National Parliamentary Library of Georgia

Tamta Tsutsunava Rusudan Asatiani

Tinatin Sharashidze Marina Alania Maia Simonishvili

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.

A Few Words About Library Marketing

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.

To introduce students to the theory and practice of marketing, with particular reference to libraries, information and culture.

Objective

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.

Prerequisites

• Knowledge of English language

• Computer skills

• Information literacy

Evaluation Criteria of Students Achievements

• Attendance 30%• Participation in Discussions 20%• Preparation and Presentations 20%• Written Work 30%

• 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.

Topics

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

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.

Assignments

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.

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 and information marketing.

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.

Topics Weeks Monday Tuesday

Wednes.

Thursd.

Friday

Introduction to Library Marketing Course

I X

Library Marketing Overview

I X

Marketing Libraries and Information

II X Xdiscussion

Marketing Concepts III X Xdiscussion

Strategic Marketing For Libraries and Information

IV X Xdiscussion

1st Assignment V Preparation XX

Marketing Environment VI X Xdiscussion

Market Segmentation and Targeting

VII X Xdiscussion

Cultural Programming Overview

VIII X Xdiscussion

Public Relations& Advertising

IX X Xdiscussion

Topics Weeks Monday Tuesday Wednes. Thursd.

Friday

2nd Assignment X X Xdiscussion

Distribution and Pricing of Library and Information Services

XI X Xdiscussion

Marketing using listserv and Web Sites

XII X Xdiscussion

Building relationships with stakeholders and donors.

XIII X Xdiscussion

Practice XIV XXXX

3nd Assignment XV Preparation

XX

Course Evaluation Made by Students

At the end of the course students will be given the questionnaires to evaluate theory as well as practices due to take their opinions for consideration in future.

• Ability to involve

• Understandability

• New information

• Challenging

• Materials selected properly

• . (2007) თაყნიაშვილი გ ინთოვაციური პროცესების მართვა, ბიბლიოთეკებში ბიბლიოთეკათმცოდნეობისა და , საბიბლიოთეკო სტანდარტების განყოფილება თბილისი

Kotler, P. (2000) Marketing management: the millennium edition, 10th edn, 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.

• Management Challenges for the 21st Century by Peter F. Drucker (Paperback - June 26, 2001)

• Lovelock, C.H. (1975) A market segmentation approach to transit planning, modeling and management, Proceedings, Sixteenth Annual Meeting Transportation Research Forum, pp. 247-258

Recommended Readings

A LOT OF THANKS