Mobile Marketing

Course Description

In the age of smartphones, it is a foregone conclusion that marketing efforts should be accessible on a mobile device. This course offers an introduction to mobile marketing, looking at strategies for reaching target audiences through multiple channels, including websites, email, social media, and mobile apps. With an emphasis on key concepts, definitions, and metrics, the course explores ways that marketers can leverage the unique benefits of mobile devices to drive profitable customer action.

Learning Outcomes

After completing this course, the learner should be able to:

• Define mobile marketing and explain its benefits
• Identify the major types of mobile devices and describe how they are used
• Explain the differences among the marketing efforts of large, medium-sized, and small businesses
• Consider the purposes of mobile marketing regulations
• Examine the key policies, guidelines, and/or organizations in the mobile marketing industry
• Identify various methods for locating mobile users
• Distinguish mobile-dedicated websites from responsive design websites
• Describe the various types of mobile advertisements
• Explain how loyalty programs and mobile coupons can enhance mobile marketing efforts
• Discuss the benefits of location-based services
• Consider how to choose the right mix of mobile marketing channels
• Define key metric categories and explain the use of channel-specific metrics