Abstract

This subject provides a detailed introduction to the fundamentals of marketing principles and practice to facilitate adoption of successful marketing strategies in an organisational context. Marketing concepts, theories and principles are covered, along with their application to the library and information environment. The subject examines the distinct characteristics of services … For more content click the Read More button below.

Syllabus

Marketing conceptsServices marketingMarketing planningMarket segmentationMarketing mixBrandingPromotion techniques

Assessment items

1. Essay - Services marketing
2. Report - Planning to introduce one new service

Learning outcomes

Upon successful completion of this subject, students should:
1.
be able to explain the role and value of marketing in the provision of information and services;
2.
be able to critically analyse contemporary issues such as the environment, social media and other technologies and how they may affect marketing in order to formulate a service strategy;
3.
be able to analyse and transmit knowledge about the relationship between strategic marketing planning and organisational strategy to deliver on stated objectives;
4.
be able to evaluate and apply the marketing mix to a specific target market; and
5.
be able to design and produce a strategic marketing plan with appropriate and measurable goals and objectives.

Enrolment restrictions

Not available to students who have completed INF310