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BUS 142 W — Marketing Strategy for a Mobile World

Quarter: Spring
Course Format: Online course (System Requirements)
Duration: 8 weeks
Date(s): Apr 3—May 26
Drop Deadline: Apr 11
Unit: 1
Tuition: $555
Instructor(s): Noah Elkin
Limit: 55
Status: Open
Spring
Date(s)
Apr 3—May 26
8 weeks
Drop By
Apr 11
1 Unit
Fees
$555
Instructor(s):
Noah Elkin
Limit
55
Open
COURSE DESCRIPTION:

Your customers are mobile. That means you need to be mobile. To do that, you need a plan, and that’s what this course will provide. By looking at a set of interrelated building blocks, from market data to the competitive landscape to organizational and audience insights, this course will prepare you to market effectively in an increasingly mobile-centric world.

Starting with the rising use of smartphones worldwide, we will examine the key trends that are making mobile the fastest-growing marketing channel. The course will also take a step-by-step approach to developing a comprehensive mobile strategy. That includes dedicated sessions on how to gather, synthesize, and apply meaningful data about competitors, your own organization, and your audience. We’ll look at the essential elements of a mobile strategy framework and detail a set of conceptual tools that will help you begin to formulate your approach to mobile marketing. We’ll illustrate some of these concepts with specific examples of successes and failures, dos and don’ts. Along the way, we’ll touch on key partners and resources that are often integral to executing a mobile strategy. These will include platforms (from the established “Big Four”—Amazon, Apple, Facebook, and Google—to the emerging advertising and data stack), mobile carriers, service providers, and research tools such as comScore and Nielsen. Throughout, the focus will be on guidelines and best practices that will help ensure effective strategy execution.



WHAT MAKES OUR ONLINE COURSES UNIQUE:

  • Course sizes are limited.
    You won't have 5,000 classmates. This course's enrollment is capped at 55 participants.

  • Frequent interaction with the instructor.
    You aren't expected to work through the material alone. Instructors will answer questions and interact with students on the discussion board and through weekly video meetings.

  • Study with a vibrant peer group.
    Stanford Continuing Studies courses attract thoughtful and engaged students who take courses for the love of learning. Students in each course will exchange ideas with one another through easy-to-use message boards as well as optional weekly real-time video conferences.

  • Direct feedback from the instructor.
    Instructors will review and offer feedback on assignment submissions. Students are not required to turn in assignments, but for those who do, their work is graded by the instructor.

  • Courses offer the flexibility to participate on your own schedule.
    Course work is completed on a weekly basis when you have the time. You can log in and participate in the class whenever it's convenient for you. If you can’t attend the weekly video meetings, the sessions are always recorded for you and your instructor is just an email away.

  • This course is offered through Stanford Continuing Studies.
    To learn more about the program, visit our About Us page. For more information on the online format, please visit the FAQ page.

Noah Elkin, Research Director, Multichannel Marketing, Gartner

Noah Elkin’s career has revolved around the intersection of technology, strategy, marketing, and content. He is a co-author of Mobile Marketing: An Hour a Day. Before joining Gartner, Elkin served as chief product officer at Industry Index. Prior to that, he was executive editor and chief evangelist at eMarketer, where he wrote dozens of reports and delivered webinars and in-person presentations that helped clients understand the latest digital marketing, media, and commerce trends, and the implications for their business. He received a PhD from Rutgers and a Fulbright Fellowship to Brazil.

Textbooks for this course:

(Required) Julie Ask, Ted Schadler and Josh Bernoff, The Mobile Mind Shift: Engineer Your Business To Win in the Mobile Moment (ISBN B00KADTR74)
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)