I. Course Description

This course addresses the following aspects of successful community analysis [environmental scanning] and marketing of library services: who are the current and potential library users; what are their specific informational needs; and, how can the library provide adequate services.
 

II. Educational/Behavioral Objectives

A. To be able to understand the role of marketing in a modern library.

B. To be able to understand and apply marketing techniques in a modern library.

C. To be able to demonstrate an understanding of market segments and the techniques appropriate to communicating with those market segments.

D. To be able to identify and apply strategies of evaluating marketing programs.

E. To develop methodologies to insure that marketing skills are utilized in the library on a recurring basis.

F. To be able to understand and apply the principles of grant writing relative to a marketing program.

G. To be able to develop a grant proposal relative to a marketing program.

H. To understand and be able to apply technology, particularly the Internet, to marketing problems and solutions. And,

I. To be able to develop a Web site, as part of the marketing mix, promoting a marketing program.
 

III. Statement on Readings, Oral, and Viewing Assignments

A. The textbooks will constitute the primary reading resources for this course.  But, as appropriate, students will be expected to utilize the bibliography prepared for this course or identify other helpful readings per assignments.

B. At appropriate intervals, students will be expected to comment on the relative progress of their marketing programs, and report on the completed project at the end of the semester.  Overall, the expectation is that students will be actively involved in a dialogue with themselves, guest lecturers and the instructor, throughout the semester.

C. Viewing assignments will be in the form of observing library activities as part of formulating the marketing program, and in-class demonstrations of things such as Web sites.
 

IV. Activities and/or class projects

A. Teams, of three or four students each, will prepare and implement an actual marketing program for the Carlson Library, Clarion Free Library, or some other library.  Program choices will be based on the interest of the students comprising the teams and the relative need in each library as determined by speaking with the respective library director.

B. Other assignments will concentrate on things needed for the marketing mix, as, e.g., designing brochures, writing press releases, and organizing a Web site.  Students will also be expected to prepare a brief paper on societal trends affecting library services, develop a survey instrument, and prepare a grant proposal paralleling one's marketing program.
 

V. Teaching Methods

A.  Various teaching strategies will be utilized:  lectures, discussions, and  presentations by guest lecturers.
 

VI. Evaluation

 A.  Sixty percent of the semester grade will be determined by the successful completion of the marketing project ("marketing program" and "marketing project" refer to the same thing.)   Each team [and, therefore, each student in that team] will receive the same grade for the marketing project.  20% of the final grade will be based on individual class participation; with the remaining 20% based on the successful completion of other class assignments.

C. Typically, in written form, the marketing program will consist of no more than 10 pages of text, double-spaced.  Any collateral material, as, e.g., brochures, press releases, videos, should be submitted, as well.  The deadline for the submission of the marketing program is May 16, 2003, preceded by an oral presentation in class on May 12, 2003. Ten pages of text should also be the length of the grant proposal.

D. The format of papers should be based on a text size of no larger than12 points, with margins no more than 1.25 inches.
 

VII. Textbooks

A. American Psychological Association. (2001). "Publication Manual of the American Psychological Assocition." Washington, D.C.: American Psychological Association.

B. Beckwith, Harry.  (1997). "Selling the Invisible:  A Field Guide to Modern Marketing."  New York:  Warner Books.

C. Levinson, Jay Conrad.  (1998)."Guerrilla Marketing:  Secrets for Making Big Profits from Your Small Business."  Boston:  Houghton Mifflin.
 

VIII. Course Outline

A. Meaning of marketing

B. Marketing principles

C. Societal trends

D. Drafts of marketing plans/programs

E. Developing relationships

F. Customers

G. Redesigning services

H. Surveying techniques

I. Surveying instruments

J. Image identity/brands

K. Technology applied to marketing

L. Marketing Mix

M. Funding sources

N. Grant writing techniques

O. Oral presentation of marketing program

Items identified as “Assignments/Readings”mean that those things should be completed by that date and would either directly or indirectly be part of that night's class.
 
 

I. Assignments/Readings:

A. Review syllabus, identify textbooks, etc.

B. Organize teams and discuss marketing projects.

C. Highlight principles of marketing

D. Levinson, pp. 1-48.
 

II. Class discussion:

A. What are the central issues facing librarianship at the present time?  What are the similarities and differences among libraries?

B. Definition of marketing ala Levinson:  "Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or services and begin to patronize your business on a regular basis.  The key words to remember are 'everything' and 'regular basis.'" (p.8)

C. Why is marketing necessary in a modern library?

D. How frequently is marketing actually practiced in today's library?

E. Guerrilla marketers are passionate/focused about what they do--are librarians?

F. Consider the attributes of guerrilla marketing in the light of library practices.

G. Identify the core aspects of a marketing plan.

I. Assignments/Readings:

A. Prepare/submit a paper identifying and commenting on the ten most significant trends affecting the role of the library in society.

