MBA Mobile Marketing Strategies CO YasminMalik

7/30/2019 MBA Mobile Marketing Strategies CO YasminMalik

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Course Outline - MBA

Class: MBA

Course: MIS-553 Mobile Marketing Strategies

Instructor: Mrs Yasmin Malik

Class details

Class Timing and Room 7:50-9:20 pm City Campus

Session Day(s) Monday and Wednesday

Credit Hours: 3 Credit HoursCourse Prerequisites: None

Consultation Time Available one hour before class starts at City Campus Faculty Lounge, byappointment.

Email

[email protected]

Please see my LinkedIn profile under Yasmin Malik which includes feedbackabout the course from former students:

http://www.linkedin.com/profile/view?id=16347880&trk=tab_pro

Contact # 021 381 04701

Course Description

As many marketers are now acknowledging: Mobile is the Future. This course is designed to provide

students with a sound understanding of the mobile channel as a marketing tool in both the

international and local markets. In particular, the course takes a very practical and realistic approach

to examining Pakistans own mobile marketing eco-system and the opportunities and challenges

therein. The course also emphasizes how mobile is becoming an essential component of both digital

and cross-media marketing campaigns.

Course Objective


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To provide a sound understanding of the mobile channel and how it is becoming an essential componedigital and cross-media marketing campaigns

To practically define the elements needed to both create and implement successful mobile marketing sin the Pakistan environment

To gain a practical understanding of the Mobile Marketing Eco-System from a local as well aperspective

But most of all: To understand mobile inside out!Course Learning Outcomes

Knowledge Outcomes1. Being able to define the Mobile Mindset and understand how Mobile is part of Digital2. Identifying the types of mobile marketing strategies and models that a given brand can adopt

and identifying which mobile channel is the most suitable for the associated strategy byexamining mobile marketing success stories in global markets and in Pakistan

3. The Mobile Marketing Value Chain/Eco-system and its in-depth analysis4. Gaining a thorough understanding of the market forces and technology that can optimize your

mobile marketing strategy in Pakistans emerging mobile marketing eco-system5. Gain a thorough understanding of the mobile Internet, mobile portals, mobile devices, mobile

applications/games and Mobile Ad Networks

Skills/Abilities Outcomes

6. Improved and focused team work7. Improved analytical ability and thinking8. Ability to follow a research thread and expand your knowledge base through your own

initiatives9. Ability to hold a discussion and form educated strategies on issues involving ethical and socio-cultural dilemmas

10.Learning to form and express your own opinion with confidence and clarity

Teaching and Learning Methodology

All course material will be shared with students using the SAKAI online system.The pedagogy used for the course will be a combination of:

- Role Plays/Activities/Experiential Learning- Lecture slides combined with active discussion- Case studies (local and international)- Active oral case discussion and presentation (group-wise)- Online/Video mobile marketing campaigns and their discussion- Term Report (Individual)- Readings (white papers, articles, industry reports etc.)- Guest speakers session(s)- Exams

MBA Program Outcomes


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Course Outcomes 1 2 3 4 5 6 7 8 9 10

Know

ledge

Outc

omes

1 X X X

2 X X X X X X X

3 X X X X X X

4 X X x X X X

5 x x x X X

Skill/Abilities

Outcomes

6 X X X X

7 X X x X X

8 X X X X

9 X X X X X X

10 X X X X X

Course Plan*

Session Chapters Session Topic Assessments %

1

N/A

PreliminaryThoughts &

Perception

The business drivers for using mobile technology for

marketing, advertising and branding purposes:

How aware are you of these drivers? Industry Definitions Global mobile marketing metrics A snapshot of successful mobile marketing

campaign in various industry sectors includingaviation, FMGC, automobile industry,telecom/IT, education/universities, retail,

TV/media, hotel/leisure industry

Reading:Mobile Advertising Guidelines 2009, (www.mmglobal.com),Mobile Marketing Association (2009)

2

N/A

Local Thoughts &Perceptions

Pakistan View: using mobile technology for marketing,

advertising and branding purposes:

