Duke University Shows Promise of iTunes Learning

Here is an interesting case study from Apple on the integration of audio learning via Apple's iTunes at Duke University. If you look at this from an organizational standpoint (not just an educational one), Duke realized that its customers (the students) craved new and engaging ways to access university content. The article goes on to say:

"[Duke] recognized that iPod would allow access to rich content anytime, anywhere, and do it extremely easily...[They] helped gain support at the highest levels of [the] administration for this notion of infusing a new and emerging technology throughout [the] campus. [Duke] also realized the value of partnering with Apple as they developed an entirely new way to distribute content."

There is always a concern over adoption status when businesses launch audio or podcasts initiatives. Probably the biggest concern is whether or not the customer group has the technology and the knowledge to use a product, such as an iPod, to access the content. Duke and Apple took this out of the equation by handing all 1400 incoming freshman a brand new iPod.

If you are planning on launching this kind of initiative in your organization, here are some key takeaways:

1. Do research upfront to see if there is a need, as well as determining whether your core target can handle the technology.
2. How many of your buyers have the technology (an iPod, MP3 player, or computer access to the audio files)? If your buyer base is "more behind" the technology curve, you may still want to consider CD-ROM technology (audio books still sell well to particular populations).
3. Can you get organization-wide implementation of the content itself? Duke targeted teachers who were interested in new ways of learning and willing to take a chance. Take that same stance with thought leaders in your own organization who can develop key audio content.
4. One-offs probably won't work. Be sure to create content in series or educational tracks. Sign up key customers for these tracks and then deliver periodic content to them. If they need a player, do what Duke did and send one to them. (NOTE: This makes much more sense for buyers who have large decision-making responsibility. I would not recommend this for consumer populations.)

Here are some helpful links if you are planning on podcasting for your customer base:

• Audio/Podcast Directory on Junta42
• Podcasting Samples
• How to Podcast
• 7 Reasons to Create Your Own Podcast

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