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Marketing Academic Libraries eCourse
Brian Mathews
Item Number: 978-0-8389-9077-3
Publisher: ALA Editions
Price: $57.00
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This item is also available for purchase as an eCourse/e-book Bundle.

Upon purchase you will receive a PDF download with instructions on how to enroll in your eCourse.
This self-paced tutorial is adapted from the ALA Editions book Marketing Today's Academic Library: A Bold New Approach to Communicating with Students, by Brian Mathews. It is organized in 9 Lessons and estimated to be 4.5 hours of instruction. This eCourse is licensed for single-site use.

The library is a popular location on many college campuses, and if you’re a librarian, you want it to stay that way. With social networking and other Web 2.0 technologies saturating academic institutions across the United States, it’s crucial for librarians to skillfully use these tools to effectively market all aspects of the library’s appeal. In the Marketing Academic Libraries eCourse, Brian Matthews, an experienced academic librarian who has used technology for a variety of library outreach initiatives, will help you make sure your library is more popular than ever. Quizzes at the end of each lesson test your knowledge, while “Further Reading” suggestions point you in the direction of additional information.
eCourse Outline

E-Lesson 1: Why Should Libraries Advertise?
  •     Explore opportunities to make the library a rich setting for students
  •     Identify ways in which students benefit from the library setting

E-Lesson 2: Knowing the Student User
  •     Understand what your students really do in the library

E-Lesson 3:  The Library as Product
  •     Appreciate the nature of your library’s products
  •     Identify opportunities to match your services with user needs
  •     Inventory your products and align their use with your students’ needs

E-Lesson 4:  Market Research and Your Library
  •     Choose the most accessible tools to conduct market research
  •     Gather in-depth information about product use
  •     Use data and other information to promote your library’s products and services

E-Lesson 5:  Focus Groups and Ethnographic Techniques
  •     Appreciate the number of focus group and ethnographic strategies you can use to learn more about your students
  •     Apply information about your students in marketing your library’s products and services

E-Lesson 6: Building Relationships
  •     Appreciate the importance of relationships in strengthening your library’s visibility
  •     Explore potential key partners in strengthening the library’s relevance and visibility in the academic community

E-Lesson 7: Creating Your Brand Strategies
  •     Understand the meaning and purpose of brands
  •     Appreciate opportunities to build brand strategies

E-Lesson 8:  Promotional Building Blocks 
  •     Build successful promotional campaigns for the library’s products and services
  •     Understand the wide array of online mediums available for effective marketing and communication

E-Lesson 9: Measure the Impact
  •     Identify opportunities to measure success in marketing your library to users and non-users
  •     Explore a number of techniques you can use to assess your library’s marketing program

Praise for the companion book
Marketing Today's Academic Library: A Bold New Approach to Communicating with Students

“This book is an excellent practical text for academic librarians, presenting ideas on increasing visibility by establishing relationships with students ... recommended for all academic libraies.”

"… highly recommended not only for academic institutions but also for all professionals willing to look at libraries from an innovative perspective. Mathew's vision is refreshing, challenging, and ubiquitous. A must read."
--Journal of Academic Librarianship

"Mathews’s upbeat, can-do approach is refreshing and inspiring, with lots of creative ideas applicable to academic libraries of all sizes and budgets. Highly recommended."
--Library Journal

"Another great offering from ALA Editions, aligning quality content with succinct presentation ... This is a very useful compilation of marketing advice specifically designed for academic libraries. It draws on various ‘road-tested’ professional experiences and conveys a contemporary appeal."
--The Australian Library Journal

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