Marketing the library 2700-P2MB-PSB
The course includes theory of marketing, with particular focus on marketing of non-profit services. It also discusses examples of different marketing tasks or forms (planning, evaluation, stakeholders, image and identity, virtual marketing, internal marketing), referred to examples of ideas and events realized by individual libraries of different types. Basic concepts and terminology, evolution of theory and practice of marketing in 20th and 21st centuries. Specifics of marketing in cultural institutions. Context and characteristics of library marketing. Marketing research in libraries: range, aims, tools. Library promotion in the Internet, virtual communication with the users. Gamification.
Type of course
Mode
Course coordinators
Learning outcomes
Knowledge:
theory of marketing; basic knowldege of non-profit services, inlcuding library services
main concepts and terminology
marketing process
analysis of library services' market, users' categorisation
Skills:
planning marketing activities
marketing strategy dewvelopment
analysis and categorisation of library users
selection of marketing methods and tools adequate to a task and library users
evaluation of marketing activities
Social skills:
communication with different groups of library stakeholders
defining marketing priorities
identification and solution of dilemma in library work
Assessment criteria
CHECKING THE ATTENDANCE LIST
Practical placement
none
Bibliography
1. Georgy U., Systematic Innovation Management as a Marketing Strategy for Libraries. W: World Library and Information Congress: 76 IFLA General Conference and Assembly. 10-15.08.2010, Gothenburg, Sweden. [online]
2. Library management and marketing. Praca zb. pod red. J.K. Mullins’a. Muenchen 2007. IFLA Publications 125.
3. Management, marketing and promotion of library services based on statistics, analyses and evaluation. Praca zb. pod red. T. K. Flaten. K.G. Saur, Muenchen 2006.
4. Schmidt J., Effective marketing of libraries in a never-better world even if it ever-was that way. IFLA 2011, Puerto Rico.
5. The virtual customer. A new paradigm for improving customer relations in libraries and information services. Materiały konferencyjne, 18-20.08.2004, Sao Paulo, Brazylia. Praca zb. pod red. S.M. S.P. Ferreira i R. Savard. Monachium 2004.
6. Wade M., Re-inventing the Library – the role of strategic planning, marketing and external relations, and shared services at the National Library of Scotland. IFLA 2012, Helsinki.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: