Title Learning on the Move - Qualifying Creatives with Mobile Learning
Project Number DE/LLP-LdVITO/147508
Project Type Transfer of Innovation
Marketing Text The intention of the project is the implementation of a mobile learning application to improve the qualification within advertising and communication agencies. The project transfers the e-learning platform “European Advertising Certificate” (EAC) according to the needs of creatives to German-speaking Europe. It aims at implementing a user-friendly and mobile learning platform corresponding with the spirit of the time and the learning habits of the target group. Agency staff and trainees can learn with their smartphones independently from time and location.
The creative industry gains more and more importance for the economic performance of Europe. However, this sector is also facing an increasing skills shortage. Nevertheless, agency staff very often cannot access conventional qualification courses as proper resources such as money and time are lacking.
‘Learning on the Move’ implements a new mobile learning application enabling time and location independent qualification. Industry experts will present their knowledge in short and concise videos and presentations. This kind of content, the mobile approach and possibility for practical qualification correspond with the needs of the target groups: advertising agencies and their employees.
The intended increase of qualification level also promotes the employment capability of agency staff and the competiveness of the creative industry in German-speaking and European countries. Due to the ICT approach the learning application can respond to current trends and technical developments, being of particular relevance for the creative industry.
Based on the European Advertising Certificate, the new mobile learning application will be adopted to the specific requirements of the advertisement and communication sector in Germany, Austria and Switzerland.
Incorporating the e-learning approach with the new capabilities of mobile devices targets at an increased reach of the qualification offer.
Firstly, all project partners evaluated the EAC learning platform and developed a modification strategy by defining objectives and provisions of the platform corresponding to the needs of creative staff in German-speaking Europe. On this basis a mobile learning application was modelled and implemented.
A major advantage of "Need for Brains " was that the participant is not bound by the use of the platform to rigid curricula and times. Each user could independently decide on the timing and thematic focus. The choice of the terminal could be determined individually - if online acess was provided. Whether on the desktop computer , via your laptop , tablet or smartphone - the training options could be used anytime, anywhere and individually. Additional incentives were added by interactive elements that offer users the ability to evaluate learning content , to participate in discussions and interact with other users and industry experts. In addition, favored contents could be bookmarked for direct later retrieval.
The platform was hosted on a cloud service, the videos were embedded via YouTube.
During the technical implementation, partners from German speaking countries prepared and provided learning contents in the form of videos and presentations. Furthermore, tests have been worked out, so that the participants could collect points and thereby work towards certificates.
Additionally concepts for accompanying learning games and webinars were developed. Especially the implementation of further gamification elements where focused to increase the interaction.
National network groups from German-speaking partners were also an important part of the project. These groups supported the project with consultations and were involved in the distribution, certification and evaluation of the project. The distribution and marketing strategy comprised among others newsletters, websites and a road show presenting the platform in Germany, Austria and Switzerland.
This project established the possibilities and the potential of mobile, flexible learning in a fast-developing industry environment among leading communication agencies in German-speaking Europe. The project pointed out the importance of entertaining videos as learning tool whose success is determined by relevance and up-to-dateness of its contents. After finishing the funded project starting from February 2015 the learning concept is revised and platform is refined.
Making the content more public and link it with other content of the partners is now the focus. As learned from our users, the certification process was classified as less important . Therefore it is now relegated to the background.
The need of mobile, flexible knowledge and inspiration in the rapidly changing business environment of the communications industry was sustainably anchored by the project in the work of the partners and also should be implemented more in the future of their knowledge and development management .
Open and distance learning
Information and Communication
Administrative and Support Service Activities
Learning App / mobile application
Contents / videos and presentations
Certification / evaluation method of the learning process