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Mini-MBA™: Mobile Marketing

Program Overview

With more mobile devices than people worldwide and a proliferation of Web-enabled mobile platforms like smartphones and tablet computers, a global revolution is ignited in anywhere, anytime, always-on media.  There’s no doubt: the mobile revolution has arrived, and these innovative technologies are driving striking revenue opportunities and a host of new success imperatives for today’s companies.

This nine-module certificate program, taught by a team of top industry experts, will expose participants to the full range of mobile tools, technologies, and tactics.  Through case studies, interactive sessions, and class exercises, participants will learn about the latest research and best practices in the industry.  Topics to be covered include mobile markets, tools and channels, mobile applications, optimization, SMS and mobile advertising, location-based services, social media, M-commerce, analytics and multichannel integration.


In this spirit of transformation, we have incorporated cutting-edge digital technology into our teaching approach for this program: supplying all participants with their own Apple® iPad™ and leveraging a proprietary mobile application to deliver the course content.

This program has been approved by the New Jersey Department of Labor for workforce training grants. Funding may be available for those receiving unemployment benefits. Contact us for more information.

Who Should Attend

This program is designed for executives or teams of professionals who work in marketing, advertising, public relations, branding, communications, strategy and sales. It is also tailored for individuals seeking to increase their value in the job market through increased mobile skills and sophistication.

Program Benefits

The Mini-MBA certificate program helps participants design, manage, and track mobile-marketing programs and campaigns. It provides the business case for integrating and leveraging mobile into marketing plans, as well as practical and tactical uses of mobile tools. Participants will gain strategic and tactical mobile marketing skills and learn how to use the latest technical tools through in-class exercise and hands-on projects.


The Rutgers Mini-MBA™: Mobile Marketing certificate features an innovative learning environment that delivers course content on a program-supplied Apple® iPad™.

Instruction and exercise cover key topics such as:

Mobile Markets, Tools, and Channels

With 6 billion mobile subscriptions worldwide, 11 trillion text messages sent in 2011, 25 billion apps already downloaded in 2012, and mobile-connected devices forecast to outnumber humans by 2013—in just a handful of years, mobile is officially the master of all media, of all time.  But what are all the new capabilities of mobile, and how do they bolster marketing programs? What are all the new mobile tools, how do they differ from one another…and what do they do? How do mobile trends change the world, and the way that today’s businesses must now reach, engage, and sell through mobile?

In this stage-setting, power-packed session, students will learn of mobile’s global growth tear, the key drivers of mobile adoption, an introduction to the new capabilities enabled by mobile, the vast set of fast-evolving marketing tools, and the critical marketing opportunities to improve ROI in a world now ruled by mobile media.

Students will be learn:

  • The BMobile Business  Case: The skyrocketing adoption rates, core drivers, and key trends for why mobile is a must-have media in the modern-day marketing mix.
  • Mobile's Breakthrough Capabilities: The 10 breakthrough capabilities of mobile media across personalization, location, social integration, payment mechanisms, and more.
  • The Mobile Toolset: The wide range of mobile tools and approaches available—across SMS campaigns, Mobile Apps, Mobile Websites, Mobile Barcodes, Mobile Augmented Reality, Location-Based Marketing, Mobile Image Recognition, Audiotagging, NFC and more.

Mobile Applications

This half-day program will give you a management level how to define, build, and manage native mobile applications and web standards based web apps focused on generating business results. You’ll get a yardstick of to gauge the cost of development, and the equally important roles of product marketers and designers in mobile application success.

  • Native Apps vs. Web Apps: Pros & Con
  • App Strategy: the best monetization for audience motivations.
  • App Development: how much is this all going to cost.
  • Best practice thinking in development, design, and product management.
  • Making web apps "Future Friendly" through responsive design.
  • Ways to focus mobile app development to help your firm gain a persistent business advantage.

Mobile Optimization and SEO

As a society, we’re rapidly heading towards a society where the majority of digital content is consumed via mobile devices. Most US brands now see an average of 15% of their site traffic coming from mobile devices and, according to industry analysts, traffic from mobile devices will surpass the desktop altogether by 2014. In this module, we’ll discuss how to handle the mobile content imperative and the various paths for developing, optimizing and driving traffic to mobile websites and native mobile applications.

Students will take away several key insights from this session, including:

  • Best practices for designing, developing and testing mobile web sites for both smartphone and tablet platforms, including how to choose between various development options (e.g. Responsive design vs. separate mobile site) and how to hire the appropriate skill sets, assess vendors, and select tools required to get the job done.
  • Content strategy for mobile web sites, including how to assess the unique contextual needs of a brand’s mobile consumers and develop accordingly relevant tools and content for both smartphone and tablet experiences.
  • Organic Search Optimization best practices for both mobile web sites including traditional SEO tactics such as keyword research as well as more advanced promotional techniques leveraging Paid, Owned, and Earned Media.

SMS and Mobile Advertising

Mobile devices have made the golden rule of marketing—“Be where your customers are”—a reality at last. Brands can now connect with customers in real time as they work, play, and shop, forming the brand impressions that sway purchase decisions. In this module, we’ll examine the options that SMS and mobile advertising present to marketers looking to establish a connection with consumers in what Google refers to as the “zero moment of truth”.

Students will take away several key insights from this session, including:

  • The essentials of SMS, from the obtaining and short code, to forging relationships with the carriers, to developing a successful SMS CRM and promotional strategy for your brand or business.
  • An overview of the mobile advertising ecosystem, from the mobile ad networks, to content publishing and tracking platforms to niche mobile ad opportunities such as geofencing, Wifi, Bluescasting, and app based ad platforms.
  • How to create a successful mobile advertising campaign, including how to select the right partners and media types, create successful calls to action and integrate mobile triggers into your traditional media.