B. Review appropriate journal resources searching on topics as "futures," "societal trends," "planning," etc.

C. Also, examine the various issues of "American Demograhics" and "The Futurist" [on reserve in the Carlson Library.]

C. Review the most recent articles of the "New York Times" at http://nytimes.com
 

II. Class discussion:

A. What societal trends are most directly affecting the nature of modern libraries?

B. How should the typical librarian be aware of and track trends?

C. How is a knowledge of trends helpful to the library planner/marketer?

I. Assignments/Readings:

A. Beckwith, pp. 1-54.

B. Levinson, pp. 49-88.

C. Each team should prepare the first draft of its marketing plan.  This will be done after discussing appropriate projects with respective library directors.
 

II. Class discussion:

A. What is the purpose of the marketing plan?

B. Review each marketing plan for its completeness.

I. Assignments/Readings:

A. Beckwith, pp. 57-139.

B. Each team should submit a final draft of its marketing plan.

C. "Snoop" on a library and identify the extent to which it seems to be people oriented.
 

II. Class discussion:

A. Does the typical library develop relationships with other organizations/institutions?

B. Who are the library's customers?

C. What constitutes people oriented services?

I. Assignments/Readings:

A. Starting at zero, prepare a paper indicating how you would redesign the services for a library of your choice
 
 

II. Class discussion:

A. Consider these "new libraries."

B. Does the library community have time for this kind of stuff?

I. Assignments/Readings:

A. Review, Don A. Dillman, "Mail and Telephone Surveys:  The Total Design Method,"  and Priscilla Salant, "How to Conduct your Own Survey,"[on reserve in the Carlson Library.]

B. Compare and contrast survey instruments provided in class.

C. Each team should consider the data needed for the execution of the marketing plan.
 

II. Class discussion:

A. What does the typical library know about its customers?  Why is this an essential need requiring development?

B. Discuss the similarities and differences between surveys administered by mail, through interview, and via the phone.

C. Consider techniques for developing survey instruments.
 
 

I. Assignments/Readings:

A. Each team should submit it's survey instrument.  If it is determined that a survey is not really needed for the satisfactory execution of the marketing plan, the team, nevertheless, will be asked to prepare a "model" survey.

B. Consider materials presented in class from Survey Sampling Inc.

C. Consider illustrative materials, also presented in class, identifying professional resources for surveying projects.
 

II. Class discussion:

A. Discuss surveying instruments and techniques.

B. Think about the ways in which the Internet has affected marketing surveys.

C. Consider the advantages and disadvantages of using a commercial resource to carry out a local survey.

D. What are the advantages and disadvantages of using the Internet for marketing surveys?

I. Assignments/Readings:

A. Beckwith, pp. 143-165.

B. Locate "images" of  libraries and librarians from the popular media.

C. View movie images of the above provided in class.

D. Each team should submit the final draft of its survey instrument.
 

II. Class discussion:

A. What "brand" does society associate with libraries?

B. What contributes to the development of "brands?"

C. What is the image/identity of the typical library?

D. How does the libray discover its identity?

E. What stereotypes, if any, are attributed to librarians?

I. Assignments/Readings:

A. Each team should identify three Web sites illustrating creative marketing techniques for viewing in class.

B. Demonstration of software as, e.g., "Microsoft Publisher," that may be used for creating brochures, etc.

C. Examination of resources useful for the creative development of Web sites.

D. Examination of materials, presented in class, demonstrating how the Internet may be used for marketing purposes.

II. Class discussion:

A. Why is the Internet of growing interest for marketers?

B. To what extent does the library community use the Internet for marketing its services?

C. What techniques make a Web site a creative one?

D. What techniques may be used to insure that one's Web site is noticed among the billions of other pages?

I. Assignments/Readings:

A. Beckwith, pp. 169-214.

B. Levinson, pp. 89-358.

C. Guest lecturer, Mary Weyer, Graphic Artist/Designer, Publications Department, Clarion University, retired. [April 7]

D. Each team should "show and tell" materials for its marketing mix.

E. Guest lecturer, Paul Hambke, Director, Printing and Graphics Express Services, Clarion University. [April 14]

F. Practice preparing [or provide] press releases appropriate to your marketing plan.

II. Class discussion:

A. What constitutes an appropriate marketing mix?

B. What are important techniques in designing brochures, posters, direct mail announcements, etc.

C. In what way do press releases vary for different media?

I. Assignments/Readings:

A. Beckwith, pp. 217-250.

B. View a slide set on the principles of grant writing.

C. Examine examples of different types of grant guidelines.

D. Compare grant guidelines with the format of the typical marketing plan.

E. Each team should prepare an, in class, outline of a grant proposal paralleling its marketing plan.

F. Review the wealth of information re "Library Grant Money on the Web:  A Resource Guide"
 

II. Class discussion:

A. What are the available sources of revenue, if necessary, to implement a marketing plan?

B. Is writing a grant, worth it?

C. Do grant writing techniques vary much based on funding source?

I. Assignments/Readings:

A. Guest lecturer, Trueman Mills, President, Trueman Mills Associates, Inc.  Mr. Mills is a professional fund raiser who has worked with many libraries and other non-profit institutions.

B. Each team should submit its completed grant proposal.
 

II. Class discussion:

A. When is it necessary to hire a professional fund raiser?  What should be the qualifications of this person?

B. What techniques work best in raising funds for library services?

I. Assignments/Readings:

A. Each team presents an oral review of its marketing project--successes, and near successes.

B. The final marketing project and collateral materials is due no later than May 16, 2003.