OER Knowledge CloudConference Paper20102010/09Lynn, TheoMuzellec, LaurentBruton, Neilsustainabilityreturn on investmentresearchproduct placementmarketinginstitutional investmenthybrid messagesbusiness caseSpainengUOC, OU, BYUThe 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.yeshttp://openaccess.uoc.edu/webapps/o2/bitstream/10609/5084/6/Lynn_editat.pdfhttp://openaccess.uoc.edu/webapps/o2/bitstream/10609/5084/6/Lynn_editat.pdfLynn_editat.pdfBarcelona, Spain