scholarly journals Evidence-Based Marketing for Academic Librarians

2006 ◽  
Vol 1 (1) ◽  
pp. 69 ◽  
Author(s):  
Yoo-Seong Song
Keyword(s):  
Business Students ◽  
East Asian ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Library Services ◽  
Research Approach ◽  
Strategic Decisions ◽  
College Of Business ◽  
The University ◽  
Graduate Business Students

Objective - In developing marketing strategies for the Business & Economics Library (BEL) at the University of Illinois at Urbana–Champaign (UIUC), a survey was designed to answer the following questions: • Should BEL develop marketing strategies differently for East Asian business students? • What services do graduate business students want to receive from BEL? • With whom should BEL partner to increase visibility at the College of Business? Marketing research techniques were used to gather evidence upon which BEL could construct appropriate marketing strategies. Methods - A questionnaire was used with graduate business students enrolled at UIUC. The survey consisted of four categories of questions: 1) demographics, 2) assessment of current library services, 3) desired library services, and 4) research behavior. The data were analyzed using descriptive statistics and hypothesis testing to answer the three research questions. Results - East Asian business students showed similar assessment of current services as non-East Asian international business students. Survey results also showed that graduate business students had low awareness of current library services. The Business Career Services Office was identified as a co-branding partner for BEL to increase its visibility. Conclusion - A marketing research approach was used to help BEL make important strategic decisions before launching marketing campaigns to increase visibility to graduate business students at UIUC. As a result of the survey, a deeper understanding of graduate business students’ expectations and assessment of library services was gained. Students’ perceptions became a foundation that helped shape marketing strategies for BEL to increase its visibility at the College of Business. Creating marketing strategies without concrete data and analysis is a risky endeavor that librarians, not just corporate marketers, should avoid.

University of Zululand Library and Inclusive Education: Responding to the Needs of Students with Disabilities

Mousaion ◽  
2020 ◽  
Vol 38 (1) ◽  
Author(s):  
Dorothy Eneya ◽  
Dennis N. Ocholla ◽  
Bertha Janneke Mostert
Keyword(s):  
Students With Disabilities ◽  
Inclusive Education ◽  
Assistive Technologies ◽  
Equal Access ◽  
Disability Policy ◽  
Library Services ◽  
Access To Information ◽  
Persons With Disabilities ◽  
Education Agenda ◽  
The University

This paper investigates the University of Zululand Library’s response to the university’s inclusive education agenda with respect to the accessibility of library services to students with disabilities. This was a qualitative study within the interpretive paradigm that used Michael Oliver’s social model of disability as an underpinning theory. Semi-structured interviews were used to collect data from students with disabilities and library staff. In addition, physical inspection of the library building was also conducted. Data analysis was done by thematic analysis. The study reveals that the University of Zululand Library services are not inclusive. Students with disabilities struggle to access library services. They faced such challenges as inaccessibility of library services, unavailability of resources in alternative formats and assistive technologies, and the lack of a disability policy. The study also found that the library faced the following challenges in providing services for students with disabilities: limited funding, a lack of staff awareness and training, the lack of a disability policy and a lack of collaboration. Formulating regulations to enforce the implementation of disability policy and legislation, developing institutional disability policies, and providing assistive technologies are critical in ensuring the accessibility of library services to students with disabilities at the University of Zululand. Unless students with disabilities have equal access to information, the university’s inclusive education agenda will remain a distant dream. Access to academic library services is critical to the full participation of students with disabilities in education. Likewise, inclusive university education can only be realised when students with disabilities have equal access to information. This aligns with the Sustainable Development Goals and the United Nations Convention on the Rights for Persons with Disabilities, which promote equal access to services and facilities to persons with disabilities. This paper raises awareness for both library staff and university management about the current status of library facilities and services with respect to accessibility for students with disabilities and how to address inclusiveness in library service provision.

