This presentation was given by Frank Parry and Becky Laing It describes an interesting project between Information science students and library staff at Loughborough University.
Knowledge, skills and reskilling – where does the MSc fit in?
Students, Librarians and Marketing the Library
1. Students, Librarians and
Marketing the Library
A collaborative project between postgraduate
Information Science students and Library
staff at Loughborough University
presented by Becky Laing and Frank Parry
(with contributions from Derek Stephens)
2. Background to the Project: the
Library
• Share same building
• Historic relationship between the Library
and Department of Information Science
• Work of the Marketing and Publications
Group
3. Background to the Project:
Department of Information Science
• Postgraduate module “Management of
Information Services”
• Students given opportunity to put theory
into practice by becoming ‘marketing
consultants’
• Second year of collaboration
4. Timescale
• October – students start course and are
introduced to marketing theory
• March – students are given briefs
• Late May – students give presentations
and are awarded grades
5. The Briefs - i
• Students become marketing consultants
from a firm called “24/7” and are divided
into 5 teams each with a different brief:
– Library journals
– Academic Librarians
– Information Literacy and Study Skills
– MetaLib (information portal)
– Library space
6. The Briefs - ii
• Librarians become clients and brief the
marketing consultants:
– Prepare A4 briefing documents
– Meet professional teams for discussions
– Stay in contact and provide supplementary
information as required – via email, further
meetings, Wiki
7. The Presentations
• Librarians and Information Science staff
watch 10 minute presentations from each
of the ‘consultant groups’
• Librarians offer views on presentations
but do not take part in grading process
8. The Ideas …
• Students were bold, imaginative yet still
practical … here are the ideas from the
presentations …
9. What did the Library get out of it?
• Fresh ideas and a fresh perspective!
– A chance to work with an academic department and
systematically examine core areas of Library operations
• Adopt and work on some proposals into the
Library’s marketing strategy … with proper
acknowledgment of the students’ work.
10. What did the students get out of it?
– Potentially, better marks!
– A chance to put theory into practice ~ the ‘real
world’
– Professional practice
• Hone presentation skills
• Work in groups
• Develop a marketing ‘mindset’
11. What did the students get out of it?
Results from the Questionnaire
• “It was awesome!” ~ all but 2 of the 16
respondents agreed or strongly agreed that:
– The assignment was very practical and relevant
– I received good support and information from the Library
– The assignment was good in developing team work skills
– I was able to improve my presentation skills through
completing the assignment
– My understanding of marketing in libraries was
considerably enhanced through the assignment
– I enjoyed working on the marketing assignment
12. What did the lecturer get out of it?
• Personal satisfaction of seeing students adapt
well to ‘real world’ challenges
• “Good stuff is so easy to mark!” (Derek
Stephens)
13. Thanks
Derek Stephens ~ the Department of Information
Science
Students/Consultants ~ the Department of
Information Science
Graham Walton, Jason Cooper, Brant
Hickman, Karen McCormick, Jeanette
Machin
~ the Library Marketing and Publications Group
Notes de l'éditeur
The building was originally intended as a teaching Library, although with the development of the Department of Information Science away from librarianship, that function never really took off. However, the Department and Library have always remained close and it is interesting that this exercise has now drawn both nearer to the original concept. It should also be mentioned that the Marketing and Publications Group now has an academic helping to create Library marketing strategy and that Graham Walton – the Group’s Chair – is a research fellow in the Department.
Students were given the task of thoroughly researching the background of academic libraries and marketing libraries. This involved not just the usual literature searching but also reading strategic policy documents of both the Library and the University to see how their marketing proposals would further the aims and objectives of Loughborough University.
Students were asked to ‘think outside the box’ and be brave. They had to become consultants and were given the chance to say things and present ideas to librarians which they might not otherwise have said or done. Naturally, the Library as customer has the last say about what to adopt and what not to adopt, but marketing consultants sometimes have to present a concept even if it does not fit in with the preconceived ideas of librarians.
This group of students received the best grades ever for group work. They adopted a thoroughly professional ‘marketing mindset’ and developed good presentations skills through such techniques as video practicing.