National Parliamentary Library of Georgia Tamta Tsutsunava Rusudan Asatiani Tinatin Sharashidze Marina Alania Maia Simonishvili
Library Marketing is a job and function that should include training and support for all staff of the Library. Marketing the value of any library is a responsibility that should not be fulfilled by "employee job titles or job descriptions" - but should be a responsibility of all who have a stake in the survival of the Library facilities and the services & collections it offers its Community of users. A Few Words About Library Marketing
Libraries are more than just collections of books and other materials. “ Libraries are dynamic forces in their communities with the power to improve lives” (Jill Stover, www.librarymarketing.blogspot.com ) Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
To introduce students to the theory and practice of marketing, with particular reference to libraries, information and culture. Objective
Students will be able to demonstrate how to conduct a successful marketing campaign in a library.
Students will be able to choose a marketing strategy which depends on specific factors facing the Library
Students will be able to segment the market and target appropriate segments
Students will understand the role of advertising, promotion and public relations.
Students will be capable of developing a marketing plan.
Knowledge of English language
Evaluation Criteria of Students Achievements
Participation in Discussions 20%
Preparation and Presentations 20%
Written Work 30%
Introduction to Library Marketing Course
Library Marketing Overview
Marketing Libraries and Information
Strategic Marketing For Libraries and Information
The Marketing Environment
Market Segmentation and Targeting
Cultural Programming Overview
Public Relations and Advertising
Distribution and Pricing of Library and Information Services
Marketing using listserv and Web sites
Building relationships with stakeholders and donors.
The course covers 12 main topics, which continue during the semester. The duration of the course including theory and practice is 45 hours.
Lectures 24 hours
Practical work 21 hours
The module has the following three assignments: The 1 st assignment: Students should write a brief report segmenting users of the National Parliamentary Library of Georgia. You should then select one segment and discuss its needs. Length: 1000 words. Weighting: 25% Due : 5 th week. Assignments
The 2 nd assignment: Write a brief report on the marketing of cultural activities (or one particular cultural activity) at the National Parliamentary Library of Georgia. Length: 1000 words. Weighting: 25%. Due : 10 th week.
3 rd assignment Students will devise a marketing plan for a product or service at The National Parliamentary Library of Georgia. You should select a group of users and provide a rationale for linking the product or service with the particular group. Your plan should be linked to marketing theory and practice. You should include references to relevant literature, both general marketing literature and literature specific to library and information marketing.
The duration of the presentation will be 20 minutes, which should be followed by a 2500 word write up
Weighting: 50%. (25% for presentation and 25% for write up.)
Due : 15 th week.
Topics Weeks Monday Tuesday Wednes. Thursd. Friday Introduction to Library Marketing Course I X Library Marketing Overview I X Marketing Libraries and Information II X X discussion Marketing Concepts III X X discussion Strategic Marketing For Libraries and Information IV X X discussion 1 st Assignment V Preparation X X Marketing Environment VI X X discussion Market Segmentation and Targeting VII X X discussion Cultural Programming Overview VIII X X discussion Public Relations& Advertising IX X X discussion
Topics Weeks Monday Tuesday Wednes. Thursd. Friday 2 nd Assignment X X X discussion Distribution and Pricing of Library and Information Services XI X X discussion Marketing using listserv and Web Sites XII X X discussion Building relationships with stakeholders and donors. XIII X X discussion Practice XIV X X X X 3 nd Assignment XV Preparation X X
Course Evaluation Made by Students
At the end of the course students will be given the questionnaires to evaluate theory as well as practices due to take their opinions for consideration in future.
Ability to involve
Materials selected properly
თაყნიაშვილი გ. (2007) ინთოვაციური პროცესების მართვა ბიბლიოთეკებში, ბიბლიოთეკათმცოდნეობისა და საბიბლიოთეკო სტანდარტების განყოფილება, თბილისი
Kotler, P. (2000) Marketing management: the millennium edition, 10 th edn, Prentice Hall.
Marshall, N.J. (2001) Public relations in academic libraries: a descriptive analysis, Journal of Academic Librarianship, 27 (2), 116-21.
Robertson, D.A. (2005) Cultural Programming for Libraries: American Library Association, Chicago.
Management Challenges for the 21st Century by Peter F. Drucker (Paperback - June 26, 2001)
Lovelock, C.H. (1975) A market segmentation approach to transit planning, modeling and management, Proceedings, Sixteenth Annual Meeting Transportation Research Forum, pp. 247-258