Zmiana modelu zarządzania i nadzoru nad jakością kształcenia w szkolnictwie wyższym. Perspektywa doświadczeń Republiki Federalnej Niemiec

2020 ◽  
pp. 137-149
Author(s):  
Krzysztof Szewior
Keyword(s):  
Quality Of Education ◽  
Research Approach ◽  
University Management ◽  
Strategic Partner ◽  
Higher Education Reforms ◽  
The University ◽  
The Impact ◽  
Desk Research

The author focuses on the manner and effects of German higher education reforms that have changed the model of university management. The point of reference is the quality of education and its role, how universities ensure it, and how it is verified through evaluation and accreditation. These elements divide the article into two parts: a part about quality and a part about evaluation and accreditation. The analysis includes the impact of global processes and Europeanization. The research approach is characteristic for public policies, sciences of management and quality. The theories used in this article: the theory of systems and neo-institutionalism, as well as perspectives: the university as an active strategic partner, entrepreneurial university, the third role of universities. The publication is based on desk research and on the analysis of processes.

What is the Business with AI? Preparing Future Decision Makers and Leaders

2020 ◽  
Author(s):  
Helena S. Wisniewski
Keyword(s):  
Data Science ◽  
Decision Makers ◽  
Management Skills ◽  
Business Courses ◽  
College Of Business ◽  
College Of Engineering ◽  
Investment Firm ◽  
Business Curricula ◽  
The University ◽  
The Impact

With companies now recognizing how artificial intelligence (AI), digitalization, the internet of things (IoT), and data science affect value creation and the maintenance of a competitive advantage, their demand for talented individuals with both management skills and a strong understanding of technology will grow dramatically. There is a need to prepare and train our current and future decision makers and leaders to have an understanding of AI and data science, the significant impact these technologies are having on business, how to develop AI strategies, and the impact all of this will have on their employees’ roles. This paper discusses how business schools can fulfill this need by incorporating AI into their business curricula, not only as stand-alone courses but also integrated into traditional business sequences, and establishing interdisciplinary efforts and collaborative industry partnerships. This article describes how the College of Business and Public Policy (CBPP) at the University of Alaska Anchorage is implementing multiple approaches to meet these needs and prepare future leaders and decision makers. These approaches include a detailed description of CBPP’s first AI course and related student successes, the integration of AI into additional business courses such as entrepreneurship and GSCM, and the creation of an AI and Data Science Lab in partnership with the College of Engineering and an investment firm.

Buying-Shopping Disorder among Women: The Role of Vulnerability to Marketing, Buying Motives, Impulsivity, and Self-Esteem

2020 ◽  
Vol 27 (4) ◽  
pp. 294-303
Author(s):  
Emeline Chauchard ◽  
Julie Mariez ◽  
Marie Grall-Bronnec ◽  
Gaëlle Challet-Bouju
Keyword(s):  
Online Survey ◽  
Marketing Research ◽  
Self Esteem ◽  
Marketing Strategies ◽  
Fashion Industry ◽  
Intention To Purchase ◽  
And Coping ◽  
Alcohol Users ◽  
The Relationship

<b><i>Introduction:</i></b> The influence of marketing on addictive behaviours has been studied among tobacco and alcohol users. Although the fashion industry is highly influenced by marketing, research has poorly studied vulnerability to fashion marketing as a factor related to buying-shopping disorder (BSD) while considering psychological characteristics (buying motives, impulsivity, and self-esteem). <b><i>Objective:</i></b> The objective of the present work is to investigate the relationship between vulnerability to marketing and BSD. <b><i>Methods:</i></b> Women (<i>n</i> = 242) were exclusively recruited through social networking. They completed an online survey exploring the severity of BSD using the <i>Compulsive Buying Scale</i> (CBS) and the psychological factors associated with BSD (impulsivity, self-esteem, and buying motives) and an experimental task designed to investigate the intention to purchase in several situations, where marketing modalities such as price, brand, and packaging fluctuate. <b><i>Results:</i></b> Among the 242 participants in the study, 34 were identified as compulsive buyers (14%). Income level was considered, and compulsive buyers displayed a higher level of vulnerability to marketing, except for the packaging modality. High levels of positive urgency, lack of premeditation, and coping motivation were found to be significant predictors of the CBS score, but vulnerability to marketing was not. <b><i>Discussion and Conclusions:</i></b> Compulsive buyers seem to be more sensitive to marketing strategies, although vulnerability to marketing was not identified as a predictor of the severity of BSD. Given the enormous literature on the role of marketing in other addictive behaviours, further studies are needed to better understand the role of marketing in BSD to develop appropriate public health policies.

