General Course Information for MKT 652: Adv Mobile Mkt Strategies

Course: MKT 652 - Adv Mobile Mkt Strategies
Textbook: For the correct edition of the textbook assigned to a specific class, go to:

Course Prerequisite(s):
Course Description: This course will present a strategic focus for marketing in the mobile world. Students will cover the 3 Candamp;#8217;s: Communication, Content, and Commerce as it relates to mobile marketing. Students will be exposed to the most current cases in mobile marketing, and will be challenged to validate the ROI of mobile marketing in business globally. This course will include use of QR codes, Near Field Technology (NFT) and Location Based Services (LBS).
Course Learning Outcomes:
  • Develop and organize the challenges and opportunities in mobile marketing, including the evolution of new technologies.
  • Appraise existing marketing campaigns using mobile advertising, mobile promotions and internet only marketing.
  • Evaluate mobile marketing strategies in relation to current legal and ethical standards of practice.
  • Evaluate techniques of mobile marketing using strategies such as: target marketing and tracking ROI of customers for business, governmental, and not-for-profits in the global marketplace.
  • Assess the effectiveness of integrating mobile marketing with on and offline marketing.
Specified Program Learning Outcomes:
  • Specialization in Mobile Marketing and Social Media
    • Apply ethical behavior and legal knowledge of mobile marketing and social media.
    • Create and present a mobile marketing and social media plan for an existing company in both written and oral forms to faculty, industry experts and classmates.
    • Create strategic plans using mobile marketing and social media and develop, implement and evaluate their effectiveness for products or services in a global marketplace.
    • Develop marketing strategies to plan the three M’s: Monitoring, Measurement, and Metrics.
    • Integrate the 3 C’s: Communication, Content, and Commerce using current cases in mobile marketing and social media.
    • Utilize mobile marketing and social media marketing principles and procedures applicable to business, governmental, and not-for-profit entities.

Students with Disabilities:
Students seeking special accommodations due to a disability must submit an application with supporting documentation, as explained under this subject heading in the General Catalog. Instructors are required to provide such accommodations if they receive written notification from the University.

Writing Across the Curriculum:
Students are expected to demonstrate writing skills in describing, analyzing and evaluating ideas and experiences. Written reports and research papers must follow specific standards regarding citations of an author's work within the text and references at the end of the paper. Students are encouraged to use the services of the University's Writing Center when preparing materials.

The following website provides information on APA, MLA, and other writing and citation styles that may be required for term papers and the like:

National University Library:
National University Library supports academic rigor and student academic success by providing access to scholarly books and journals both electronically and in hard copy. Print materials may be accessed at the Library in San Diego or through document delivery for online and regional students. Librarians are available to provide training, reference assistance, and mentoring at the San Diego Library and virtually for online or regional students. Please take advantage of Library resources:


Contact the Library:

  • (858) 541-7900 (direct line)
  • 1-866-NU ACCESS x7900 (toll free)

Use the Library Training Tools (on the Library Homepage) for additional help

  • Recorded class presentations
  • Tutorials & Guides (APA/MLA, Peer-Review, and more)

Plagiarism is the presentation of someone else's ideas or work as one's own. Students must give credit for any information that is not either the result of original research or common knowledge. If a student borrows ideas or information from another author, he/she must acknowledge the author in the body of the text and on the reference page. Students found plagiarizing are subject to the penalties outlined in the Policies and Procedures section of the University Catalog, which may include a failing grade for the work in question or for the entire course. The following is one of many websites that provide helpful information concerning plagiarism for both students and faculty:

Ethical behavior in the classroom is required of every student. The course will identify ethical policies and practices relevant to course topics.

Students are expected to be competent in using current technology appropriate for this discipline. Such technology may include word processing, spreadsheet, and presentation software. Use of the internet and e-mail may also be required.

Learning to work with and value diversity is essential in every class. Students are expected to exhibit an appreciation for multinational and gender diversity in the classroom.

As a diverse community of learners, students must strive to work together in a setting of civility, tolerance, and respect for each other and for the instructor. Rules of classroom behavior (which apply to online as well as onsite courses) include but are not limited to the following:

  • Conflicting opinions among members of a class are to be respected and responded to in a professional manner.
  • Side conversations or other distracting behaviors are not to be engaged in during lectures, class discussions or presentations
  • There are to be no offensive comments, language, or gestures