Justifying institutional investment in OER development: OERs as marketing vehicle
| Published | September 2010 |
| Conference | Open ED 2010 Proceedings |
| Publisher | UOC, OU, BYU |
| Country | Spain |
ABSTRACT
The higher education sector has become increasingly competitive and prospective students are adopting a consumerist approach to institution and programme choice. In response, higher education marketing has become more complex, market-oriented and business-like. Financial sustainability of open education resource (OER) projects is a widespread concern. This paper explores the extent to which a classical product placement framework can be applied to OERs to justify institutional funding in OER projects as a marketing investment. It is argued that OERs designed on this premise can increase cognitive, affective and conative brand outcomes while providing the traditional educational and societal benefits associated with OERs. A series of propositions are presented that may form the basis of a future research agenda.| Keywords | business case · hybrid messages · institutional investment · marketing · product placement · research · return on investment · sustainability |
| Published at | Barcelona |
| Language | eng |
| Refereed | Yes |
| Rights | by-nc-nd/3.0 |
| URL | http://openaccess.uoc.edu/webapps/o2/bitstream/10609/5084/6/Lynn_editat.pdf |
| Export options | BibTex · EndNote · Tagged XML · Google Scholar |
AVAILABLE FILES
Viewed by 104 distinct readers
CLOUD COMMUNITY REVIEWS
The evaluations below represent the judgements of our readers and do not necessarily reflect the opinions of the Cloud editors.
Click a star to be the first to rate this document
▶ POST A COMMENT
SIMILAR RECORDS
The development of MOOCs in China
Zheng, Qinhua; Chen, Li; Burgos, Daniel
This book aims at discussing the development of MOOCs in China in relation to MOOCs in other countries or areas. Based on the history of MOOCs, we summarize and compare the development of MOOCs in China and other ...
Match: development
MOOCs for teacher professional development: Reflections and suggested actions
Misra, Pradeep
Teacher Professional Development (TPD) has become a major policy priority within education systems worldwide. But keeping teachers professionally up-to-date and providing them professional development opportunities on ...
Match: development
A recipe for a successful institutional open education initiative
Jhangiani, Rajiv
Excerpt
"My University is a Proud Leader in the Open Education Movement. But first, let’s provide some context: KPU is the leading institutional adopter of open textbooks and other OER in Canada. We launched the ...
Match: institutional
Equipping Language Educators at Scale: Open Educational Resources and Institutional Collaboration for Professional Development and Practice
Power, Tom; Deane, Michele; Hedges, Claire
In much of South Asia (e.g. India, Bangladesh, Sri-Lanka) there had been a post-colonial emphasis on the use of mother tongue. For instance, in Bangladesh, a nation almost solely founded on the basis of the language ...
Match: institutional; development
Skill development through MOOC for inclusive and sustainable development: A review of policies in the Asian Commonwealth countries
Gaba, Ashok K; Mishra, Sanjaya
Economic growth of the Commonwealth countries in Asia depends on productivity and the availability of the skilled human resources. About 70 per cent of the Commonwealth’s two billion citizens belong to South Asia. ...
Match: development
Learning for development from within and beyond the reef: Early implementations of open distance learning and use of open educational resources (OER) for the teaching of English in a small island state
Va’ai, Emma
The following article examines the beginnings of open distance learning and use of OER by the National University of Samoa Faculty of Education to address an identified national need for more teachers and to improve ...
Match: development
e-Tutor: A multilingual Open Educational Resource for faculty development to teach online
Rapp, Christian; Gülbahar, Yasemin; Adnan, Müge
The situation in Ukraine poses severe problems to the higher education system and to students in Eastern Ukraine. Many students and academicians had been compelled to leave their university buildings and move westwards. ...
Match: development
A sustainable model for OpenCourseWare development
Johansen, Justin; Wiley, David A.
The purposes of this study were to (a) determine the cost of converting BYU Independent Study's e-learning courses into OpenCourseWare, (b) assess the impact of opening those courses on paid enrollment in the ...
Match: development; sustainability
The effects of participants’ engagement with videos and forums in a MOOC for teachers’ professional development
Bonafini, Fernanda
Massive Open Online Courses (MOOCs) for teachers have emerged as a new wave of MOOCs that provide free professional development for teachers around the globe. These MOOCs for teachers often rely primarily on discussion ...
Match: development
Recommendation of the Council on Digital Government Strategies
The Organisation for Economic Co-operation and Development
This Recommendation aims to support the development and implementation of digital government strategies that bring governments closer to citizens and businesses. It recognises that today’s technology is not only a ...
Match: business case
