Courses Bachelor Display 2017-2018

Course Description To PDF
Course title Mobile Innovation and Marketing
Course code EBS2062
ECTS credits 4,0
Assessement None
Period
Period Start End Mon Tue Wed Thu Fri
6 18-6-2018 29-6-2018 C
Level no level
Coordinator Tom Schiefer, Mark Steins
For more information: t.schiefer@maastrichtuniversity.nl; m.steins@maastrichtuniversity.nl
Language of instruction English
Goals
The skills training introduces students into the complexities of mobile innovation and marketing. In spite of the widespread proliferation of mobile devices and technologies, the business implications of "anywhere, anytime, always-on" communication through mobiles are still evolving. Students learn hands-on how marketing goals such as increasing consumer awareness or customer loyalty might be achieved through developing and marketing mobile offerings.
Description
Students have to follow four sessions (plenary, group meetings) during which students review opportunities and limitations of mobile marketing. Following the steps of the marketing communication model, students discuss means to achieve marketing goals. The preparation of a literature/case presentation and the conceptualization of a basic mobile marketing element e.g. a mobile marketing plan, a mobile app or a mobile consumer profile are integral elements of the skills training.
Literature
Articles (available on EleUM)
Prerequisites
Basic marketing knowledge, Interest in mobile marketing
Teaching methods PBL / Presentation / Lecture / Assignment
Assessment methods Final Paper / Participation
Evaluation in previous academic year For the complete evaluation of this course please click "here"
This course belongs to the following programmes / specialisations
Bachelor Economics and Business Economics Specialisation Economics and Management of Information Elective Skills
Bachelor International Business Year 2-3 Elective skills
Bachelor Economics and Business Economics Specialisation Economics Elective Skills
Bachelor Economics and Business Economics Specialisation International Business Economics Elective Skills
SBE Exchange Bachelor Bachelor Exchange Skills
SBE Exchange Master Bachelor Exchange Skills
SBE Non Degree Courses Bachelor Skills