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MOBILE MARKETING GAME: FROM USER ACQUISITION TO CUSTOMER ENGAGEMENT

Program

Updated A.Y. 2020-2021

TEACHING MEMBERS RESPONSIBLE FOR THE COURSE

Michela Mingione, PhD, University of Rome Tor Vergata

E-mail: mingione@economia.uniroma2.it

Emanuel Peter Patrioli, Senior Mobile Marketing Manager, Lottoland Ltd.

E-mail: emanuel.peter@lottoland.com

Luca Mastrorocco, Co-founder Mobile Marketing Italia

E-mail: luca@rplg.io

Lorenzo Rossi, Co-founder Mobile Marketing Italia

E-mail: lorenzo@rplg.io

OVERVIEW OF THE COURSE

What does it mean to be mobile-oriented? How can you acquire a customer-base and keep it over time? Thanks to this strongly interactive course, students will be able to answer these important questions. In particular, a gamified learning experience will help students to acquire Mobile First capabilities.

TEACHING OUTPUTS

At the end of the course, students will be able to improve the following capabilities:

  • ASO (App Store Optimisation)
  • User acquisition (UA) and most effective UA channels
  • Onboarding and CRM (Customer Relationship Management)

 

TEACHING METHODOLOGY

The format of the course is lecture, case studies, and interactive group projects

EXAM

Group Project presentation

MAX STUDENTS: 30