What is the process that gets a textbook into the course schedule? To what extent is the degree program considered, rather than just the individual course? What part does each party play, from administration to professor to publisher/author? Further, how is it done for alternative media such as videos or video courses and software?
A bit of context: I have a business that sells videos of CME conferences and would like to explore how I may provide access to that content to the students (and faculty), whether part of a curriculum or not. With this in mind, I'm looking where my business might fit in and make a deal with a school.
For example, I'd be happy to offer access to individual lectures to augment a course, entire courses to augment a program, or just exposure that might convince students to purchase the videos for their own interest (e.g. a link on their website, a place in the book store, email list, professor's "extra reading", etc.)