224460a Mobile Advertisig and Brand Engagement

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In this course students will learn about the specifics of designing Mobile Apps for Advertising and brand engagement purposes. The goal is to build a concept design including a user Interface design for a Mobile App as the final project task. (mock-up or functional prototype).

Students will first be introduced to a series of relevant topics in the field of Advertising and brand engagement. After that students will get to know how to analyze user needs in this field and what are the interaction possibilities to address those needs in a situated, location specific setting. Finally they will be introduced to the process of how to build a concept design, based on the User Centered Design process for designing Mobile Experiences. (Persona, User Journey, Scenario, Task model, Prototype)

The Course is also aimed to be inspirational regarding new forms of Interaction techniques such as Mobile Interaction with a Flying Robot display (Quadrocopter with beamer on it. www.displaydrone.com) or interaction with the physical Environment (MobiSpray.com).

Topics covered:
• How traditional advertising works in general
• How Online advertising works
• The Opportunities of Mobile Advertising
• Customer Life cycle & Mobile Loyality
• SoLoMo - The Social Local Mobile Movement
• Second Screen Model
• Mobile Augmented Reality - Opportunities & Challenges
• Gamification
• Mobile Interaction at the Point of Sale
• Mobile User Interaction with Public Screens