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Course Outline - MBA
Class: MBA
Course: MIS-553 Mobile Marketing Strategies
Instructor: Mrs Yasmin Malik
Class details
Class Timing and Room 7:50-9:20 pm City Campus
Session Day(s) Monday and Wednesday
Credit Hours: 3 Credit HoursCourse Prerequisites: None
Consultation Time Available one hour before class starts at City Campus Faculty Lounge, byappointment.
Please see my LinkedIn profile under Yasmin Malik which includes feedbackabout the course from former students:
http://www.linkedin.com/profile/view?id=16347880&trk=tab_pro
Contact # 021 381 04701
Course Description
As many marketers are now acknowledging: Mobile is the Future. This course is designed to provide
students with a sound understanding of the mobile channel as a marketing tool in both the
international and local markets. In particular, the course takes a very practical and realistic approach
to examining Pakistans own mobile marketing eco-system and the opportunities and challenges
therein. The course also emphasizes how mobile is becoming an essential component of both digital
and cross-media marketing campaigns.
Course Objective
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To provide a sound understanding of the mobile channel and how it is becoming an essential componedigital and cross-media marketing campaigns
To practically define the elements needed to both create and implement successful mobile marketing sin the Pakistan environment
To gain a practical understanding of the Mobile Marketing Eco-System from a local as well aperspective
But most of all: To understand mobile inside out!Course Learning Outcomes
Knowledge Outcomes1. Being able to define the Mobile Mindset and understand how Mobile is part of Digital2. Identifying the types of mobile marketing strategies and models that a given brand can adopt
and identifying which mobile channel is the most suitable for the associated strategy byexamining mobile marketing success stories in global markets and in Pakistan
3. The Mobile Marketing Value Chain/Eco-system and its in-depth analysis4. Gaining a thorough understanding of the market forces and technology that can optimize your
mobile marketing strategy in Pakistans emerging mobile marketing eco-system5. Gain a thorough understanding of the mobile Internet, mobile portals, mobile devices, mobile
applications/games and Mobile Ad Networks
Skills/Abilities Outcomes
6. Improved and focused team work7. Improved analytical ability and thinking8. Ability to follow a research thread and expand your knowledge base through your own
initiatives9. Ability to hold a discussion and form educated strategies on issues involving ethical and socio-cultural dilemmas
10.Learning to form and express your own opinion with confidence and clarity
Teaching and Learning Methodology
All course material will be shared with students using the SAKAI online system.The pedagogy used for the course will be a combination of:
- Role Plays/Activities/Experiential Learning- Lecture slides combined with active discussion- Case studies (local and international)- Active oral case discussion and presentation (group-wise)- Online/Video mobile marketing campaigns and their discussion- Term Report (Individual)- Readings (white papers, articles, industry reports etc.)- Guest speakers session(s)- Exams
MBA Program Outcomes
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Course Outcomes 1 2 3 4 5 6 7 8 9 10
Know
ledge
Outc
omes
1 X X X
2 X X X X X X X
3 X X X X X X
4 X X x X X X
5 x x x X X
Skill/Abilities
Outcomes
6 X X X X
7 X X x X X
8 X X X X
9 X X X X X X
10 X X X X X
Course Plan*
Session Chapters Session Topic Assessments %
1
N/A
PreliminaryThoughts &
Perception
The business drivers for using mobile technology for
marketing, advertising and branding purposes:
How aware are you of these drivers? Industry Definitions Global mobile marketing metrics A snapshot of successful mobile marketing
campaign in various industry sectors includingaviation, FMGC, automobile industry,telecom/IT, education/universities, retail,
