Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Library marketing


Published on

  • Be the first to comment

  • Be the first to like this

Library marketing

  1. 1. National Parliamentary Library of Georgia Tamta Tsutsunava Rusudan Asatiani Tinatin Sharashidze Marina Alania Maia Simonishvili
  2. 2. 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
  3. 3. 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, ) 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.
  4. 4. To introduce students to the theory and practice of marketing, with particular reference to libraries, information and culture. Objective
  5. 5. Learning Outcomes <ul><li>Students will be able to demonstrate how to conduct a successful marketing campaign in a library. </li></ul><ul><li>Students will be able to choose a marketing strategy which depends on specific factors facing the Library </li></ul><ul><li>Students will be able to segment the market and target appropriate segments </li></ul><ul><li>Students will understand the role of advertising, promotion and public relations. </li></ul><ul><li>Students will be capable of developing a marketing plan. </li></ul>
  6. 6. Prerequisites <ul><li>Knowledge of English language </li></ul><ul><li>Computer skills </li></ul><ul><li>Information literacy </li></ul>
  7. 7. Evaluation Criteria of Students Achievements <ul><li>Attendance 30% </li></ul><ul><li>Participation in Discussions 20% </li></ul><ul><li>Preparation and Presentations 20% </li></ul><ul><li>Written Work 30% </li></ul>
  8. 8. <ul><li>Introduction to Library Marketing Course </li></ul><ul><li>Library Marketing Overview </li></ul><ul><li>Marketing Libraries and Information </li></ul><ul><li>Marketing Concepts </li></ul><ul><li>Strategic Marketing For Libraries and Information </li></ul><ul><li>The Marketing Environment </li></ul><ul><li>Market Segmentation and Targeting </li></ul><ul><li>Cultural Programming Overview </li></ul><ul><li>Public Relations and Advertising </li></ul><ul><li>Distribution and Pricing of Library and Information Services </li></ul><ul><li>Marketing using listserv and Web sites </li></ul><ul><li>Building relationships with stakeholders and donors. </li></ul>Topics
  9. 9. Timetable <ul><li>The course covers 12 main topics, which continue during the semester. The duration of the course including theory and practice is 45 hours. </li></ul><ul><li>Among them: </li></ul><ul><li>Lectures 24 hours </li></ul><ul><li>Practical work 21 hours </li></ul>
  10. 10. 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
  11. 11. 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.
  12. 12. 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.
  13. 13. <ul><li>The duration of the presentation will be 20 minutes, which should be followed by a 2500 word write up </li></ul><ul><li>Weighting: 50%. (25% for presentation and 25% for write up.) </li></ul><ul><li>Due : 15 th week. </li></ul>
  14. 14. 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
  15. 15. 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
  16. 16. Course Evaluation Made by Students <ul><li>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. </li></ul><ul><li>Ability to involve </li></ul><ul><li>Understandability </li></ul><ul><li>New information </li></ul><ul><li>Challenging </li></ul><ul><li>Materials selected properly </li></ul>
  17. 17. <ul><li>თაყნიაშვილი გ. (2007) ინთოვაციური პროცესების მართვა ბიბლიოთეკებში, ბიბლიოთეკათმცოდნეობისა და საბიბლიოთეკო სტანდარტების განყოფილება, თბილისი </li></ul><ul><li>Kotler, P. (2000) Marketing management: the millennium edition, 10 th edn, Prentice Hall. </li></ul><ul><li>Marshall, N.J. (2001) Public relations in academic libraries: a descriptive analysis, Journal of Academic Librarianship, 27 (2), 116-21. </li></ul><ul><li>Robertson, D.A. (2005) Cultural Programming for Libraries: American Library Association, Chicago. </li></ul><ul><li>Management Challenges for the 21st Century by Peter F. Drucker (Paperback - June 26, 2001) </li></ul><ul><li>Lovelock, C.H. (1975) A market segmentation approach to transit planning, modeling and management, Proceedings, Sixteenth Annual Meeting Transportation Research Forum, pp. 247-258 </li></ul>Recommended Readings
  18. 18. A LOT OF THANKS