Consumer Online Learning 1 Running head: CONSUMER ONLINE LEARNING Consumer Online Learning: Turning Teaching into Profits A Thesis Presented to the Faculty of Full Sail University In Partial Fulfillment of the Requirements of the Education Media Design and Technology: Masters Degree Full Sail University Samuel Turner April 28, 2010
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Consumer Online Learning 1
Running head: CONSUMER ONLINE LEARNING
Consumer Online Learning: Turning Teaching into Profits
A Thesis
Presented to the Faculty of
Full Sail University
In Partial Fulfillment
of the Requirements of the
Education Media Design and Technology: Masters Degree
Full Sail University
Samuel Turner
April 28, 2010
Consumer Online Learning 2
Abstract
Retail stores trying to increase profit and to offer better services have turned to educating their
customers in workshops. The companies that perform well have more offerings for training for
their customers. Visiting the Apple store on a Saturday morning and will show five to fifteen
people or even more at larger stores participating in a getting started workshops. Cox, the
nation’s third largest cable operator, purchased wireless spectrum a little over two years ago. As
part of this investment and wanting to offer a retail environment to sell this new product, Cox
wanted to offer its customers a place to learn and explore. Cox hopes that creating these
opportunities will increase overall customer satisfaction and potentially increase revenue.
Suggestions for Further Research………………………………………………………………..23
References………………………………………………………………………………………..24
Consumer Online Learning 4
Introduction
One cannot help but notice the very successful retail establishment of Apple. From
computers to iPhones, from iPods to Apple TV, Apple exemplifies retail revenue prowess.
Providing a quality product with knowledgeable people help drive the success of the computer
company’s retail business. Another key factor for Apple’s retail dominance comes from the
importance placed on education of their customer. Offering numerous free workshops to the
customers and selling a yearly training membership to those who purchase a new computer,
Apple strives to provide multiple streams of learning for their customers (Apple, 2010). The
rigors of life including traffic often prevent countless numbers to take advantage of this great
offer because of a lack of online availability.
Companies stand to make more in revenue by offering their customers ways to learn
more about the services or products they have already purchased. This learning environment
creates a place for customers to come and ask more questions often learning about more products
that might be helpful. What an excellent way for companies to offer the customers opportunities
to learn and for the company to grow revenue. Cox Solutions Stores created the learning lounge
area as a key destination for visitors to the store. Cox spent a considerable sum of money to
determine that according to research customers wanted the opportunity to receive training and
further education on products and services that were offered and that they might already own.
Why do companies want to provide educational opportunities to their customers? Those who
attend a workshop at Apple seem to have a great experience and company benefits by being able
to sell other products and services. Companies stand to increase revenue by offering more
educational opportunities to their customers because often times those interactions lead to further
selling of other services and products.
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Thesis Statement
In an ever-shrinking economy and looking for new and creative ways to increase
revenues, companies must find ways to provide solutions to customers’ problems. Educating
customers has become something that Apple focuses on within store marketing campaigns by
providing its One to One membership (Apple, 2010). Apple could increase revenue in the
learning arena by offering an online option for training or still another company might follow a
similar model like Apple. A company might offer training and look to add an online option to
provide training for their customers who for various reasons cannot attend workshops or other
training in the store. Ever-expanding time constraints prevent many individuals from taking
advantages of offers for learning, such as Apple’s One to One membership, but with an
additional charge of an online component Apple or another company such as Cox
Communication can grow their revenue without increasing its overhead cost.
Definition of Terms
An eligible customer by definition at Apple, one who purchases a new Mac computer and
then purchases the One to One membership.
Online learning defined as a form of visual chat via the Internet.
Workshops defined as gathering of customers to learn about a specific topic.
Subscribers are individuals who have monthly services with Cox Communications
whether, digital telephone, high speed Internet, video, and wireless telephone services.
A revenue-generating unit or RGU is a term that cable companies use that indicates a
reoccurring monthly charge that brings in a set amount of revenue.
Educational Significance
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Certainly with more emphasis on adult learners by colleges and other institutions, the
idea of retail companies helping to educate their customers really comes as a direct extension of
the quest for adults wanting to continue education. Companies looking for new ways to educate
their staff corporations, look toward local community college (Lipp, 2000). Many community
colleges will look to work with corporations to offer less expensive training rather than relying
entirely on their staff at a more affordable pricing (Lipp). With adults looking for companies that
will help them understand services and products better, it is not a surprise that companies such as
Cox Communications are creating retail environments to accommodate this desire. Based on
using recommendations from Accenture group, Cox created a section of their new retail stores to
accommodate what customers conveyed to Accenture that education is key to the success of the
new stores. The concept is simple create an environment that people can learn about either
services, technical matters, or how to do certain installations all on their own. Make it even
easier for customers, offer them an online component to the teaching and be able to charge them
a premium and the company increases its revenue.
