National Parliamentary Library of GeorgiaLIBRARY MARKETING
A Few Words About LibraryMarketingLibrary Marketing is a job and function that shouldinclude training and support for all staff of theLibrary.Marketing the value of any library is a responsibilitythat should not be fulfilled by "employee job titles orjob descriptions" - but should be a responsibility ofall who have a stake in the survival of the Libraryfacilities and the services & collections it offers itsCommunity of users.
Libraries are more than just collections of booksand other materials.“Libraries are dynamic forces in theircommunities with the power to improve lives” (JillStover, www.librarymarketing.blogspot.com)Modern marketing demands that librarians lookbeyond their traditional roles ("outside the book")to find new ways to connect with people andfurther their success.
ObjectiveTo introduce students to the theory and practiceof marketing, with particular reference tolibraries, information and culture.
Learning Outcomes•Students will be able to demonstrate how toconduct a successful marketing campaign in alibrary.• Students will be able to choose a marketingstrategy which depends on specific factors facingthe Library• Students will be able to segment the market andtarget appropriate segments• Students will understand the role of advertising,promotion and public relations.• Students will be capable of developing amarketing plan.
Topics• Introduction to Library Marketing Course• Library Marketing Overview• Marketing Libraries and Information• Marketing Concepts• 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 InformationServices• Marketing using listserv and Web sites• Building relationships with stakeholders anddonors.
Evaluation Criteria of Students Achievements• Attendance 30%• Participation in Discussions 20%• Preparation and Presentations 20%• Written Work 30%
TimetableThe course covers 12 main topics, which continueduring the semester. The duration of the courseincluding theory and practice is 45 hours.Among them:• Lectures 24 hours• Practical work 21 hours
AssignmentsThe module has the following three assignments:The 1st assignment:Students should write a brief report segmenting usersof the National Parliamentary Library of Georgia. Youshould then select one segment and discuss itsneeds.Length: 1000 words.Weighting: 25%Due : 5th week.
The 2nd assignment:Write a brief report on the marketing of culturalactivities (or one particular cultural activity) at theNational Parliamentary Library of Georgia.Length: 1000 words.Weighting: 25%.Due : 10th week.
3rd assignmentStudents will devise a marketing plan for a productor service at The National Parliamentary Library ofGeorgia. You should select a group of users andprovide a rationale for linking the product or servicewith the particular group.Your plan should be linked to marketing theory andpractice. You should include references to relevantliterature, both general marketing literature andliterature specific to library, information, and culturalmarketing.
The duration of the presentation will be 20 minutes, which should be followed by a 2500 word write upWeighting: 50%. (25% for presentation and 25% for write up.)Due : 15th week.
Topics Weeks Monday Tuesday Wednes. Thursd. FridayIntroduction to Library I XMarketing CourseLibrary Marketing Overview I XMarketing Libraries and II X XInformation discussionMarketing Concepts III X X discussionStrategic Marketing For IV X XLibraries and Information discussion1st Assignment V Preparation X XMarketing Environment VI X X discussionMarket Segmentation and VII X XTargeting discussionCultural Programming VIII X XOverview discussionPublic Relations& IX X XAdvertising discussion
Topics Weeks Monday Tuesday Wednes. Thursd Friday .2nd Assignment X X X discussionDistribution and Pricing of XI X XLibrary and Information discussionServicesMarketing using listserv and XII X XWeb Sites discussionBuilding relationships with XIII X Xstakeholders and donors. discussionPractice XIV X X X X3nd Assignment XV Preparation X X
Course Evaluation Made by StudentsAt the end of the course students will be given thequestionnaires to evaluate theory as well aspractices in order to take their opinions into accountin future.• Involvement• Understandability• New information• Challenge• Materials selected properly
Recommended Readings• ლობჟანიძე, ვ. (2005) მარკეტინგის საფუძვლები. თბილისი: ლამპარი, 79 გვ.• მარშავა, ქ. (1990) მარკეტინგის საფუძვლები, თბილისი: თბილისი: თბ. უნტ-ის სტამბა, 108 გვ.• თაყნიაშვილი გ. (2007) ინოვაციური პროცესების მართვა ბიბლიოთეკებში, ბიბლიოთეკათმცოდნეობისა და საბიბლიოთეკო სტანდარტების განყოფილება, თბილისი• Kotler, P. (2000) Marketing management: the millennium edition, 10th ed., 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.• Drucker, P. F. (2001) Management Challenges for the 21st Century.• Lovelock, C.H. (1975) A market segmentation approach to transit planning, modeling and management, Proceedings, Sixteenth Annual Meeting Transportation Research Forum, pp. 247-258
Linking libraries, communities and culture“Culture is the name for what people are interested in, their thoughts, their models, the books they read and the speeches they hear, their table talk, gossip, controversies, historical senses and scientific painting, the values they appreciate, the quality of life they admire. All communities have a culture. It is the climate of their civilization”. (Walter Lippmann)
What is Cultural Programming Libraries role and mission in learning and Society top 10 reasons to do cultural programming Who is doing and why Planning Setting goals and objectives Evaluation, questionnaires, interviews, Data gathering Program series planning and budgeting worksheetsPractical training- students will prepare examplesbased on the learned materials.
Developing Audiences and Collaboration What is the library audience Targeting audience and reaching new readers Collaboration, finding new partners Program examples for different audiences Working with community organizations and partnersStudents begin to develop their own program on the bases of the National Parliamentary Library
Series, Formats, Themes Program formats and series Presentations, literary evenings, lectures, workshops, thematic exhibitions Performances, differences locally based and travelling programs Theme, description and ideas for new programs, planning activities Working with authors Venues organization details
Funding, Marketing and Public Relations for Programming Organizational support Finding sources for the programs and activities Proposal writing Networking Defining target audience Choosing communication methods
Public Relations and Marketing Public Relations/PublicityArticles, announcements, websites, web-publicity, public services, letters Direct Marketing – Direct mailings, mass e-mail messages, web marketing Personal Contact- public speaking engagements, telephones, letters Advertising- Print ads, banners, flyers, bookmarks, posters, displays. Students will develop ideas, find examples of different types of marketing and pr, they also will present their works on seminars.
Digital Programs Building of digital materials on culture Digital exhibitions Digital lectures Digital conferencesPreparing all segments of digital programsStudents will choose themes for digital programs and develop the program from beginning to end.