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 121 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
Framework for the development of OER-based learning materials in ODL environment
Teng, Khor Ean; Hung, Chung Sheng; Gil-Jaurena, Inés
This paper describes the framework for the development of OER-based learning materials TCC121/05 Programming Fundamentals with Java for ODL learners in Wawasan Open University (WOU) using three main development phases ...
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
The relationship between local content, internet development and access prices
Bruegge, Chris; Ido, Kayoko; Reynolds, Taylor; Serra-Vallejo, Cristina; et al.
The Communication and Information Sector (CI) was established in its present form in 1990. Its programmes are rooted in UNESCO’s Constitution, which requires the Organization to promote the “free flow of ideas by ...
Match: development; business case
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
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
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
OER as a scholarly activity within staff development accredited courses
Browne, Tom
Tom's project ran from 1st August 2010 until the 30th June 2011, the aim of the project was to embed OER into early career staff development his original plan is ...
Match: development; business case
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
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
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
