Marketing Of Library Services In Academic Libraries (A Case Study Of Imo State University Library, Owerri)


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Project and Seminar Material for Library and Information Science

Project and Seminar Material for Library and Information Science


Abstract


Strategies for marketing library services are those methods a library adopts to advise and sell out services that are made available by the library. This study looked into the kind of services the library provides for the patrons. The study will ascertain how important these services are, the kind of services available, how to market the library services, benefits, factors to consider in marketing the services, etc.

In arriving at my conclusions, questionnaires were distributed and statistical test were used in analyzing data collected at the course of study. Results of the study shows that the library should go into radical marketing of its services. Based on the findings, some recommendations have been put forward for consideration in chapter five.


Table Of Contents


Preliminary Page(s)

  • Title page
  • Certification page
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of content

Chapter One

1.0 Introduction

  • 1.1 Background of the study
  • 1.2 Statement of the problem
  • 1.3 Objectives of the study
  • 1.4 Research Question
  • 1.5 Significance of the study
  • 1.6 Scope of the study
  • 1.7 Definition of terms
  • References

Chapter Two

2.0 Literature Review

  • 2.1 The concept “Marketing”
  • 2.2 Library services and kinds
  • 2.3 Marketing library services
  • 2.4 Benefits of marketing library services
  • 2.5 Factors to consider in marketing Library services
  • 2.6 Strategies for effective marketing of library services
  • 2.7 Problems of marketing Library services
  • 2.8 Solutions to library services
  • References

Chapter Three

3.0 Research Methodology

  • 3.1 Introduction
  • 3.2 Research design
  • 3.3 Population of the study
  • 3.4 Sample and sampling techniques
  • 3.5 Instrument for data collection
  • 3.6 Method of data analysis

Chapter Four

4.0 Data Presentation and Analysis


Chapter Five

5.0 Discussion of Findings, Summary of Findings, Conclusion and Recommendation.

  • 5.1 Introduction
  • 5.2 Discussion of findings
  • 5.3 Summary of findings
  • 5.4 Recommendation
  • Appendix
  • Questionnaire

Chapter One


1.0 Introduction

Academic libraries in the words of Nnadozie (2007); are those established in institutions of higher learning such as universities, polytechnics, monotechnics and other higher institutions that offer education at tertiary level. Opara (2007) opines that academic libraries are established to support their parent institutions in achieving three (3) cardinal objectives which are:

  1. To conserve existing knowledge
  2. To transmit knowledge through teaching
  3. To create new knowledge through research.

Fawowe (n.d) states that the library occupies an important position in the university. Collaborating this, the Association of University Teachers of Great Britain (AUTGB) – (nd) summed up the importance of libraries within the university system as the provision of an absolutely fundamental services which function as a center for teaching and research.

Oduagwu (2002) reveals that academic libraries have homogenous clients. They are

  1. Students- undergraduates and post graduates
  2. Faculty members- lecturers
  3. Non- teaching staff in institutions of higher learning
  4. Other researchers- within and outside the community.

Libraries (academic) stock a good array of information resources which are used to meet the information needs of the client (Nnadozie, 2007)

This array of information resources are for exploitation by the clienteles. This confirms the statement by Ranganathan (n.d) which states that “books are for use”. It also dovetails with Gorman (N.D) cited by Nnadozie (2010) that “Libraries serve humanity”. The above testifies to the fact that libraries must labor and ensure that their resources for information are utilized effectively; otherwise, the purpose of establishing them would be defeated.

Academic libraries therefore, give attention to patrons, engage in activities and discharge a good number of duties that are tailored to benefiting the patrons and meeting their needs. In recognition to this, Queen (2009) views these duties rendered to patrons as library services. There are a number of library services I an academic library to be accessed by patrons. Queen (2009) maintains that the value of these library services to students, lecturers, researchers and non-teaching staff cannot be overemphasized, as the increase the intellectual levels of the students, eliminate the duplication of researchers, increase access to information, among others.

Management of academic libraries as labor to ensure that these library services are communicated to all its clientele i.e. heavy users, sparing users and non- users.

Though libraries are non- profit oriented institutions these library services need to be sold to the clienteles not for profit making but to increase awareness towards these services which would culminate into winning a large number of patrons and transcend into exploitation. Lending credence to this, Queen (2009) opines that the success of any library does not depend on availability of fund for its operation, but also getting patrons to use the library product and services. She asserts that marketing is one of the many ways to achieve the objectives of informing patrons to use library product and services. She asserts that marketing is one of the many ways to achieve the objectives of informing patrons, organizations, individuals, etc. about the usefulness of library.

In view of the need to communicate the services of academic libraries to their patrons, a burden is felt too among other things. Conduct a research that would reveal the concept of marketing as applied too academic libraries. The services of academic libraries and kinds, what marketing of library services are the benefits and factors to be considered when planning marketing programmes. The tools for academic library services, marketing, problems and solution.


1.1 Background Of The Study

Imo state University was founded in 1981 by Law no 40 of the state House of Assembly on 23rd February of the same year. It was among the second generation universities established, financed and maintained to meet the young needs of Imo citizens who were denied admissions into the few existing Federal Universities because of the Quota system.

Academic activities started on the 23rd of October 1982 with student population of 400 at the temporary site at Ekiti and Aba campuses. The state government later enacted the edict that moved the institution to the site at Uturu in Okigwe LGA.

With the creation of Abia state and her separation from Imo state, Uturu was ceded to Abia state by the Resolution of Imo-Abia state resources/assets sharing committee.
Due to this, the government enacted the Law No2 of 199 relocating the institution from the Uturu site to the Alvan Ikoku site.

