Library Marketing in Selected Academic Libraries in Metro Manila : A Basis for a Strategic Plan for St. Jude College Library, Manila

Researcher: ROSALIE B. BALBIN

Course: Master of Arts in Library Science

School: University of Santo Tomas, Philippines

Subject Area: Academic libraries, Library marketing, Strategic planning

Year of Graduation: 2008

Abstract:

In an age of complex higher education environment and rapid technological advancements, the need to market the library effectively has become essential. Academic libraries may have enjoyed the monopoly in providing information resources and services to students and faculty in the past, but today, users have a variety of options available to meet their needs instantaneously. With changing user expectations, academic libraries must move beyond the traditional service model to remain viable and be able to function competitively in this environment in order to survive and grow (Adams and Cassner, 2000). The use of marketing techniques to identify appropriate products (services, programs and materials) and to evaluate the effectiveness of these services assures that library services offered will be wanted and valued by the clients (Bushing, 1995).

One of the management tools that is now being used by academic libraries is strategic planning. A strategic plan provides a structure in analyzing current and future opportunities and challenges an organization faces. It anticipates problems, creates a library-wide awareness and ensures that everyone in the organization is working towards achieving a common goal. Strategic planning focuses on the broad issues of an organization, allowing libraries to be able to anticipate and respond to environmental changes in a timely manner.

Using descriptive survey method, the study aims to assess the library marketing strategies of selected academic libraries in Metro Manila in terms of the 4Ps that make up the marketing mix, namely, product, price, place and promotion. Perceived effectiveness of these strategies by respondent students and faculty members was measured and tested using ANOVA and independent T-test. Findings culled will then serve as the basis in the formulation of an effective strategic library marketing plan for St. Jude College Library, Manila.

An Assessment of San Beda College Alabang Grade School Library: Basis for Quality Library Services

Researcher: MARIA SHARLEEN MAYBETH R. SANTOS

Course: Master of Arts in Library Science

School: University of Santo Tomas, Philippines

Subject Area: School libraries, Library services

Year of Graduation: 2008

Abstract:

A school library is one of the most important agencies in the school. It is equipped with resources organized to assist in the learning needs. The implementation of the library learning programs helped helps equip students with the skills necessary to succeed in a constantly changing environment. On the other hand, it provides teachers with access to relevant curriculum information and professional development within and outside the school.

Since faculty and students use the school library often for reading, and do research, it is very important for the library to offer quality library service. An efficient and prompt dissemination of information enable users to maximize the use of its resources and services. Success in improving service quality depends heavily on users' involvement. Melling and Little (2002) reiterate that users must be consulted, involved and be satisfied with the services provided by the library because they are the factors to a successful performance service.

Using descriptive, quantitative, and qualitative method, this study assessed the students' and faculty's perception on library services as actually practiced at San Beda College Alabang Grade School Library using self-made questionnaire. The focus of this study is on the effectiveness and quality of library services provided by the San Beda College Alabang Grade School Library.

An Analysis of the Usage of the Jose Rizal University Library Collection A Basis for Further Development

Researcher:EDITHA P. AGENA

Course: Master of Arts in Library Science

School: University of Santo Tomas, Philippines

Subject Area: Collection Development

Year of Graduation: 2008

Abstract:

An academic library is said to be the heart of an institution. It plays an important role in the teaching and learning process for both faculty and students. The success of one's library is determined by the strength of its library collection and the extent of use made by its clientele. In building the library collection, Acquisition librarians follow specific steps and procedures based on the collection development policy supporting the mission and vision of the institution. The study shows a comparative analysis of the collection development and the usage of JRU library in three years (SY 2004-2007). This study is designed to assess the usefulness of the JRU library collection to an extremely important user group like faculty and students. The purpose of this analysis is to determine the quantity and quality of the collection.

