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http://hdl.handle.net/10609/5084
Title: | Justifying Institutional Investment in OER Development : OERs as Marketing Vehicle |
Author: | Lynn, Theo Muzellec, Laurent Bruton, Neil |
Citation: | Lynn, T.; Muzellec, L.; Bruton, N. (2010). Justifying Institutional Investment in OER Development: OERs as Marketing Vehicle. In Open ED 2010 Proceedings. Barcelona: UOC, OU, BYU. [Accessed: dd/mm/yy]. <http://hdl.handle.net/10609/5084> |
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: | Marketing Open Educational Resources Sustainability Institutional Investment Return on Investment Research Agenda Product Placement Hybrid Messages |
Document type: | info:eu-repo/semantics/conferenceObject |
Issue Date: | 15-Sep-2010 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Open Ed Conference 2010 (Barcelona, 2-4 novembre 2010) |
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File | Description | Size | Format | |
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Lynn_editat.pdf | 2,42 MB | Adobe PDF | View/Open |
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