mLearning: Using Wireless Technology to Enhance Marketing Education

Wireless technologies are expanding Internet access on university campuses and have the potential to transform the instruction of marketing. As these technologies become more widespread, marketing educators will be challenged to leverage the extended benefits of mobility—ubiquity, localization, personalization and convenience—to create an enriched transportable learning environment. Mobile learning, or mLearning, can be used to enhance instructor-to-student, student-to-student, and student-to-technology learning relationships. In this article, recommendations are provided to marketing educators for integrating wireless technology into learning activities.