Advanced Mobile Marketing Course

Lesson 1 • The Mobile Consumer Landscape

Examines how consumers use mobile devices across the purchase journey. Sets the behavioural baseline that informs every subsequent strategy in the course.

Lesson 2 • Mobile Marketing Channels Overview

Surveys SMS, push notifications, in-app ads, mobile web, and social channels. Provides the channel vocabulary used throughout the course.

Lesson 3 • Key Metrics and KPIs

Defines core mobile performance indicators including CTR, conversion rate, and retention. Builds the measurement vocabulary needed for later optimisation chapters.

Lesson 1 • Audience Activation and Management

Covers syncing segments to ad platforms, CRMs, and messaging tools. Ensures students can operationalise audiences built in earlier sections.

Lesson 2 • Data Sources for Mobile Audiences

Covers first-, second-, and third-party data collection methods specific to mobile. Establishes the data inputs required for all segmentation techniques in this chapter.

Lesson 3 • Behavioural and Contextual Segmentation

Applies in-app behaviour, location history, and real-time context to define segments. Connects raw data to actionable audience definitions used in campaign targeting.

Lesson 1 • Paid User Acquisition Channels

Examines app install campaigns across search, social, and ad networks. Builds the paid media skills that complement organic ASO efforts.

Lesson 2 • Measuring and Optimising Acquisition

Applies mobile measurement partner data to evaluate CPI, ROAS, and cohort quality. Closes the loop between spend and performance for acquisition campaigns.

Lesson 3 • App Store Optimisation Fundamentals

Covers keyword research, metadata optimisation, and visual asset best practices for app stores. Provides the organic acquisition foundation before paid strategies are introduced.

Lesson 1 • Lifecycle Messaging Automation

Builds automated journeys across push, SMS, and in-app channels tied to user lifecycle stages. Enables students to sustain engagement without manual campaign management.

Lesson 2 • Push Notification Strategy and Setup

Covers permission prompting, opt-in best practices, and notification architecture. Establishes the structural foundation for all push campaign work in this chapter.

Lesson 3 • SMS and MMS Campaign Execution

Teaches compliant SMS list building, message construction, and send-time optimisation. Provides a channel-specific skill set that complements push notification tactics.

Lesson 1 • Mobile Display and Native Advertising

Covers banner, interstitial, and native ad specifications and placement strategies. Provides the format knowledge required before programmatic buying is introduced.

Lesson 2 • Programmatic Mobile Buying

Explains real-time bidding, private marketplaces, and supply-path optimisation for mobile. Connects format knowledge to automated buying execution.

Lesson 3 • Campaign Trafficking and QA

Covers ad server setup, creative trafficking, and pre-launch quality assurance processes. Ensures students can launch campaigns accurately and troubleshoot delivery issues.

Lesson 1 • Reporting, Insights, and Optimisation

Builds structured reporting cadences and translates data into actionable campaign changes. Connects analytics outputs to the optimisation decisions covered in later chapters.

Lesson 2 • Attribution Models and Methodologies

Compares last-click, multi-touch, and data-driven attribution models for mobile. Equips students to select and defend attribution approaches for different campaign goals.

Lesson 3 • Privacy-Safe Measurement Frameworks

Addresses SKAdNetwork, aggregated event measurement, and privacy-preserving analytics. Prepares students for measurement in environments with restricted device-level data.

Lesson 1 • Gamification and Loyalty Mechanics

Applies points, badges, streaks, and challenges to increase habitual app usage. Provides engagement design tools that complement messaging and personalisation tactics.

Lesson 2 • Churn Prediction and Win-Back

Uses predictive models and behavioural signals to identify at-risk users and trigger win-back campaigns. Closes the retention loop by recovering users before they fully disengage.

Lesson 3 • Personalisation and Dynamic Content

Uses user attributes and real-time behaviour to deliver personalised in-app and messaging experiences. Builds on segmentation skills from Chapter 2 to drive engagement.

Lesson 1 • Mobile-First Creative Strategy

Develops creative briefs, testing roadmaps, and brand guidelines optimised for mobile contexts. Elevates creative execution from tactical to strategic across all mobile channels.

Lesson 2 • Testing, Iteration, and Scaling

Applies structured experimentation frameworks to validate hypotheses and scale winning tactics. Provides the continuous improvement methodology that sustains long-term performance.

Lesson 3 • Full-Funnel Mobile Campaign Planning

Maps awareness, consideration, conversion, and retention tactics into a unified campaign architecture. Synthesises skills from all previous chapters into a single planning framework.

Lesson 4 • Mobile Strategy Presentation and Alignment

Structures and delivers mobile strategy presentations to cross-functional stakeholders. Develops the communication skills needed to gain organisational buy-in.