MKT557: Assess the end-to-end experience providing a critique of the same, highlighting the key hits and misses: Mobile Marketing Assignment, SUSS, Singapore

Question 1

Open the website www.ups.com on your mobile device.

(a) Assess the end-to-end experience providing a critique of the same, highlighting the key hits and misses.

(b) Propose changes to to improve their mobile web experience

Question 2

Your company has launched a new app – Cheff; an expansive food and cooling app that combines meal planning, recipes and nutrition measurement. This is a well gamified app and as a marketer, you are confident about the product. It is your core KPI to monetize the app

(a) Recommend a fully integrated app marketing plan to launch the app and get the desired downloads.

(b) Draw up an app monetization plan, recommending the levers you propose to use and strategy on how you will use them.

(c) Draft a channel plan (strategy & execution) to grow paying subscriber base and growing in app purchases.

Question 3

A leading food court that has a food festival and wants to generate more footfalls to the pop-up restaurants and speciality grocery stalls from:

(a) Unplanned visitors those who are already visiting the neighbourhood

(b) People who will specially plan a trip to food festival. They also want to encourage more online retail purchases from visitors to the specialty grocery stalls. Integrate a mobile marketing plan with other digital channels
that will meet both objectives.