Academia Discovers Mobile Marketing

Mobile marketing is about to get schooled. Experts predict the global mobile advertising market will grow to between $13 and $14 billion this year. News reports put the number of mobile phone subscriptions worldwide at 4.6 billion and, as of last year, more than 90% of Americans were mobile subscribers. These staggering numbers have not been lost on the folks at Rutgers Business School. This spring, mobile marketing will be getting the academic stamp of legitimacy. RBS has announced that it will be offering a “mini-MBA” certificate in mobile marketing.

The course, according to Eric Greenberg, the faculty chair at the Rutgers Center for Management Development, will assist participants in designing, managing and tracking mobile marketing programs and campaigns. Participants in the program also will receive a pretty impressive goody bag: each registered student will receive and iPad and an iTouch preloaded with courseware, which, says Greenberg, will “help the [executives taking the course] to experience what new mobile customers experience.”

Greenberg says that the course will focus on mobile advertising, including SMS, MMS and search and display; how corporations can use mobile on the business to business side; mobile shopping and e-commerce; mobile social media; how to track mobile ROI to make sure investments are paying off; augmented reality and location-based marketing; and how to integrate mobile marketing into a comprehensive digital marketing program.

According to Greenberg, the course, which is a component in a larger digital marketing curriculum aimed at business executives, is the first of its kind.

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