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Justifying institutional investment in OER development: OERs as marketing vehicle
Lynn, Theo · Muzellec, Laurent · Bruton, Neil

PublishedSeptember 2010
ConferenceOpen ED 2010 Proceedings
PublisherUOC, OU, BYU
CountrySpain

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 atBarcelona
Languageeng
RefereedYes
Rightsby-nc-nd/3.0
URLhttp://openaccess.uoc.edu/webapps/o2/bitstream/10609/5084/6/Lynn_editat.pdf
Export optionsBibTex · EndNote · Tagged XML · Google Scholar



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