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.