Mobile marketing in Pakistan Who are we trying to reach via Mobile? How is Digital Marketing being adopted by brands in

Pakistan? How is Mobile part of Digital? Defining your Mobile Mindset

Reading:Dawns Aurora Annual 2012 Marketing Review Report

3

Chapter 1

(Reference Book

No. 1)

Lecture &

Categorization and domain mapping of mobile marketing

campaigns:

SMS/Txt based campaigns Mobile Portals & Apps/Games (MMS and click-

through banners) Rich-media based mobile marketing

CP 0.5


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Discussion Audio-based mobile marketing (Ring Back Tones) Mobile Vouchers/Coupons and QR Codes Digital Proximity/Location based mobile marketing

Reading:Sprite India Short Code SMS Campaignwww.mmaglobal.com

4

Chapter 1

(Reference Book

No. 1)

Discussion

Categorization and domain mapping of mobile marketing

campaigns (contd.):

Choosing the right channel for domain mapping Classification of the right advertising opportunity for

each channel Mapping objectives:

Branding/CRM Direct sales Lead generation Interactive dialogue (voting, polling) Click-to-call/click-to-buy

Reading:

PAPER: Mobile Advertising: Does It Work for Everyone?(2009), International Journal of Mobile Marketing

CP 0.5

5

N/A

Lecture &Discussion

Mobile marketing implementation: SMS/Txt based campaigns

Why the power is still in SMS The effect of SMS spam on mobile marketing Ethics in SMS based campaigns how can we

enforce them? SMS campaigns from the Operator point of view Impact on Operator ARPU SMS campaigns from the Brand point of view In-message SMS campaigns The benchmark for SMS campaigns

Readings:The Killing of A Medium (How Local Marketers Have Killedthe SMS as a Promotional Tool), Tariq Ziad Khan, Nov-Dec2010, Aurora DAWN magazinehttp://auroramag.wordpress.com/2010/12/20/the-killing-of-

a-medium/

The Power is Still in the SMS, Yasmin Malik, Jan-Feb,2011, Aurora DAWN magazinehttp://auroramag.wordpress.com/2011/02/15/the-power-is-still-in-the-sms/

Ethics in Business: Mobile Marketing or SMS Spam?, TheExpress Tribune, April 4, 2011http://tribune.com.pk/story/142408/ethics-in-business-mobile-marketing-or-sms-spam/

CP 1

Case Studies on SMS Marketing:


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6

Case Discussion

(Chapter 3,Reference BookNo. 4)

Cadbury/Flytxt Txt-2-Win(Source: Ads to Icons How Advertising Succeedsin a Multimedia Age, Author: Paul Springer, Case Study on SMS success factors in Pakistan

(Pring)

Reading:Pring for Success The SMS Marketing Heroes of Pakistan,Yasmin Malik, Nov-Dec 2012, Aurora DAWN magazinehttp://auroramag.wordpress.com/2012/12/19/pring-for-success/

CP 0.5

7

N/A

Lecture & CaseDiscussion

A more in-depth look at the strength of SMS/Txt

campaigns

Technology architecture for Bulk SMScampaigns

Case Study: Boots X-mas UK(www.telecoms.com)

Reading:PAPER: Mobile marketing: The role of permission andacceptance, International Journal of Mobile Communications

CP 1

8

Chapter 2(Reference BookNo. 2)

Lecture

The Mobile Marketing Value Chain:

Diagrammatical representation and discussionof the Mobile Advertising Value Chain and its 6Constituents/Links

In-depth technological analysis of the ValueChain

Global and local correlation of Value ChainConstituents

Interaction of Value Chain Constituents in orderto create a conducive market driven platformfor mobile marketing

Issues in the Value Chain and how to overcomethem including the identification of local markettechnology obstacles

CP 0.5

9

N/A

Discussion/GuestLecture

In depth- analysis and interpretation of each of the

Mobile Marketing Value Chain constituents:

Link 1: The Brand Link 2: The Creative Agency

o Guest Lecture on the way Brands/CreativeAgencies in Pakistan have adapted to mobile

