Course Description

With over two thirds of the US adult population making a smart phone an extension of their body it's not a matter of whether one needs to master mobile marketing…it's a matter of how quickly you can get up to speed. This fast moving and intensive course will guide you through the key considerations and tools necessary when developing and driving a mobile strategy as a key part of your digital marketing arsenal. You will learn:

  • Overview of mobile systems, platforms and processes
  • Developing a strategy, and planning for mobile: understanding what mobile is great for and what its limitations are
  • How to determine the way your market is using mobile and where the opportunities lie
  • What you need to know about mobile ad formats and branding on mobile: how to communicate brand values and emotion via mobile
  • Creating customer experiences that reflect your brand and that subscribers enjoy
  • Messaging for mobile and developing push and pull programs and strategies for driving customers to accept location
  • Banners vs video on mobile and how to use native and instream ads effectively
  • Mobile coupons: what works best and when
  • Moving beyond banner ads and text messaging to real time digital experiences
  • Best practices in mobile web development, sites, mobile apps and responsive design
  • Combining mobile with your other
  • Channels: integration and cross marketing opportunities
  • Budgeting for mobile: How to estimate your costs related to mobile
  • Location based marketing: the art and science of geotargeting, geofencing and beaconing Guerilla marketing with mobile
  • Mobile payments: understand the emerging landscape and the implications on your business
  • Mobile marketing analytics and developing relevant and realistic KPI's for mobile
  • Privacy laws and emerging standards in mobile marketing


Students should bring a laptop and smartphone to class

This course can be take individually or as an elective in the Digital Analytics & Insights Program or the Digital Marketing Program.  

Applies Towards the Following Certificates

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