LIS 546
MARKETING OF LIBRARY AND INFORMATION SERVICES
FALL COURSE OUTLINE
Calendar Description: The principles of marketing and public relations for nonprofit organizations, with an emphasis on library and information services.
Course Objectives: Upon successful completion of this course, students should know and understand:
MARKETING OF LIBRARY AND INFORMATION SERVICES
FALL COURSE OUTLINE
Calendar Description: The principles of marketing and public relations for nonprofit organizations, with an emphasis on library and information services.
Course Objectives: Upon successful completion of this course, students should know and understand:
• the critical role of marketing to the sustainability and growth of libraries and the information professions;
• the concepts and techniques for developing a client focused or customer centred marketing approach in a not for profit setting;
• the basic components of marketing including market research and planning, segmentation, marketing mix and evaluation which enable effective decision making in support of strategic planning
• how to analyze marketing management and activities undertaken elsewhere in the not for profit sector and the private sector and the implications and relevance for libraries
• how various libraries implement and use marketing techniques and concepts
Content: Topics will be examined in the library context and include the nature of audience driven marketing in a not for profit and library environment, market planning and market research, understanding target audiences and their behaviours, segmentation, branding and evaluation. The "4 Ps" of the marketing mix, product, price, promotion and place will be examined in the not for profit and library contexts. The relationship and role of communication, advocacy, and influence in the successful implementation of a marketing strategy will also be explored.
Methods: Lectures, readings, discussion, working in teams, presentations, guest speakers.
Course Relationships: Pre-requisites LIS 501, 502 and 503.
Required Course Materials:
Strategic Marketing for Nonprofit Organizations (7th ed.). Alan R. Andreasen and Philip Kotler. Upper Saddle River, NJ: Pearson, 2008.
Recommended Course Materials:
Glossary of Marketing Definitions (work in progress) Sponsored by IFLA Section on Management and Marketing 1998 http://archive.ifla.org/VII/s34/pubs/glossary.htm
Course Requirements: See Assignments and Evaluation section.
Methods: Lectures, readings, discussion, working in teams, presentations, guest speakers.
Course Relationships: Pre-requisites LIS 501, 502 and 503.
Required Course Materials:
Strategic Marketing for Nonprofit Organizations (7th ed.). Alan R. Andreasen and Philip Kotler. Upper Saddle River, NJ: Pearson, 2008.
Recommended Course Materials:
Glossary of Marketing Definitions (work in progress) Sponsored by IFLA Section on Management and Marketing 1998 http://archive.ifla.org/VII/s34/pubs/glossary.htm
Course Requirements: See Assignments and Evaluation section.
ASSIGNMENTS AND EVALUATION N/A
WEIGHTING:
Class Participation 10%
Assignment 1 - Individual 15%
Assignment 2 - Group 15%
Assignment 3 - Individual 35%
Group Project & Presentation 25%
(Presentation 10% - Project 15%)
Details of these assignments, due dates, late penalties, etc. are attached. Raw scores (marks on assignments) are totalled at the end of the course and converted to University of Alberta's letter grading scale.
CLASS PARTICIPATION (10/100)
Class participation is individual contribution for the benefit of the class as a whole. Participation is a collective exercise. All members of the class should be able to join comfortably in the process. Factors to be considered in class participation include, but are not necessarily limited to, presence, preparation, attitude, small group interaction, general class contributions, and cooperative work outside of class.
REQUIREMENTS FOR WRITTEN ASSIGNMENTS
Papers must be printed, in a 12-point font, double-spaced, with 1" margins. Include page numbers. To save paper, do not make a separate title page. List references, where applicable, starting on a new page at the end of your text. Put your student identification number and the number of the course (LIS 546) at the top of the first page. To ensure that we mark without bias, do not give your name. Follow a style guide of your choice (e.g., MLA) on matters of style. The Faculty of Education requires the use of inclusive language.
We will look for the following in any paper: clearly stated central thesis; well organized discussion or argument; reasonable conclusion; appropriate supporting documentation (when required); quality of thought; command of grammatical and structural conventions; appropriateness of bibliographic citations; and, thorough proofreading.
Assignment 1 – Target Audiences and Segmentation (15/100)
By September 14th students will be provided with a selection of cases from which two entities must be selected and analyzed. The analysis must respond to a series of questions relating to target audiences and segmentation. Students will be required to write a response to a series of questions comparing and contrasting the selected entities.
The purpose of the assignment is to develop an understanding of target audiences for not for profit organizations, particularly libraries, and to understand how and why these audiences might be appropriately segmented and how the segmentation might be applied to programs and services.
The paper should not be more than 6 pages in length, excluding citations and references. Pages must have 1 inch margins and must be double spaced with a 12 – point font.
Evaluation: content—10; organization and clarity—4; appropriate use of style—1
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark.
