Microsoft word - iba_mba_mblmktng_courseoutline_ym2012.doc

COURSE TITLE:
MOBILE MARKETING STRATEGIES (MIS-553)
Ms. Yasmin Malik
If students have any specific queries regarding the course, they are welcome to contact

COURSE TARGET AUDIENCE:
MBA students who are interested in learning the dynamics of marketing via the mobile channel
SESSIONS: 2 sessions per week of 90 minutes each
NO OF WEEKS: 14 weeks
COURSE OBJECTIVE:
The mobile platform is becoming a critical component within larger, traditional cross- media marketing campaigns. This course examines the business potential of using the mobile platform for marketing purposes and adopts a practical approach to defining the elements needed to both create and implement successful mobile marketing strategies. Throughout the course, a special focus on the local market - including mobile marketing initiatives taken by local mobile network Operators and companies- will be taken so that students can gain a better understanding of how to adapt their mobile marketing strategies to create long term practical value in their local business environment
PRE-REQUISITE: Strong understanding of marketing principles (required) and
awareness of mobile/wireless technologies would be an advantage (but not
RECOMMENDED BOOKS:
1. “Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology”, Alex Michael and Ben Salter, Butterworth-Heinemann, ISBN-10: 2. “Wireless Horizon- Strategy and Competition in the Worldwide Mobile Marketplace”, Dan Steinbock, Amacom, ISBN-10: 0814407145
3. “The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns”, Kim Dushinski, Cyberage Books, ISBN-10: 091096582X COURSE RESOURCES:

A local case study on mobile marketing strategy implementation Mobile Industry and Telecom Industry reports Articles from the public domain and those written by the Course
GRADING PLAN:
 Mid-term exam + final exam (25% + 35%)  Class participation via Case Studies/Papers/Articles (25%) – you will be graded on the way you present cases/papers/situational analysis etc., your contribution to class discussions, how well you work in a group and your aptitude on the subject  Course Assignment (15%): this will be a written assignment in which you will be asked to assess and analyze the mobile marketing strategy of a real-world company and correlate that strategy to the Pakistan environment – this written assignment must be submitted after the mid-term exams
COURSE OUTLINE/STRUCTURE:
 The business drivers for using mobile technology for marketing, advertising
 Categorization and domain mapping of mobile marketing campaigns  Defining the “Mobile Mindset” for a feasible wireless marketing strategy  The Mobile Marketing Value Chain – in depth analysis and interpretation of the links that comprise the value chain to enable a successful mobile  Factors in the Mobile Marketing Chain that facilitate the development of a mobile marketing eco-system and market environment  The impact of the Mobile Operator on the Value Chain: disintermediation and  Technologies and devices that enable and support the implementation of  Case studies and research papers on successful mobile marketing campaigns in various industry sectors (e.g. aviation, FMGC, financial industry, automobile industry, telecom/IT, education/universities, retail, TV/media, hotel/leisure industry)  Technology challenges in implementing mobile marketing campaigns  The mobile Internet: mobile portals and applications  Measuring results: Tracking metrics/analytics, ROI and loyalty tracking  The role of telecom operators in mobile marketing and associated driving and restraining forces in the telecommunication industry  Correlation of global mobile marketing strategies to Pakistan’s local market  Role of local telecom operators as enablers for mobile marketing in the

Source: http://mba.iba.edu.pk/spring2012/IBA_MBA_MblMktng_CourseOutline_YM2012.pdf