FOLIO: Facilitated Online Learning as an Interactive Opportunity

Promoting and Marketing Library and Information Services (ProMISe)

About ProMISe...

Welcome to the 'Promoting and Marketing Library and Information Services (ProMISe)' web pages. ProMISe is an online interactive course funded by the National Library for Health, that is being delivered by email and Web pages as part of the FOLIO Programme.

The ProMISe course began on Monday 17 November 2008 and will end on Friday 23 January 2009 (this includes a two-week break from 22 December 2008 until 5 January 2009. To keep track of the course, see the ProMISe archive. To see an outline of course materials and exercises, see the ProMISe course timetable.

Course Aim...

The ProMISe course aims to help participants gain an understanding and appreciation for the value and importance of marketing and promotion in any type of library or information service.

Course Objectives...

By the end of the ProMISe course participants will be able to:

• Understand the process of marketing as it specifically relates to library and information services.

• Identify considerations when selecting specific marketing or promotion methods for use within their own library or information context.

• Identify and evaluate approaches that might prove successful within the context of a local Libraries Awareness Week.

• Describe the main considerations when planning and implementing a marketing strategy.

• Engage with fellow participants in discussing issues connected with the marketing and promotion of information services.

ProMISe Course Materials...

Key materials:

• The portfolio template for the course is available to download here: please select either the Group-supported version or the Self-directed version depending on which route you are following.
• Portfolio Submission Instructions
• Assessment criteria for the portfolio: your portfolio will be assessed by either the Group-supported criteria or the Self-directed criteria depending on which route you are following.

Reading:

• ProMISe Course Introduction
• ProMISe FAQs
• The Function of Promotional Materials - Case Study
• Examples of Promotional Materials - Briefing
• Library Awareness Weeks: Managing the Logistics
• Producing a Promotional Strategy - Briefing
• Evaluating your promotional strategy - Briefing
• Course Summary

Other Materials:

• "The (Marketing) Apprentice" - PowerPoint on The Marketing Mix
• "Customer Relationship Management" - PowerPoint Presentation
• Quiz
• "Planning and selecting activities for a library awareness week"

Useful References

For more information about promoting and marketing library and information services, see the following references:

• Booth, A. (2000) "Marketing a service" In: Booth, A. & Walton, G. (Eds.) Managing knowledge in health services. (pp. 162-172). London: Library Association. Avaible from: http://www.shef.ac.uk/scharr/mkhs/chapters/chap12.rtf [Accessed November 2008]
• Booth, A. (2004) "Introducing an evidence based approach to marketing and promotional activities" In Booth, A. & Brice, A. (Eds.) Evidence Based Practice for Information Professionals: A handbook. (pp. 257-271). London: Facet Publishing.
• Canadian Library Association (2007) Feliciter; 53 (3) (Issue Theme: Marketing). Available from: http://www.cla.ca/AM/Template.cfm?Section=Vol_53_No_3&Template=/CM/ContentDisplay.cfm&ContentID=3847 [Accessed November 2008]
• Elliott de Sáez, E. (2002) Marketing Concepts for Libraries and Information Services (2nd ed.) London: Facet Publishing.
• Kassel, A. (1999) How to Write a Marketing Plan. Marketing Library Services; 13 (4). Available from: http://www.infotoday.com/MLS/jun99/how-to.htm [Accessed November 2008]

• Kumar Das, B. & Kumar Karn, S. (2008) Marketing of library and information services in global era: A current approach. Webology; 5(2), Article 56. Available at: http://www.webology.ir/2008/v5n2/a56.html [Accessed November 2008]

• Petruzelli, B.W. (2006) Real-life Marketing and Promotion Strategies in College Libraries: Connecting with Campus and Community. USA:Haworth Press Inc.
• Rowley, J.E. (2006) Information Marketing (2nd ed.) Aldershot: Ashgate.

• Song, Y.S. (2006) Evidence-Based Marketing for Academic Librarians, Evidence Based Library and Information Practice 1 (1). Available from: http://ejournals.library.ualberta.ca/index.php/EBLIP/article/view/12/63 [Accessed November 2008]
• Spalding, H.H. & Wang, J. (2006) Marketing Academic Libraries in USA: Challenges and Opportunities. Originally presented at the 2006 Shanghai International Library Forum (SILF), August 2006. Available from: http://white-clouds.com/iclc/cliej/cl22SpaldingWang.htm [Accessed November 2008]
• Wakeham, M. (2004) Marketing and health libraries.  Health Information and Libraries Journal; 21 (4): 237-244.