Please use this identifier to cite or link to this item:
http://hdl.handle.net/10609/5084
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Lynn, Theo | - |
dc.contributor.author | Muzellec, Laurent | - |
dc.contributor.author | Bruton, Neil | - |
dc.date.accessioned | 2010-10-27T08:40:32Z | - |
dc.date.available | 2010-10-27T08:40:32Z | - |
dc.date.issued | 2010-09-15 | - |
dc.identifier.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> | - |
dc.identifier.uri | http://hdl.handle.net/10609/5084 | - |
dc.description.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. | en |
dc.format.mimetype | application/pdf | - |
dc.language.iso | eng | - |
dc.publisher | Universitat Oberta de Catalunya | - |
dc.publisher | Open University of the Netherlands | - |
dc.publisher | Brigham Young University | - |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ | - |
dc.subject | Marketing | en |
dc.subject | Open Educational Resources | en |
dc.subject | Sustainability | en |
dc.subject | Institutional Investment | en |
dc.subject | Return on Investment | en |
dc.subject | Research Agenda | en |
dc.subject | Product Placement | en |
dc.subject | Hybrid Messages | en |
dc.subject.lcsh | Open access | en |
dc.subject.lcsh | Web-based instruction | en |
dc.title | Justifying Institutional Investment in OER Development : OERs as Marketing Vehicle | - |
dc.type | info:eu-repo/semantics/conferenceObject | - |
dc.audience.mediator | Theme areas::eLearning::Education and ICT (e-learning) | en |
dc.subject.lemac | Ensenyament virtual | ca |
dc.subject.lemac | Accés obert | ca |
dc.subject.lcshes | Enseñanza virtual | es |
dc.subject.lcshes | Acceso libre | es |
Appears in Collections: | Open Ed Conference 2010 (Barcelona, 2-4 novembre 2010) |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Lynn_editat.pdf | 2,42 MB | Adobe PDF | View/Open |
Share:
This item is licensed under a Creative Commons License