Introduction
Welcome to Marketing Information Services. This course offers a grounding in strategic and tactical marketing for both non-profit and for-profit organizations. The focus will be on marketing for archives, special collections and cultural heritage institutions (including libraries) on the non-profit side and on information businesses, entrepreneurial information professionals and information service departments within corporations on the for-profit side.
We will take a "big picture" approach to marketing trying to think strategically about products and process; places, price and promotion; physical evidence and the people involved (the 7 P's). We will analyze cases, listen to and interact with speakers, and explore experiences from the real world. We will think of marketing as a communication function equal in importance to other functions (like technical support, public service, research, and human relations. Advocacy for social causes, fund-raising and developing ongoing relationships with influentials will also be addressed. On the philosophical side, we will consider the role of marketing in a democratic society including the dangers of too great a faith in the use of markets as a method for allocating public goods and services.
Objectives of the Course
On conclusion of this course, you will be able to:
Apply key marketing concepts to libraries, archives, information businesses, and other
information service organizations
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Textbooks
and Other ReadingsIn this class you have a choice of textbooks. Both are standard texts and cover similar themes. We will make good use of both texts throughout the class. The first book is the better choice for those considering a career in public or academic libraries, archives, or other cultural institutions. The second book may be more helpful for those wishing to pursue a career in a corporate environment (perhaps in a special library or IT department) or for those who plan a more entrepreneurial career as an independent broker or consultant.
Andreasen, Alan R. & Kotler, Philip. Strategic Marketing for Nonprofit Organizations. Pearson Prentice-Hall. 7th ed., 2007. ISBN 978-0-13-175372-3. Price on Amazon is frightingenly high -- new for $172.62, rent $64.32, used in paperback @$60.
OR
Chernev, Alexander. Strategic Marketing Management. Cerebellum Press. 7th ed. 2012. ISBN 978-1-936572-15-1 (Paperback). Price on Amazon is also very high -- new for $42.41 (hardcover much more). Used from $32.
Both books have been ordered and are or will be available in UNC Student Stores and both books are or will be on 2-hour reserve in the SILS Library. Two other books that we will also use frequently throughout the course are also placed on reserve for your use:
- Zeithaml, Valarie [professor at UNC] and Mary Jo Bitner. Services Marketing; Integrating Customer Focus Across the Firm. 5th or 6th ed. McGraw-Hill, 2009 or 2012.
- Mathews, Brian. Marketing Today's Academic Library; A Bold New Approach to Communicating with Students. American Library Association, 2009.
You are encouraged to become familiar with the general marketing literature. A suggested reading list of both LIS and general marketing books, journals, videos, blogs, and other websites will be provided for you. From time to time thorughout the course you will be asked to share your suggestions and recommendations for useful additional resources.
Articles on marketing and public relations regularly appear in LIS periodicals and websites devoted to type of library or functional area, (e.g., Public Libraries, References Services Quarterly). The American Library Association provides an "Advocacy & Legislation" page with many links to helpful information items (see www.ala.org/advocacy/advleg); other professional associations provide similar resources.
Conduct
of the ClassAn underlying assumption of this course is that students learn best and retain knowledge longer through active participation in the learning process. Therefore, classroom sessions will consist of a mixture of short lectures, student discussions of material and assignments, case discussions, media presentations, active learning exercises, and some lively and inspiring guest speakers.
Class policies that you should be aware of:
- You are accountable for each class session's material whether you are in class or not. Most students find it helpful to identify a class buddy at the outset who is will willing to collect handouts and share notes in your absence.
- All assignment deadlines are posted in advance, usually on the written assignment and on the Schedule page. In the event a deadline adjustment is announced during a class session, you are responsible for knowing about it (See class buddy suggestion above).
- I encourage you to post your completed assignments on a designated space within the Sakai class site so that they are available to other members of the class for comment. An open atmosphere in which members of the class comment in helpful ways on each other's work is encouraged. If you do not wish to post your papers to the forum, you may send or give them directly to me.
- Assistance to one another is encouraged. The main assignment (either the Market Audit and Recommendations or the Service Learning Collaborative Project) may be done as a team. If you work as a team, all members of the team will receive the same grade unless there is compelling evidence to the contrary.
- Attendance at every class session is expected. If you have an unavoidable absence, please let me know, in advance if possible.
- Asssigned chapters of the text and other assigned activities are to be completed prior to scheduled sessions.
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Graded
Assignments and Other ActivitiesTwo options exist for the major project in the class. The first is much easier to accomplish when approached by a team of 2-3 people but if teaming is not your thing or it's particularly inconvenient at the moment, this option may be pursued independently. The second option is individual.
Your choice of Option 1 or Option 2 makes up 50% of your grade. Short exercises account for 30% and class participation (in-class discussions, ungraded exercises, demonstration of good citizenship in the class) make up the final 20% proportion of the grade.
- Option 1 - Market Audit and Recommendations. This will create a typical market plan that all organizations are urged to develop and keep up to date. It asks you to select an organization with which you're familiar or for which information an readily be found and describe and evaluate it in market terms and then develop recommendations for improvement such as a consultant or new employee with marketing responsibilities might make. The project is organized into five parts which are due at various dates throughout the semester. Written and oral reports are required.
- Option 2 - Service Learning Collaborative Project. This option allows you to work actively with a sponsoring organization on a particular marketing project that can be accomplished in the fall semester (at least your part of it). Examples include designing a publicity campaign, planning an event, preparing promotional material (e.g., brochure or video), planning and publicizing a workshop, re-designing a website or initiating a blog, evaluating promotion effectiveness, writing a grant, or the like. In parallel with Option 1, this project also is divided into five parts, the second of which is a service learning agreement signed by a responsible individual within the selected organization. A service learning contract is required with three interim progress reports and a final report and presentation.
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Grading
Policy
Graduate students may receive the following grades:
H - Clear excellence
P - Entirely satisfactory (the norm for good quality graduate work)
L - Low pass
F - Fail
IN - Work incomplete
Revised August 14, 2013.
Evelyn Daniel, Instructor
