6173 Mobile Marketing
Ass.Prof. Dr. Dominik Molitor
Contact details
Weekly hours
Language of instruction
02/15/23 to 02/20/23
Registration via LPIS
Notes to the course
The subject "Specialization in Business Administration Course V - Service and Digital Marketing" will be held in the summer semester 2023 for the last time.
Day Date Time Room
Tuesday 05/23/23 09:00 AM - 05:00 PM EA.5.040
Wednesday 05/24/23 09:00 AM - 05:00 PM EA.5.030
Friday 05/26/23 09:00 AM - 05:00 PM EA.5.040

The emergence of smartphones has tremendously changed the marketing landscape. Some marketing strategies are now completely outdated, others are being massively transformed, while new – often data-driven – marketing techniques are continuously emerging and changing the way firms interact with their customers. Familiarity with mobile marketing strategies and techniques have become indispensable to the leading digital marketers of today and tomorrow’s firms.

Learning outcomes

Upon completing this course, student should:
• Understand the mobile ecosystem and device-specific characteristics
• Understand how mobile marketing differs from other forms of marketing
• Appreciate the key technologies and strategies used by firms for mobile marketing campaigns
• Understand the key metrics to measure the success of mobile marketing campaigns
• Appreciate the importance and sensitivity of new data sources including aspects such as privacy and data security

Attendance requirements

According to WU rules, you have to attend 80% of the sessions in this course.

Teaching/learning method(s)

The course combines a variety of learning experiences: lectures, case discussions and student presentations.


Grades for the course will be based on four components:
• Exam (40 %)
• Case write-ups (30 %)
• Presentations (30 %)


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Availability of lecturer(s)

The main form of communication will be email (via MyLEARN). Students are expected to check their university email accounts regularly as emails will be sent to make announcements and provide materials prior and between sessions.

Last edited: 2023-04-27