@inproceedings {
	title = {Justifying institutional investment in OER development: OERs as marketing vehicle},
	year = {2010},
	month = {09/2010},
	author = {Lynn, Theo and Muzellec, Laurent and Bruton, Neil},
	keywords = {sustainability, return on investment, research, product placement, marketing, institutional investment, hybrid messages, business case},
	country = {Spain},
	address = {Barcelona},
	language = {eng},
	publisher = {UOC, OU, BYU},
	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.},
	refereed = {yes},
	url = {http://openaccess.uoc.edu/webapps/o2/bitstream/10609/5084/6/Lynn_editat.pdf},
	attachments = {Lynn_editat.pdf},
}