LISC-6214: Marketing of Library & Information Services

The aim of this course is to understand theoretical and practical aspects of marketing concepts to libraries and information services. It identifies specific audiences and target strategies to meet the information needs of the customers. The students will be able to analyze, select, and position products and services to appeal specific market segments. This subject designs effective marketing strategies that reflect market segmentation. It applies technology, tools and techniques to meet specific communication needs. Furthermore, it will describe how public relation activities can be used to build long-term positive relationships between users and libraries.

Objectives / Learning Outcomes

  • To introduce with basic concepts of marketing
  • To introduce library & information products (goods and services) product lines
  • To create awareness of marketing philosophies evolution
  • Make the students able to prepare an effective comprehensive marketing plan
  • To develop understanding of concepts (like, not limited to following): 1. Market targeting / Segmentation; 2. Business portfolio analysis / Market positioning; 3. Environmental scanning (SWOT/PEST analyses); 4. Marketing mix; 5. Product-market metrics; 6. Marketing research

COURSE SCHEDULE

Week

Description of topics

1.

Marketing basics: marketing defined, need, want, demand, supply, product, transaction, cost, value exchange

2.

Marketing basics: price, customer cost, customer & consumer, customer value, customer satisfaction & customer loyalty

3.

Marketing process

4.

Strategic planning, levels of org. management, company and marketing strategy, designing the business portfolio

5.

Planning marketing: partnering to build customer relationships, customer-driven marketing strategy

6.

Managing the Marketing Effort, Five Marketing Concepts / Theories

7.

LIS marketing: third party theory

8.

Marketing information and customer insights, marketing information system

9.

Mid Term

10.

Marketing research

11.

Environmental scanning: consumer  markets and buyer behavior

12.

Business markets and buyer behavior

13.

Library marketing plan framework, market targeting & positioning

14.

Products, services, and brands, services marketing

15.

Library product lines, new product development

16.

Pricing

17.

Promotion

18.

Final Term

ASSESSMENT CRITERIA

Sessional:  20 Marks

Class Attendance, Presentations, Class Participation / Discussions, Quizzes, etc.

Mid Term: 30 Marks 

Final exam: 50 Marks

RULES AND REGULATIONS

  1. 70% class attendance is necessary to enter in exams.
  2. Students are strictly prohibited to have class within class (inter personal talks, whispering etc.)
  3. When necessary, students can leave class silently without disturbing others.
  4. Students are highly encouraged to participate in class discussions, but, whenever practicing it, they would have to raise their hands and talk at their turn.
  5. Students can interrupt / intervene during the lecture any time for their questions, clarification of any ambiguity or rectification / correction of teacher, but following the principles of hand raising and waiting for the permission from the teacher.
  6. Students are prohibited to stand up on the entry of teacher in the class.
  7. Students have right to contact teacher for any assistance in their studies either through email or personal meeting during prescribed consulting office hours.
  8. Students are not allowed to use cell phones in class.

Course Material

Other Courses by Dr. Haroon Idrees