MOBILE MARKETING STRATEGIES Course Faculty: Mrs Yasmin Malik Venue: IBA City Campus, Karachi Course Start Date: Spring 2012 (Feb 1) MIS553 Course Objectives & Outline

Course Objectives  The mobile platform is becoming a critical component within larger, traditional cross- media marketing campaigns  This course examines the business potential of using the mobile platform for marketing purposes  It incorporates a practical approach to defining the elements needed to both create and implement successful mobile marketing strategies  Throughout the course, a special focus on the local telecommunications market and wireless/mobile technologies will be taken so that students can gain a better understanding of how to adapt their mobile marketing strategies to create long term practical value in their local business environment

Course Pre-requisites  Strong understanding of marketing principles (essential for MBA students and will be developed during the course for MSc students)  Background in wireless technologies (advantageous but not necessary)

Course Outline/Structure  The business drivers for using mobile technology for marketing, advertising and branding purposes  Categorization and domain mapping of mobile marketing campaigns  Defining the “Mobile Mindset” for a feasible wireless marketing strategy  Wireless marketing models  The Mobile Marketing Value Chain – in depth analysis and interpretation of the links that comprise the value chain to enable a successful mobile marketing campaign  Factors in the Mobile Marketing Chain that facilitate the development of a mobile marketing eco-system and market environment  The impact of the Mobile Operator on the Value Chain: disintermediation and commoditization  Technologies and devices that enable and support the implementation of mobile marketing  Case studies and research papers on successful mobile marketing campaigns in various industry sectors (e.g. aviation, FMGC, automobile industry, banking/financial services, telecom/IT, education/universities, retail, TV/media, hotel/leisure industry)  Technology challenges in implementing mobile marketing campaigns  The mobile Internet: mobile portals and applications  Measuring results: Tracking metrics/analytics, ROI and loyalty tracking  The role of telecom operators in mobile marketing and associated driving and restraining forces in the telecommunication industry  Correlation of global mobile marketing strategies to Pakistan’s local market  Role of local telecom operators as enablers for mobile marketing in the Pakistan environment

Faculty Profile  MSc in IT from London University (UCL) in 1993  = my current employer  Currently associated with UK's largest telecom research firm Informa Telecoms & Media ( as a Telecoms Analyst for the UK and Pakistan based telecoms marketswww.informa.com  Over 15 years of professional experience in development and implementation of mobile/wireless technology solutions and technology branding strategies in mobile/wireless CRM sector  Corporate teaching experience includes IT based management development training for companies including Unilever and ABN Amro Bank  Postgraduate teaching experience includes teaching of mobile technology business strategy at various UK based universities including London’s Cass Business School (Cass Exec MBA is ranked 2 nd best in the UK after the London Business School’s EMBA)  Regular contributor of articles on mobile advertising and wireless technology for publications including Dawn (Aurora, Spider, ScienceDotCom, The Express Tribune)  Areas of special interest include mobile marketing, mobile/wireless technology & strategy, wireless broadband technologies

Recommended Books 1. “Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology”, Alex Michael and Ben Salter, Butterworth-Heinemann, ISBN-10: “Wireless Horizon - Strategy and Competition in the Worldwide Mobile Marketplace”, Dan Steinbock, Amacom, ISBN-10: “The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns”, Kim Dushinski, Cyberage Books, ISBN-10: X NOTE: These are only a recommendation – students should make use of other resources that will be both provided by the Course Faculty and expected to be found by the students themselves through independent research)

Other Resources + Grading  Course Resources:  Case studies (international)  A local case study on mobile marketing strategy implementation (developed via the newly established IBA Case Unit and Emerald UK)  Research Papers & White Papers  Mobile Industry and Telecom Industry reports  Articles from the public domain and those written by the Course Faculty  Course Grading:  Mid-term exams (two) and one final exam (10% + 20% +35%)  Class participation via Case Studies/Papers/Articles (20%) – you will be graded on the way you present cases and assignments, your contribution to class discussions and your aptitude on the subject  Term Report/Assignment (15%): this will be a written assignment on Mobile Marketing Strategies based on the Case Studies that make up the course – assignment must be submitted before the Final Exam