Course Overview
Mobile marketing is a growing media channel and the central focus of this course. It focuses on strategically exploiting the latest developments in the mobile content, apps and mobile marketing sectors in order to help your professional development.
Mobile as a Media Channel follows a comprehensive study of mobile phones as a media channel and gives you the chance to develop your own content and mobile marketing campaigns through practical assessments.
It’s brought to you by Birmingham School of Media and NTI Birmingham, at Birmingham City University and runs for two days, followed by a distance learning period.
Students on this course who successfully completed course assignments are also awarded 20 academic credits towards a Masters degree, as part of Skillset’s UK-wide Build Your Own MA programme (www.bcu.ac.uk/byoma).
Entry Requirements
This course is available for students who are looking to use mobiles as an effective media tool by looking at either mobile content, apps or marketing.
The course can easily be fitted around your current professional work thanks to the flexible course structure.
Course Content
The module is centred on the latest developments in the mobile world and will draw on your own experiences in the working environment so that you will be able to direct a portion of your study to key issues relevant to your practice.
The module will cover:
- The development of mobile as a media channel
- Understanding mobile users: networks, handsets and user demographics
- Technologies deployed: SMS, MMS, Mobile Web, Apps and Bluetooth
- Case studies looking at successful deployment of mobile content and brand campaigns
- How to develop and deliver mobile content and marketing campaigns
- How to develop digital media strategies to meet business objectives
Course Structure
The module will be taught as two one-day, face-to-face sessions, combined with online learning and assessment work.
You also have the opportunity to develop your knowledge further with supported online study where you will take part in a variety of online exercises, forums and projects.
You'll explore a number of key areas about how to make mobiles a successful media channel both individually and within groups.
Assessment
You will be asked to develop campaigns in two specific areas:
1. Monetising Mobile Content (50%)
This will build upon the principles learnt behind content development and monetisation. You will create your own campaign, which can include any mobile media channel, functions or content.
2. Mobile Marketing Campaign (50%)
For this assignment, you will choose from marketing briefs covering retail, government, finance and FMCG or develop a mobile marketing campaign related to your work or a specific project.
Tutors
The course is designed and led by leading industry experts including Mark Brill and Tim Dunn. They have topical case studies and examples that will benefit students professionally.
There will also be guest speakers invited to support, help and advise you.
The academic tutor is Sara Middleton, who will be providing support for your assessment and will ensure your learning outcomes are achieved.