TV/media, hotel/leisure industry
Reading:Mobile Advertising Guidelines 2009, (www.mmglobal.com),Mobile Marketing Association (2009)
2
N/A
Local Thoughts &Perceptions
Pakistan View: using mobile technology for marketing,
advertising and branding purposes:
Mobile marketing in Pakistan Who are we trying to reach via Mobile? How is Digital Marketing being adopted by brands in
Pakistan? How is Mobile part of Digital? Defining your Mobile Mindset
Reading:Dawns Aurora Annual 2012 Marketing Review Report
3
Chapter 1
(Reference Book
No. 1)
Lecture &
Categorization and domain mapping of mobile marketing
campaigns:
SMS/Txt based campaigns Mobile Portals & Apps/Games (MMS and click-
through banners) Rich-media based mobile marketing
CP 0.5
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Discussion Audio-based mobile marketing (Ring Back Tones) Mobile Vouchers/Coupons and QR Codes Digital Proximity/Location based mobile marketing
Reading:Sprite India Short Code SMS Campaignwww.mmaglobal.com
4
Chapter 1
(Reference Book
No. 1)
Discussion
Categorization and domain mapping of mobile marketing
campaigns (contd.):
Choosing the right channel for domain mapping Classification of the right advertising opportunity for
each channel Mapping objectives:
Branding/CRM Direct sales Lead generation Interactive dialogue (voting, polling) Click-to-call/click-to-buy
Reading:
PAPER: Mobile Advertising: Does It Work for Everyone?(2009), International Journal of Mobile Marketing
CP 0.5
5
N/A
Lecture &Discussion
Mobile marketing implementation: SMS/Txt based campaigns
Why the power is still in SMS The effect of SMS spam on mobile marketing Ethics in SMS based campaigns how can we
enforce them? SMS campaigns from the Operator point of view Impact on Operator ARPU SMS campaigns from the Brand point of view In-message SMS campaigns The benchmark for SMS campaigns
Readings:The Killing of A Medium (How Local Marketers Have Killedthe SMS as a Promotional Tool), Tariq Ziad Khan, Nov-Dec2010, Aurora DAWN magazinehttp://auroramag.wordpress.com/2010/12/20/the-killing-of-
a-medium/
The Power is Still in the SMS, Yasmin Malik, Jan-Feb,2011, Aurora DAWN magazinehttp://auroramag.wordpress.com/2011/02/15/the-power-is-still-in-the-sms/
Ethics in Business: Mobile Marketing or SMS Spam?, TheExpress Tribune, April 4, 2011http://tribune.com.pk/story/142408/ethics-in-business-mobile-marketing-or-sms-spam/
CP 1
Case Studies on SMS Marketing:
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6
Case Discussion
(Chapter 3,Reference BookNo. 4)
Cadbury/Flytxt Txt-2-Win(Source: Ads to Icons How Advertising Succeedsin a Multimedia Age, Author: Paul Springer, Case Study on SMS success factors in Pakistan
(Pring)
Reading:Pring for Success The SMS Marketing Heroes of Pakistan,Yasmin Malik, Nov-Dec 2012, Aurora DAWN magazinehttp://auroramag.wordpress.com/2012/12/19/pring-for-success/
CP 0.5
7
N/A
Lecture & CaseDiscussion
A more in-depth look at the strength of SMS/Txt
campaigns
Technology architecture for Bulk SMScampaigns
Case Study: Boots X-mas UK(www.telecoms.com)
Reading:PAPER: Mobile marketing: The role of permission andacceptance, International Journal of Mobile Communications
CP 1
8
Chapter 2(Reference BookNo. 2)
Lecture
The Mobile Marketing Value Chain:
Diagrammatical representation and discussionof the Mobile Advertising Value Chain and its 6Constituents/Links
In-depth technological analysis of the ValueChain
Global and local correlation of Value ChainConstituents
Interaction of Value Chain Constituents in orderto create a conducive market driven platformfor mobile marketing
Issues in the Value Chain and how to overcomethem including the identification of local markettechnology obstacles
CP 0.5
9
N/A
Discussion/GuestLecture
In depth- analysis and interpretation of each of the
Mobile Marketing Value Chain constituents:
Link 1: The Brand Link 2: The Creative Agency
o Guest Lecture on the way Brands/CreativeAgencies in Pakistan have adapted to mobile
Reading:The Digital Age, Express Tribune, Kazim Alam, Nov 1, 2012http://tribune.com.pk/story/459030/the-digital-age-taking-public-relations-to-social-media/