Howard Gardener’s (1999) various intelligences, such as linguistic or kinesthetic, one can
see why online learning is so vital to adults. Whether the person exhibits a high level in
linguistics, logical-mathematical, musical, interpersonal, or intrapersonal intelligence people
want to learn and online would only do more to enhance the opportunity for those to learn
(Gardner). By offering adults a sense of worth in the learning process, the adult stays protected
by being able to learn while at home. Learning without being present gives the adult learner a
sense of protection from direct scrutiny when making a mistake. Attention needs to focus on Eric
Jensen and how different conditions can adversely affect learning. The environment and
acoustics can prevent a learner from retaining knowledge, because often times a person might be
Consumer Online Learning 7
better able to control those conditions while at home. With many having home offices, the
environment would be much better at most homes then it would be at the local mall or another
retail location.
Review of Literature
The Adult Learner
Purchasing the Apple One to One training program was simple for customers before June
2009. All a customer needed do was stop by an Apple retail store and purchase the yearlong
membership. The service offered the customer a transfer of their computer data from a personal
computer (PC), a weekly session with a trainer for fifty minutes, and weekly open project times
for three hours (Apple, 2010). The program, though, lacks much online support other than video
tutorials, which still does not possess the human interaction. One of the single biggest reasons
people do not purchase the program is the lack of online assistance. They complain that they do
not have enough time to drive because of traffic what takes at least an hour to arrive at the store.
The traffic turns a single session into a sometimes three-hour ordeal just to learn about a new
product or software. Apple could sell more memberships and make additional profit by offering
a more complete interactive training membership to their customers by having the availability for
online training to the customer from the comfort of their own home saving time and being more
environmentally friendly just like their computers. Training is not a new concept, nor is it
cutting-edge but offering an online element allows for a wider base of acceptance.
According to Dobrovolny (2006), there is a new way trainer and learners must achieve
their objectives in order for success to take place. Dobrovolny writes in distance learning about
the results of a study of seven participants and how they learn based on their own need and
preferred pace. This source provides good information for this topic because it focuses on the
Consumer Online Learning 8
importance of the online and it took place only three years ago. With an online portion of
training offered by way of iChat, the company could have up to three students being taught at the
same time. The article also keys in on the importance of the individuals desire to learn and how
this influences the success of the learner (Dobrovolny).
Holt (2000) discusses the trends for the corporate training as heading into the 21st
century. The ideas seem to support the idea that people want self-paced and interactivity along
with multimedia delivery of the content. The article still contains some relevant ideas because
further studies and other sites discuss some of these trends in more detail even currently (Holt).
With the web shifting to the Web 2.0 concepts, training will have to adapt and this article just
shows more of these ideas even though it is nine years old. Cox Communications will provide
workshops that offer both hands-on and web-based demonstrations while customers are present
to offer training that deals with multiple intelligences (Gardner, 1999). Trying to utilize both
bodily-kinesthetic intelligence and linguistic intelligence, by having the educator talk, and have
items for participants to touch and try Cox will utilize how different adults learn (Gardner).
In a white paper report for corporate review Dr. Gary Woodhill (2004), the Chief
Learning Officer for Operitel Corporation, discusses what he identifies as fourteen trends in
electronic learning in corporate settings. He focuses on seven specific trends to show where
corporate learning will focus. This article really helps strengthen the position that people want
interactivity and practical hands-on instruction not just paper learning. The article at five years
old still has relevance concerning the topic. The article also adds another source that contains
similar information on what people want and need for training to be successful. Start-up
businesses face multiple challenges in order for success to take place. Retail stores could help
offer other business training to help them control costs. Creating a service that offers online and
Consumer Online Learning 9
at home, technical training services centered on the computer for both businesses and individuals
to bridge the gap in cost and time savings. This continues a strong trend that online for
companies is vital to offer customers different ways to become educated about their products and
services.
Focusing on how businesses might use the local community colleges to train their
employees, companies can turn to local community colleges (Lipp, 1974). Although more than
thirty years old, Lipp’s writing provides a historical perspective that lay the groundwork for
online learning today. Offering programs that tailor fits the needs of the business, community
colleges can create learning for the adult corporate student. This cooperative approach between
community colleges and corporations suggests a lowering of costs. Lipp offers some concrete
reasons to use a community college and provides historical relevance to how education has
evolved. This continues a trend as suggested that adults need continuing education in order to be
at their best with products and services especially with technology being a key component.
