MOBILE MARKETING GAME: FROM USER ACQUISITION TO CUSTOMER ENGAGEMENT
Syllabus
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