Sam Turner Finalized Thesis

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


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.


Table of Contents

Introduction……………………………………………………………………………………….4

Thesis Statement…………………………………………………………………………………..5

Definition of Terms……………………………………………………………………………….5

Educational Significance………………………………………………………………………….5

Review of Literature………………………………………………………………………………7

The Adult Learner……………………………………………………………………………..7

Online Learning……………………………………………………………………………...11

Next Phase to Learning………………………………………………………………………12

Current and Past Solutions to the Thesis Problem……..……..………………………………….20

Proposed Solutions………………………………………………………………………………21

Integration of Proposed Solution………………………………………………………………...21

Conclusions...…………………………………………………………………………….……...22

Suggestions for Further Research………………………………………………………………..23

References………………………………………………………………………………………..24


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.


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


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


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


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


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


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


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.


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


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


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


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


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


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.


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

assessment as content (what learners know), emotions (how learners feel), context (how learners

relate it to the world), processing (how learners manipulate data), and embodiment (how deep the

learning goes; how the learners apply it) (Jensen). This model seems to be how many universities

model their on-learning programs. Less importance paid on strict factual tests with more on

subjective how well someone conveys understanding of concepts and ideas that have been

taught.


Figure 2. Authentic assessment.

This theory of learning, constructivism really is at the heart of adult learning in retail

stores. There is no testing required often times in constructivist classrooms for determining if

learning has taken place. Really, what is expected is that the adult can accomplish a task that has

to do with what they have come to learn. From picture editing, photo album creation, music

creation, or website design, can the adult that comes into learning recreate the task showing to

the trainer they understand? Training in retail store has no failing, thus keeping the adult excited

about the learning process. Individuals have the option to relearn previously taught subjects

without fear of a low grade. Traditional classrooms are becoming less used in higher education

for adult learners, relying more on constructivism where group work takes precedent over

individual assignments. The idea of online learning at Apple or Cox as a premium membership

service would follow with the constructivism model allowing for group training online and

having no fail training. Having groups allows more interaction and gives individuals who might

be participating from home a protective environment to ask questions they may not ask while in


the same room.

Application of Topic to Different Mediums

Online learning is not new to different mediums. The use of this method would work

well with a variety of mediums. The customer and the businesses would benefit greatly from

having this option because of no increase coast for the company and no increased cost for the

consumer. Currently to participate in a store workshop at Apple, one must sign up and visit their

local Apple store. Cox with its new Solutions Stores will require a subscriber to travel to their

nearest store in order to enjoy a work shop on getting the most out of the on-demand

programming. With all the technology companies push, why not include an option to join via an

Internet camera? This allows for an added benefit to the customer and allowing more in-store

customers to participate. The great part about the delivery of this content is that the subscriber

does not have to have a camera; rather, they would be able to type questions and provide the

hands-on, real-time feedback to the questions they asked.

Current and Past Solutions to the Thesis Problem

Offering in-store learning will afford companies a way to provide customers what they

want and bring in additional revenue. Companies do not have to increase staffing and in most

cases do not increase overhead because the means are already in place. Most computers today

have a web camera to provide the online video conferencing. In addition, there are free services

to participate in the video version of a lecture or one to one training session. People seem to

communicate better with someone in person; online workshops would have more of the in person

feel element that traditional video tutorials do not offer. Closely reviewing ideas expressed by

Eric Jensen (2008), one must conclude that allowing an adult learner to stay home to be a good

idea because the environment affects learning. What environment would an adult be most


relaxed in, their own home where they can keep track of their children and not be concerned

about them being unattended in the store, the mall or even having to find a babysitter. There are

two prominent websites that offer just traditional online video tutorials one of which is Apple’s

One to One member portal and the renowned Lynda.com website. The Lynda website is very

costly for membership and has no interactivity (Lynda, 2010). Clearly adding video conferencing

will be another way future training must take place. Stores can only hold so many individuals

and to help with overall traffic control companies must look to find alternatives to in store

training. The idea of online training via video conferencing takes to heart being innovative and

helping to be environmentally conscious.

Proposed Solutions to the Thesis Problem

As Cox Communications in store workshops become more popular, Cox will look to

capitalize on really modeling their marketing tag of being “your friend in the digital age” (Cox

Communications, para. 1). The national training and development staff will review the idea of an

online training, only time will determine if the online learning solution will see implementation.

Starting a new approach to learning will really offer more people the chance to learn about the

products and services they do have and getting more out of the dollar value. What better way to

utilize companies existing technology and resources without capital expenditures?

Integration of Proposed Solution to the Thesis Problem

Utilizing the constructivist classroom model blended with basic traditional approaches,

online retail learning for customers may bring the best of both worlds to the learner. In this

environment, the customer or learner will shape his or her own learning experience. The

customers choose what subjects to learn, times in which to learn the material, and create the

place and optimal learning environment. The learner never experiences a failing grade or a


negative grade since there is no pass or fail in these encounters. A customer may even elect to

participate in online group learning to feel more a part of community. Timing is right for a retail

store to step out of its old model and introduce a premium online learning membership, which

includes access to video conferencing over the Internet with a member or the staff that handles

training and some troubleshooting.

Conclusions

As far as time goes, people do not feel that they have to take time to visit a mall or other

store for training on different subjects. By offering an online component to its One to One

membership, Apple would increase revenue without increasing its overhead costs. Furthermore,

a cable company such as Cox Communications that is about to enter into the retail sector could

capitalize on the restrictions placed by Apple only allowing a customer at the time of purchase to

add a One to One membership. Cox could offer basic training tips for material that might not be

covered by Apple such as a various topics related to Microsoft Office. Cox could work to have

people in place to offer some form of its own online training to help customers who may not

otherwise be able to obtain training. Having worked for both companies and having a passion for

instruction that is what led to research online learning as a profitable model for businesses since

the solution educator position at Cox Communications would incorporate much of the material

covered in this paper. Early feedback when discussed with the National Training and Design

team for Cox Communications has indicated a real interest in the idea of online video

conferencing for subscribers to have a real option for training. Communications exchanged

expressing the idea and concept contained in this thesis show much promise. The exact method

of delivery might come later, but the real possibility exists that an online video service might be

headed to customers of Cox Communications. This offering would provide a true differentiator


between the cable company and its immediate competitors, including Verizon.

Suggestions for Further Research

As more children grow up as a digital native does, while their parents are part of the

digital immigrants, companies need to consider how they can train both groups more effectively.

They must create services and products that their customers want to purchase and use. For

companies to be sure that online learning is the correct direction, those companies could run

trials using employees to test the experience for online learning. In addition to these trials, the

companies could conduct surveys of their customers to see if a paid service that included online

learning in addition to the in store offerings. This would allow a real review of the potential

parties interested in the new service and what they would pay for this type of service. Companies

take a look-and-see approach to many services and products and by testing a new service like

online training they can iron out any technical problems and determine the best plan to offer their

customers. Online learning gives all groups what they need, increase revenue for new services to

the companies and another avenue for customers to learn.


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Sam Turner Finalized Thesis