Holt (2000) wrote about new trainings, which seemed more about a new opportunity for
online training for computers running Linux operating system. The article seems more like a
commercial announcement for a company and its new offering. Offers a list of the product
visitors may obtain training that will allow individuals to be more productive on Linux-based
computers.
Chuck Trierweiler (2006) writes about whether online is right for corporate learning
provides an excellent source of potential for the thesis. Online learning and the corporations
using them strengthen the importance of how a retail store can increase revenue with a tool that
companies will use for its internal customers. Trierweiler discusses the study, which at the center
was a study of 151 executives who head up their companies learning, this according to the
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author. Trierweiler conveys that online learning will see more growth in the coming years.
Having the ability to review research that has already taken place with only short time between it
allow for a review of current data of how companies use online training for their employees.
Having research conducted allows for more review of whether and how to offer training as a
start-up business to other companies or individuals.
Author Irwin Pollack (2002) writes concerning why adults need to be trained. Pollack
discusses some key facts in when adults learn at their best. Pollack writes that adults learn:
“when they are ready to learn, when they are motivated and have a reason to learn, and when the
learning experience is hands on and practical” (p. 6). These only account for a few out of twenty
some concepts or ideas when adults learn at their best. This endorses why Apple continues to
offer training to its customers and why other retail establishments are looking to imitate this
model. Not only does Cox want to imitate this model they relied on studies that were conducted
by Accenture that showed subscribers wanted an opportunity to learn by being educated in the
store (corporate meetings). If Cox would offer an online component to their in store training, the
company will have been able to add a new revenue generating unit. People want help and often
times will place a premium on the assistance they receive.
Gardner (1999) stressed that no intelligence was more superior to any other. Although it
might be better to possess more of certain intelligence, they are all beneficial. If all humans are a
blend of multiple intelligences each with their own combination of them, collectively there must
be emphasis place on a variety of learning methods. Traditional methods of training that appeal
to the logical and linguistic side of man, but now as more people have some form of hands on to
learning including being in the room to have that inter and intra personal encounter, changes will
have to take place in how learning is presented to accommodate all types of learners. Many
Consumer Online Learning 11
adults are challenged by the fear of learning but are motivated to learn and having the ability to
do so online helps them feel more secure because of some sense of anonymity that comes from
the computer.
Part of Huang’s (2002) research reviewed other’s material and showed that community
college students are older and employed and have sacrificed their education for their children.
Numbers show that approximately 60% of the students are female and 80% of the students have
jobs (Huang). With the demands that adult learners face including careers and family schedules
online learning makes much sense for those who want to learn.
Online Learning
Online learning has arrived where adults are either digital natives or digital immigrants
(Prensky, 2001). Natives are those who were born with all of these technologies readily at their
disposal while an immigrant would be someone more likely in their fifties to sixties and beyond.
This later group will need to have classes where they can learn about the newest in technology.
What better place than somewhere safe and created specifically with them in mind. As Huang
states in the article about adult learners and constructivism, distant learning if not interactive will
be boring (Huang, 2002). One theory that Huang discusses mentions that adult learners how
learning will be “conducted and occur” and why it is “important” (p. 29). The learning lounge
will create that environment for the subscribers who have come to learn about how to set up
email.
Donavant (2009) writing for Adult Education Learning Quarterly, references others in
that adults are “intrinsically motivated to learning” (p. 228). The basic premise comes down to
adults want to learn but about areas that interest them. The workshops that retailers such as
Apple and Cox offer have people attending because they want to learn about the materials taught.
Consumer Online Learning 12
Adults want to learn based on needs that are unmet according to Pollack (2002).
One only needs to look at the number of schools advertising online programs as part of
their offerings to adult students. Whether it is the University of Phoenix or even Full Sail
University, one understands where learning is headed in greater numbers. Using Full Sail
University as one example, the school has fifteen online programs as compared to fourteen on-
campus programs (Full Sail University, 2010). Schools like Full Sail and the University of
Phoenix show that more learning will take place on the Internet because of simple ability to have
a more diverse student population with no geographical barriers and no cost associated with
building maintenance. The schools are able to increase their revenue per student since they have
much lower costs associated with maintaining an online network.
