MOBILE MARKETING
Année du cours : 3 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1 ou S2
Students should already be familiar with web sites concepts
The web KPIs such as visit, transformation rate
• Understand the mobile market : figures, trends and profiles
• Recognize applications / sites / PWA differences and expectations
• Understand application store rules
• Assimilate the main mobile behaviors and marketing specifics
• Define the mobile KPI’s
• Realize the ergonomics differences with the web
• Create a roadmap
–> Create a small mobile brand strategy
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