CP 0.5
10N/A Case Study on Link 1
Kraft Foods Mobile Marketing StrategyCP 1
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Case Discussion(www.icmrindia.org)
Case Study on Link 1Vodafone-Pepsi Ramadhan Campaign(www.mmaglobal.com)
11
N/A
Lecture &Discussion
In depth- analysis and interpretation of each of theMobile Marketing Value Chain constituents:
Link 3: The Technology/Content Provider Link 4: The Original Equipment
Manufacturer/Mobile OS Pakistan focus on Link 3: Converge
Technologies
Reading:Nokia Focuses on Pakistan, Sept-Oct 2012, Aurora DAWNmagazinehttp://auroramag.wordpress.com/2012/09/07/nokia-focuses-
on-pakistan/
CP 0.5
12
N/A
Case Discussion& Role Play
Case Study on Link 3: Admob USA(www.admob.com)
Role Play on Mobile Marketing Value ChainCP & RolePlay
3
13
N/A
Discussion &WAC (WrittenAnalysis of Case)
In depth- analysis and interpretation of each of the Mobile
Marketing Value Chain constituents:
Link 5: The Telecom/Mobile Operator Link 6: The Consumer
WAC due on Krafts Mobile Marketing Strategy
Reading:Globetrotting Telecoms (How Brand Value Affects MobileMarketing), Yasmin Malik, Sept-Oct 2010, Aurora DAWNmagazinehttp://auroramag.wordpress.com/2010/10/21/globetrotting-telecoms/
CP
WAC
0.5
5
14
N/A
Discussion& GroupPresentations
Case Study on Links 4 & 5 (showing inter-working ofboth): Blackberry In India: Losing Its PremiumImage? (www.ecch.co.uk)
PAPER FOR DISCUSSION: The success factors ofmobile advertising value chain, E-Business Review2004
CP 2
15
Chapter 6(Reference BookNo. 3)
Lecture
The impact of the Mobile Operator on the Value Chain:
Disintermediation and commoditization Operator dominance Operators as access providers Operators as content providers Operators as enablers
CP 0.5
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Resulting impact on mobile marketing strategy Minimizing or maximizing Operator impact on
mobile marketing strategy
16
N/A
Case Discussion/GroupPresentation
Case Study on Link 5: Orange Telecom UK
(www.telecoms.com) CP 1.5
17
N/A
Lecture
Technology challenges in implementing mobile marketing
campaigns:
How different wireless/mobile technologies havechanged
Technologies that support mobile marketing(2G, 2.5G, 3g, 4G, Wi-Fi, WIMAX)
Examination of how these changes haveaffected the Pakistan wireless/mobileenvironment
Examination/assessment of how conducive thePakistan wireless/mobile environment for theenablement of mobile marketing
When 3G arrives, what will it mean?Throttling the Information Revolution: 3G Technology isComing our Way, Yasmin Malik, The Express Tribune, Feb 4,2012http://tribune.com.pk/story/331442/geek-guide-throttling-the-information-revolution/
CP 0.5
18
Chapter 2
(Reference BookNo. 1)
Lecture
Devices and mobile Operating Systems (OS) that enable and
support the implementation of mobile marketing:
The iPhone Android phones Symbian feature phones Smartphones, BlackBerry etc. The impact of mobile OS on mobile marketing
strategies (iOS, Android, RIM, Symbian, WindowsMobile)
CP 0.5
19
N/A
Lecture &Discussion
Wireless Marketing Models:
Mobile marketing as a stand-alone medium foradvertising
Mobile marketing as a fully integrated cross-mediacampaign
Mobile marketing as a challenger to traditional webbased advertising
Data-driven models for mobile advertising
CP 0.5
20
Chapters 8 & 9(Reference BookNo. 1)
Lecture &
Mobile marketing implementation: Mobile portals &
apps/games
The importance of the mobile portal and apps inmobile marketing
CP 0.5
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Discussion Buying and selling advertising on mobile portals Click-through rates and CPM (Cost per Thousand
Impressions) mechanism Mobile Pay Per Click (MPCC) mechanism On-deck vs Off-deck mobile portal based
advertising methods Dealing with tangible and intangible brands wrt
mobile portals How mobile games can be monetized for mobile
advertising
21
N/A
GroupPresentations
Case Studies on Mobile Portals & Apps
