MOBILE MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
Students should already be familiar with web sites concepts
The web KPIs such as visit, transformation rate
At the end of the course, the student should be able to:
Understand the mobile market : figures, trends and profiles
Control the applications / sites / PWA differencies and expectations
Understand the applications stores rules
Assimiliate the main mobiles behaviors and marketing specificities
Define the mobile KPI’s
Realise the ergonomics differencies with the web
Create a roadmap
–> Create a small mobile brand strategy
Appraise the performance of a team (LO4A) Convey powerful messages using contemporary presentation techniques (L04C) Predict how business and economic cycles could affect organizational strategy (LO5A) Employ state-of-the-art management techniques (L05C)
The students will have to complete their own mobile strategy for the final exam (groups of x students); time at the end of each session – will be dedicated to group work and Q&A.
The mobile market : figures, trends and profiles
Differencies between applications and sites
Applications stores rules
Mobile Behaviors and features
Mobile KPI’s
Mobile marketing
Use case study
Mobile ergonomics
Innovation