Due: September 28, 1:00 p.m.
Class Participation 10%
Assignment 1 - Individual 15%
Assignment 2 - Group 15%
Assignment 3 - Individual 35%
Group Project & Presentation 25%
(Presentation 10% - Project 15%)
Details of these assignments, due dates, late penalties, etc. are attached. Raw scores (marks on assignments) are totalled at the end of the course and converted to University of Alberta's letter grading scale.
CLASS PARTICIPATION (10/100)
Class participation is individual contribution for the benefit of the class as a whole. Participation is a collective exercise. All members of the class should be able to join comfortably in the process. Factors to be considered in class participation include, but are not necessarily limited to, presence, preparation, attitude, small group interaction, general class contributions, and cooperative work outside of class.
REQUIREMENTS FOR WRITTEN ASSIGNMENTS
Papers must be printed, in a 12-point font, double-spaced, with 1" margins. Include page numbers. To save paper, do not make a separate title page. List references, where applicable, starting on a new page at the end of your text. Put your student identification number and the number of the course (LIS 546) at the top of the first page. To ensure that we mark without bias, do not give your name. Follow a style guide of your choice (e.g., MLA) on matters of style. The Faculty of Education requires the use of inclusive language.
We will look for the following in any paper: clearly stated central thesis; well organized discussion or argument; reasonable conclusion; appropriate supporting documentation (when required); quality of thought; command of grammatical and structural conventions; appropriateness of bibliographic citations; and, thorough proofreading.
Assignment 1 – Target Audiences and Segmentation (15/100)
By September 14th students will be provided with a selection of cases from which two entities must be selected and analyzed. The analysis must respond to a series of questions relating to target audiences and segmentation. Students will be required to write a response to a series of questions comparing and contrasting the selected entities.
The purpose of the assignment is to develop an understanding of target audiences for not for profit organizations, particularly libraries, and to understand how and why these audiences might be appropriately segmented and how the segmentation might be applied to programs and services.
The paper should not be more than 6 pages in length, excluding citations and references. Pages must have 1 inch margins and must be double spaced with a 12 – point font.
Evaluation: content—10; organization and clarity—4; appropriate use of style—1
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark.
Due: September 28, 1:00 p.m.
Assignment 2 – Group Exercise – Market Planning and Research (15/100)
By September 21st students will be provided with a selection of cases from which two entities must be selected and analyzed. The analysis must respond to a series of guiding questions relating to market planning and market research. Students will be required to write a response to a series of questions.
The purposes of the assignment are to develop an understanding of the components of market planning, the relationship to strategic planning for not for profit organizations, particularly libraries, to understand what information might be available and what new research might be undertaken and how research supports marketing planning decisions.
The paper should not be more than 10 pages in length, excluding citations and references. Pages must have 1 inch margins and must be double spaced with a 12 – point font.
Evaluation: content—10; organization and clarity—4; appropriate use of style—1
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark.
Due: October
By September 21st students will be provided with a selection of cases from which two entities must be selected and analyzed. The analysis must respond to a series of guiding questions relating to market planning and market research. Students will be required to write a response to a series of questions.
The purposes of the assignment are to develop an understanding of the components of market planning, the relationship to strategic planning for not for profit organizations, particularly libraries, to understand what information might be available and what new research might be undertaken and how research supports marketing planning decisions.
The paper should not be more than 10 pages in length, excluding citations and references. Pages must have 1 inch margins and must be double spaced with a 12 – point font.
Evaluation: content—10; organization and clarity—4; appropriate use of style—1
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark.
Due: October
Marketing Mix Strategy Paper (35/100)
Further details, including the case studies to be used for the assignment are to be provided by the instructor by September.
The purpose of this assignment is to develop a marketing mix strategy for a library, demonstrating understanding of key concepts of the marketing mix, including product, price, place and promotion as well as branding and their inter-relationship.
Evaluation: content—28; organization and clarity—5; appropriate use of style—2
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark.
Due: November
MAJOR Group PROJECT and PRESENTATION (25/100)
Further details, including the selection of organizations to be used for the assignment are to be provided by the instructor by September
The purpose of this assignment is to apply the concepts addressed in the course to an existing library organization and develop aspects of a marketing strategy.
Presentation Evaluation: coverage of the topic (5); clarity and coherence of the presentation (5).
Project Evaluation: Depth of the analysis and content (9); Organization and clarity (5) appropriate use of style (1)
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark. Presentations Due: December
Paper Due: December
Further details, including the case studies to be used for the assignment are to be provided by the instructor by September.
The purpose of this assignment is to develop a marketing mix strategy for a library, demonstrating understanding of key concepts of the marketing mix, including product, price, place and promotion as well as branding and their inter-relationship.
Evaluation: content—28; organization and clarity—5; appropriate use of style—2
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark.
