Friday, November 14, 2008

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


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

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.

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