Por favor, use este identificador para citar o enlazar este ítem:
http://hdl.handle.net/10609/5084
Título : | Justifying Institutional Investment in OER Development : OERs as Marketing Vehicle |
Autoría: | Lynn, Theo Muzellec, Laurent Bruton, Neil |
Citación : | 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> |
Resumen : | 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. |
Palabras clave : | Marketing Open Educational Resources Sustainability Institutional Investment Return on Investment Research Agenda Product Placement Hybrid Messages |
Tipo de documento: | info:eu-repo/semantics/conferenceObject |
Fecha de publicación : | 15-sep-2010 |
Licencia de publicación: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Aparece en las colecciones: | Open Ed Conference 2010 (Barcelona, 2-4 novembre 2010) |
Ficheros en este ítem:
Fichero | Descripción | Tamaño | Formato | |
---|---|---|---|---|
Lynn_editat.pdf | 2,42 MB | Adobe PDF | Visualizar/Abrir |
Comparte:
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons