2. A Few Words About Library
Marketing
Library Marketing is a job and function that should
include training and support for all staff of the
Library.
Marketing the value of any library is a responsibility
that should not be fulfilled by "employee job titles or
job descriptions" - but should be a responsibility of
all who have a stake in the survival of the Library
facilities and the services & collections it offers its
Community of users.
3. Libraries are more than just collections of books
and other materials.
“Libraries are dynamic forces in their
communities with the power to improve lives” (Jill
Stover, www.librarymarketing.blogspot.com)
Modern marketing demands that librarians look
beyond their traditional roles ("outside the book")
to find new ways to connect with people and
further their success.
4. Objective
To introduce students to the theory and practice
of marketing, with particular reference to
libraries, information and culture.
5. Learning Outcomes
•Students will be able to demonstrate how to
conduct a successful marketing campaign in a
library.
• Students will be able to choose a marketing
strategy which depends on specific factors facing
the Library
• Students will be able to segment the market and
target appropriate segments
• Students will understand the role of advertising,
promotion and public relations.
• Students will be capable of developing a
marketing plan.
6. 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 Information
Services
• Marketing using listserv and Web sites
• Building relationships with stakeholders and
donors.
7. Evaluation Criteria of Students
Achievements
• Attendance 30%
• Participation in Discussions 20%
• Preparation and Presentations 20%
• Written Work 30%
8. Timetable
The course covers 12 main topics, which continue
during the semester. The duration of the course
including theory and practice is 45 hours.
Among them:
• Lectures 24 hours
• Practical work 21 hours
9. Assignments
The module has the following three assignments:
The 1st assignment:
Students should write a brief report segmenting users
of the National Parliamentary Library of Georgia. You
should then select one segment and discuss its
needs.
Length: 1000 words.
Weighting: 25%
Due : 5th week.
10. The 2nd assignment:
Write a brief report on the marketing of cultural
activities (or one particular cultural activity) at the
National Parliamentary Library of Georgia.
Length: 1000 words.
Weighting: 25%.
Due : 10th week.
11. 3rd assignment
Students will devise a marketing plan for a product
or service at The National Parliamentary Library of
Georgia. You should select a group of users and
provide a rationale for linking the product or service
with the particular group.
Your plan should be linked to marketing theory and
practice. You should include references to relevant
literature, both general marketing literature and
literature specific to library, information, and cultural
marketing.
12. The duration of the presentation will be 20 minutes,
which should be followed by a 2500 word write up
Weighting: 50%. (25% for presentation and 25% for
write up.)
Due : 15th week.
13. Topics Weeks Monday Tuesday Wednes. Thursd. Friday
Introduction to Library I X
Marketing Course
Library Marketing Overview I X
Marketing Libraries and II X X
Information discussion
Marketing Concepts III X X
discussion
Strategic Marketing For IV X X
Libraries and Information discussion
1st Assignment V Preparation X
X
Marketing Environment VI X X
discussion
Market Segmentation and VII X X
Targeting discussion
Cultural Programming VIII X X
Overview discussion
Public Relations& IX X X
Advertising discussion
14. Topics Weeks Monday Tuesday Wednes. Thursd Friday
.
2nd Assignment X X X
discussion
Distribution and Pricing of XI X X
Library and Information discussion
Services
Marketing using listserv and XII X X
Web Sites discussion
Building relationships with XIII X X
stakeholders and donors. discussion
Practice XIV X
X
X
X
3nd Assignment XV Preparation X
X
15. Course Evaluation Made by Students
At the end of the course students will be given the
questionnaires to evaluate theory as well as
practices in order to take their opinions into account
in future.
• Involvement
• Understandability
• New information
• Challenge
• Materials selected properly
16. 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
18. 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)
19. 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
worksheets
Practical training- students will prepare examples
based on the learned materials.
20. 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
partners
Students begin to develop their own program on the
bases of the National Parliamentary Library
21. 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
22. 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
23. Public Relations and Marketing
Public Relations/Publicity
Articles, 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.
24. Digital Programs
Building of digital materials on culture
Digital exhibitions
Digital lectures
Digital conferences
Preparing all segments of digital programs
Students will choose themes for digital programs and
develop the program from beginning to end.
