MGT 6311 FINAL REVIEW TEST PAPER 2026
PRACTICE SOLUTIONS GRADED A+
⩥ Mobile Application Considerations.
Answer: - Goals
- Customer Strategy
- Platform and Buildout
⩥ Goals.
Answer: it's critical to begin the process of building out a mobile
application by thinking about what the business and marketing goals are
within the app
⩥ Customer Strategy.
Answer: We want to leverage all insights we have about our target
audience:
- Personas: A great starting point is to reflect upon our user personas
- Social Listening: We can use social listening tools to gather insights
from our target audience
- Buyer Journey: What do we know about the process our target
audience follows and the various paths taken to purchase our offerings
,- User Stories: We can also build out user stories to help clarify the
features and functionality within the app
- User Feedback: We can do so through focus groups and surveys to
better understand their interests
⩥ Platform and Buildout.
Answer: - OS & Data
- UX
⩥ Mobile Channels.
Answer: 1. SMS/MMS: This channel allows for both push messaging
(where the brand sends the message to the customer) and the opportunity
to receive messages from consumers
2. Proximity/Bluetooth Beacons: When a smartphone with the brand's
app installed comes into range, it can receive a notification such as a
sales promotion offer, recommendations or any other message the brand
wants to transmit. Proximity Marketing
3. AR/VR: This technology can also be location based such that a user in
a store can launch an app and see more information about the products
around them
,4. Applications: There are several distinct advantages of applications:
a. Native Functionality: Easy accessibility on the mobile device by
simply clicking the app to launch it.
b. Push Notifications: Push notifications are dependent upon permission-
based marketing
5. Mobile Sites:
a. Owned
b. Paid: We can also explore advertising on third party sites
6. QR Codes: These represent data in grid form, which only a computer
can decipher
⩥ Mobile Implementation.
Answer: - Mobile Advertising: These include mobile SMS ads, display
ads on third party mobile sites, paid search ads, display ads within
applications and push notifications.
- Mobile-Based Offers: Marketers can send a text message to opted-in
consumers containing a promotional message that encourages a click to
the brand's website.
- Mobile Loyalty: Making loyalty programs smartphone accessible
, - Mobile Ticketing: Such as movie, airline and concert tickets
purchased/used on a mobile device
- Text to Win: Including a call to action in the brand's website to collect
email addresses and encourage the visitor to begin or continue their
buyer journey
⩥ Mobile Implementation Best Practices.
Answer: - Avoid Spam: Ensure opt in communication to avoid a
negative brand perception
- Relevance: The content and promotions provided to consumers need to
be relevant to where they are in the buyer journey
- Easy Interaction: UX is critical as consumers have low patience, and
high expectations
- Addressability: provide as personalized an experience for each
consumer as possible
Geo-Targeting: We want to be cognizant of location specific marketing
capabilities that we can use to engage consumers at specific points
PRACTICE SOLUTIONS GRADED A+
⩥ Mobile Application Considerations.
Answer: - Goals
- Customer Strategy
- Platform and Buildout
⩥ Goals.
Answer: it's critical to begin the process of building out a mobile
application by thinking about what the business and marketing goals are
within the app
⩥ Customer Strategy.
Answer: We want to leverage all insights we have about our target
audience:
- Personas: A great starting point is to reflect upon our user personas
- Social Listening: We can use social listening tools to gather insights
from our target audience
- Buyer Journey: What do we know about the process our target
audience follows and the various paths taken to purchase our offerings
,- User Stories: We can also build out user stories to help clarify the
features and functionality within the app
- User Feedback: We can do so through focus groups and surveys to
better understand their interests
⩥ Platform and Buildout.
Answer: - OS & Data
- UX
⩥ Mobile Channels.
Answer: 1. SMS/MMS: This channel allows for both push messaging
(where the brand sends the message to the customer) and the opportunity
to receive messages from consumers
2. Proximity/Bluetooth Beacons: When a smartphone with the brand's
app installed comes into range, it can receive a notification such as a
sales promotion offer, recommendations or any other message the brand
wants to transmit. Proximity Marketing
3. AR/VR: This technology can also be location based such that a user in
a store can launch an app and see more information about the products
around them
,4. Applications: There are several distinct advantages of applications:
a. Native Functionality: Easy accessibility on the mobile device by
simply clicking the app to launch it.
b. Push Notifications: Push notifications are dependent upon permission-
based marketing
5. Mobile Sites:
a. Owned
b. Paid: We can also explore advertising on third party sites
6. QR Codes: These represent data in grid form, which only a computer
can decipher
⩥ Mobile Implementation.
Answer: - Mobile Advertising: These include mobile SMS ads, display
ads on third party mobile sites, paid search ads, display ads within
applications and push notifications.
- Mobile-Based Offers: Marketers can send a text message to opted-in
consumers containing a promotional message that encourages a click to
the brand's website.
- Mobile Loyalty: Making loyalty programs smartphone accessible
, - Mobile Ticketing: Such as movie, airline and concert tickets
purchased/used on a mobile device
- Text to Win: Including a call to action in the brand's website to collect
email addresses and encourage the visitor to begin or continue their
buyer journey
⩥ Mobile Implementation Best Practices.
Answer: - Avoid Spam: Ensure opt in communication to avoid a
negative brand perception
- Relevance: The content and promotions provided to consumers need to
be relevant to where they are in the buyer journey
- Easy Interaction: UX is critical as consumers have low patience, and
high expectations
- Addressability: provide as personalized an experience for each
consumer as possible
Geo-Targeting: We want to be cognizant of location specific marketing
capabilities that we can use to engage consumers at specific points
