Singapore University of Social Sciences

Mobile Marketing

Mobile Marketing (MKT557)

Applications Open: 01 April 2022

Applications Close: 31 May 2022

Next Available Intake: July 2022

Course Types: Modular Graduate Course

Language: English

Duration: 6 months

Fees: $1100 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education (ACE), Alumni Continuing Education + (ACE+), Lifelong Learning Credit (L2C), Resilience

Funding: To be confirmed

School/Department: School of Business


Synopsis

There are 5 times as many mobile phones as PC’s in the world and 82% of mobile users consume information and make decisions on their phones4. Mobile marketing allows business to target users with mobile devices such as smartphones or tablets. It also enables marketing campaign tobe personalized based on time and location information. The objective of MKT557 Mobile Marketing is to equip students with mobile marketing skills. Specifically, students will learn the mobile landscape and players, key successful factors in building and promoting a mobile app, the mobile ads network to implement a successful marketing campaign. By the end of the course, the students should be able to plan and design a mobile marketing campaign via websites, email, MS and MMS, social media, and apps to reach, engage and convert targeted customers.

Level: 5
Credit Units: 2.5
Presentation Pattern: Every July

Topics

  • Introduction to mobile landscape in terms of technology, users and players
  • Mobile Apps building, promoting and selling
  • Mobile marketing infrastructure: mobile website, GPS marketing, mobile payment
  • Mobile advertising: mobile CPA networks, mobile gaming, location based marketing, text marketing
  • The mobile activity design and planning
  • The future of mobile marketing

Learning Outcome

  • Create a mobile app that will have good adoption
  • Design a mobile marketing campaign through multi-channels.
  • Assess the mobile ads network and build a right attribution model to trace performance.
  • Formulate a marketing intelligence report with data and market evidences.
  • Propose systematic approach to assist managerial decision making in mobile marketing
  • Integrate mobile marketing with other marketing activities.
  • Combine new technologies (AR/VR) with mobile marketing.
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