MIS463_Mobile_Marketing_A_Technological_Perspective

**Reference Course Outline for __MIS463: Mobile Marketing A Technological Perspective__**  **Course Leads** Dr. Zaheeruddin Asif

**COURSE OBJECTIVE:** In 2009, the technological advantage of using the Internet as a marketing and advertising medium proved itself as it definitively overtook traditional media such as TV and print in terms of global ad spend. Marketing and advertising is now seriously turning towards the __mobile__ platform and examining mobile technologies with increased interest. This course examines the business potential of using the mobile platform for marketing purposes and examines both the technology opportunities and technology challenges involved in the implementation of a successful mobile marketing campaign. Students will learn how to assess different mobile technologies and platforms, examine the right technology architecture suitable to marketing needs, leverage them to implement a mobile marketing campaign and identify associated technology challenges. Throughout the course, a special focus on the local telecommunications market will be given so that students can gain a better understanding of how to adapt their mobile marketing strategies to create long term value in their local business environment.

**COURSE FACULTY PROFILE:** Yasmin Malik holds an MSc IT from London University (UCL) and has worked on the development and implementation of mobile/wireless technology solutions and technology branding strategies with project roll outs for companies including Ufone. She is also associated with the UK's largest telecom research firm, Informa Telecoms & Media, for whom she has been responsible for Pakistan and UK based telecoms market analysis as well as mobile marketing/advertising case analysis. Her corporate teaching experience includes IT based management development training for companies including Unilever and ABN Amro Bank. Over the last decade, she has regularly written articles on mobile advertising and wireless technology for publications including Dawn. In recent years, she has taught mobile technology business strategy at various UK based universities including London’s Cass Business School.

**COURSE OBJECTIVE:** In 2009, the technological advantage of using the Internet as a marketing and advertising medium proved itself as it definitively overtook traditional media such as TV and print in terms of global ad spend. Marketing and advertising is now seriously turning towards the __mobile__ platform and examining mobile technologies with increased interest. This course examines the business potential of using the mobile platform for marketing purposes and examines both the technology opportunities and technology challenges involved in the implementation of a successful mobile marketing campaign. Students will learn how to assess different mobile technologies and platforms, examine the right technology architecture suitable to marketing needs, leverage them to implement a mobile marketing campaign and identify associated technology challenges. Throughout the course, a special focus on the local telecommunications market will be given so that students can gain a better understanding of how to adapt their mobile marketing strategies to create long term value in their local business environment.

**COURSE FACULTY PROFILE:** <span style="color: black; display: block; font-family: 'Verdana','sans-serif'; font-size: 10pt;">Yasmin Malik holds an MSc IT from London University (UCL) and has worked on the development and implementation of mobile/wireless technology solutions and technology branding strategies with project roll outs for companies including Ufone. <span style="color: black; display: block; font-family: 'Verdana','sans-serif'; font-size: 10pt;">She is also associated with the UK's largest telecom research firm, Informa Telecoms & Media, for whom she has been responsible for Pakistan and UK based telecoms market analysis as well as mobile marketing/advertising case analysis. <span style="color: black; display: block; font-family: 'Verdana','sans-serif'; font-size: 10pt;">Her corporate teaching experience includes IT based management development training for companies including Unilever and ABN Amro Bank. Over the last decade, she has regularly written articles on mobile advertising and wireless technology for publications including Dawn. In recent years, she has taught mobile technology business strategy at various UK based universities including London’s Cass Business School.