Virgin Media (www.mobilemarketer.com) BMW Driving Force (www.telecoms.com) Lufthansa Sky is The Limit (www.telecoms.com)
CP 5
22
Chapter 6(Reference BookNo. 1)
Lecture
Mobile marketing implementation: Mobile
Vouchers/Coupons/QR Codes
What products are right for mobile couponing? Mobile coupons and the role of QR Codes Mobile coupon targeting and delivery (SMS/MMS) Location-based couponing Mobile coupon redemption
CP 0.5
23
N/A
Case Discussion
Case Studies on Mobile Vouchers/Coupons/QR Codes: Lucozade M-coupons (www.mmaglobal.com) Case Study on QR Codes in Pakistan: Olaround CP 0.5
24
N/A
Assignment forTerm ReportGiven
Individual Term Report on the analysis of Mobile Ad Networks
and Mobile Marketing Strategies of Brands/TelecomOperators:
Some tips and guidelines on report writing Allocation of specific companies to individual
students on which to base the report Discussion of the expected scope of the Term Report
Guest Lecture on Mobile App/Games development in Pakistan
Term Report 15
25
N/A
Case Discussion
Case Study on Mobile Gaming & Mobile Advertising: Tequila Mobile
(Harvard Business School)
(NOTE: To be conducted by Dr Wasim Azhar if present)
CP 2.5
26
N/A
Lecture &Discussion
Mobile Ad Networks The Mobile Ad Serving Process Technology considerations when dealing with Mobile
Ad Serving and NetworksCP 0.5
27N/A
Local Telecom Industry Analysis:CP 0.5
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Discussion Correlation of global mobile marketing strategies toPakistans local market environment
Role of local Mobile Operators as enablers orrestrainers for mobile marketing
Associated driving and restraining forces in the localtelecommunication market
Assessment of how a mobile marketing eco-systemcan be better implemented in Pakistan
28
Discussion andRole Play
Term Report Due
Case Study/Role Play:
Mobile Marketing at Telenor, Author: Yasmin Malik,www.emeraldinsight.com
CP & RolePlay
5
Mid-term Exam 20
Final Exam 30
* This Course Plan is subject to amendment especiallyif technological and market developments need to be
accounted for
Recommended Text Books & Case Studies Pool
1. Mobile Marketing: Finding Your Customers No Matter Where They Are, Cindy Krum, Que, ISBN-10: 0-7897-3976-3
2. Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology, Alex Michael and BenSalter, Butterworth-Heinemann, ISBN-10: 0750667478.
3. Wireless Horizon- Strategy and Competition in the Worldwide Mobile Marketplace, Dan Steinbock,Amacom, ISBN-10: 0814407145
4. Ads to Icons How Advertising Succeeds in a Multimedia Age, Paul Springer,ISBN:0749456477, Kogan Page, 2nd Edition, 2009
Note:
Students will do themselves a major dis-service if they approach this particular course with thelearning by rote attitude
The above text books are only for REFERENCE They are recommended in order to increase readership and awareness of material related to mobile
marketing
This course will not follow a chapter wise review of the above quoted text books Students are advised to be up to date and aware of digital/mobile/internet marketing initiatives in their
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own working environment
Additional slides/handouts/industry reports will also be shared in class The emphasis of the course is on understanding the concepts and practically applying them to mobile
marketing initiatives
Cases, readings, slides and all related course material will be uploaded on SAKAI as the course progresses The course outline given previously is indicative only. This may change depending on the availability of
guest speakers, in-class activities, market conditions, new cases, etc.
CASE STUDY POOL (cases will be selected from these, but list may be updated with the publishing of
new cases):
1. Land Rover Txt/MMS
Source: Mobile Marketing: Finding Your Customers No Matter Where They Are, Cindy Krum, Pearson, ISBN-10: 0-
7897-3976-3
2. Adidas-Admob
Source: www.admob.com
3. Orange Txt-based Cinema Promotions (Orange Wednesdays)
Source: Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology, Alex Michael and Ben
Salter, Butterworth-Heinemann, ISBN-10: 0750667478.
