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.