FOLIOz: Facilitated Online Learning as an Interactive Opportunity in Australia

Promoting and Marketing Library and Information Services (ProMISe)

Introduction

What is ProMISe?

ProMISe is an online interactive course on promoting and marketing library and information services. It is being delivered by e-mail and web pages and has been comissioned by the Australian Library and Information Association (ALIA). Diana Papaioannou, an Information Specialist at the School of Health and Related Research (ScHARR), University of Sheffield, is the Facilitator for this course. Course design and materials have been developed by a course team comprising: Andrew Booth (Programme Director), Anthea Sutton (Programme Manager), Anna Cantrell (Learning Resource Co-ordinator), Diana Papaioannou (Learning Resource Co-ordinator) and Lynda Ayiku (Learning Resource Co-ordinator-since left ScHARR).

ProMISe is one of a set of four FOLIOz courses running in 2009. See http://www.alia.org.au/education/pd/workshops/ for more details. These courses are being run for Australian and New Zealand librarians.

Why is it important?

Library and information staff often find it difficult to make time to attend workshops and other continuing professional development events. At the same time developments in professional practice place a tremendous imperative for keeping up-to-date and acquiring additional skills. The FOLIOz Programme aims to provide easy access to learning materials with the convenience of flexible timing and learning styles. 

What is the 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 The course will be supported by real-life case studies and practical tasks and exercises.

What are the 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.

What does the course involve?

The course will typically involve:

1. Receiving approximately thirty email communications (usually one per day over six working weeks) via the Mailtalk discussion list.
2. Reading briefings & other materials (approximately twice per week).
3. Working on individual tasks/exercises (approximately once a week for those following the group-supported route and approximately twice per week for those following the self-directed route).
4. For those following the group-supported route: Interaction with a “buddy group” in connection with tasks/exercises (approximately once a week).
5. Compiling a portfolio recording the above for submission to the course team.
6. Completion of a course evaluation form at the end of the course.

Who is eligible to participate?

Library and Information professionals who are involved/would like to be involved in promoting and marketing library and information services.

Useful references

For more information on 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 March 2009]
• 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 March 2009]
• 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 March 2009]

• 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 March 2009]

• 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 March 2009]
• 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 March 2009]
• Wakeham, M. (2004) Marketing and health libraries.  Health Information and Libraries Journal; 21 (4): 237-244.