When the Federal University of Technology (FUTO) fled and relocated to its permanent site, Imo state university moved into the vacant Structure. The Owerri campus started in 1992/1993 session with a student population of 1500.

Faculties
  1. Agric and Veterinary Medicine
  2. Engineering and Environment
  3. Business Administration
  4. Humanities and Social Sciences.
  5. Soon, the student population rose to 19,783
Library
  • It was established alongside the parent institute.
  • STOCK- 42,352 Vol. of books.
  • 20,000 serials, ephemerals and A/V
Faculty Library

It has faculty libraries attached to Architecture, Business Administration and PED

Functions

Reference, circulation, Administrative, cataloging, classification, serials and Audio-visuals.

Funding

Government support, gifts, donations and library fees.

Use

It is used Weekly and Daily from 9am to 6pm

Loan Duration

2 weeks for students and 1 month for staff.

Over Due Fine

₦10 per day.


1.2 Statement Of The Problem

Academic libraries have a lot of services which can benefit the students, lecturers, non- teaching staff, research, researchers etc. it has been discovered that these services are not known to the patrons due to their poor exploitation. It can be said that academic libraries lack virile Marketing strategies.


1.3 Objectives Of The Study

The research is tailored to investigating the marketing of library services in academic libraries. However, the specific objectives are:

  1. To find out what marketing of library services is.
  2. To find out the kind of services in academic libraries.
  3. To find out the factors considered in marketing library services.
  4. To find out the benefits of marketing library services
  5. To find out the tools for effective marketing of library services
  6. To find out the problems of marketing library services
  7. To proffer solutions to these problems.

1.4 Research Questions

The research aims at finding answers to the following questions:

  1. What are the strategies of marketing library services?
  2. What are the kinds of library services in academic libraries?
  3. What are the benefits of marketing library services?
  4. What are the factors considered in marketing library services?
  5. What are the tools for effective marketing of library services?
  6. What are the problems of marketing library services?
  7. What are the solutions to the problems of marketing library services?

1.5 Significance Of The Study

The research report would benefit the library patrons as it would reveal to them the different kinds of library services available for exploitation.


1.6 Scope Of The Study

The study is on the strategies for the Marketing of library services with the Imo state University library as the case study. It would concentrate only on the main library.


1.7 Definition Of Terms

The terms below are defined for effective understanding of the study.

i) Academic Library:

It is a library attached to an institution of higher learning.

ii) Library:

An organized collection for knowledge, information, education, research, etc.

iii) Marketing:

The process of analyzing the competition, positioning, pricing, promotion, advertising sales of library product and service.

iv) Library Services:

They are duties rendered to the patrons of the library.


Chapter Five


Discussions Of Findings, Summary Of Findings, Conclusion And Recommendations

5.1 Introduction

This chapter would concentrate on discussion of findings, summary of findings, conclusions and recommendations.


5.2 Discussion Of Findings

The table 1 shows that there are both male and female staffs in the library. The female staffs are greater than those of the male.

From table 2, there are male staff between the ages of 40 and above, followed by staff between the ages of 30 and 35 and 40

According to table 3, available library services are CAS, photocopying, A/V, SDI, reference and abstracting. This contains the sentence of Nwegbu (2005) who opined that library provides CAS, A/V and photocopying services. It also concurs with the assertions of Inazu (2009)n and Oduagwu (2002) who both held that library offers CAS, SDI, and reference services.

Table 4 reveals that most clienteles are aware of available library services and a few are not aware.

Table 5 reveals that library services are useful in all ramifications like easy location of information, prompt information on the availability of materials etc. Table 6 reveals that library markets its services.

The strategies for most library marketing include verbal communication, bill boards/notice board use, library orientation, use of flyers and posters etc. it concurs with the stances of Inazu (2009) and Oduagwu (2010) who both state that fliers, billboards, verbal communication, library orientations etc are the strategies for library services marketing.

Table 8 reveals that library services marketing is beneficial to improve library image, attraction of funds, satisfaction of needs, library popularity, library growth etc. this agrees with the assertions of Munshi (2009), Inazu (2009) and Amadi, Nnadozie and Ossai-Onah who posited that library services marketing is beneficial in attraction of funds, satisfaction of users needs, and library popularity etc.

Table 9 reveals that poor funding, lack of time, attitude of library staffs etc. are factors militating against effective library marketing. It agrees with the assertions of Sirkin (1997), Oduagwu and Nwegbu (2005) who stated that library marketing is challenged by poor fund, lack of time, etc.

In table 10, the solutions to the problems of library services marketing are frequent exhibition, good budgeting allocations and evaluation of the marketing strategies. It concurs with the suggestions of Nwegbu (2005) and Inazu (2009) adequate budget allocations and evaluation of marketing strategies can solve the problems of library services marketing.


5.3 Summary Of Findings

In view of the tables, their findings are summarized as follows:

  1. The library has services that are beneficial to the clienteles
  2. The clienteles are not all aware of available services in the library
  3. The marketing strategies adopted are not yet adequate
  4. The marketing of library services benefits both the library and the clienteles
  5. There are challenges associated with library services marketing like fund inadequacy

5.4 Recommendations

Owing to the problems discovered via the findings, the following are therefore recommendation

  1. The library should go into radical marketing of its services
  2. Adequate fund should be allocated for this exercise
  3. Specialists staff should be engaged in this exercise
  4. Time should be apportioned to this exercise.

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