%0	Conference Paper
%A	Lynn, Theo
%A	Muzellec, Laurent
%A	Bruton, Neil
%C	Barcelona, Spain
%D	2010
%G	eng
%I	UOC, OU, BYU
%K	sustainability
%K	return on investment
%K	research
%K	product placement
%K	marketing
%K	institutional investment
%K	hybrid messages
%K	business case
%T	Justifying institutional investment in OER development: OERs as marketing vehicle
%U	http://openaccess.uoc.edu/webapps/o2/bitstream/10609/5084/6/Lynn_editat.pdf
%X	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.
%8	09/2010
%*	yes
%>	http://www.oerknowledgecloud.org/archive/Lynn_editat.pdf