4. Tequila Mobile
Source: Harvard Business School
5. Blackberry In India: Losing Their Premium Image?
Source: www.icmr.org:
6. Lufthansa M-marketing strategy: The Sky is the Limit
Source: Informa Telecoms & Media UK (www.telecoms.com and www.informa.com)
7. Boots X-masSMS Campaign
Source: Informa Telecoms & Media UK (www.telecoms.com and www.informa.com)
8. Lucozade M-Coupons
Source: Mobile Marketing Association USA (www.mmaglobal.com)
9. BMW MMS/Mobile Portal: Driving Force
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Source: Informa Telecoms & Media UK (www.telecoms.com and www.informa.com)
10. Cadbury Txt-2-Win
Source: Ads to Icons How Advertising Succeeds in a Multimedia Age, Paul Springer, Kogan Page,
ISBN:0749456477
11. Admob-Telefonica O2
Source: Mobile Marketing Association USA (www.mmaglobal.com)
12. Vodafone-Pepsi
Source: Mobile Marketing Association USA (www.mmaglobal.com)
13. Mobile Marketing at Adidas: Brand in the Hand
Source: Ivey/Harvard Business School
14. Kraft Foods Mobile Marketing Strategy
Source: www.icmr.org
15. Chevrolet and QR Codes
Source: www.emarketer.com
16. Virgin Media: Mobile Portals & Rich-Media Mobile Marketing
Source: www.mobilemarketer.com
17. Mobile Marketing at Telenor
Source: www.emeraldinsight.com
Prerequisite Skills and Knowledge to take this Course
Be comfortable with applying technology for learning and be aware of your mobile environment.
Assignments and Quizzes: DEADLINES AND DUE DATES:
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Assessment Due Date Remarks
CP(includes discussion, grouppresentations, role plays)
Ongoing Details regarding CP marking/grading are given
later on in this document
WAC(Written Analysis of Case)
Before the Mid-Term exam A separate Written Analysis of Case details
Document will be provided to students
Term Assignment
Last week of the course Term Assignment will be handed out immediately
after the Mid-Term exam week
Mid Term ExamMid-term Exam Week Date to be as per Mid-Term Exam Week schedule
Final ExamFinal Exam Week Date to be as per Final Exam Week schedule
This course follows absolute grading
Marks Distribution
Marks HeadTotal
FrequencyTotal
ExemptedMarks
/Frequency
TotalMarks/Head
Learning Outcomes
CP (includesdiscussions,
presentations & roleplays)
Ongoing 0 30 30 1,2,3,4,5,6,7,8,9,10
WAC 1 0 5 5 2,3,4,5,6,7,9,10
TermReport/Assignment 1 0 20 15 1,2,3,4,5,7,8,10
Mid Term Paper 1 0 15 20 1,2,3,4,5,9, 10
Final Paper 1 0 25 30 1,2,3,4,5,9, 10
Total Marks 100 1,2,3,4,5,6,7,8,9,10
Class participation
I will ask you to rate your own class participation, and I will also get feedback from the entire class onthe students they have learnt the most from during class. I will then assess this information against
my own observation, and then arrive at your final CP.
1. Weak (0-5)You are consistently absent/late from classYou attend class without showing any evidence of being mentally presentYou show disrespectful behavior towards your peers
2. Adequate/Satisfactory (6-10)You are present and courteous, but do not participate very much in class even when
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prompted.You also do not participate on SAKAI discussions.You are essentially a passive but willing recipient of information.
3. Good (11-15)You are present and courteous, but participate actively in class only when prompted.This is also reflected in your case study discussions, written work and SAKAI discussions.
4. Very Good (16-20)You are present and courteous, and share actively about assigned readings/cases and
topics under discussion.This is also reflected in your case study discussions, written work and SAKAI discussions.However, you participate in activities only when prompted.
5. Excellent - Almost There! (21-25)When you are present and courteous, and provide guidance to your fellow students
during discussion.This is also reflected in your case study discussions, written work and SAKAI discussions.You also participate in activities in a proactive manner.
6.
