University of Virginia

School of Continuing and Professional Studies

Northern Virginia Center

 

 

 

 

Course Number, Title & Credits:

 

PSMT 6080: Mobile Marketing Strategies (3 graduate credits)

 

Instructor:

 

Emily Harder, Adjunct Professor

Email: erh3r@virginia.edu

 

The instructor will make every effort to respond to all email and phone messages within 24 hours of receipt.

 

Course Delivery:

 

This is course is delivered entirely online in a Web-based format, and can be accessed by going to its UVaCollab portal at collab.itc.virginia.edu.  

 

Classes will meet weekly on Wednesdays at 7:00 pm Eastern Time in UVaCollab starting January 27th.

 

Course Description:

 

 

Today most companies haven’t gotten a mobile website, they don’t use text messaging as the powerful marketing tool it can be, and they don’t use mobile barcodes effectively. But businesses need to consider these tools now. Consumers are using mobile more and more every day and expecting more interaction and communication with the businesses they frequent. The time to bring mobile into the marketing mix is now.

 

 

Students will demonstrate their understanding of Mobile Marketing Strategies by satisfactorily completing all Homework and In-Class Assignments, a Mid-Term Exam and one Group Project.

 

Course Objectives & Outcomes: 

 

The course objective is to provide students with an understanding of Mobile Marketing Strategies, as well as practical knowledge of how to implement mobile marketing campaigns. In this course we concern ourselves with a variety of methods for utilizing effective mobile marketing within an organization. We will include techniques that will utilize the mobile web, text messaging and other mobile methods such as QR codes.

 

On completion of the course, the student will be able to:

 

• Create a text message campaign and build a permission-based list of customers
• Design and build a mobile website
• Create and effectively market a QR Code
• Integrate these mobile campaigns within the marketing mix

 

Course Methodology:

 

All classes will meet, accessed via the UVaCollab portal, in the Blackboard Collaborate virtual classroom each Wednesday at 7:00pm Eastern Time.  You can enter the classroom by clicking on the Blackboard Collaborate LTI button on the side menu and then click on the Class Number's link and finally click on the Launch Session button.

After you are in, check your audio by clicking the Tools toolbar, then select Audio, and then the Audio Setup Wizard.

However, each session will be recorded, so you can catch up if you can't be in attendance for one of our live sessions.  To access a recorded version, merely select View Recorded Sessions from the upper link and click on the class you missed.

When you first enter UVaCollab, click on the Syllabus button to familiarize yourself with what is in store for you as we progress in building your expertise in database marketing.

Then click on the Schedule button and see what is planned for the class session. The first class will mainly be an introduction to the course and an explanation of how we will be working together each week.  The material to be covered for the next class will be available in the Schedule and any assignments will be available in Assignments one week prior to each class.

Technical requirements for students

• UVa Computing IDs and Passwords (for all students)
• Internet Explorer (7.0 or above) or
• Mozilla Firefox
• Headset/Mic: Recommended Logitech Headset with USB

 

 

 

Preparation and student expectations:

 

Students are expected to read all assigned readings. The instructor will provide additional materials to be downloaded throughout the semester. Students are expected to complete all homework assignment in a timely manner.

 

 

Course Policy:

 

• Class participation is mandatory.  If unforeseeable circumstances arise that result in a student’s inability to log on for a period of time or otherwise attend a scheduled class, he or she is expected to notify the instructor in advance, view the recorded version of that class which will be available in Blackboard Collaborate, and make up assignments.  Failure to do so will result in a decrease of at least one letter grade.
• There will be short written or research assignments required as part of the preparation for several classes.         
• Work is due when scheduled.  If deadlines cannot be met because of scheduling conflicts, please discuss the circumstances in advance with the instructor.  Failure to meet deadlines may result in a reduced grade.
• Student should be prepared to spend several hours per week researching and completing classroom assignments.
• Each student is expected come to every class prepared to discuss the articles and cases assigned and their relevance to his/her current organization, and to participate in live chat and threaded discussions as well as exercises.

 

Evaluation and Grading Criteria: 

 

Students’ grades will be determined by class participation, course assignments and projects assigned. Final grade is a weighted average of the evaluations of course components as follows:

 

 

Percentage of Grade for each of the following assignments:

 

6 Homework Assignments	40%
3 Three Minute Drills	10%
Take-home Exam	20%
Final Project	20%
Attendance and Quality of Participation	10%
Total:	100%

 

 

 

 

 

 

 

Grading Scale

 

A	95-100
A-	90-94
B+	86-89
B	82-85
B-	79-81
C+	75-78
C	71-74
C-	68-70
F	67 and below

 

 

 

 

Course Textbook:

The Mobile Marketing Handbook, (Second Edition), by Kim Dushinski, 2011, ISBN: 978-0-910965-9-3.

