Module Details

Module Code: MRKT B8021
Full Title: Mobile Marketing
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Patrick McArdle
Departments: Unknown
Module Description: no description provided
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Demonstrate an understanding of the basics of mobile marketing, the networks, systems and consumer behaviours that combine to make up the mobile commerce ecosystem.
MLO2 Evaluate the opportunities inherent in mobile marketing, and the importance of engaging and transacting with a target audience in a relevant and meaningful way.
MLO3 Identify the varied marketing approaches afforded by mobile. (apps, video, games, etc.).
MLO4 Evaluate the different options, tools, technologies, and the opportunities afforded by mobile optimised websites.
MLO5 Coordinate mobile marketing and social marketing efforts to develop a cohesive marketing strategy.
MLO6 Design and develop a comprehensive and integrated mobile marketing strategy.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Introduction
Overview of mobile platforms, language of mobile marketing, how mobile fits into your business marketing plan, benefits and constraints of mobile.
Mobile and E-Commerce
Market players, Mobile and E-Commerce websites, payment systems.payment gateways. Coupons, vouchers and discount codes. Website planning and creation, point of sale technologies, mobile and social CRM.
Mobile Apps
App functionality, benefits and limitations of mobile apps, native and non-native apps , hardware, software and operating system considerations, app design.
Mobile Sites
Advantages and limitations of mobile optimised websites in terms of: device optimisation with regard to screen size, display, legibility, scrolling, zooming, navigation, and interface features. Privacy Laws And Data Protection For Mobile.
Mobile Advertising
Different advertising channels, selecting different ad networks, targeting and segmentation options available, e.g. mobile advertising via SMS, mobile websites, in-app, in-game, mobile search, mobile coupons. Mobile Ad Networks Proximity Marketing
Mobile Video & Games
Range of formats, along with recognising current trends in mobile video and mobile video consumption. Mobile games consumption, audience analysis, segmenting different gamer personas, gamification, gaming protocols, branding.
Mobile Strategy
Defining a strategy for Mobile, defining customer’s needs, goals, platform, building the software, promotion strategy.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 70
Marks Out Of 100 Pass Mark 40
Timing S1 Week 10 Learning Outcome 1,2,5,6
Duration in minutes 0
Assessment Description
Project will involve creating an integrated mobile marketing plan for a business. There are several deliverables including: presentation, report, app design, user interface design.
Assessment Type Class Test % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing S1 Week 12 Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
In-class Theory Exam.
No Project
No Practical
No Final Examination

Part-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 70
Marks Out Of 100 Pass Mark 40
Timing Every Week Learning Outcome 1,2,5,6
Duration in minutes 0
Assessment Description
Project will involve creating an integrated mobile marketing plan for a business. There are several deliverables including: presentation, report, app design, user interface design.
Assessment Type Class Test % of Total Mark 30
Marks Out Of 100 Pass Mark 40
Timing S1 Week 12 Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
In-class Theory Exam.
No Project
No Practical
No Final Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Interactive lectures using a variety of classroom assessment techniques. Every Week 2.00 2
Practical Contact Practical laboratory based class. Every Week 1.00 1
Directed Reading Non Contact Readings as directed to supplement lecture material. Every Week 3.00 3
Independent Study Non Contact One hour of independent study will consist of online facilitation. Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Directed Reading Non Contact No Description Every Week 4.00 4
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Rowles, D.. (2017), Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising, 2nd. Kogan Page, [ISBN: 9780749479794].
  • Ryan, D.. (2014), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd. Kogan Page, [ISBN: 0749471026].
Supplementary Book Resources
  • Meerman Scott, D.. (2015), The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 5th. John Wiley & Sons, [ISBN: 1119070481].
  • Eslinger, T.. (2014), Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing and Design, 1st. John Wiley & Sons, [ISBN: 1118828429].
  • Pablo Perea, Pau Giner. (2017), UX Design for Mobile: Design apps that deliver impressive mobile experiences, Packt Publishing, [ISBN: 978-178728342].
  • Wooldridge, D., Schneider, M.. (2011), The Business of iPhone and iPad App Development: Making and Marketing Apps that Succeed, 2nd. Apress, [ISBN: 1430233001].
Recommended Article/Paper Resources
  • Smutkupt, P., Krairit, D., Esichaikul, V.. (2010), Mobile Marketing: Implications for Marketing Strategies, International Journal of Mobile Marketing, Mobile Marketing Association, Vol. 5. No. 2.
  • Failte Ireland. (2012), Mobile Marketing: A guide to how you can market your business to mobile phone users, How To Guide,
    http://www.failteireland.ie/
Other Resources