Reading:The Digital Age, Express Tribune, Kazim Alam, Nov 1, 2012http://tribune.com.pk/story/459030/the-digital-age-taking-public-relations-to-social-media/

CP 0.5

10N/A Case Study on Link 1

Kraft Foods Mobile Marketing StrategyCP 1


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Case Discussion(www.icmrindia.org)

Case Study on Link 1Vodafone-Pepsi Ramadhan Campaign(www.mmaglobal.com)

11

N/A

Lecture &Discussion

In depth- analysis and interpretation of each of theMobile Marketing Value Chain constituents:

Link 3: The Technology/Content Provider Link 4: The Original Equipment

Manufacturer/Mobile OS Pakistan focus on Link 3: Converge

Technologies

Reading:Nokia Focuses on Pakistan, Sept-Oct 2012, Aurora DAWNmagazinehttp://auroramag.wordpress.com/2012/09/07/nokia-focuses-

on-pakistan/

CP 0.5

12

N/A

Case Discussion& Role Play

Case Study on Link 3: Admob USA(www.admob.com)

Role Play on Mobile Marketing Value ChainCP & RolePlay

3

13

N/A

Discussion &WAC (WrittenAnalysis of Case)

In depth- analysis and interpretation of each of the Mobile

Marketing Value Chain constituents:

Link 5: The Telecom/Mobile Operator Link 6: The Consumer

WAC due on Krafts Mobile Marketing Strategy

Reading:Globetrotting Telecoms (How Brand Value Affects MobileMarketing), Yasmin Malik, Sept-Oct 2010, Aurora DAWNmagazinehttp://auroramag.wordpress.com/2010/10/21/globetrotting-telecoms/

CP

WAC

0.5

5

14

N/A

Discussion& GroupPresentations

Case Study on Links 4 & 5 (showing inter-working ofboth): Blackberry In India: Losing Its PremiumImage? (www.ecch.co.uk)

PAPER FOR DISCUSSION: The success factors ofmobile advertising value chain, E-Business Review2004

CP 2

15


Lecture

The impact of the Mobile Operator on the Value Chain:

Disintermediation and commoditization Operator dominance Operators as access providers Operators as content providers Operators as enablers

CP 0.5


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Resulting impact on mobile marketing strategy Minimizing or maximizing Operator impact on

mobile marketing strategy

16

N/A

Case Discussion/GroupPresentation

Case Study on Link 5: Orange Telecom UK

(www.telecoms.com) CP 1.5

17

N/A

Lecture

Technology challenges in implementing mobile marketing

campaigns:

How different wireless/mobile technologies havechanged

Technologies that support mobile marketing(2G, 2.5G, 3g, 4G, Wi-Fi, WIMAX)

Examination of how these changes haveaffected the Pakistan wireless/mobileenvironment

Examination/assessment of how conducive thePakistan wireless/mobile environment for theenablement of mobile marketing

When 3G arrives, what will it mean?Throttling the Information Revolution: 3G Technology isComing our Way, Yasmin Malik, The Express Tribune, Feb 4,2012http://tribune.com.pk/story/331442/geek-guide-throttling-the-information-revolution/

CP 0.5

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Chapter 2

(Reference BookNo. 1)

Lecture

Devices and mobile Operating Systems (OS) that enable and

support the implementation of mobile marketing:

The iPhone Android phones Symbian feature phones Smartphones, BlackBerry etc. The impact of mobile OS on mobile marketing

strategies (iOS, Android, RIM, Symbian, WindowsMobile)

CP 0.5

19

N/A

Lecture &Discussion

Wireless Marketing Models:

Mobile marketing as a stand-alone medium foradvertising

Mobile marketing as a fully integrated cross-mediacampaign

Mobile marketing as a challenger to traditional webbased advertising

Data-driven models for mobile advertising

CP 0.5

20

Chapters 8 & 9(Reference BookNo. 1)

Lecture &

Mobile marketing implementation: Mobile portals &

apps/games

The importance of the mobile portal and apps inmobile marketing

CP 0.5


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Discussion Buying and selling advertising on mobile portals Click-through rates and CPM (Cost per Thousand

