An individual case study assignment of 2000 words weighted at 100% that tests all the Learning Outcomes.

Mobile marketing in perspective - understanding mobile consumer; technology change and adoption; disruption and integration; devices, platform and technology;

The tactical toolkit – mobile sites and responsive designs; social media and mobile; mobile search; mobile advertising; augmented reality; Quick Response (QR) codes; Near field communication; Short Messaging Services (SMS); Mobile analytics.

Mobile Marketing checklists- mobile marketing strategy.

The future of mobile marketing – contemporary development and challenges.

1. Demonstrate a systematic understanding and awareness of new insights of contemporary mobile marketing approaches
Knowledge & Understanding

2. Demonstrate a comprehensive understanding and application of relevant tactical mobile toolkit and its impact on mobile marketing strategy
Knowledge & Understanding
Application

3. Identify and critically evaluate the implications of environmental influences affecting mobile marketing approaches within different context and settings
Analysis

4. Formulate mobile marketing strategy based on critical evaluation of marketing context and goals.
Problem solving

There will be a mixture of practice-based learning activities including lectures, case studies, videos, in-class presentations and discussions, individual and group problem-solving and self-directed learning and directed reading outside of class.

VLE – Blackboard
Mobile device/s (smartphones/tablets)
Library – online resources
Academic journals
Videos

Rowles, D. (2014), Mobile Marketing, Kogan Page London.
Hayden, T. and Webster, T. (2015), Mobile Commerce Revolution, The: Business Success in a Wireless World, Que Publishing-Pearson.
Eslinger, T. (2014), Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design, Wiley.
Poynter, R., Williams, N. and York, S. (2014), The Handbook of Mobile Market Research: Tools and Techniques for
Tasner, M. (2015) Marketing in the Moment, Pearson.
Lavon, K. (2014) Digital Product Management: Design websites and mobile apps that exceed expectations, Pearson.
A current list of additional core texts and journal articles on may be provided in the module handbook.