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.