Location-Based Services (LBS)/Augmented Reality (AR)

The ability to marry location (where your customers are) with what they’re doing (context), and what they want (intent) is often referred to as marketing’s holy grail. Mobile-enabled social networking platforms are fast becoming the conduit for not only peer-to-peer interactions about interests and intent but also consumer-to-marketer conversations. Technologies like AR that trigger a connection between a consumer’s mobile device and the non-digital world—what you might call “ambient media”—add a layer of interactivity to traditional media, places, and objects that in the past were completely static. If you can succeed in tapping into mobile location-based services and the rich data they generate without overstepping that often fine line between delivering value and seeming intrusive, you will be onto something extremely powerful and potentially transformative for your business. This course will look at the rapidly expanding universe of social networks, geosocial apps such as foursquare, local search players such as Yelp and Google, and ad networks and technology players that can help you realize the social-location-mobile (SoLoMo) opportunity.

This session will focus on:

  • Sizing the opportunity based on changing consumer behavior patterns and preferences
  • Use cases for LBS and AR and best practices for maximizing their marketing potential
  • Understanding which platforms are most relevant to your business and basic functionality and recommended tactics for each
  • Defining key campaign analytics

Mobile Social Media Marketing

More than 1 billion people around the world are using mobile social media to share their thoughts, opinions, memories, and even purchase behavior. Even with the rapidly increasing time spent using mobile social services, it can be challenging to reach this audience given how marketing offerings generally aren’t fully developed.

This session will focus on:

  • What are the most important mobile social networks, services, and applications, and why do they matter?
  • How can marketers reach consumers through mobile social media?
  • How should mobile social marketing fit in other mobile, digital, and traditional marketing plans?

M-Commerce/Mobile Shopping

Mobile is changing the way we do everything but it’s probably having a bigger impact on the way we shop than anything else. Mobile shopping, once relegated to a small, digitally-advanced segment of the population, is now a fairly commonplace activity. Smartphone-toting consumers are dramatically altering the path to purchase, enabling activities such as research and shopping that on the desktop were often separated by days or even weeks to take place simultaneously. From mobile marketing to mobile merchandizing to mobile payments, this course will examine your options for getting your increasingly mobilized customers to the checkout counter.

It will focus on:

  • Sizing the opportunity based on changing consumer behavior patterns and the evolving m-commerce/mobile payments landscape
  • Key m-commerce use cases, from mobile-assisted in-store purchasing to end-to-end mobile transactions on smartphones and tablets
  • Approaches to mobile couponing and m-commerce, including selecting the appropriate mobile channels, tactics and platforms
  • Understanding which platforms are most relevant to your business and basic functionality and recommended tactics for each
  • Defining your mobile payment options and understanding where mobile wallets fit into your m-commerce strategy

Mobile Analytics and ROI

With mobile access to the Internet on pace to surpass pc-based access in two short years, the days of mobile initiatives being experimental are behind us.   This session presents a comprehensive overview of the challenging, exciting and still evolving world of mobile analytics & ROI. Covering both the strategy and tactics involved, participants will come away with the required knowledge and tool set to successful measure the impact of their mobile programs.

In this session we will review:

  • How mobile analytics differs from traditional (web) analytics
  • Triangulating impact across mobile activities (SMS, Apps, Browsing)
  • How to establish relevant KPIs for mobile campaigns
  • Current best practices for measuring impact across branding and action driving objectives
  • How to integrate mobile metrics & ROI into your marketing mix models

Mobile Innovation: Setting High-Impact Mobile Strategies

Understanding mobile trends, technologies, and tools is not enough to gain competitive advantage—marketers must transform their wealth of mobile knowledge into unique strategies that will reach, impact, and engage their target audiences around their brands. But where do marketers start in setting their strategies? How do marketers create mobile-marketing strategies that will attract prospects, engage customers, differentiate their brands from competitors, and produce high impact for their companies? Most important, in an age of unprecedented media innovation… how do marketers use mobile media to innovate their brands, and their marketing?

In this strategic session, students will learn of the far-reaching ways they can use mobile to innovate their companies, many strategies for engaging target audiences around their brands, and the necessary set of assessments and analysis they need to conduct in order
to build winning strategies.

In this session, students will learn:

  • 5 Strategies To Innovate Brands Through Mobile: 5 high-level strategies to leverage mobile to innovate brands across the marketing ecosystem.
  • Strategic Questions And Analysis: The framework of strategic questions and analysis necessary to craft high-performing mobile-marketing strategies.
  • Successful Examples: Successful examples of marketing strategies for engaging target audiences around brands.


David Berkowitz is Vice President of Emerging Media for 360i, the digital marketing agency, where he develops social media and mobile programs for marketers spanning the consumer packaged goods,...
Noah Elkin, Ph.D., is Principal Analyst at eMarketer, where he covers trends in mobile marketing, usage, content, devices and commerce. He is also the co-author of Mobile Marketing: An Hour a Day (...
Relentlessly chasing innovation for the past 20 years, Christina “CK” Kerley has steered B2B and B2C companies through a series of stunning revolutions—spanning digital technology, social media,...
Evan Neufeld is the Principal Analyst at Storyline Development, a strategy, content development, consulting and investment entity focused on helping businesses understand and profit from changing...
Rachel Pasqua is a digital strategist, noted industry speaker, and author with extensive expertise in the fields of mobile, social, and ambient marketing. She currently serves as VP of Mobile at...
Dave Wieneke is a digital strategist. He helps brands crack the code for being more accessible and influential via digital channels. He heads Digital Strategy practice for ISITE Design, a 70 person...
Program Dates Location Duration Details
Jun 16 - Jun 20, 2014 Piscataway, NJ One Week Accelerated Details