To access the full text documents, please follow this link:

Justifying Institutional Investment in OER Development : OERs as Marketing Vehicle
Lynn, Theo; Muzellec, Laurent; Bruton, Neil
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.
Open Educational Resources
Institutional Investment
Return on Investment
Research Agenda
Product Placement
Hybrid Messages
Open access
Web-based instruction
Ensenyament virtual
Accés obert
Enseñanza virtual
Acceso libre
Conference lecture
Universitat Oberta de Catalunya;
Open University of the Netherlands;
Brigham Young University

Show full item record