SEO600 - The Mobile User & Responsive Design

Outline info
Last revision date 2018-07-20 12:01:46.641
Last review date 2018-07-20 12:02:01.205

Subject Title
The Mobile User & Responsive Design

Subject Description
Mobile usage and browsing continues to increase at an unpredictable rate. This course explores the fundamental differences in user behavior across various devices, and how to design an optimal mobile experience, based on these preferences. Students will learn to strategize and evaluate the placement of on-line ads, banners, landing pages and email campaigns, against a spectrum of mobile devices. Design principles, content layout, features, and functionality will be heavily discussed.  

Credit Status
1 full credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

·        Demonstrate an understanding of the demographic diversity of mobile users.
·        Categorize the various mobile platforms and their relevance to the marketplace.
·        Apply knowledge of responsive website design to answer current industry challenges.
·        Demonstrate a competent knowledge of responsive website design techniques.
·        Apply knowledge of the industry to the development of marketing strategies for selling responsive websites.
·        Demonstrate the key tools and selling messages for responsive website marketing in today’s marketplace.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline
The Mobile User
·        Who they are and what their needs are.
·        Mobile internet usage trends.
·        How have mobile customer interactions changed?
·        What platforms are mobile users using?
Mobile Friendly Websites
·        What is a mobile friendly website?
·        How can you recognize a mobile friendly vs responsive website?
·        Differences between responsive and adaptive websites?
·        How to make a website “mobile friendly” on a budget.
Responsive design
·        What is responsive design?
·        Why is responsive design important?
·        How to design responsive websites:
                        - Responsive grid systems.
                        - Responsive web design basics.
                        - Flexible grids.
                        - Flexible images.
                        - CSS media queries.
                        - Showing and hiding content.
·        Popular tools for responsive website design
Mobile Marketing
·        Mobile users - Who are they? How do we market to them?
·        What is mobile marketing?
·        Advertising position maximization.
·        Why is mobile marketing key to success in today’s world?
·        Selling responsive website design to clients.

Mode of Instruction
The primary mode of learning is through classroom lecture and instruction. Additional modes of instruction will include class discussions, assignments, and question and answer periods. Class participation is critical to success in this course.

Prescribed Texts
The following course material(s) will be provided:

  • Various current industry articles and resource materials.
  • Reference URLs.
  • Handouts.

Required Supplies
Note taking materials are required.

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation

Project One  5%                 
Project Two  20%               
Project Three  20%               
Quiz (*)  10%
Final Project  25%               
Final Exam (*)  20%               

This subject is part of the Search Engine Optimization Analyst, Certificate program. Those students choosing to pursue their Search Engine Optimization Analyst Certificate are requred to complete assessment(s). The passing grade for each course is 50%. 

Approved by: Denis Gravelle