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Justifying institutional investment in OER development: OERs as marketing vehicle

Lynn, Theo and Muzellec, Laurent and Bruton, Neil (2010) Justifying institutional investment in OER development: OERs as marketing vehicle. In: Open Ed 2010 - 7th Annual Open Education Conference, 2-4 November 2010, Barcelona, Spain.

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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.

Item Type:Conference or Workshop Item (Paper)
Event Type:Conference
Uncontrolled Keywords:open education resources; sustainability; institutional investment; return on investment; research agenda; product placement; hybrid messages;
Subjects:Business > Marketing
DCU Faculties and Centres:DCU Faculties and Schools > DCU Business School
Official URL:
Use License:This item is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 3.0 License. View License
ID Code:15995
Deposited On:06 Dec 2010 11:02 by DORAS Administrator. Last Modified 06 Dec 2010 11:02

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