Course title in Estonian
Course title in English
approximate amount of contact lessons
lecturer of 2019/2020 Autumn semester
õppejõud on määramata
lecturer of 2019/2020 Spring semester
lecturer not assigned
To create the prerequisites for the formation of knowledge and skills to analyze the possibility to adapt marketing theories in marketing the information services concentrating on relationship marketing as well as the treatment of marketing strategies in creating and securing the competition advantages of information services.
Brief description of the course
Service and information service as marketing measures (Rowley, Gupta, Elliott de Saez etc). The notion and system of services. The impact of the special features of services on marketing activities. The complex of services and the principles of their formation. The development of information services (search and choice of ideas, the development of conception). The marketing of information services as relationship marketing. The development of relationship marketing (Grönroos, Gummesson etc). Main processes of relationship marketing. Marketing of information services as implementation of relationship marketing. The main processes of relationship marketing in marketing of information (Besant, Singh etc). Marketing strategies of information services.
Analysis of market position of information services. Marketing strategies and the basis for their choice. Formulation of marketing strategies of information services.
Individual assignements and group work
Learning outcomes in the course
- knows the main contemporary theories and models on marketing;
- is able to transfer the theoretical models into the context of information services;
- is able to evaluate to what extent the information services satisfy the information user;
- is able to design the information services which correspond to the information needs of users;
- is able to position the information services in the marketing environment.
Positive assessment of individual homework and group work
Aira Lepik, pedagoogikakandidaat
Rowley, J. (2001). Information marketing. London: Ashgate. Leidumus: RR/ 2nd ed. London: Ashgate. Leidumus: TLÜAR
Elliott de Saez, E. (2002). Marketing concepts for libraries and information services. 2nd ed. London: Facet Publishing.
Leidumus: RR, TLÜAR, TTÜR