M-Learning: New Concept, New Rules, New Implementations in Marketing in Cases on Challenges Facing E-Learning and National Development: Institutional Studies and Frameworks

M-Learning: New Concept, New Rules, New Implementations in Marketing in Cases on Challenges Facing E-Learning and National Development: Institutional Studies and Frameworks

Gonca Telli Yamamoto (Okan University, Turkey)
DOI: 10.4018/978-1-60960-074-7.ch010
OnDemand PDF Download:


This study could be defined as the process through which an education typically moves, as well as the moves of marketing of these programs. User friendly applications of mobilogren (http://www.mobilogren.net/) from Turkey will be given as a case study as a sample of a beginning stage of these developing software.
Chapter Preview


Information age grows with information, and regards this information as a value. This new society which is fed by information encompasses elements such as learning, working, entertainment and creating a society to its natural structure. Therefore, programs and styles with new features which address to the information society should be created.

In the last two decades, with the introduction of the existing information on electronic environment to the economy and the business world, and as a result of their direction in this way, individuals also perceived the importance of E-learning in a short time. Wild competition occurred during the transition into the information society. Competition has now become information and learning oriented. Learning in a competitive environment and accessing information rapidly is also very important for the institutions and there is a need for good marketing relationships with learners and potential learners. On the other hand some marketing implications are changing to the new media environments (internet & mobile).

Whatever the technology, however, learning is the vital element. Learning and development are the preliminary conditions of achievement. With the support from the new systems, nations are able to use information/knowledge they possess by allowing for the development of individuals at every level through a continuous learning record with a momentum in their expectations to gain superiority in the competition.

It has often been noted that when a new technology arrives we tend to use it in old ways (e.g. Twigg 2001), before we begin to understand what it really offers. So, for example the television was initially treated as ‘radio with pictures’, before those working in television began to appreciate what could be done with the new medium (Weller, 2009). There are some similar approaches in e-learning, mobile learning and marketing subjects.

Mobile learning is a new way of learning in contemporary education and it is one of the latest stages information society has reached. Mobile phones/PDA’s which are start up as the most enhanced instruments of mobile systems posses certain peculiar characteristics compared to existing computers in terms of accessing, sharing and creating information, and they become a part of life in a much faster way.

They represent unique characteristics such as being operable 7 days/24 hours everywhere within the coverage area, and having the ability to communicate and deliver messages to almost any corner of the world. This means usage and access potential is more than other devices such as computers. There is also a convergence between computers and mobile devices.

The mobile instruments lead to opening new gates of the world beyond the person and to the development of new environments of information sharing for everybody around the world.

According to Horizon (2009) over the past few years, mobiles have undergone a continual transformation, becoming ever more capable and flexible with each new release. The ability to record audio and video turned the mobile phones into portable multimedia means.

Mobile devices became keepers of several personal knowledge are such as family photos and personal notes etc. as their storage capacity increased. Some other functions like phone books, and calendars; geolocation, web browsing, and email have brought much of the functionality of a laptop to the pocket-sized devices.

For example in mid-2008, Apple launched the App Store for the Apple iPhone, and less than six months later, more than 10,000 such applications were offered. Other mobile platforms are encouraging similar development, such as Google’s Android platform and the Open Handset Alliance. While these capabilities occur this also brings new opportunities for the education system.

Mobile devices are already in use as tools for education on many campuses and for continuing education. New interfaces and applications offer unlimited possibilities for education, networking, and personal productivity on the move.

The ability to connect to wifi, bluetooth and GPS in addition to a variety of cellular networks, and the availability of third-party applications have created several options almost every student that carries a mobile device.

