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Overview

In a world where media is the ultimate social lubricant, today's marketing management is about encouraging and not controlling the conversation and participation with and amongst consumers in multi-channel environments. A central theme of this course is that 21st century marketing involves consumers as participants. This changes the role of … For more content click the Read More button below. Access of the internet via mobile devices has become more prevalent than desktop assess. Mobile marketing does not fit into the traditional marketing mindset. The course examines how mobile represents a completely new way of thinking about marketing. A solid understanding of the mobile marketing landscape and strategic use of the mobile marketing toolkit is crucial, including an examination of the sector's rapid evolution and a consideration of current and future trends. Multiple case studies will be used for our examination of the key factors driving both success and failure in this new participatory world of marketing. This course also provides a detailed understanding of the mobile marketing landscape, including an examination of the sector's rapid evolution and consideration of current and future trends.  Exclusion: MARK6025

Conditions for Enrolment

Enrolment in programs 7414 or 8423

Course Outline

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Pre-2019 Handbook Editions

Access past handbook editions (2018 and prior)