 

• We will use a selection of Internet-published articles that will be assigned for reading in advance
• Please follow the Syllabus schedule for the assigned reading for each session

 

Cases and Supplementary Readings:

 

Because Mobile Marketing is such a fast moving field, cases and articles that the instructor feels will enrich the subject matter to be covered will be provided in introduction for each class that is in the Schedule.

 

Important Online Resources:

 

• MobileMarketer.com – highly recommended to sign up for daily emails from this site
• MobileMarketingWatch.com
• MediaPosts’s Mobile Insider (www.mediapost.com/publications/)
• MobileCommerceDaily.com
• The Pew Research Center's Internet & American Life Project (www.pewinternet.org/topics/Mobile.aspx)

 

 

 

 

 

 

SCHEDULE AND ASSIGNMENTS:

 

 

CLASSES & DATES	Topic of  Discussion	TEXT-BASED READINGS Identified for each week	ASSIGNMENT DUE Identified for each week
1   27 Jan	Course Introduction - purpose and goals	READ and prepare for class discussion: - Text – Forward & Introduction	Sign up for class SMS List
2   3 Feb	Mobile Technology Overview Mobile Carriers  Mobile Devices	READ and prepare for class discussion: - Text – Chapter 1
3   10 Feb	5 Steps to Creating a Dynamic  Mobile Marketing Campaign	READ and prepare for class discussion: - Text – Chapters 2 & 3	Access Assignment 1
4   17 Feb	Voice & Text Campaigns	READ and prepare for class discussion: - Text – Chapters 5 & 6	Turn In Assignment 1   Access Assignment 2
5   24 Feb	The Mobile Web	READ and prepare for class discussion: - Text – Chapter 7	Turn In Assignment 2   Access Assignment 3
6   2 Mar	Mobile Web Promotion Strategies	READ and prepare for class discussion: - Text – Chapter 8 & 9	Turn In Assignment 3   Access First 3 Minute Drill
7   9 Mar	Social Networking & Mobile Campaigns	READ and prepare for class discussion: - Text – Chapter 10	Deliver First 3 Minute Drill   Access Second 3 Minute Drill
8   16 Mar	Location-Based Marketing	READ and prepare for class discussion: - Text – Chapter 11	Deliver Second 3 Minute Drill   Access Assignment 4
9   23 Mar	More Mobile Methods	READ and prepare for class discussion: - Text – Chapter 12	Turn In Assignment 4   Access Assignment 5
10   30 Mar	Mid-Term Exam	The Mid-Term Exam will be available at the start of Class 10 and completed and turned in at the conclusion of the class.	Turn In Assignment 5   Access Take Home Exam   Turn In Take Home Exam
11   6 Apr	Mobile Marketing Campaigns	READ and prepare for class discussion: - Text – Chapter 13	Access Assignment 6
12   13 Apr	Tracking Your Results	READ and prepare for class discussion: - Text – Chapter 4 & 14	Turn In Assignment 6   Acccess Third 3 Minute Drill
13   20 Apr	Preparation of Final Projects	After the third 3 Minute Drills have been presented, students will be placed in Break-out Rooms in Blackboard CollaborateIn their project teams to familiarize themselves with the tool and work on their presentations	Deliver Third 3 Minute Drill
14   27 Apr	Presentation of Group Projects	Presentations will be made via Blackboard Collaborate	Deliver Final Project Presentations

 

The Three-minute Drills

 

Each student in the class will be assigned a topic to research (three times) during the course.  You will deliver a 3-minute presentation to educate the class (assuming your audience has no knowledge of your subject material).  Topics, which are database marketing-related, will be assigned randomly and will not be covered as course material. You will email your slides to the instructor no later than one day prior to the assigned class and deliver your presentations via Blackboard Collaborate. A Q/A period will follow each presentation and will not be counted toward the 3 minute time limit for your presentation.

Note: You must have an operable mic on your pc to complete this assignment.  On class day, remember to test your mic with the Audio Set-up Wizard accessed from the toolbar at the top of the Blackboard Collaborate dashboard.  Select tools and then Audio Tools from the drop down choices.

 

The subjects of the three Three-minute Drills are:

 

1. Common mobile-related acronyms and terminology
2. Mobile Apps - feature phones, smart phones and tablets
3. The mobile marketing vendor landscape

 

Final Assignment

One of the objectives of this Online Graduate Certificate Program, and this class, is for you to develop practical skills in the use of cutting edge eMarketing technologies and be able to apply them to solve real problems in your job environment that will be of benefit to both your organization and your career prospects. The Final Project is designed to help you do just that. 

 

• Develop a Pilot Project and prepare a proposal presentation to a selected sponsor with the objective of introducing Mobile Marketing to your organization.
• Presentations should include:
  • Description of the Pilot Project including its goals and objectives.
  • Proposed project development plan.
  • Recommended mobile marketing software or services needed to implement the project.
  • Proposed project schedule.
  • Project Budget describing costs and benefits of the Pilot Project.
• Assume that the sponsor has approved the project and continue the presentation with:
  • Initial Mobile Marketing campaign description.
  • Examples of documents and forms that will be used in the campaign.
  • Explanation of mobile marketing tools to be used.
  • Project Activity, Status and ROI Reports, as applicable.
• Submit one set of copies of your work.

