Dr. Mary Beth McCabe
The “Mobile Marketing Essentials” courseware
Teach strategy and innovation in today’s mobile-first world
Turn classroom learning into practical marketing expertise! The Stukent® “Mobile Marketing Essentials” courseware equips students with the skills to build and manage effective mobile campaigns. Your students will explore key areas such as mobile applications, advertising strategies, privacy issues, and 5G technology, preparing them to succeed in one of marketing's most dynamic fields.
Keep your course current and your students engaged with annual courseware updates, turnkey activities, and real-world examples.
One of the best textbooks in the field for the subject. The authors have great knowledge and leading-edge content, so the students using this textbook have the latest insights into today's challenges in the mobile marketing field.
Steve S., Instructor, National University
Preview
Explore the table of contents
Prepare your students for success in an ever-evolving mobile world. The "Mobile Marketing Essentials" courseware offers an in-depth exploration of the strategic, technological, and psychological aspects influencing the handheld device audience.
Chapter 1: Introducing Mobile Marketing
Chapter 2: Creating a Mobile-First Strategy for Growth
Chapter 3: Establishing a Mobile Presence
Chapter 4: Mobile Messaging
Chapter 5: Marketing Mobile Apps
Chapter 6: Mobile Advertising & Social Media
Chapter 7: Understanding the Mobile Landscape
Chapter 8: Designing for Mobile
Chapter 9: Intersecting Mobile and Privacy
Chapter 10: Profiting in the Mobile Marketing Future
See how easy it is to teach your next course with the “Mobile Marketing Essentials” courseware.
About the authors
Dr. Mary Beth McCabe, Michael Becker, Dr. Kristen Schiele, Paul Berney, and Michael Hanley
Dr. Mary Beth McCabe
Dr. Mary Beth McCabe is an associate professor at National University, teaching mobile marketing and marketing management. Mary Beth pioneered the first MBA specialization in mobile marketing and social media.
Michael Becker
Michael Becker is founder and managing partner at Identity Praxis, a company focusing on the personal information economy. Michael also teaches digital marketing as an adjunct professor at National University.
Dr. Kristen Schiele
Dr. Kristen Schiele is an associate professor in clinical marketing at USC's Marshall School of Business, a past Fulbright Scholar, and board member of the Marketing Educators’ Association, specializing in design thinking and digital marketing.
Paul Berney
Paul Berney is the founder of The Connected Marketer, with over 15 years in mobile marketing. He formerly served as CMO of the Mobile Marketing Association, with vast experience in sales and business development.
Michael Hanley
Michael Hanley is a key figure in academic mobile marketing research in the United States and former editor-in-chief of the International Journal of Mobile Marketing. Michael currently teaches advertising and mobile marketing at Ball State University.
Instructor support you can count on
With a 96.4% satisfaction rate and an average response time under 10 minutes, the Stukent Support Team and customer success managers ensure you can focus on teaching.
Always have the latest edition
The “Mobile Marketing Essentials” courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum is always on the cutting edge of industry.
