About the course
Consumers are now spending more time on mobile devices than on TV or desktop. This course explores how mobile changes markets, and how to market on mobile. We will begin by discussing the Consumer Technology Acceptance Model (cTAM), which presents the key factors that drive consumer behavior on mobile. While digital promises instant gratification and ultimate personalization, the customer is not fooled and realizes there is a price to pay for the convenience (e.g., privacy loss, intrusive advertising). The cTAM explains the forces at play in the consumer decision-making process and in purchasing behaviors, and how companies can leverage these forces to build mobile-friendly businesses. We will also study the major mobile ecosystems orchestrated by Alphabet, Apple, Amazon, and others. Armed with this context, students will learn how to develop a mobile campaign strategy. Specific topics will include: setting and measuring mobile marketing objectives, evaluating mobile media traffic sources, and understanding the key creative and technical features necessary for campaign success. By the end of this course, students will understand how to create and implement a blueprint for any company’s or organization’s mobile marketing approach. This interactive course will include concrete examples, testimonials, case studies, guest speakers from the industry, and lots of mobile phone usage.
Aurelie’s chief responsibility as CMO is driving marketing programs that establish Open Systems as the leader in SASE with customers, partners, and investors. A veteran tech CMO, her guidance on digital transformation, growth scaling, and global expansion has enabled enterprises to scale from $50...
Videos and materials
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.