Next Phase to Learning
As more and more children are exposed to the iPhones and iPod Touches of the world,
there will be an increase in learners that need some form of a tactile device as part of their
learning. As Mike Elgan (2010) from Computerworld writes, “they [kids] instinctively know that
iPhone is a toy, and they nag, cajole and harass their parents into letting them play with it” (p. 1).
Watching a three-year-old instinctively grab for an iPhone and know exactly how to work the
device shows there is a new learning model developing, with more emphasis on kinesthetic
intelligence. Children have a fascination for objects such as the iPhone and it stands to reason
that the iPad being much larger will increase their desire to touch and interact with the new
device. With applications that promote learning such as spelling and other interactive content
developed, children will be comfortable with this learning environment which as they grow older
they will see more of a need for on-learning opportunities.
Christopher Harris (2010) writing for the School Library Journal raises an interesting
Consumer Online Learning 13
question about the iPad and what will it do to libraries in their current form. Harris summarizes
his own personal opinions of the new media based on the views of his daughter. He writes in
part, “I assume that my daughter and her generation will be naturally bilingual when it comes to
print and digital reading; what’s exciting is that digital is almost guaranteed to be her primary
language, thanks to devices like the new Apple iPad” (p. 2). Those who are under the age of four
now are the future generation who will know only high definition, multi-touch interface devices
and learning early games via online delivery model. The digital native will have to learn the
analog or old media as their second language to fully appreciate where they are at as far the
learning process.
Although some may be concerned that a device such as the iPad might drive up some
costs of tuition, others see it as a chance to reduce the physical load of the hardback copy of a
classroom book. According to Anya Kamenetz (2010), a company called Course Smart shows
just how a person could interact with the iPad and the books they have located on their device
including taking notes right there on the device. Apple looks to make this device appealing to
education institutions by packing the unit in packs of ten with additional savings and with
optional inclusion of extended warranty. Various sites have predictions of initial first quarter
sales of over 1.2 million units sold.
Application of Topic in Classroom
The discussed will primarily be a classroom within a retail environment. This service
will allow companies to offer their customers the ability to take classes or individual trainings
sessions by using all available technology. Customers who visit for training will have more
opportunity to hear about other services offered which cross-promotes the company. For Apple
by offering online component to One to One they could sell more Mobile Me service, which
Consumer Online Learning 14
would increase revenue. The actual instruction would not change except would take place over
the Internet using web cameras and microphones, thus not increasing any cost for the business.
Application of Topic on Global Level
The idea of online learning would affect a company like Apple globally because they
have retail world wide each offering the instruction. The great idea with the online component
would fall in that those abroad could still use their home store to take training provided they can
accommodate time zone differences. The other change that would have to take place would
concern how customers schedule appointments. They would have to choose the option in order
to have the online training take place. Even for Cox Communication, having an online
component gives the company options on although not completely global at least extending
across the United States without any increase in cost. A subscriber who signed up for the new
Solution Educator experience might have access to as late as eleven at night because of having
stores in California which would allow those individuals on the east coast the ability to place a
video call into those locations or be scheduled for those times in advance.
Application of Topic to How People Learn
Based on much of the research, people seem to be comfortable with learning online
learning. They seem to have more time and are capable of attending a lesson with no pressures of
having to leave their home. They are able to potentially screen share a computer that makes sure
the instructor can still accomplish the task if they need to directly show the learner how to
accomplish a task. Not all customers will choose this option but for those who want convenience
this will afford them a real opportunity to learn. “Basic Training” written by Murphy and Golden
(2009) mentions about how adult learning is much more complex than once thought based on
numerous studies in other fields. Studies have looked at “motivation, perception, cognition, and
Consumer Online Learning 15
behavior” with regard to the complexity of the adult learner (Murphy & Golden, p. 17). The
authors assert that for training to be effective it must be engaging and work to transfer
information from short term to long-term memory (Murphy & Golden). Gardner (1999) writes
about different intelligence, including linguistics and interpersonal relationships, having an
online learning opportunity will cater to a variety of different intelligences. Logical, linguistics,
kinesthetic, or intra and inter personal intelligences; online learning reaches many different users
and intelligence that they posses. Many adults can find a way to use live video online to provide
great opportunities for learning. Often videos that are prerecorded do not interact with the
customer.
Online learning continues to grow in its popularity with adult learners. Many reasons
exist that make it a clear alternative to traditional learning models like in classroom lectures.
Hsiu-Mei Huang (2002) writes in the British Journal of Educational Technology that provides
much credence to why online learning works for adults:
One of the most salient features of online learning is that it allows learning to be place
and time independent. Adult learners can arrange their learning around their everyday
lives without being constrained by time and place. Moreover, online learning allows
learners to take courses not available on campus resulting in cost effective learning
environments, and utilizes some appropriate delivery instruction methods. So, it becomes
quite clear that many people can benefit from this second chance to educate themselves.
