Course code

INT6014.DT

old course code

INT6014

Course title in Estonian

Marketing raamatukogu- ja infotöös

Course title in English

Marketing in Library and Information Services

ECTS credits

4.0

Assessment form

Examination

lecturer of 2023/2024 Spring semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

lecturer of 2024/2025 Autumn semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

Course aims

To analyse opportunities and need for the implementation of marketing principles into library and information work.
To develop skills for the analysis of marketing environment.
To get experience in the conducting of marketing audit and planning for a library or information institution.

Brief description of the course

The conception, aim, nature and tasks of marketing. Areas of using marketing, marketing content and functions. The marketing of non-profit organisations (Kotler, Andreasen). Services marketing (Gummesson), social marketing (Zaltman, Shapiro), relationship marketing (Grönroos). The principles of implementation marketing in library and information work. Marketing of organisation and services (Weingand, Webber, Umlauf, Gupta, Savard, et al). The steps to marketing and cycles of marketing process. A library marketing position (SWOT, PEST, Porter’s Five Forces analysis), marketing environment.
Marketing surveys for conducting marketing process, marketing information system. The market of library and information services, market segmenting, segments’ indicators. The analysis of library marketing position (Ansoff’s Matrix, Bostin’s Matrix, Bowman’s Strategic Clock).

Learning outcomes in the course

Upon completing the course the student:
By the end of this course the students:
Know main marketing theories and models;
Can transfer the marketing theoretical models into librarianship context;
Are able to evaluate at what level library services satisfy users’ needs;
Can design the library services that correspond users demand;
Are able to position a library in marketing environment.

Teacher

Lekt A. Lepik, pedagoogikakandidaat

Study programmes containing that course

Information Science (INITB/15.DT)
Information Science (INITB/14.DT)
Information Science (INITB/13.DT)
Information Science (INITB/12.DT)
Information Science (INITB/11.DT)
Information Science (INITB/10.DT)
Information Science (INITB/10-1.DT)
Information Science (INITB/09.DT)
Information Science (INITB/08-1.DT)
Information Science (INITB/08.DT)
Information Science (INITB/08-2.DT)
Information Science (INITB/07.DT)
Information Science (INITB/06.DT)
Information Science (INITB/05.DT)