THE DEVELOPMENT AND EVALUATION OF AN M-LEARNING PLATFORM FOR MARKETING COURSES: MARKETING GENIUS
F.Zeynep Özata[1], Nilgün Özdamar Keskin[2] and Kerim Banar[3]
Mobile learning is one of the methods that attract more attention in recent years. Mobile learning has the potential to meet the new requirements for effective teaching and enhance marketing lessons for students. The aim of this paper is to examine the development process of an m-learning platform in marketing (a marketing education application) and the evaluation of this application. A design based action research was used to develop and evaluate this platform. This research approach includes four phases; (1) analysis of practical problems by researchers and practitioners, (2) development of solutions within a theoretical framework, (3) the testing and evaluation of solutions in practice, (4) reflection and documentation to produce design principles. In the development process of the application, the researchers first identified the problems through surveys and in-depth interviews that the marketing students have faced. In the second phase, an m-learning platform called “Marketing Genius” was designed based on these surveys and in-depth interviews. Both IOS and Android versions of the mobile application were developed. In the third phase of the study, both marketing and non-marketing students tested Marketing Genius for a semester and evaluated the application. The evaluations were based on three dimensions of the application; (1) the content (visual, audio and multi-media content, examples and case studies, presentation of the content), (2) the system (speed, visual design, personalization, ease of use, navigation, reliability, safety), (3) the experience (flow or optimal experience, interaction, entertainment), and satisfaction from the application. The evaluations of the students showed that, both the content and the system characteristics of the application were assessed quite well but the experience dimension needs to be developed. On the other hand, the application was found very satisfying.
Field of research: Marketing
[1] Ass.Prof. Dr., Anadolu University, Turkey
Porsuk Technical School, Basın Şehitleri Street, Eskişehir, TURKEY
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Tel: +90 532 2527433
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[2] Ass.Prof. Dr., Anadolu University, Turkey
Yunus Emre Campus, Anadolu University, 26470, Eskişehir, TURKEY
E-mail:
[3] Prof.Dr., Anadolu University, Turkey
Yunus Emre Campus, Anadolu University, 26470, Eskişehir, TURKEY
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