Course Catalogue

Module Code and Title:        CMS306 Media for Mobile Devices Lab

Programme:                          BA in Mass Communication

Credit Value:                         12

Module Tutor:                       New #1

General objective: The reach of interpersonal, group, public and mass communications have all been significantly enhanced by the prevalent use of connected mobile devices. On average, global trends indicate that content is being accessed far more frequently from mobile devices than on traditional mediums or fixed digital platforms. This module allows students to explore mobile platforms, their advantages and risks. The module also provide practical experience for students in differentiating their audience and the types of information they will need to produce. The module covers both design and technical aspects of media for mobile devices. Students will have the opportunity to create and edit mobile content, as well as make their own simple mobile apps, without the use of programming.

Learning outcomes – On completion of this module, students will be able to:

  1. Discuss the advantages conferred by increasing worldwide mobile literacy.
  2. Explain the risks and ethical concerns surrounding mobile usage.
  3. Identify the characteristic features of users on mobile devices.
  4. Apply the standards of mobile-friendly design to create mobile-friendly internet content.
  5. Edit existing content text into a mobile-friendly copy.
  6. Discuss the features and advantages of a marketing strategy that incorporates due consideration for the mobile experience.
  7. Apply a web template to create a responsive web site.
  8. Produce a short mobile-optimized video.
  9. Create a simple mobile app through a coding-free platform.

Learning and Teaching Approach:

Approach

Hours per week

Total credit hours

Lectures & discussions

2

30

Lab practicals

3

45

Independent study

3

45

Total

120

Assessment Approach:

A. Mobile-friendly website Group Project: Portion of Final Marks 15%

Students will work in groups of 3-4 to create a mobile-friendly website on a topic proposed by them and approved by the tutor. If desired, the proposed website can be for a local organization, club, etc. There should be at least 4 original mini articles posted with text and images.

5%       Effective use of mobile design elements

5%       Well-edited mobile-friendly content

5%       Individual process score, based on individual viva

B. Individual Video for mobile project: Portion of Final Mark: 10%

Students will develop a two minute video highlighting features optimized for mobile viewing.

5%       Use of mobile-friendly/mobile-optimization techniques

5%       Explanation of the shooting approaches and edits performed for mobile optimization (viva)

C. Practical midterm examination: Portion of Final Marks 15%

Students will be tested on their skills in writing and editing content for mobile. The practical portion will assess the ability to generate and optimize a simple webpage for mobile.

D. Individual app development: Portion of Final Mark: 15%

Each student will use the theories and techniques taught in class to compose a simple app for mobile. If desired, the proposed app can be for a local organization, club, etc. The app may be created using any one of several non-coding app development frameworks/platforms.

3%       App proposal and pitch

3%       App design

3%       App content

3%       App usability

3%       Creativity of the app

Areas of assignments

Quantity

Weighting

A.    Mobile friendly website

1

15%

B.    Video for mobile project

1

10%

C.   Practical midterm examination

1

15%

D.   Individual app development

1

15%

Total Continuous Assessment (CA)

 

60%

Theory and Practical Semester-End Examination (SE)

 

40%

Pre-requisites: CMS101 Introduction to Communication Arts and Technology

Subject matter:

