Mobile Marketing

1. Understanding Today’s Mobile Consumer

Learning Objectives - In this module, you will be equipped with insights into consumer behavior in a mobile-first, and you will learn how businesses can leverage this opportunity.
Topics - Smartphone and mobile internet penetration and usage, Investment framework for media - time spent vs ad spend, Frequency and context in a multi-device world, Consumer moments - how marketers can be a companion, Disruptive changes for marketers and consumers.

2. Planning Framework For Mobile Marketing

Learning Objectives - In this module you will learn to create an actionable mobile marketing plan, including activities and relevant success metrics.
Topics - Planning framework for mobile marketing, Aligning business objectives and mobile marketing goals, KPIs and targets, User segmentation, Metrics and dimensions.

3. Designing For Mobile

Learning Objectives - In this module, your learnings will prepare you to direct the creation of mobile-optimized web sites, landing pages and emailers.
Topics - Design specifically for mobile web, Mobile Web homepage and site navigation, Mobile Website search, Mobile Web form entry, Mobile friendly emails.

4. Mobile App Development for Business Decision Makers

Learning Objectives - In this module, you will understand the fundamentals of mobile app development, as a business decision maker.
Topics - Choosing between mobile web and app, The war of the OSs, Whom should you build for - Android, iOS or Windows?, Who can develop your app, Building a Minimum Viable Product (MVP), Platforms and tools.

5. Scaling Your App Business

Learning Objectives - In this module, you will learn to grow the most critical area - your app's user base. You will learn organic as well as paid methods to achieve scale.
Topics - The problem of app discovery, App Store Optimization (ASO), Cross promotion, Driving paid growth, PR for growing your user-base.

6. Mobile Commerce

Learning Objectives - Mobile is increasingly becoming the primary medium on which consumers transact. In this module, you will learn to successfully enable this for your business.
Topics - The State of Mobile Commerce (share, smartphones vs. tablets, iPhones vs. Android), The mobile commerce funnel, Building for conversions, Mobile commerce innovations that you can apply to succeed.

7. Mobile Monetization

Learning Objectives - With the active user base of your app in place, in this module, you will learn how to make sustainable revenues.
Topics - Introduction to monetization models - paid, freemium, In-app purchases (IAP) and advertising,Paid, free or freemium,IAP for games and non-game apps, Ad monetization - formats and ad networks.

8. Measurement, Testing and Optimization, Project Discussion

Learning Objectives - In this module, you will learn how to measure the performance of your mobile marketing, and use the power of data to improve. Topics - Mobile metrics, analytics and platforms, Measuring and optimizing for Customer LIfetime Value (LTV), Project brief and discussion.