Complete Chapter List

Search this Book:
Table of Contents
Paul Kawachi
Chapter 1
Juliet Stoltenkamp, Jephias Mapuva
Among those communication and marketing tools that will inform the basis of this chapter will be the blog whose introduction into the ICT interface... Sample PDF
Integrated Marketing Communications and Their Application to the Open Education Field
Chapter 2
Goknil Nur Koçak
This chapter aims to open a discussion on how tertiary level students of 21st century transform from passive receivers of courses to producer –... Sample PDF
From Consumer to Prodsumer: Contemplation on Product, Producer and Consumer in Tertiary Education
Chapter 3
Ruth Gannon Cook
This chapter addresses the effectiveness of down-to-earth marketing efforts over cloud management in both recruitment and retention of students in... Sample PDF
Educational Marketing: Coming Down from the Cloud Using Landing Gear
Chapter 4
Ormond Simpson
This chapter will examine these factors in turn and will maintain that there are serious issues in all of them that need careful unpacking before... Sample PDF
Marketing Online Education
Chapter 5
Victor C. X. Wang
To serve a significant portion of the student population, adult learners, in the academy in the 21st century, this chapter argues that online... Sample PDF
Marketing and Promoting Online Adult Education
Chapter 6
Ebru Gokaliler, Ayda Sabuncuoglu Aybar
The brand management process consists 5 steps which are: market analysis, brand situation analysis, targeted positioning, testing the new... Sample PDF
Brand Management Process for the Online Education Programmes
Chapter 7
N. Bilge Ispir
All distance education institutions need inform their target audience (in this case, target students) about their education programs. In order to do... Sample PDF
Ad Avoidance and Distance Education Marketing: How Ad Avoidance Can Affect Distance Education Advertising
Chapter 8
Osman Gok, Emir Ozeren
The chapter argues that OE service providers require well designed marketing strategies and should differentiate the institution and the programs... Sample PDF
Marketing Distance Education Programs: Building a Customer Orientation
Chapter 9
Najmuddin Shaik, Shannon Ritter
A growing number of colleges and universities are using social media as an integral component of their marketing strategy, because they realize... Sample PDF
Social Media Based Relationship Marketing
Chapter 10
Gonca Telli Yamamoto
This study could be defined as the process through which an education typically moves, as well as the moves of marketing of these programs. User... Sample PDF
M-Learning: New Concept, New Rules, New Implementations in Marketing in Cases on Challenges Facing E-Learning and National Development: Institutional Studies and Frameworks
Chapter 11
Jephias Mapuva
This section of the book is going to provide a definition and the role of online education in today’s world. In this section, online education is... Sample PDF
Defining the Role of Online Education in Today’s World
Chapter 12
Murat Hismanoglu
In our times, many educational institutions are providing online degree programs for learners by supplementing their traditional offline class with... Sample PDF
Important Issues in Online Education: E-Pedagogy and Marketing
Chapter 13
Mehpare Tokay Argan, Metin Argan
The findings indicate that members of the reviewed website used forums heavily as a means of interactivity and gathering of health related and... Sample PDF
Marketing of Virtual Healthcare Communities as Being Distance and Open Learning (DOL) Environments
Chapter 14
Michael Stellefson
This chapter discusses considerations for marketing select distance education courses in health education. Five questions and answers are provided... Sample PDF
Considerations for Marketing Distance Education Courses in Health Education: Five Important Questions to Examine Before Development
Chapter 15
Bamidele A. Ojo
This chapter examines the marketing of e-learning and challenges facing distance education in Africa. While discussing the growing trend in distance... Sample PDF
Marketing E-Learning and the Challenges Facing Distance Education in Africa
Chapter 16
Mesude Canan Ozturk
It can be seen that due to increasing importance of public relation efforts, mega universities started to assign more place to corporate identity... Sample PDF
Applying the Corporate Identity in Mega Universities’ Web Sites
Chapter 17
Purnendu Tripathi, Siran Mukerji
The ODL institutions need to have a competitive strategy so as to provide quality education at an affordable cost. This makes India a special case... Sample PDF
Strategic Framework for Sustainable Development of Open and Distance Learning Programs in India: Marketing Perspective
Chapter 18
Manuel Cuadrado-Garcia, María-Eugenia Ruiz-Molina
Exchange agreements between universities and new technologies are influencing the education-learning process during the past few years. E-learning... Sample PDF
Cross-Cultural Comparison of Student Perceptions and Performance in a Multicultural, Interdisciplinary and Bilingual Online Educational Project
Chapter 19
Evan G. Mense, John H. Fulwiler, Michael D. Richardson, Kenneth E. Lane
With student population on the rise globally, colleges and universities face daunting new challenges to accommodate the increased demand for... Sample PDF
Standardization, Hybridization, or Individualization: Marketing IT to a Diverse Clientele
Chapter 20
David S. Stein, Constance E. Wanstreet, Michelle L. Lutz, Tiffany Dixon
This chapter presents a marketing model for four-year higher education institutions that may be appropriate for engaging aging Baby Boomers in... Sample PDF
Older Adults as New Learners: A Framework for Marketing Online Education to the Other Adult Learner
Chapter 21
Elizabeth Moore Rhodes, Willie Ennis, Mindy Crain-Dorough, Michael D. Richardson, Tak C. Chan
This chapter examines marketing messages that may persuade older adult learners to enroll in online higher education programs. It builds on a... Sample PDF
Financing Distance Education in a Time of Economic Challenge
Chapter 22
Don S. Stumpf
Distance learning programs have influenced nearly all aspects of higher education. Extended campus locations at many colleges and universities have... Sample PDF
Leadership and Distance Learning: Implications for the Administration of Higher Education Extended Campus Locations
Chapter 23
Ileana Hamburg, Judith Terstriep, Steffi Engert
In this chapter, results of European studies and projects coordinated also by authors i.e. ARIEL (Analysing and Reporting on the Implementation of... Sample PDF
Promoting Online Education for New Working Environments in Companies
Chapter 24
Salih Usun, Sevki Komur
The main aim of this descriptive study is to review the marketing strategies and applications of English Language Teaching (ELT) programs via... Sample PDF
The Marketing Strategies and Applications of English Language Teaching (ELT) Programs via Distance Education
James Fong
About the Contributors