Exceptional in all Respects (26-30)You are present and courteous, and introduce new and thought provoking ideas, concepts
and issues in class.This is also reflected in your case study discussions, written work and SAKAI discussions.You initiate classroom activities and discussions, and contribute immensely to class
participation.Your classmates acknowledge your great contribution to their learning.
Comments and/or Suggestions
Students may see the faculty any time in case of any problem or issue that needs attention. As I ama Visiting Faculty, I will usually be available on the scheduled days of the course.
Technology Requirements
Please bring your laptop to class if possible.
Also bring your mobile phone and be ready to use it (unlike other classes, where you maystrictly have to switch it off!).
Also bring old-fashioned pen and paper.
Academic Conduct
At IBA academic honesty is mandatory. Absolutely no plagiarism/ cheating in any examination, quiz,assignment, report, and/or presentation by any student is tolerated. Each case is decided on its ownmerit in accordance with notified plagiarism policies. All classrooms are cell phone free zones.Permission to attend to emergencies is to be obtained from the respective faculty. Sports / musicplaying and /or other activities on campus during class timings, especially near class rooms are notallowed.
Attendance Policy
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A distinguishing feature of the IBA is its adherence to the academic calendar. A detailed program isprovided on the first day of every semester. Students are required to attend lectures, laboratorysessions, seminars and fieldwork as may be specified for a course each semester.Attendance is recorded at the beginning of each session. Late comers are marked absent even if theyare late by a minute. No excuses are accepted. If a student accumulates more than the permissiblenumber of absences, he/she is not permitted to sit for the final examination. Full-time students are
allowed 6 absences in a 1 hour course, 4 in a 75 or 90-minute course and 3 during a summer course.Part-time/evening students are allowed 7 absences in a regular semester (75-minute) course and 5 ina summer semester course.In general, IBA stipulates a minimum of 90% attendance for full-time students and 75% for part-timestudents. Students are not allowed to remain absent on the first and last day of the semester. Seriousaction is taken against those who violate this rule.
Plagiarism Policy
IBA considers plagiarism as "taking and using the thoughts, writings, and inventions of another personas one's own" (Concise Oxford Dictionary). Plagiarism manifests itself in various forms. These includebut are not limited to the following: Verbatim copying, near-verbatim copying, or purposely paraphrasing portions of another author'spaper or unpublished report without citing the exact reference. Copying elements of another author's paper, such as equations or illustrations that are not commonknowledge or copying or purposely paraphrasing sentences without citing the source. Verbatim copying portions of another author's paper or from reports by citing but not clearlydifferentiating what text has been copied (e.g. not applying quotation marks correctly) and /or notciting the source correctly. "The unacknowledged use of computer programs, mathematical / computer models /algorithms,computer software in all forms, macros, spreadsheets, web pages, databases, mathematicaldeviations and calculations, designs models / displays of any sort, diagrams, graphs, tables, drawings,works of art of any sort, fine art pieces or artifacts, digital images, computer-aided design drawings,GIS files, photographs, maps, music / composition of any sort, posters, presentations and tracing." "Self-plagiarism, that is, the verbatim or near-verbatim re-use of significant portions of one's owncopyrighted work without citing the original source." IBA aims to help all stakeholders recognize andavoid plagiarism. The punishment for the offence ranges from a warning to expulsion from IBA for aperiod of three years. For further details please consult IBAs handbook on plagiarism.
SPECIAL NOTE: Students found engaging in plagiarism will be awarded ZERO marks for thatassignment/presentation in which plagiarized material is found in this course.
Withdrawal Policy
Full-time students are allowed to withdraw from one course in a semester if such withdrawal helps thestudent in improving his/her performance in the remaining courses.The withdrawal must be sought on prescribed forms within one week of the second term examinationresult. Withdrawal from a course is not treated as failure. However, once a student has accumulatedmore than the permissible absences in any course, he/she is not allowed to withdraw from that courseand is awarded an F. Part-time students are allowed to withdraw from some or all of the courses forwhich they have registered in a semester.
Permission to withdraw from a course must be made on the prescribed form available from theEvening Program office within one week of the second term examination result or within one weekafter the announcement of midterm examination results in the summer semester
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