The Information School -- University of Washington

If you are registered for this course, please go to Student Information Form, fill it out and submit it.

On conclusion of this course, you should be able to:

Apply the key marketing concepts to libraries and other information service organizations Evaluate selections from the marketing literature for relevance to the LIS field Create a marketing plan for a library or other information organization of your choice Think in marketing terms about all aspects of an organization Demonstrate good collaborative skills in working with classmates and instructor to make the course an effective and efficient learning environment

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The required textbook is:

Philip Kotler (2001). A Framework for Marketing Management. Upper Saddle River, NJ: Prentice Hall.

We will follow the general outline of the textbook, although sometimes in a different order (see the schedule). Plan about two hours of outside reading for each class period -- usually two chapters of the text with optional readings as a nice extra. (I may occasionally assign a reading or a website) Check out the reading list, the general marketing literature, relevant library marketing literature, relevant web sites, or from other items that you come across that relate to the topic we will be discussing.

Some print journals you may want to examine are:

• Journal of Advertising Research
• Journal of Marketing
• Journal of the Academy of Marketing Science
• Marketing Library Service: MLS
• Marketing Research
• Research in Marketing
• Sales and Marketing Management

In addition, you will want to explore the LIS literature in marketing and compare the business marketing approach of the text with the nonprofit or internal orientation of libraries and other information service organizations. Please become familiar with the general marketing books, journals and websites. Here is a short Reading List that is more library-related and contains some short annotations. This was prepared for a workshop earlier this summer but you may find it useful.

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The class will be a combination of lecture and discussion. You will want to participate actively in class discussions by asking and responding to questions and by offering your observations and ideas. Participation in class is important; it can be accomplished in several ways, e.g., providing examples, comments, questions, and information during class sessions, providing "afterthoughts" on the listserv, working with classmates in team work exercises and the term project, making suggestions for class conduct directly to me.

Class policies that you should be aware of:

• All assignment deadlines will be posted in advance, insofar as possible prior to the beginning of the class. In the event a deadline adjustment is announced during a class session, you are responsible for knowing about it (It's useful to have a class buddy).

• In so far as possible, it would be good to have assignments posted to a class website and 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.

• Assistance to one another is encouraged. If you work as a team, all members of the team will receive the same grade unless there is overwhelming evidence to the contrary.

• Attendance at every class session is expected. If you have an unavoidable absence, please let me know ahead of time, if possible. (See comment about a class buddy above)

• Asssigned chapters of the text and other readings are to be completed prior to scheduled sessions.

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Most of the assignments may be done either as a team or individually; if done as a team, both students will receive the same grade unless there is overwhelming evidence why it should be otherwise.

Note: For this summer two week course, I understand your grade will be a credit/no credit so "grading" will refer to the evaluative information you receive from me for the assignments that you turn in.

Please see Assignments for more detail about the assignments and when each piece is due.

Grading will be based on the following weights:

Assignments Class Participation Market Audit Paper or Marketing Project Part I* Short Exercise 1 Short Exercise 2 Short Exercise 3 Short Exercise 4 Group-led Class Activity Market Audit Paper Revised (Consultant report)or Marketing Project Part II*

3 credits 20% 10% (or 20% for Project) 10% 10% 10% 10% 15% 15% (or 25% for Project)

Note: If you choose the Marketing Project in place of the Market Audit Paper you will need to do only one or two of the short exercises (your choice).

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Revised 6/19/2001.
Evelyn Daniel, Instructor