MKT-311 explores mobile marketing channels and exposes students to the different mobile strategies companies are using to reach and engage customers on the devices they use most.
Mobile as a distinct marketing channel
The course covers how mobile marketing differs from marketing on other digital channels. Smaller screens, app-based engagement, location awareness, and different user attention patterns all shape what works on mobile specifically.
Real mobile marketing strategies companies use
MKT-311 covers actual mobile strategies. Push notifications, app-based engagement, mobile-optimized advertising, location-based marketing, that companies deploy to reach customers through their mobile devices.
Key topics in MKT311
- Mobile marketing channels and formats
- App-based customer engagement strategy
- Location-based mobile marketing
- Mobile-optimized advertising
- Push notification strategy
- Evaluating company mobile marketing approaches
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Worked example: location-aware mobile marketing
- Generic approach: The same mobile ad shown to every user regardless of location
- Mobile-specific approach: A location-aware notification triggered when a customer is physically near a relevant store
- Lesson: MKT-311 teaches that mobile marketing's real value comes from exploiting capabilities, like location awareness, that other digital channels simply don't have
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Frequently asked questions
Mobile devices have distinct characteristics. Smaller screens, app-based rather than browser-based engagement for much of their use, location awareness through GPS, and different user attention patterns (quick, frequent checks rather than long browsing sessions), that make marketing tactics designed for desktop or general digital advertising perform differently, and often less effectively, on mobile. MKT-311 focuses specifically on mobile because these genuine differences mean mobile marketing requires its own tailored strategies, not simply a resized version of desktop digital marketing.
Unlike desktop browsing, a mobile device travels with its user and typically has location services enabled, giving marketers a genuine, real-time signal about where a customer physically is. A capability that simply doesn't exist for marketing through a stationary desktop computer. MKT-311 covers location-based marketing as a core mobile strategy because it represents a capability unique to the mobile channel, allowing for a kind of contextual relevance (like a nearby-store notification) that other digital channels can't replicate.