Mobile: Marketing on the Go

Schedule	May 2 - 24, 2012
Regular Rate	P11900+VAT
Early Bird Rate	P10900+VAT (if you pay up to 2 weeks before the course starts)

The Philippines has more than 68 million mobile users. As the texting capital of the world, mobile is a way of life for us. “The mobile phone is not just a tool or an accessory but an extension of a Filipino. Most Filipinos identified their phone as something: 1) that they won’t leave home without 2) bring to bed with them 3) they will save money for i.e. their unit or pre-paid load.” Businesses and marketers can tap mobile as an interactive direct marketing channel to their customers. Find out how the leading mobile marketing companies execute successful mobile marketing campaigns. Learn how to engage customers using mobile beyond the usual text campaigns and how to do it right such as getting permission from your customers. Learn from a wide range of case studies and see which mobile marketing strategies will work for your own product or service.

Objectives:

1. To provide basic framework and common language for Mobile Marketing. (To identify the basic framework and common languages for Mobile Marketing).
2. To provide various mobile marketing executions and case studies for learning. (To illustrate and analyze various mobile marketing executions and case studies for learning).
3. To enable students to apply mobile marketing strategies in their respective brand campaigns.

I. Introduction to Mobile Marketing

1. Benefits of Mobile Marketing with Local Statistics
2. Global Statistics
3. Mobile Marketing Key Terms and Concepts
4. Landscape and Ecosystem

II. Digital Marketing Planning Framework Revisited

1. Planning the Platform
2. Creating the Platform
3. Publicizing the Platform
4. Analysis and Optimization

III. How Mobile Works

1. First: Ask Yourself Questions Regarding Platforms
2. Mobile Messaging
1. SMS - Utilizing Access Codes; Campaign Types
2. MMS, IVR, Bluetooth
3. NTC Memo
4. What's in a Telco SD?
3. Mobile Internet and Advertising
1. Mobile Sites
2. Mobile Ads
4. Mobile Applications
5. Mobile Search
1. 2D/QR Codes
6. Location-Based Marketing
7. Mobile and Social
8. M-Commerce
9. Augmented Reality
10. Mobile Marketing on a Shoestring Budget

IV. DM Planning Framework Applied to Mobile Marketing

1. Planning the Platform
2. Creating the Platform
3. Publicizing the Platform
4. Analysis and Optimization