Marketing Strategy for a Mobile World - Spring 16

Your customers are mobile. That means you need to be mobile. To do that, you need a plan, and that’s what this course will provide. By looking at a set of interrelated building blocks, from market data to the competitive landscape to organizational and audience insights, this course will prepare you to market effectively in an increasingly mobile-centric world. 

Starting with the dramatic adoption of smartphones worldwide, we will examine the key trends that are making mobile the fastest-growing marketing channel. The course will also take a step-by-step approach to developing a comprehensive mobile strategy. That includes dedicated sessions on how to gather, synthesize, and apply meaningful data about competitors, your own organization, and your audience. We’ll look at the essential elements of a mobile strategy framework and detail a set of conceptual tools that will help you begin to formulate your approach to mobile marketing. We’ll illustrate some of these concepts with specific examples of successes and failures, dos and don’ts. In addition, we’ll look at key partners and external resources that are often integral to executing a mobile strategy. This will include platforms (from the established “Big Four”—Amazon, Apple, Facebook, and Google—to the emerging advertising and data stack) and also mobile carriers, service providers, and research tools such as comScore and Nielsen. Throughout, the focus will be on guidelines and best practices that will help ensure effective strategy execution.