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
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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.
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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.

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