Justifying Institutional Investment in OER Development : OERs as Marketing Vehicle
Open Educational Resources
Return on Investment
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AbstractThe 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.
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>