  1. Unit I: Mobile literacy and usage
    • Definitions of mobile literacy with regard to the ability of individuals to take full advantage of highly connected mobile devices
    • Advantages conferred by mobile literacy in the realms of development, empowerment, education, business, society, governance, and politics
    • Impacts of instantaneous and nearly unlimited access to information, hyper-connectivity, and sense of space (geo-location)
    • Concerns and ethical issues with mobile usage
      • Risks of mobile addiction
      • Effects on social behaviour, such as increased risks of social withdrawal & drift toward individualization, impetuous behaviour in social media, surreptitious communications affecting social relationships
      • Distraction & disengagement from in-person attentiveness caused by attention to mobile devices: from poor social behaviour to actual physical danger for oneself and others (e.g., cell phones while driving)
      • Challenges of personal addressability: compulsion to be ‘always-on’ and rapidly responsive
      • Physical effects such as smartphone/texting neck pain and impacts on sleep
      • Increased risk of rapid spread of fake news
    • Review of mobile usage demographics in Bhutan
  2. Unit II: Characteristics of mobile users
    • Mobility
    • Attention span
    • Types of information / content sought
    • Viewing patterns on mobile screens (eye tracks, images/text preferences)
  3. Unit III: Mobile-friendly design
    • Simplification while matching / retaining key branding or thematic elements
    • Planning a site layout and user interface
    • Utilizing white space
    • Avoiding distractive elements
    • Optimizing font and button sizes
    • Using mobile-friendly video in place of excessive text
  4. Unit IV: Mobile-friendly content
    • Writing for mobile users (mobile-optimized copy)
    • Writing concisely: tightening, not shortening
    • Importance of headlines
    • Front-loading most important content
    • Using shorter paragraphs
  5. Unit V: Mobile marketing as part of a digital marketing strategy
    • Considerations for a mobile strategy
      • Mobile use trends; consumer preferences and response to mobile marketing
      • On-the-go users seeking local information
      • At-site / in-store mobile use
    • Effective mobile ads
    • Using apps that offer value (convenience, unique value, social value, incentives, entertainment) in place of straight ads
    • Web-based surveys for mobile platforms
  6. Unit VI: Introduction to responsive web design
    • Basic overview of website design (non-programming focus)
    • Features of responsive websites
    • Use of responsive web templates
  7. Unit VII: Creating video for mobile
    • Strategies for filming with mobile in mind
    • Special situations for vertical video, e.g., filming people for interviews
    • Aiming for brevity; optimizing file size
    • Avoiding pitfalls in mobile video: intricate/small subjects, distant subjects, excess graphics or text, reliance on unclear/weak audio
    • Supplementing the video with “info” or “about” sections with text, links, contact information, etc.
    • Video sharing platforms for mobile optimization
  8. Unit VIII: Coding-free mobile app development
    • App building platforms; advantages and limitations
    • Introduction to visual development environments
    • Selecting layouts and designs
    • Selecting app features
      • Content pages
      • Social media; communication
      • Push notifications
      • Videos/photos
    • Publishing apps

Reading List:

  1. Essential Reading
    • Ailende, T. (2016). Android development for everyday people. Amazon Digital Services LLC.
    • Bass, E. and Bass, R. (2017). How to build an app without coding. Amazon Digital Services LLC.
    • Hopkinson, N. (2016). Creating video for mobile. The Deli Agency. Retrieved from http://deliagency.com/creating-video-for-mobile/
    • Instructional Communications Systems. (2015). Creating Video for Mobile. University of Wisconsin-Extension. Retrieved from http://ics.uwex.edu/blog/creating-video-for-mobile/
    • Krug, S. (2014). Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability, 3rd Berkeley: New Riders.
    • Ling, R., & McEwen, R. (2010). Mobile communication and ethics: implications of everyday actions on social order. Etikk i praksis-Nordic Journal of Applied Ethics, 4(2), 11-26. Retrieved from https://www.ntnu.no/ojs/index.php/etikk_i_praksis/article/view/1760
    • Tiongson, J. (2015). Mobile App Marketing Insights: How consumers really find and use your apps. Google. Retrieved from https://www.thinkwithgoogle.com/consumer-insights/mobile-app-marketing-insights/
    • (2015). Mobile phones & literacy: Empowerment in women’s hands. Paris: UNESCO Publishing. Retrieved from http://unesdoc.unesco.org/images/0023/002343/234325E.pdf
  2. Additional Reading
    • Brown, B., Harper, R., & Green, N. (2002). Wireless world: social and interactional aspects of the mobile age. London: Springer.
    • Chahal, A. (n.d.). How to optimize your video campaigns for mobile devices. Retreived from https://www.vidyard.com/blog/how-to-optimize-your-videos-for-mobile-devices
    • Colborne, G. (2010). Simple and Usable Web, Mobile, and Interaction Design. Berkeley: New Riders.
    • Layon, K. (2013). Digital Product Management. Berkeley: New Riders.
    • Loayza, J. (n.d.). 6 tips for creating effective mobile videos. VoiceBunny. Retreived from https://voicebunny.com/blog/6-tips-creating-effective-mobile-videos/

Date:  May 14, 2018
Royal Thimphu College