 

Note:  Group presentations will be made during the last Class in Blackboard Collaborate.

 

Special Needs:  If you are a student with special needs you should let the instructor know within the first week of class. Written documentation will be required. You should also visit the following website to review your rights and responsibilities as a student (http://www.virginia.edu/vpsa/rights.html) and the following website for the Learning Needs and Evaluation Center (http://www.virginia.edu/studenthealth/lnec/).

 

HONOR CODE at UVA:

Founded in 1842, the Honor System is one of the University's most cherished institutions.   Based on the principle that University students want to be trusted, the Honor System helps create and strengthen a school-wide community of trust.   Students at the University make a commitment not to lie, cheat or steal within Charlottesville, Albemarle County, or where they represent themselves as University students in order to gain the trust of others. Because they have made this commitment, students are trusted by peers, faculty members, administrators, and community residents alike. Students conduct themselves with integrity and are presumed honorable until proven otherwise.  Students are recruited and trained by the Honor Committee to serve as advisors and to provide counsel. Students investigate Honor allegations, assist and support accused students through the Honor process, and work with accused students in their defense at trial. Honor jury panels are similarly comprised entirely of students. While anyone may initiate Honor proceedings, the process is administered entirely by students.   The vitality of the Honor System depends upon the willingness of students to uphold the high standards set by their peers. When a student is formally accused of an Honor offense following investigation, that student may elect to either (1) leave the University, without requesting a trial (in which case that student will be deemed to have admitted guilt, whether or not such an admission is expressly made), or (2) request an Honor trial.

 

Any student found guilty of an Honor offense, or deemed to have admitted guilt after having left without requesting a trial, will be permanently dismissed from the University. The notation "enrollment discontinued" will be placed on the student's transcript, without specific reference to the Honor proceedings. In the case of a student found guilty of an Honor offense following graduation, or deemed to have admitted guilt without requesting a trial after graduation, the General Faculty of the University may undertake proceedings to revoke that student's degree.  The rules of the Honor System apply to any person who was a University student at the time an alleged Honor offense was committed, so long as a case is initiated within two years thereafter.   Students who enroll at the University benefit from the freedom and security provided by the Honor System; every student must agree to live by and support the spirit of honor.

Applicants who are not prepared to embrace this freedom and accept this responsibility should not apply for admission.  This is intended as a brief summary of some important aspects of the University's Honor System. For more information, visit the Honor Committee Web page: www.student.virginia.edu/~honor.

If you have further questions, please call the Committee at (434) 924-7602. 

 

The Honor Committee, June 2002

 

Accessibility and Disability:

The University of Virginia is committed to equal opportunity in employment and education for persons with disabilities, and complies with the requirements of the Americans with Disabilities Act of 1990 (ADA) and the Rehabilitation Act of 1973. These laws prohibit discrimination on the basis of disability in employment, housing, transportation, access to public accommodations and services, education, and telecommunications.

For more information: http://www.virginia.edu/accessibility/

 

 

 

University of Virginia Purpose Statement:

 The central purpose of the University of Virginia is to enrich the mind by stimulating and sustaining a spirit of free inquiry directed to understanding the nature of the universe and the role of mankind in it.  Activities designed to quicken, discipline, and enlarge the intellectual and creative capacities, as well as the aesthetic and ethical awareness, of the members of the University and to record, preserve, and disseminate the results of intellectual discovery and creative endeavor serve this purpose.  In fulfilling it, the University places the highest priority on achieving eminence as a center of higher learning.

 

Content and Discourse in Professional Education Courses:  Study of the role of public schools in society, including the content of the PreK-12 curriculum, raises complex issues about which thoughtful people may disagree.  Students are expected to discuss issues respectfully and to honor differing points of view.  The University and its School of Continuing and Professional Studies do not discriminate in any of their programs, procedures, or practices against any person on the basis of age, citizenship, color, handicap, national origin, political affiliation, race, religion, sex, sexual orientation, or status as a disabled veteran or veteran of the Vietnam era.  The University operates equal opportunity and affirmative action programs for faculty, staff, and students.  The University of Virginia is an Equal Opportunity/Affirmative Action Employer.  Any applicant for admission or employment, or any student who feels discriminated against should contact the University’s Office of Equal Opportunity Programs (EOP) at Poe Alley, West Lawn, Charlottesville, Virginia 22903.

 

FERPA

 

Academic Policy – http://www.virginia.edu/registrar/privacy.html

Family Educational Rights & Privacy Act (FERPA)

Annual Notification

Students attending, or who have attended, the University of Virginia are given certain rights under the Family Educational Rights and Privacy Act of 1974 as amended (20 U.S.C. 1232g) and Rules of the Department of Education (34 C.F.R. Part 99) implementing this Act.