Designing a Mobile and Socially Networked Learning Assistant for a University-level Keyword Advertising Course

An Internet-based learning assistant leveraging the social attribute features of mobile technology is designed and implemented to incorporate updating course content of an upper-level college technology advertising course in real-time. The mobile application offers an online collaborative environment utilizing the inherent social and locationindependent features of mobile technology to improve the teaching and learning environment. The application was implemented in a university-level keyword advertising course and integrated with several course-related web tools, including an enterprise-level social network. Aspects of the effectiveness of the application were evaluated using a series of five hypotheses. The results supported three hypotheses testing the relationship between gender and application use, the variations among tool choices, and the identification of frequently used tools. The two hypotheses not supported were the preference of the mobile application and the use of the social network software as standalone services, as most students desired that the social network service be integrated with an existing, university-level, content management system. Research MERLOT Journal of Online Learning and Teaching Vol. 10, No. 3, September 2014 352 results indicate that the integration of a mobile application with an existing content management system would be beneficial for increased student engagement with course content, which the university has since implemented.