(p. 28)
Giving adults especially the mature market segment the option to learn at home, a company
stands to increase the number of people who might sign up for learning membership. More
credence comes from the idea of learning being interactive. People tend to learn better when the
Consumer Online Learning 16
learning interaction happens with the instructor and the technology. Still others need the
interactions that come from group learning. Having the ability to be home yet still interact with
others gives people the opportunity to learn from what others might have as questions. Further in
the research conducted by Huang, group and interactivity as being fundamentally important to
how adults learn gets expressed with the following statement:
...Learners do not learn in isolation from others, and cognitive psychology has gradually
established that people naturally learn and work collaboratively in their lives.
Interactivity provides a way to motivate and stimulate learners. Moreover, it offers a way
through activities and online discussion technology for instructors to cause learners to
consider and reflect on the content and process of learning. No doubt, not all learners
actively engage interaction among individuals in learning group. Instructors could assist
them to identify and to build on active and passive participative group discussion. For
instance, instructors can set discussion plans, which ask all the learners to participate in-
group discussions at the same time via synchronous communication tools such as online
chats, online conferences or Multi User Dungeons (MUD). (p. 32)
Having an option for iChat with a group of up to, three people along with an instructor would be
great for the online learner to interact with others keeping the sense of community and group yet
allowing for the comforts of being at home for learning experience. One reason many people did
not like coming to the Apple store for Saturday training sessions came from the simple fact the
noise and distractions that were all around in a store located inside a mall. Again, whether its
Apple or another company such as Cox Communications the market is available to offer an
online interactive training model to assist with basic computer or service related questions.
Foundational Learning Theory
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Why people choose to take course online both for continuing education and for degree
completions, one must understand the principles that shape that learning process. Michael
Mahoney (2010) expresses in his writing on Constructivism Growing, the theory developed
based on many works about learning. Mahoney writes in part:
Drawing on the dynamic view of learning described by Johann Herbart (1776-1841), Jean
Piaget developed a model of cognitive development in which balance was central. Piaget
described knowing, as a quest for a dynamic balance between what is familiar and what is
novel. He noted that we organize our worlds by organizing ourselves. This theme of
developmental self-organization pervades constructive views of human experience. (p.
362)
An online educational website looks to define constructivism as a simple theory “based on
observation and scientific study -- about how people learn. It says that people construct their own
understanding and knowledge of the world, through experiencing things and reflecting on those
experience” (thirteenonline, 2010, p. 1). Learning for much of time has been an instructor
(teacher) and the students, with knowledge being passed downstream from instructor to students.
Constructivism views the learning path in different structure. Constructivist theory has at its
foundation that the instructor (teacher) is more of facilitator who does have knowledge but helps
to direct the flow of knowledge not just downstream but upstream and sideways as students help
to convey their understanding and knowledge about a specific area with each other. The chart
from the website shown below provides a solid illustration between the differences of traditional
classroom and a constructivist classroom (thirteenedonline, p. 2).
Traditional Classroom Constructivist Classroom Curriculum begins with parts of the whole. Emphasizes basic skills.
Curriculum emphasizing big concepts, beginning with the whole and expanding to include the parts.
Consumer Online Learning 18
Strict adherence to fixed curriculum is highly valued.
Pursuit of student questions and interests is valued.
Materials are primarily textbooks and workbooks.
Materials include primarily sources of material and manipulative materials
Learning is based on repetition. Learning is interactive, building on what the student already knows.
Teachers disseminate information to students; students are recipients of knowledge.
Teachers have a dialogue with students, helping students construct their own knowledge.
Teacher’s role is directive, rooted in authority. Teacher’s role is interactive, rooted in negotiation.
Assessment is through testing, correct answers. Assessment includes student works, observations, and points of view, as well as tests. Process is important as product.
Knowledge is seen as inert. Knowledge is seen as dynamic, ever changing with our experiences.
Students work primarily alone. Students work primarily in groups.
Figure 1. Traditional versus Constructivist classroom.
Many people believe they must have a means by which to assess learning. Eric Jensen (2008)
writes that in order to achieve what he calls “authentic assessment” there must be a “commitment
of moving beyond quantity of learning to quality of learning; that is, asking the tougher questions
and broadening our definition of learning. Below the figure shows the make up of five areas are
needed to achieve authentic assessment” (p. 231). Closer look breaks down the authentic