Mobile Marketing
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2020
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Digital Marketing
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20200106_00
Status: Approved (APPR)

Section I Notes: This course is offered on-campus. The sessions may include a variety of interactive and engaging activities including discussions, workshops, group activities, role plays, case studies and presentations. Readings, video, and podcasts may be provided online, on Sheridan's Learning and Teaching Environment (SLATE), to support class activities and reinforce material covered during class sessions. Assignment details will be provided in class and on SLATE. Students will need reliable access to the internet.

Section II: Course Details

Detailed Description
Mobile channels provide new ways for organizations and brands to connect with customers across all sectors. In this course, students explore how mobile marketing extends the traditional marketing communication mix. Students examine best practices in mobile digital marketing using industry-standard frameworks. By considering the end user-experience, the use of mobile applications, Mobile-First thinking concepts, legal frameworks, and privacy and security issues, students design a mobile strategy. Through the analysis of use cases, hands on exercises and group work, students evaluate the underlying technology with a focus on modern digital marketing practices.

Program Context

Digital Marketing Program Coordinator(s): N/A
This is a compulsory course in the Digital Marketing Certificate

Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of the course, students will be able to adapt the mobile-user experience across multiple digital marketing channels.
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Apply a comprehensive working knowledge of digital marketing best practices as it pertains to mobile.
  2. Examine the uniqueness of mobile technology through its innovation.
  3. Evaluate the mobile user experience by analyzing how mobile marketing differentiates from other digital marketing channels.
  4. Evaluate the value of designing and managing mobile applications to marketing objectives.
  5. Explain how data technologies can be used to capture personal data using mobile devices.
  6. Explore legal frameworks and ethics related to mobile applications and consumer relationships.
  7. Analyze marketing concepts/theories that support strategic mobile decision-making processes.
  8. Apply industry-standard frameworks to determine the criteria required to inform a digital marketing decision at an organizational level.
  9. Apply Mobile-First thinking concepts to multiple disciplines of digital marketing.
  10. Identify the implications of mobile application developments to a digital marketing strategy.
  11. Explain the strategic operating approaches using the "best in breed" mobile marketing program examples.
  12. Design a mobile marketing strategic framework for a product in your organization.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Online Discussions (5@3% each)15.0%
 Quizzes (13@1% each)13.0%
 Assignment 1 - Mobile Platform Analysis Report10.0%
 Assignment 2 - Product Requirements Document (PRD)12.0%
 Assignment 3 - Strategic Framework for App Development20.0%
 Assignment 4 -Designing a Strategic Framework (Group Project)30.0%

Evaluation Notes and Academic Missed Work Procedure:
TEST AND ASSIGNMENT PROTOCOL The following protocol applies to every course offered by Continuing and Professional Studies. 1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the instructor. 2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding Sundays and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not. An extension or make-up opportunity may be approved by the instructor at his or her discretion.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar

  • Not Eligible for PLAR

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-Class
Professor: N/A
Resource(s): N/A
Applicable student group(s): Continuing and Professional Students
Course Details:
Module 1: Fundamentals of Digital Mobile Marketing
  • The Mobile Marketplace
  • Complexity of Mobile Devices
  • The Digital Marketing Mix
  • Best Practices of Mobile Marketing
  • Assignment 1 - Mobile Platform Analysis Report 10% (Due end of Week 3)
  • Quiz 1 (1%)
Module 2: Mobile Technology
  • Emerging Technology Platforms (IOS, Android, Windows)
  • Types of Mobile Devices and Network Protocols
  • Environment Interactions and Footprint
  • Proximity/Location-Based Mobile Technology
  • Discussion 3%
  • Quiz 2 (1%)
Module 3: The Mobile User Experience (UX)
  • Customer Experience
  • UX of Mobile Websites vs. Mobile Applications
  • Comparing Various Digital Marketing Channels
  • The End UX Perspective
  • Mobile Thinking
  • Assignment 2 - Product Requirements Document (PRD) 12% (Due end of Week 5)
  • Quiz 3 (1%)
Module 4: Mobile Applications (Apps)
  • The Mobile Marketplace
  • Business Care for Mobile Apps
  • Product Requirements Document (PRD) for Mobile Apps.
  • Discussion 3%
  • Assignment 3 - Strategic Framework for App Development 20% (Due end of Week 10)
  • Quiz 4 (1%)
Module 5: Data
  • Mobile Marketing Growth - Drivers and Trends
  • Data Capture through Digital
  • Security, Storage and Protection of Data
  • Quiz 5 (1%)
Module 6: Legal Framework
  • Data and the Law
  • The Ethics of Mobile Marketing
  • Consumer Privacy Regulations
  • Canadian and International Regional Legislation
  • Discussion 3%
  • Quiz 6 (1%)
Module 7: Mobile Marketing Strategy Concepts
  • Strategic Value of Mobile
  • The Mobile Value Proposition
  • Mobile-First Thinking
  • Quiz 7 (1%)
Module 8: Mobile Marketing Strategy
  • Mobile Application Development Frameworks and Tools
  • When to Launch a Mobile App
  • How to Build a Mobile Marketing Strategy
  • Industry-Standard Frameworks
  • Decision-Making Criteria
  • Discussion 3%
  • Assignment 4- Designing a Strategic Framework: Group Project 30% (Due end of Week 13) 
  • Quiz 8 (1%)
Module 9: Mobile-First Thinking
  • Establishing Mobile Marketing Priorities
  • Mobile-First Thinking for Marketers
  • Tools to Support the Balanced Scorecard
  • Evaluating Mobile Marketing Effectiveness
  • Discussion 3%
  • Quiz 9 (1%)
Module 10: Implications of Mobile Apps in Marketing
  • Uses of Mobile Apps
  • Dynamic Nature of Mobile Technology
  • Consumer Digital Behaviour
  • Trends in Using Mobile Apps for Digital Marketing
  • Quiz 10 (1%)
Module 11: Marketing Operations and Strategic Objectives
  • “Best in Breed” Mobile Marketing Programs
    • Brand Awareness
    • Community Development
    • Personalization
    • Customer Relationship Management (CRM)
    • Custom Development
  • Success Factors of Mobile Marketing Elements
  • Mobile App Metrics
  • Quiz 11 (1%)
Module 12: Designing a Strategic Framework
  • Review Key Course Concepts
    • Audience
    • User Experience
    • Technology
    • Marketing Operations
  • Exploratory Research of Mobile Marketing
  • Key Considerations to Develop a Mobile Marketing Strategy


  • Quiz 12 (1%)
  • Quiz 13 (1%)

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

[ Printable Version ]

Copyright © Sheridan College. All rights reserved.