologies, applications) Augmented reality (AR) and real world integration (examples, location based services, location check ins) Mobile Payment: systems, challenges : Campaign examples Mobile strategy: Including mobile into the overall marketing strategy (approaches, Mobile analytics (metrics, Google analytics, core reports, multi channel funnels, core reports, tracking code) Legal issues and implications of Mobile Marketing : Mobile analytics and campaigns In class group project working Group project presentations and discussions Final exam Course evaluation and final thoughts Class discussion Article review Discussion Project presentations Exam BIBLIOGRAPHY Hopkins, J. and Turner, J (2012). Go Mobile. John Wiley and Sons. Kotler, P., Kartajaya, H. and Setiawan, I. (2017). Marketing 4.0: Moving From Tradition to Digital. John Wiley and Sons. Meerman Scott, D. (2013). The New Rules of Marketing & PR: How to Use Social Media, Online, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. 4 th edition. John Wiley and Sons. Course Syllabus Mobile Marketing Peter M. Resch 5