Impressions) mechanism Mobile Pay Per Click (MPCC) mechanism On-deck vs Off-deck mobile portal based

advertising methods Dealing with tangible and intangible brands wrt

mobile portals How mobile games can be monetized for mobile

advertising

21

N/A

GroupPresentations

Case Studies on Mobile Portals & Apps

Virgin Media (www.mobilemarketer.com) BMW Driving Force (www.telecoms.com) Lufthansa Sky is The Limit (www.telecoms.com)

CP 5

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Lecture

Mobile marketing implementation: Mobile

Vouchers/Coupons/QR Codes

What products are right for mobile couponing? Mobile coupons and the role of QR Codes Mobile coupon targeting and delivery (SMS/MMS) Location-based couponing Mobile coupon redemption

CP 0.5

23

N/A

Case Discussion

Case Studies on Mobile Vouchers/Coupons/QR Codes: Lucozade M-coupons (www.mmaglobal.com) Case Study on QR Codes in Pakistan: Olaround CP 0.5

24

N/A

Assignment forTerm ReportGiven

Individual Term Report on the analysis of Mobile Ad Networks

and Mobile Marketing Strategies of Brands/TelecomOperators:

Some tips and guidelines on report writing Allocation of specific companies to individual

students on which to base the report Discussion of the expected scope of the Term Report

Guest Lecture on Mobile App/Games development in Pakistan

Term Report 15

25

N/A

Case Discussion

Case Study on Mobile Gaming & Mobile Advertising: Tequila Mobile

(Harvard Business School)

(NOTE: To be conducted by Dr Wasim Azhar if present)

CP 2.5

26

N/A

Lecture &Discussion

Mobile Ad Networks The Mobile Ad Serving Process Technology considerations when dealing with Mobile

Ad Serving and NetworksCP 0.5

27N/A

Local Telecom Industry Analysis:CP 0.5


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Discussion Correlation of global mobile marketing strategies toPakistans local market environment

Role of local Mobile Operators as enablers orrestrainers for mobile marketing

Associated driving and restraining forces in the localtelecommunication market

Assessment of how a mobile marketing eco-systemcan be better implemented in Pakistan

28

Discussion andRole Play

Term Report Due

Case Study/Role Play:

Mobile Marketing at Telenor, Author: Yasmin Malik,www.emeraldinsight.com

CP & RolePlay

5

Mid-term Exam 20

Final Exam 30

* This Course Plan is subject to amendment especiallyif technological and market developments need to be

accounted for

Recommended Text Books & Case Studies Pool

1. Mobile Marketing: Finding Your Customers No Matter Where They Are, Cindy Krum, Que, ISBN-10: 0-7897-3976-3

2. Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology, Alex Michael and BenSalter, Butterworth-Heinemann, ISBN-10: 0750667478.

3. Wireless Horizon- Strategy and Competition in the Worldwide Mobile Marketplace, Dan Steinbock,Amacom, ISBN-10: 0814407145

4. Ads to Icons How Advertising Succeeds in a Multimedia Age, Paul Springer,ISBN:0749456477, Kogan Page, 2nd Edition, 2009

Note:

Students will do themselves a major dis-service if they approach this particular course with thelearning by rote attitude

The above text books are only for REFERENCE They are recommended in order to increase readership and awareness of material related to mobile

marketing

This course will not follow a chapter wise review of the above quoted text books Students are advised to be up to date and aware of digital/mobile/internet marketing initiatives in their


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own working environment

Additional slides/handouts/industry reports will also be shared in class The emphasis of the course is on understanding the concepts and practically applying them to mobile

marketing initiatives

Cases, readings, slides and all related course material will be uploaded on SAKAI as the course progresses The course outline given previously is indicative only. This may change depending on the availability of

guest speakers, in-class activities, market conditions, new cases, etc.

CASE STUDY POOL (cases will be selected from these, but list may be updated with the publishing of

new cases):

1. Land Rover Txt/MMS

Source: Mobile Marketing: Finding Your Customers No Matter Where They Are, Cindy Krum, Pearson, ISBN-10: 0-

7897-3976-3

2. Adidas-Admob

Source: www.admob.com

3. Orange Txt-based Cinema Promotions (Orange Wednesdays)

Source: Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology, Alex Michael and Ben

Salter, Butterworth-Heinemann, ISBN-10: 0750667478.

