Collaboration between Marketing Students and the Library: An Experiential Learning Project to Promote Reference Services

Duke, Lynda M.; MacDonald, Jean B.; Trimble, Carrie S

doi:10.5860/crl.70.2.109

Cited by 20 publications

(4 citation statements)

References 9 publications

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“…Increasingly, there are examples of partnerships created between libraries and students (Dubicki, 2009;Duke, MacDonald & Trimble, 2009;Han, Wang, & Luo, 2014;Logan 2011), and some indication that such partnerships encourage an increase in wider student engagement (Appleton & Abernethy, 2013;Mangrum & West, 2012;Walton, 2010). Dubicki (2009) presents a case study of 21 Masters of Business Administration students who were asked, as part of their course assessment, to "create a promotional strategy plan… that would increase awareness of library resources and services" (p. 166).…”

Section: Literature Reviewmentioning

confidence: 99%

Pop-Up Library at the University of Birmingham: Extending the Reach of an Academic Library by Taking “The Library” to the Students

Barnett

Bull

Cooper

2016

New Review of Academic Librarianship

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Aligning with student engagement and promotional strategies, a Pop-up Library project was initiated at the University of Birmingham. This involved setting up temporary, staffed stalls in different locations across campus in order to informally communicate with students and effectively take 'the Library' to them. This article discusses the planning and implementation of the Pop-up Library, including the rationale for the initiative. Details are given of the stalls themselves, the wide range of staff involved, the many locations trialled, the promotional materials used, and the ways in which the venture was advertised and subsequently evaluated. Results of a questionnaire used on the stalls are presented. Conclusions are drawn as to the effectiveness of the Pop-up Library as a communication tool, with particular emphasis on breaking down barriers between students and library staff, and proactively raising students' awareness of the many ways Library Services can enhance their learning.

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Section: Literature Reviewmentioning

confidence: 99%

Pop-Up Library at the University of Birmingham: Extending the Reach of an Academic Library by Taking “The Library” to the Students

Barnett

Bull

Cooper

2016

New Review of Academic Librarianship

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“…Betz et al (2009) report on promoting the use of Scopus and Web of Science, to graduate students on campus. Dugan (2011) reports on an initiative to increase the awareness and usage of business databases available at Purdue University among faculty and graduate students, while Duke et al (2009), discussing a project on collaborating with students in marketing databases, found that student-generated surveys and marketing ideas proved useful. Often marketing efforts are linked to training sessions (Henderson et al,.…”

Section: In Terms Of Targeting Users -What Is Suggested In the Lis LImentioning

confidence: 99%

Targeting users in information provision – more than researchers, students and professionals

Fourie

2014

Library Hi Tech

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Purpose -A previous contribution (Fourie 2013) set the scenario for pursuing options to find a balance between information communication technology (ICT), information retrieval systems (IRS) such as databases, library catalogues, repositories, Google Scholar, digital libraries, portals, search engines and the users of these systems. This contribution pursues the issues by asking how information service providers can target their users. The emphasis is on making a difference, and to move beyond merely targeting researchers, post-graduate students and professionals such as doctors, chemists, and lawyers.Design/methodology/approach -The contribution will be written against the background of research from information behaviour, user studies and marketing.Findings -Information services and database producers mostly focus on post-graduate students, researchers and professionals. There is little support for under-graduate students and novices to a profession. Acknowledging preferences for Google and social media, more effort is required to gain the interest and loyalty of upcoming professionals -starting with under-graduate students.Originality/value -Although there are many publications on user studies and marketing in the Library and Information Science literature, this contribution aims to draw on new ways of targeting users, and to note new potential user groups.

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“…A survey conducted by the spring marketing class produced the rather disturbing conclusion that "no participants reported that they would begin a research project by consulting a librarian" (Duke, MacDonald and Trimble, 2009, p. 114). The fall marketing class, then assigned the task of developing a promotional campaign, decided students were not aware of the reference services that were available to them, but of more concern was the "students' reluctance to ask for assistance" (Duke, MacDonald and Trimble, 2009). This is prevalent in brick and mortar libraries, but the same hurdle exists for on-line libraries.…”

Section: Introductionmentioning

confidence: 99%

“…Combining marketing and libraries is not a completely novel concept. Duke, MacDonald and Trimble (2009) discuss the collaboration between a marketing class and the library at Illinois Wesleyan University in which the marketing class was given the assignment of producing promotional campaigns for the library (p. 112). A survey conducted by the spring marketing class produced the rather disturbing conclusion that "no participants reported that they would begin a research project by consulting a librarian" (Duke, MacDonald and Trimble, 2009, p. 114).…”

Section: Introductionmentioning

confidence: 99%

Library Outreach: Introducing Campus Childcare Providers to the Academic Library

Edwards

Thornton

2017

Educ. Lib.

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An entrepreneurial librarian takes the embedded librarian concept one step further at a completely on-line university and markets the virtual library to students, faculty and administration rather than wait for customers to come to the library. York and Vance (2009) make the observation that "one obstacle to marketing an embedded librarian service is that there is no consensus on what to call this practice" (p. 206). This librarian agreed and as her goal was to "win favor and confidence by imperceptible degrees" (Merriam-Webster, 2013) she chose to call it insinuation of the library.

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Collaboration between Marketing Students and the Library: An Experiential Learning Project to Promote Reference Services

Cited by 20 publications

References 9 publications

Pop-Up Library at the University of Birmingham: Extending the Reach of an Academic Library by Taking “The Library” to the Students

Pop-Up Library at the University of Birmingham: Extending the Reach of an Academic Library by Taking “The Library” to the Students

Targeting users in information provision – more than researchers, students and professionals

Library Outreach: Introducing Campus Childcare Providers to the Academic Library

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