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BUS 247 — Mobile Marketing: How to Attract, Engage, and Monetize Mobile Consumers

Quarter: Fall
Day(s): Wednesdays
Course Format: On-campus
Duration: 9 weeks
Date(s): Sep 25—Nov 20
Time: 6:30—8:30 pm
Drop Deadline: Oct 8
Unit: 1
Tuition: $630
Instructor(s): Aurelie Guerrieri
6:30—8:30 pm
Sep 25—Nov 20
9 weeks
Drop By
Oct 8
1 Unit
Aurelie Guerrieri
Consumers are now spending more time on mobile devices than on TV or desktop. This course explores how mobile changes markets, and how to market on mobile. We will begin by discussing the Consumer Technology Acceptance Model (cTAM), which presents the key factors that drive consumer behavior on mobile. While digital promises instant gratification and ultimate personalization, the customer is not fooled and realizes there is a price to pay for the convenience (e.g., privacy loss, intrusive advertising). The cTAM explains the forces at play in the consumer decision-making process and in purchasing behaviors, and how companies can leverage these forces to build mobile-friendly businesses. We will also study the major mobile ecosystems orchestrated by Alphabet, Apple, Amazon, and others.

Armed with this context, students will learn how to develop a mobile campaign strategy. Specific topics will include: setting and measuring mobile marketing objectives, evaluating mobile media traffic sources, and understanding the key creative and technical features necessary for campaign success. By the end of this course, students will understand how to create and implement a blueprint for any company’s or organization’s mobile marketing approach. This highly interactive course will include concrete examples, testimonials, case studies, guest speakers from the industry, and lots of mobile phone usage.

Aurelie Guerrieri, CEO, Akila One

Aurelie Guerrieri has twenty years of experience advising technology companies on digital growth. Her clients include Rakuten Viber, IAC Applications, Deloitte, Cheetah Mobile, and 1&1 IONOS. She is the author of The Mobile Native’s Guide to Marketing and has received the Mobile Woman to Watch award. She received an MSc from Chimie ParisTech and an MBA from Collège des Ingénieurs.

Textbooks for this course:

(Recommended) Aurelie Guerrieri, The Mobile Native's Guide to Marketing (ISBN 978-0692892961)