LIBR 570 (3)

MARKETING IN INFORMATION ORGANIZATIONS

Offered on an irregular basis

Blended learning course. Some components will be face-to-face and others will be online.

PREREQUISITES:

MLIS and Dual MAS/MLIS: Completion of MLIS Core or permission of SLAIS Graduate Advisor

MAS: completion of MAS core and permission of the SLAIS Graduate Adviser [recommended co-requisite: ARST 570]

GOAL: To prepare information professionals to design, implement, and evaluate marketing and communications plans based on analysis, research and planning in order to improve customer service and reach new audiences.

OBJECTIVES:

On successful completion of this course, the student will be able to:

  • Define and explain basic marketing terminology and concepts as they apply to information organizations;
  • Articulate the role and function of marketing in enabling the information agency to fulfill its mission;
  • Segment an information organization’s market in order to provide more targeted services;
  • Apply marketing theory and concepts to improve customer service;
  • Analyze external opportunities and threats and internal strengths and weaknesses as a basis for determining strategies and actions;
  • Integrate marketing strategies in an information organization context and create a communications plan.

CONTENT:

  • Understanding Marketing As An Organizational Orientation
  • The Marketing Cycle
  • Strategic Planning
  • Market Segmentation and Analysis
  • Competitor Segmentation and Analysis
  • Value Propositions
  • Marketing Plan Mix
  • Developing a Communications Plan and Marketing Strategies
  • Measurement and Evaluation
  • Applications to Advocacy and Lobbying