Users' Evaluation of the Library of the F.L. Vargas College Tuguegarao City Based on the PACU-COA Standards: Towards A Proposed Lib. Development Plan

Researcher: MRS. JANE PIGGINGON-FRANCISCO

Course: Master of Arts in Education Major in Library Science

School: Saint Mary's University, Philippines

Subject Area: Library Development Plan

Year of Graduation: 2008

Introduction

The continuing trend of knowledge explosion and the rapid advances in science and technology put emphasis on the use of the academic library by students to help them pursue their academic activities and gain knowledge beyond their textbooks and beyond their teachers' lectures. As the heart of a school institution, the library should be planned and organized to meet the needs and challenges of our rapidly advancing society especially if it speaks of quality education.

Statement of the Problem
This study aimed to describe the current status and conditions of the F.L. Vargas College Tuguegarao City Library as evaluated by the users in terms of collections, personnel, facilities, and services as a basis for coming up with a proposed development plan for the library.

Specifically, the study aimed to do the following:
1) Describe the status of F.L. Vargas College Library in terms of the collections, personnel, facilities, and services;
2) Determine the extent to which the library meets the conditions or standards provided for in the PACU-COA Library Evaluation Criteria, as evaluated by the faculty and students, with respect to: 2.1. Collections; 2.2. Personnel; 2.3. Services; and 2.4. Facilities;
3) Determine if there is a significant difference in the evaluation between the faculty and student users; and
4) Propose a development for F.L. Vargas College Library based on the result of the evaluation.

Methodology
The study used the descriptive research method to describe the current situation prevailing in F.L. Vargas College Library. It also used descriptive-comparative sub-type of survey research to determine if there is a significant difference between the faculty and student users' evaluation of the F.L. Vargas College Library.

Findings
1. Status of the Library.
A) Collection. The F.L. Vargas College Library has a total general collection of books and other print materials with a total of 1,878 titles and 3,338 volumes. There are no books in Religion and Public Administration. As regards to the professional books in the degree courses, the library has a total of 659 titles of professional books and 1,840 volumes. Engineering has the highest number of titles, however, Criminology has the highest number of volumes dated 2002 and above. It was also found out that the library still lacks necessary instructional media like films, pictures, posters, sound recordings and other audiovisual materials.

B) Personnel. The F.L. Vargas College Library Tuguegarao Campus, it is composed of two (2) fulltime librarians and one (1) fulltime library aide and three (3) student assistants. In other words, it is managed by a Head Librarian, the assitant library, library aide and 3 student assistants.

C) Library Services and Usage. The F.L. Vargas College Library Tuguegarao Campus is open fifty-nine (59) hours a week; adopts a closed-shelf system; provides bulletin board; offers librarientation for firts year and transferee students; and librarians render lecture on the organization of the library, the card catalog, and others.

D) Physical Facilities. There is physical provision for reading comfort in the library. It is well-lighted, ventilated and acoustically suited for quiet reading, free from noise, attractive, properly maintained and with an atmosphere conducive to learning. It was found out that it lacks atlas stand, map stand and xerox machine. It also lacks necessary audiovisual equipment like cassette tape player, DVD player, sound system and other nonbook resources.

2. Evaluation of the Library Based on the PACU-COA Standards
A) Collections. The collection development of F.L. Vargas College Library was evaluated by the faculty members and students generally to be "Good" however, it is not the ideal situation because it is just at the middle of the scale and it needs improvement. The general collection of the library was rated by the two groups of raters to be "fair" and this implies that the acquisition of books, journals and other related reference materials is neglected.

On the other hand, professional books for degree and non-degree courses was rated "good" and the evaluation for the audiovisual materials and equipments were rated "poor." The overall evaluation of the collection in general was rated "good" which implies that there is a need to put emphasis on the holdings of F.L. Vargas College Library.

The organization of materials was rated to be "very good" since the collections are organized according to an accepted code of cataloging. However, the overall evaluation of the two raters was "good" that implies improvement with regards to the organization and care of materials.

