This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS

Prerequisites

Students should already be familiar with web sites concepts
The web KPIs such as visit, transformation rate

Learning outcomes

At the end of the course, the student should be able to:
Understand the mobile market : figures, trends and profiles
Control the applications / sites / PWA differencies and expectations
Understand the applications stores rules
Assimiliate the main mobiles behaviors and marketing specificities
Define the mobile KPI's
Realise the ergonomics differencies with the web
Create a roadmap
--> Create a small mobile brand strategy
Appraise the performance of a team (LO4A) Convey powerful messages using contemporary presentation techniques (L04C) Predict how business and economic cycles could affect organizational strategy (LO5A) Employ state-of-the-art management techniques (L05C)

Course description

The students will have to complete their own mobile strategy for the final exam (groups of x students); time at the end of each session - will be dedicated to group work and Q&A.
The mobile market : figures, trends and profiles
Differencies between applications and sites
Applications stores rules
Mobile Behaviors and features
Mobile KPI's
Mobile marketing
Use case study
Mobile ergonomics
Innovation

Class type

Class structure

Teaching methods

• Coaching
• Interactive class
• Presentation
• Project work
• Research

Assessment

Students should already be familiar with web sites concepts
The web KPIs such as visit, transformation rate