This is a description of the experience I made by trying to manage some arrangements with copyright owners:
The legal background is, that you should not use anyone`s property without his (or her) consent, even for "non-profit, educational purposes" like the building of this e-learning platform.
With § 52a UrhG the German law privileges the use of books, films and articles for educational purposes, but you have to bring believable evidences, that the publication of the owner-rightly protected media is only available for the circle of persons that you pointed out. Additional, the use of e-learning should not replace the necessary outlay of books for every student.
If you want to use a film media which is older than 2 years, you shouldn`t have any problems with the right owners`consent.
Very difficult is the use of magazine-articles, because each writer is the owner of copy rights. German law afirms the use of short articles, but if you want to be sure and ask the publishing house for permission, you could get very surprised how difficult the deal gets. So here a tip: use single articles for the e-learning platform by placing a web-link!
Most of the big American or English firms prefer comunication by e-mail, but I made the best experience with making the first contact by phone. You don`t have to be afraid- most of the people are very gentle, polite and helpful. They tell you, who to speak and write to and how to go on.
The only publishing house that wanted old-fashioned mail correspondence was German, but my motto was: I don`t mind (as long as I get your consent).
All you need is a long breath because this buisness takes time and,in this case also, time is money.Good Luck!