B) Library Personnel. On the five (5) items of evaluation under library personnel, there are 3 items that were rated as "very good." It shows that the library personnel of the library are well qualified and competent in their designated positions. However, the overall rating by the two groups of raters is "good" wherein, it means there is still need for improvements.

C) Library Services. The overall evaluation of the F.L. Vargas College Library services and use by the two groups of raters is "good" that it also implies improvements. Out of the seven items of evaluation under library services, there are four items that were rated "very good" since the needs and demands of the students and faculty members are really met on the following items: that the library is open 54 hours a week; services of the librarians are available during library hours; library policies are fair and extended to all qualified clients; and they are informed of newly acquired books. However, the overall rating is "good" because the library practices the closed shelf system, no internet searching in the library, no xerox machine, viewing and listening facilities.

D) Physical Facilities. The overall rating by the two groups of raters on the physical facilities of F.L. Vargas College Library is "fair" which shows that there is a great need for improvement.

The overall summary of the respondents evaluation on the status of F.L. Vargas College Library was generally evaluated by the two raters as "good." It implies that it does not meet the conditions or standard provided in the PACU-COA library evaluation criteria.

There are a lot more things to improve in F.L. Vargas College Library namely: the space requirements that it needs relocation of the library or addtional rooms to accommodate additional acquisition and to have a space for any increase in enrollment; the holdings; collection development; organization and care of materials; library services; additional library personnels for additional library services; and the security control in the library.

3. Comparison of the faculty and Student's Evaluations.
The two groups of respondents do not significantly vary in their evaluation. This is indicated by the significance value which are higher than .05. They diffey only by the significance value of .048. Therefore, the null hypothesis is accepted that there are no significant difference between the evaluation of the faculty and student users on the extent to which the F.L. Vargas College Library meets the standard provided for in the PACU-COA library accreditation criteria, as evaluated by the faculty and students with respect to the four areas evaluated.

Conclusions
1. The F.L. Vargas College has inadequate collection of books and periodicals. It lacks necessary audiovisual materials and equipment which are considered as important tools of instruction.
2. Librarians are qualified and licensed but the overall evaluation indicates a need for more improvement. Space requirement is "fair," the library has a very limited space.
3. In general, the F.L. Vargas College Library does not meet the PACU-COA standards. General books and professional books are very limited. Very few are copyrighted 2002 and above. Useful audiovisual materials and equipment are lacking.
4. The two groups of respondents have similar evaluation with regards the four areas evaluated. It implies more improvement on F.L. Vargas College Library.

Recommendations
1. The library staff and concerned authorities should strengthen the weaknesses identified and implement relevant measures to improve the library status.
2. Re-evaluation after five year implementation of the development plan is also recommended.

An Assessment of the Library of Maritime Academy of Asia and the Pacific-Kamaya Point: Towards the Formulation of Library Development Plan

Researcher: MRS. ETHEL REYES-CAPELLAN

Course: Master of Library and Information Science

School: Saint Mary's University, Philippines

Subject Area: Library Development Plan

Year of Graduation: 2008

Introduction

Libraries today must find ways to optimize operations, maximize resources, enhance services and serve customers. Having access to real-world data on trends and dynamics impacting a broad spectrum of libraries means that library community leaders can conduct benchmarking, manage collections, prepare budgets, choose facility sites, and make other decisions with greater insight than ever before possible. These are challenging times for libraries. Libraries are essential to the educational process because they support curricula, teach information literacy, and foster critical thinking skills. They are essential partners in creating educated communities because they rpovide opportunities for self-education, life-long learning and self-improvement. Most importantly, libraries are essential places of opportunity because they level the playing field making the world of information available to anyone seeking it (De Leon, 2006).

