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

2. 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

3. 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)

4. 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

5. 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 (www.informa.com) 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

6. Recommended Books 1. “Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology”, Alex Michael and Ben Salter, Butterworth-Heinemann, ISBN-10: 0750667478. 2. “Wireless Horizon - Strategy and Competition in the Worldwide Mobile Marketplace”, Dan Steinbock, Amacom, ISBN-10: 0814407145 3. “The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns”, Kim Dushinski, Cyberage Books, ISBN-10: 091096582X 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)

7. 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