4. Tequila Mobile

Source: Harvard Business School

5. Blackberry In India: Losing Their Premium Image?

Source: www.icmr.org:

6. Lufthansa M-marketing strategy: The Sky is the Limit

Source: Informa Telecoms & Media UK (www.telecoms.com and www.informa.com)

7. Boots X-masSMS Campaign


8. Lucozade M-Coupons

Source: Mobile Marketing Association USA (www.mmaglobal.com)

9. BMW MMS/Mobile Portal: Driving Force


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10. Cadbury Txt-2-Win

Source: Ads to Icons How Advertising Succeeds in a Multimedia Age, Paul Springer, Kogan Page,

ISBN:0749456477

11. Admob-Telefonica O2


12. Vodafone-Pepsi


13. Mobile Marketing at Adidas: Brand in the Hand

Source: Ivey/Harvard Business School

14. Kraft Foods Mobile Marketing Strategy

Source: www.icmr.org

15. Chevrolet and QR Codes

Source: www.emarketer.com

16. Virgin Media: Mobile Portals & Rich-Media Mobile Marketing

Source: www.mobilemarketer.com

17. Mobile Marketing at Telenor

Source: www.emeraldinsight.com

Prerequisite Skills and Knowledge to take this Course

Be comfortable with applying technology for learning and be aware of your mobile environment.

Assignments and Quizzes: DEADLINES AND DUE DATES:


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Assessment Due Date Remarks

CP(includes discussion, grouppresentations, role plays)

Ongoing Details regarding CP marking/grading are given

later on in this document

WAC(Written Analysis of Case)

Before the Mid-Term exam A separate Written Analysis of Case details

Document will be provided to students

Term Assignment

Last week of the course Term Assignment will be handed out immediately

after the Mid-Term exam week

Mid Term ExamMid-term Exam Week Date to be as per Mid-Term Exam Week schedule

Final ExamFinal Exam Week Date to be as per Final Exam Week schedule

This course follows absolute grading

Marks Distribution

Marks HeadTotal

FrequencyTotal

ExemptedMarks

/Frequency

TotalMarks/Head

Learning Outcomes

CP (includesdiscussions,

presentations & roleplays)

Ongoing 0 30 30 1,2,3,4,5,6,7,8,9,10

WAC 1 0 5 5 2,3,4,5,6,7,9,10

TermReport/Assignment 1 0 20 15 1,2,3,4,5,7,8,10

Mid Term Paper 1 0 15 20 1,2,3,4,5,9, 10

Final Paper 1 0 25 30 1,2,3,4,5,9, 10

Total Marks 100 1,2,3,4,5,6,7,8,9,10

Class participation

I will ask you to rate your own class participation, and I will also get feedback from the entire class onthe students they have learnt the most from during class. I will then assess this information against

my own observation, and then arrive at your final CP.

1. Weak (0-5)You are consistently absent/late from classYou attend class without showing any evidence of being mentally presentYou show disrespectful behavior towards your peers

2. Adequate/Satisfactory (6-10)You are present and courteous, but do not participate very much in class even when


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prompted.You also do not participate on SAKAI discussions.You are essentially a passive but willing recipient of information.

3. Good (11-15)You are present and courteous, but participate actively in class only when prompted.This is also reflected in your case study discussions, written work and SAKAI discussions.

4. Very Good (16-20)You are present and courteous, and share actively about assigned readings/cases and

topics under discussion.This is also reflected in your case study discussions, written work and SAKAI discussions.However, you participate in activities only when prompted.

5. Excellent - Almost There! (21-25)When you are present and courteous, and provide guidance to your fellow students

during discussion.This is also reflected in your case study discussions, written work and SAKAI discussions.You also participate in activities in a proactive manner.

6.