Statement of the Problem
The main thrust of the study was to assess the status of the library of the Maritime Academy of Asia and the Pacific-Kamaya Point, Mariveles, Bataan. Specifically, it: 1) evaluated the status of its collection, organization of the collection, facilities, staff, services and utilization, financial resources and linkages based on CHED-PSG requirements; 2) assessed in general the areas aforementioned based on the PACU-COA standard; 3) determined if there was significant differences between the assessment of the faculty and student respondents; 4) identified suggestions and recommendations of the respondent on various areas of concern for the improvement of the MAAP Library; and 5) designed a development plan to improve the services of the MAAP Library.

Methodology
The study used a descriptive survey and documentary analysis methods of resarch. In meeting the research needs, the researcher was tasked to find out the status of the MAAP Library in terms of the instruments used by the PACU-COA prior to accreditation period. The study used questionnaire as a data-gathering tool; and documentary analysis on the actual library services and its operation.

Findings
1. On Collection Development. The assessment of fcaulty and students was "very good" in general. However, the library needed to improve its collections especially on non-print, periodicals, and professional materials. The library failed CHED and PACU-COA standards on this aspect.
2. On Organization and Care of Library Materials. The students and faculty rated this area "very good" which means that the library complied with the minimum requirements set by CHED and the accrediting agency.
3. On Library Facilities. The assessment of both faculty and students was rated "fair." Per CHED standards, the library failed to comply with the minimum requirements on newspaper rack, study carrels, photocopier, electric fans, sound recordings, video recordings, TV and laser disc player.
4. On Library Personnel. The respondents assessed the library personnel as "good" despite the MAAP Library's non-compliance with CHED and PACU-COA standards.
5. On Services and Utilization. The ratings given by the faculty and students on library services was "very good" and the MAAP Library passed the requirements set by PACU-COA standards. CHED-PSG has no specifi criteria on this aspect.
6. On Financial Resources. The students and faculty rated this "good" based on PACU-COA standards. CHED-PSG has no criteria on financial resources.
7. On Linkages. The linkages of the MAAP Library was very limited thus, the respondents rated this "good." However, the library has been an institutional member of PAARL and the librarian is actively involved in both PAARL and PLAI.

Conclusions
1. Based on the library documents, most areas of concerns in the library of MAAP have complied with the minimum requirements of CHED and this is supported by the assessment of the respondents in terms of the PACU-COA standards.
2. The MAAP Library has not complied with the CHED standards on the following provisions: 1) Print and non-print materials published within the last five years; 2) Adequate paraprofessional staff; 3) Library services such as photocopying, bibliographic, research, readers' advisory, indexing, abstracting, current awareness and document delivery services; 4) Physical facilities such as newspaper rack, study carrels, photocopier, electric fans, sound recordings, video recordings, TV, and laser disc player; 5) Clearly defined and specified budget for MAAP Library; 6) Involvement to library linkages.
3. There is a need to improve, enhance and modernize the collection, physical facilities, services and linkages of the library to meet over and beyond the minimum requirements of accrediting bodies in order tp provide quality Matime Education in local, national and international community. The personnel need to undergo training to upgrade them.

Recommendations
1. A Library Development Plan for AY 2008-2013 shall be developed and should be implemented to improve the quality of existing collection and other areas of concerns as stated in the PACU-COA instruments.
2. MAAP administrators should strengthen their support to the Library Development Program and to the Textbook and Reference Selection Board in order to improve the human as well as financial resources as contributory factors to the realization of Maritime Education and training objectives.
3. The top management shall include in their future plan to establish a one-building library to accommodate all midshipmen, faculty, trainees and other researchers of the MAAP Library.
4. Facilities and equipment like newspaper rack, additional shelves for periodicals, carrels, additional maps, globes and television shall immediately be procured for quality improvement.
5. The library must be provided with additional library staff and clerks to better improve the library system and to serve the clients better. Thus, other library work will also be put into focus.

The Library Services, Resources and Facilities of a Higher Education Institution: The Case of the Centro Escolar University Library

Researcher: MA. JESUSA M. LAURIO

Course: Master of Arts in Library Science

School: Centro Escolar University, Philippines

Subject Area: Library Services

Year of Graduation: 2008