Degree in Management of Business and Technology La Salle Campus Barcelona

Degree in Management of Business and Technology

Internationality, technology, innovation, creativity, entrepreneurship, values, and both people and team management are the keys to define this degree. Includes international stages.

Mobile app management

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Description
Mobile businesses and apps continue growing and have become an important part of most companies' business models, as well as of marketing and communication strategies. What is a major investment for these companies needs to be accompanied by managers who understand the basic elements of the mobile ecosystem and have the mobile product management skills to ensure apps are successfully planned, produced, developed and published. With more than two million apps in each of the main app markets, and hundreds being launched every day, this Mobile Apps Management course helps students to identify, understand and apply the business, technical, marketing and distribution concepts that make the difference between success and failure: either being featured in the top downloads and sales rankings of Google Play and the App Store or getting few or even, no downloads at all. Through a series of classes and workshops, with several examples and practical considerations students will examine the management of an app from its inception to the moment it gets published in an app store and is marketed to potential users in an ever-changing environment, with new devices and technologies that are allowing new and disruptive business models.
Type Subject
Optativa
Semester
First
Credits
5.00

Titular Professors

Bruce Michael Humphrey Ventura
Professor

Professors

José María Ibáñez García
José María Ibáñez García
Previous Knowledge
Objectives

By the end of the course the students will develop skills in:
- Understanding the Mobile Apps ecosystem from a business and technology perspective.
- Learning and identifying the business opportunities offered by the different technologies available in mobile devices.
- Learning how to create new business models implemented through innovative mobile apps.
- Learning about project management methods for producing a mobile app.
- Developing a mobile app with the use of professional tools.
- Learning about the publishing and distribution processes of a mobile app.
- Understanding the options for promoting an app.
- Learning about the relevance of customer experience and user behavior measurement from a business perspective.
On the completion of this course students will be able to:
- Understand the mobile apps market and the main players.
- Understand the main technologies present in a mobile device and their practical use.
- Understand how disruption is introduced through Business Model Innovation
- Understand how to create an innovative Mobile Business Model.
- Develop a simple mobile app with professional tools.
- Understand the process to publish and market a mobile app in Google Play and the App Store.
- Understand how to promote and measure the success of the app

Contents

Mobile Ecosystem
- Mobile App Opportunity
- Mobile market growth
- Mobile growth drivers
- Mobile technology stack: Devices and Operating Systems
Mobile as a Channel
- Changing expectations of mobile consumers.
- Customer Journey
- Multichannel vs Omni-channel
Mobile Business Models
- Disruption through Business Model Innovation
- Let’s review some Business Model Patterns
- How to innovate on Business Models
- Business Model Canvas: (workgroup)
- Value Proposition Canvas: (workgroup)
Mobile technologies enabling innovation Project Management
- Project Management Methodologies
- Mobile Project Management - Agile / Scrum
Mobile App Development
Online Shop. Develop our own advanced MobinQube plugins.
User behavior and customer experience
Marketing Plan

Methodology

As Mobile technologies and apps are shaping the world we live in, the learning experience is based on teaching methods that encourage student participation, discussions and practical hands-on experience on app development and marketing fundamentals. Classes will concentrate on the main Mobile App Management topics while case studies may require in-class discussions. We will also draw on a vast array of multimedia sources such as videos, podcasts and blogs to supplement written material.

Evaluation

Your final grade consists of five parts:
- Attendance :10%
- Participation: 20%
- Midterm exam: 25%
- Final project - App Development: 20%
- Final Project - Presentation Delivery and Pitch: 25%

Evaluation Criteria
Basic Bibliography

- George Berkowski (2014) How to Build a Billion Dollar App: Discover the secrets of the most successful entrepreneurs of our time, Piatkus. ISBN: 978-0349401379.
- Croll, A., & Yoskovitz, B. (2013). Lean analytics: Use data to build a better startup faster. Eric Ries, Series Editor, Sebastopol, CA: O'Reilly.
- Oliver Gassmann, Karolin Frankenberger, Michaela Csik (2015). The St. Gallen Business Model Navigator, FT Publishing International. ISBN: 9781292065816.
- Ash Maurya (2012) Running Lean: Iterate from Plan A to a Plan That Works, Eric Ries, Series Editor, O’Reilly. ISBN: 978-1-449-30517-8.
- Ash Maurya (2016) Scaling Lean: Mastering the Key Metrics for Startup Growth, Portfolio Penguin. ISBN: 978-0241279243.
- Alexander Osterwalder; Yves Pigneur (2010) Business Model Generation, John Wiley & Sons. ISBN: 978-0470-87641-1.
- Alexander Osterwalder; Yves Pigneur; Gregory Bernarda; Alan Smith (2015) Value Proposition Design How to Create Products and Services Customers Want, Hoboken Wiley.
- Eric Ries (2011) The lean startup : how today's entrepreneurs use continuous innovation to create radically successful businesses, Crown Business. ISBN: 9788423409495
- Jeff Sutherland (2014) Scrum: The Art of Doing Twice the Work in Half the Time, Crown Business. ISBN13: 9780385346450.

Additional Material