Exceptional in all Respects (26-30)You are present and courteous, and introduce new and thought provoking ideas, concepts

and issues in class.This is also reflected in your case study discussions, written work and SAKAI discussions.You initiate classroom activities and discussions, and contribute immensely to class

participation.Your classmates acknowledge your great contribution to their learning.

Comments and/or Suggestions

Students may see the faculty any time in case of any problem or issue that needs attention. As I ama Visiting Faculty, I will usually be available on the scheduled days of the course.

Technology Requirements

Please bring your laptop to class if possible.

Also bring your mobile phone and be ready to use it (unlike other classes, where you maystrictly have to switch it off!).

Also bring old-fashioned pen and paper.

Academic Conduct

At IBA academic honesty is mandatory. Absolutely no plagiarism/ cheating in any examination, quiz,assignment, report, and/or presentation by any student is tolerated. Each case is decided on its ownmerit in accordance with notified plagiarism policies. All classrooms are cell phone free zones.Permission to attend to emergencies is to be obtained from the respective faculty. Sports / musicplaying and /or other activities on campus during class timings, especially near class rooms are notallowed.

Attendance Policy


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A distinguishing feature of the IBA is its adherence to the academic calendar. A detailed program isprovided on the first day of every semester. Students are required to attend lectures, laboratorysessions, seminars and fieldwork as may be specified for a course each semester.Attendance is recorded at the beginning of each session. Late comers are marked absent even if theyare late by a minute. No excuses are accepted. If a student accumulates more than the permissiblenumber of absences, he/she is not permitted to sit for the final examination. Full-time students are

allowed 6 absences in a 1 hour course, 4 in a 75 or 90-minute course and 3 during a summer course.Part-time/evening students are allowed 7 absences in a regular semester (75-minute) course and 5 ina summer semester course.In general, IBA stipulates a minimum of 90% attendance for full-time students and 75% for part-timestudents. Students are not allowed to remain absent on the first and last day of the semester. Seriousaction is taken against those who violate this rule.

Plagiarism Policy

IBA considers plagiarism as "taking and using the thoughts, writings, and inventions of another personas one's own" (Concise Oxford Dictionary). Plagiarism manifests itself in various forms. These includebut are not limited to the following: Verbatim copying, near-verbatim copying, or purposely paraphrasing portions of another author'spaper or unpublished report without citing the exact reference. Copying elements of another author's paper, such as equations or illustrations that are not commonknowledge or copying or purposely paraphrasing sentences without citing the source. Verbatim copying portions of another author's paper or from reports by citing but not clearlydifferentiating what text has been copied (e.g. not applying quotation marks correctly) and /or notciting the source correctly. "The unacknowledged use of computer programs, mathematical / computer models /algorithms,computer software in all forms, macros, spreadsheets, web pages, databases, mathematicaldeviations and calculations, designs models / displays of any sort, diagrams, graphs, tables, drawings,works of art of any sort, fine art pieces or artifacts, digital images, computer-aided design drawings,GIS files, photographs, maps, music / composition of any sort, posters, presentations and tracing." "Self-plagiarism, that is, the verbatim or near-verbatim re-use of significant portions of one's owncopyrighted work without citing the original source." IBA aims to help all stakeholders recognize andavoid plagiarism. The punishment for the offence ranges from a warning to expulsion from IBA for aperiod of three years. For further details please consult IBAs handbook on plagiarism.

SPECIAL NOTE: Students found engaging in plagiarism will be awarded ZERO marks for thatassignment/presentation in which plagiarized material is found in this course.

Withdrawal Policy

Full-time students are allowed to withdraw from one course in a semester if such withdrawal helps thestudent in improving his/her performance in the remaining courses.The withdrawal must be sought on prescribed forms within one week of the second term examinationresult. Withdrawal from a course is not treated as failure. However, once a student has accumulatedmore than the permissible absences in any course, he/she is not allowed to withdraw from that courseand is awarded an F. Part-time students are allowed to withdraw from some or all of the courses forwhich they have registered in a semester.

Permission to withdraw from a course must be made on the prescribed form available from theEvening Program office within one week of the second term examination result or within one weekafter the announcement of midterm examination results in the summer semester

MBA Mobile Marketing Strategies CO YasminMalik

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