Due: November
MAJOR Group PROJECT and PRESENTATION (25/100)
Further details, including the selection of organizations to be used for the assignment are to be provided by the instructor by September
The purpose of this assignment is to apply the concepts addressed in the course to an existing library organization and develop aspects of a marketing strategy.
Presentation Evaluation: coverage of the topic (5); clarity and coherence of the presentation (5).
Project Evaluation: Depth of the analysis and content (9); Organization and clarity (5) appropriate use of style (1)
Late penalty: a deduction of one mark per day to a maximum of 20% of the mark. Presentations Due: December
Paper Due: December
PROVISIONAL SCHEDULE
Sept
• Introduction to Course
• Overview of Library and Information Services Marketing
• The Development of Not For Profit Marketing and comparison to the Private Sector
Sept
• Customer-driven or Client Centred Marketing
• Focusing on the Target Audience
• Target Audience Behaviour
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 1, 2 and 4
Sept
• Segmentation
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 6
Sept
• ASSIGNMENT 1 (Individual) DUE , 1:00 pm • Market Planning and the Relationship to Strategic Planning
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 3 and 18
Oct
• Market Research
• Acquiring Information
• Using Information that Libraries and Others Already Collect
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 5
Oct
• Introduction to the Marketing Mix - "4P's" of Marketing
• The first "P" - Product
• What the Library has to Offer
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 8
Oct
• ASSIGNMENT 2 (Group) • Launching New Product/Service Offerings
• Branding
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 7 and 9
• Guest speaker
Oct
• The 2nd "P" of the Marketing Mix - Price
• Price in the Library Context - Cost
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 10
Nov
• Placement - Facilitating Marketing Behaviours
• One of the Most Important "P's" for Libraries - Place
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 11
Nov
• NO CLASS
Nov
• Communication Strategies
• The Final "P" - Promotion
• Advertising and Personal Persuasion
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 12 and 13
Nov
• ASSIGNMENT 3 (Individual)
• Promotional Tools
• Managing Media
• Advocacy
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 14
• Guest Speaker
Nov
• Acquiring Resources and Sustaining Organizations - Advocacy and Influence
• Evaluation of Marketing Initiatives
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 15 & 19 • Guest speaker
Dec
PRESENTATIONS Groups 1 - 6
FINAL PROJECT DUE
• Introduction to Course
• Overview of Library and Information Services Marketing
• The Development of Not For Profit Marketing and comparison to the Private Sector
Sept
• Customer-driven or Client Centred Marketing
• Focusing on the Target Audience
• Target Audience Behaviour
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 1, 2 and 4
Sept
• Segmentation
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 6
Sept
• ASSIGNMENT 1 (Individual) DUE , 1:00 pm • Market Planning and the Relationship to Strategic Planning
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 3 and 18
Oct
• Market Research
• Acquiring Information
• Using Information that Libraries and Others Already Collect
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 5
Oct
• Introduction to the Marketing Mix - "4P's" of Marketing
• The first "P" - Product
• What the Library has to Offer
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 8
Oct
• ASSIGNMENT 2 (Group) • Launching New Product/Service Offerings
• Branding
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 7 and 9
• Guest speaker
Oct
• The 2nd "P" of the Marketing Mix - Price
• Price in the Library Context - Cost
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 10
Nov
• Placement - Facilitating Marketing Behaviours
• One of the Most Important "P's" for Libraries - Place
• Have Read Strategic Marketing for Nonprofit Organizations Chapter 11
Nov
• NO CLASS
Nov
• Communication Strategies
• The Final "P" - Promotion
• Advertising and Personal Persuasion
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 12 and 13
Nov
• ASSIGNMENT 3 (Individual)
• Promotional Tools
• Managing Media
• Advocacy
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 14
• Guest Speaker
Nov
• Acquiring Resources and Sustaining Organizations - Advocacy and Influence
• Evaluation of Marketing Initiatives
• Have Read Strategic Marketing for Nonprofit Organizations Chapters 15 & 19 • Guest speaker
Dec
PRESENTATIONS Groups 1 - 6
FINAL PROJECT DUE
Required Course Materials:
Strategic Marketing for Nonprofit Organizations (7th ed.). Alan R. Andreasen and Philip Kotler. Upper Saddle River, NJ: Pearson, 2008.
Recommended Course Materials:
Glossary of Marketing Definitions (work in progress) Sponsored by IFLA Section on Management and Marketing 1998 http://archive.ifla.org/VII/s34/pubs/glossary.htm
Strategic Marketing for Nonprofit Organizations (7th ed.). Alan R. Andreasen and Philip Kotler. Upper Saddle River, NJ: Pearson, 2008.
Recommended Course Materials:
Glossary of Marketing Definitions (work in progress) Sponsored by IFLA Section on Management and Marketing 1998 http://archive.ifla.org/VII/s34/pubs/glossary.htm
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