Guía Docente 2023-24
MARKETING A TRAVÉS DE DISPOSITIVOS MÓVILES/MOBILE MARKETING

BASIC DETAILS:

Subject: MARKETING A TRAVÉS DE DISPOSITIVOS MÓVILES/MOBILE MARKETING
Id.: 32742
Programme: GRADUADO EN MARKETING (CA). PLAN 2016 (BOE 12/12/2016)
Module: DIRECCIÓN DE MARKETING
Subject type: OBLIGATORIA
Year: 3 Teaching period: Segundo Cuatrimestre
Credits: 4,5 Total hours: 112,5
Classroom activities: 48 Individual study: 64,5
Main teaching language: Inglés Secondary teaching language: Inglés
Lecturer: Email:

PRESENTATION:

We are living in a mobile-first world in which smartphones are the primary device for searching for information, consulting news, entertaining ourselves and making purchasing decisions. In this new reality, Mobile Marketing emerges as a necessity in any digital marketing strategy.

Mobile Marketing can be defined as a digital marketing strategy aimed at reaching a target audience on their smartphones, tablets or other mobile devices.

The objective of this course is to define mobile users and its needs at every step of the mobile customer journey, to know the different mobile marketing tools and tactics available and to learn how to prioritize them in a omnichannel strategy.

PROFESSIONAL COMPETENCES ACQUIRED IN THE SUBJECT:

General programme competences G01 Capacidad de análisis y síntesis de informaciones obtenidas en diversas fuentes.
G02 Capacidad de organización y planificación del trabajo en el contexto de la mejora continua, de un entorno cambiante y bajo el prisma de la “flexiguridad”.
G03 Capacidad para trabajar en equipo en el ámbito profesional del marketing.
G05 Capacidad de comunicación oral y escrita en contextos académicos y profesionales de la empresa y el marketing, en lengua inglesa.
G06 Capacidad de aplicar los conocimientos adquiridos adaptándolos a las exigencias de cada situación, en el ámbito de la empresa y el marketing.
G07 Habilidad para analizar, buscar y discriminar información proveniente de fuentes diversas, incluida la información digital, evaluando procedencia, derechos de autor y tipología de licencia de uso.
G11 Capacidad de detección, evaluación y explotación de las oportunidades que ofrecen las tecnologías de la información y la tecnología aplicada al marketing.
G14 Capacidad para manejar tecnologías de la información y la comunicación en diferentes ámbitos de actuación de la economía digital.
Specific programme competences E07 Capacidad para llevar a cabo la planificación de marketing digital.
E12 Capacidad para identificar y relacionar la interacción entre los diferentes actores de la economía digital.
E13 Capacidad para llevar a cabo planteamientos de marketing operativo.
Learning outcomes R01 Conocer y Dominar los principales conceptos de Marketing aplicados a las plataformas móviles

PRE-REQUISITES:

Basic knowledge of marketing strategies and market analysis.

SUBJECT PROGRAMME:

Observations:


1. Introduction to Mobile Marketing

2. Mobile-first world

3. Mobile users’ behaviour and needs

4. Mobile Strategy

5. Mobile Marketing Implementation

6. Mobile Advertising

7. Mobile Apps

8. The Future of Mobile

 

Subject contents:

1 - Introduction to Mobile Marketing
2 - Mobile-first world
    2.1 - Mobile ecosystems
    2.2 - Mobile devices
3 - Mobile users’ behaviour and needs
    3.1 - Mobile users
    3.2 - Micro-moments
    3.3 - Mobile customer journey
    3.4 - Mobile engagement
4 - Mobile Strategy
    4.1 - Mobile in the marketing mix
    4.2 - Defining a mobile strategy
    4.3 - Mobile optimization
    4.4 - Mobile SEO
5 - Mobile Marketing Implementation
    5.1 - Mobile Marketing tactics
    5.2 - Geomarketing
    5.3 - Proximity Marketing
    5.4 - SMS Marketing
6 - Mobile Advertising
    6.1 - Mobile advertising models
    6.2 - Mobile ads platforms
    6.3 - Search campaigns
    6.4 - Shopping campaigns
    6.5 - Display campaigns
    6.6 - Video campaigns
7 - Mobile Apps
    7.1 - Mobile Apps definition
    7.2 - App launch strategy
    7.3 - App user acquisition
    7.4 - Push notifications
    7.5 - App metrics
8 - The Future of Mobile
    8.1 - Voice Assistants
    8.2 - Augmented Reality
    8.3 - Internet of Things
    8.4 - 5G technology

Subject planning could be modified due unforeseen circumstances (group performance, availability of resources, changes to academic calendar etc.) and should not, therefore, be considered to be definitive.


TEACHING AND LEARNING METHODOLOGIES AND ACTIVITIES:

Teaching and learning methodologies and activities applied:

Theoretical lessons: Master classes based on theoretical content to explain the basis of each topic, supported by real cases, videos and class discussions.

Practical lessons: Class activities in which practical cases will be solved and commented in class in conjunction with the teacher. In most cases there will be a previous research or preparation required.

Case study: Guided debates in which real-life company cases will be discussed and students will have to come upon with some argued conclusions. These cases can be success or failure cases.

Real company cases: Classes in which a professional of a real company will come to show how the company uses some of the tools explained in the course.

Tutorials: Meetings with the teacher will be available for students to discuss any questions or concerns about any matter of the course.

 

Student work load:

Teaching mode Teaching methods Estimated hours
Classroom activities
Master classes 25
Practical exercises 2
Practical work, exercises, problem-solving etc. 8
Debates 9
Coursework presentations 4
Individual study
Tutorials 3
Individual study 28
Individual coursework preparation 15
Project work 5
Research work 5
Compulsory reading 5,5
Recommended reading 3
Total hours: 112,5

ASSESSMENT SCHEME:

Calculation of final mark:

Group coursework: 15 %
Final exam: 65 %
Portfolio/active participation: 20 %
TOTAL 100 %

*Las observaciones específicas sobre el sistema de evaluación serán comunicadas por escrito a los alumnos al inicio de la materia.

BIBLIOGRAPHY AND DOCUMENTATION:

Basic bibliography:

Specific articles that will be indicated during class.
BROGNARA, Roberto. Revolución Mobile: Los cambios sociales y de marketing producidos por las tecnologías móviles. ESIC, 2016.

Recommended bibliography:

KOTLER, Philip. KARTAJAYA, Hermawan. Marketing 4.0: Moving from Traditional to Digital. Wiley, 2017.
ROWLES, Daniel. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. Kogan Page, 2017.
MONTIEL VALLVÉ, Adrià. El mobile marketing y las apps. Editorial UOC, 2017.
GREENE, R.L. App Marketing: Top Mobile App Monetization and Promotion Strategies. Tru Nobilis Publishing, 2017.
GENADINIK, Alex. Mobile App Marketing And Monetization: How To Promote Mobile Apps Like A Pro. CreateSpace, 2014.

Recommended websites:

Harvard Business Review www.hbr.org
Mobile Marketing Association www.mmaglobal.com
Google Ads Blog www.blog.google/products/ads
Think With Google www.thinkwithgoogle.com
Puro Marketing www.puromarketing.com
Marketing Directo www.marketingdirecto.com
IPMARK www.ipmark.com
Ecommerce Nation www.ecommerce-nation.es
Interactiva Digital www.interactivadigital.com


* Guía Docente sujeta a modificaciones