Marketing Love: Romance Publishers Mills & Boon and Harlequin Enterprises, 1930–1990

2021 ◽  
pp. 1-31
Author(s):  
DENISE HARDESTY SUTTON
Keyword(s):  
Consumer Goods ◽  
Marketing Strategies ◽  
Direct Mail ◽  
Popular Romance ◽  
British Publisher ◽  
Product Standardization ◽  
University Of Calgary ◽  
Standard Practices ◽  
The University ◽  
Book Publishers

When Harlequin Enterprises acquired British publisher Mills & Boon in 1972, the merged firm became the world’s dominant publisher of popular romance novels. Little is known, however, about the role that innovative marketing strategies played in the growth of these two romance publishing companies, especially their use of product sampling, direct mail, product standardization, and what was known at Mills & Boon as the “personal touch.” Through research in the Mills & Boon company archive at the University of Reading, the Grescoe Archive at the University of Calgary, as well as an analysis of company histories, trade publications, interviews, and marketing techniques, this study reveals how Harlequin and Mills & Boon took a different approach to product promotion than traditional publishers. Their innovation was to incorporate consumer goods marketing strategies, familiar to other industries, that disrupted and redefined standard practices of book publishers.

From a Seed to a Need: the Growth of Shape Memory Applications in Europe.

1991 ◽  
Vol 246 ◽  
Author(s):  
Ir. J. Van Humbeeck
Keyword(s):  
Shape Memory ◽  
Low Cost ◽  
Marketing Research ◽  
Research Approach ◽  
Manufacturing Cost ◽  
Product Price ◽  
Key Factor ◽  
Place Promotion ◽  
Memory Applications ◽  
The Cost

AbstractA more systematic marketing research approach has finally revealed good ideas anticipating a market need for the use of shape memory alloys. The success of those new ideas, prototypes and applications are analysed in terms of “the value of the function”, defined as the importance of the function divided by the cost of providing the function. A high importance and/or a low cost of the function are thus the basic requirements for the successful introduction of shape memory applications. Attention is also paid to the way how the 4 P's, product, price, place, promotion (the marketing mix) are applied by the European companies. Those different items will be illustrated on the basis of some small-, medium- and largescale applications, used in different markets. “to the point research”, fundamental and applied, on material properties as well as on manufacturing (cost reduction) is being discussed as the key factor to increase the function value.

Academic library website functions in the context of users’ information needs

2016 ◽  
Vol 50 (2) ◽  
pp. 157-167 ◽  
Author(s):  
Anna Mierzecka ◽  
Andrius Suminas
Keyword(s):  
Information Needs ◽  
Academic Library ◽  
Library Services ◽  
Digital Revolution ◽  
The Subject ◽  
Vilnius University ◽  
Locating Information ◽  
Library Websites ◽  
The University ◽  
Desk Research

The digital revolution has had a particular impact on the functioning of libraries: it has changed both the means of communicating with the users, and the nature of the service itself. In the case of academic libraries, an online presence is crucial due to the increased rate of Internet usage among their stakeholders, academics and students alike. From their perspective, library websites serve as digital gates to library services and resources. However, an academic library website may fulfil a wide array of functions and their importance can be variously prioritized. The purpose of our research was to find out which functions of academic library websites are viewed as the most important by a selected group of users: the students. To answer this question, we identified the main functions of academic library websites on the basis of desk research and designed a survey conducted among students of the University of Warsaw (Poland) and Vilnius University (Lithuania) ( n=680). The picture of users’ information needs with regard to content of the academic library website revealed by our research allows us to draw conclusions about the functions of the academic library website distinctive from those already mentioned in the subject literature. From the perspective of a user-centric approach we distinguished five functions of the academic library website: (1) supporting the usage of the collection (online and traditional); (2) promotion of culture; (3) gateway for locating information on the Web; (4) education; (5) creation of library’s online image.

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