Teaching LIS Marketing as a Subject in Regular Academic Programs

Status of Library and Information Services (LIS) Marketing in Pakistan: a Profile Prof. Dr. Kanwal Ameen Chairperson, DLIS, University of the Punjab, Lahore, Pakistan The chapter aims to throw light on the developments in the application of marketing LIS in Pakistan during the last few years, after the previous edition of the book published on the same subject in 2006. It appears that there is a growing awareness, though at a slow pace, regarding the application LIS marketing in Pakistan. The chapter covers the subject from the following angles: Offering marketing in LIS as a full course at library schools; Research writings; Continuing professional development; and Application in libraries. Teaching LIS Marketing as a Subject in Regular Academic Programs Learning about marketing theory and practices is essential to be able to apply it. Each year a class room survey from new comers in LIS about their perception of the subject reveals the common misconceptions about marketing i.e., it is just concerned with advertising or promotion or is for profit sector. This author believes that marketing as philosophy and as management process must be introduced to the new and emerging professionals as part of an LIS academic program. Every year, the results of formal and informal end-semester surveys reveal a positive change in students attitude regarding customer focused approach. Therefore, a telephonic survey was made to get the latest information form the faculty members of all the universities to find out the status of marketing education in their programs. LIS education in higher sector is offered in ten universities in Pakistan. Nine of these offer masters program, five MPhil and three PhD programs. Eight out of ten belongs to public sector and two to private sector. One public sector university offers distant education all over Pakistan through its main and regional campuses. The Master program of one private university is very 1

unstable and weak, run by librarians as visiting faculty and is not included in the survey. Hence, nine universities have been surveyed for collecting information from their LIS faculty members. All these universities are Higher Education Commission (HEC) recognized. Each university has its own, independent LIS education program and curriculum. Table 1 shows that the appreciation for LIS marketing is growing slowly as a couple of more schools, established lately and have adopted the PU curriculum, offer the course as compulsory. Besides, a few research studies have been also conducted recently as part of the degree requirement. Still, old public sector universities like University of Karachi (KU), University of Peshawar (UoP), University of Quetta (UQ) and Allama Iqbal Open University (AIOU) do not offer the subject as independent, full course. Dept. Table 1: Teaching Marketing in Regular LIS Education Total = 9 Full Course Yes/no Level: MA/MPhil/PhD Status: Optional/Comp. 1. PU Yes MA/comp. MPhil/comp. Theory/ Practical Assmnt. 75:25 75:25 2. U of Sindh Yes MA/ comp. 100 3. IUB Yes MA/ comp. MPhil/comp. 4. U of Sargodha Yes MA/comp. MPhil/comp. Research produced/ Ongoing MA/MPhil theses and Published Articles 1 MA; 1 MPhil.; 3 articles produced 80:20 1 MPhil thesis 75:25 1 Article 5. Minhaj University Yes MPhil/comp. 75:25 6. KU No 1 Master s thesis 7. UQ No 8. UoP No 9. AIOU No 2

The Table shows that 5 out of 9 offer the subject, out of which three at both Master and MPhil level, one at master level, and one private university at MPhil level (it only offers MPhil program which got started in late 2011). The table also shows the ratio of theory and practice in assessment method. Twenty-five marks are spread across the practical assignment, quiz and quiz and the remaining 75 are theory based, except the Sindh University. Research literature A review of the international literature on LIS marketing shows broadly its two categories: i) writings on theoretical aspects which discuss what, why, and how of marketing application, and (ii) case studies on the status or application of marketing in individual or groups of libraries. Gupta (2007) presented the overview of literature on LIS marketing from 1970 to 2005. By using different databases, bibliographies, reviews, books and journal articles, he came up with the findings that a substantial number of literatures on LIS marketing exist. Findings revealed that growth of LIS marketing literature has been significant over the years. After 1990, special efforts had been carried out for publicizing LIS marketing by international, national and regional associations. This growth is evident in Pakistan too. However, only a handful of local writings have been produced. First article was produced by this author (Ameen, 2006). She reviewed the status of marketing of LIS education in Pakistan and recommended that marketing needs to be offered as a course by all library schools. Another research was carried out on student s perception about concept and the need of marketing in library and information centers in Pakistan (Ameen & Warraich, 2007). They found that perception about marketing was limited to selling and advertisement and there was dire need to clarify the concept of what marketing is? It recommended holding workshops and seminars in Pakistan on marketing for the working professionals to enable them to practice marketing strategies effectively in libraries. Farzana Shafiq (Shafiq, 2009) threw light on the use of the Three Party 3

Theory of LIS marketing for creating user focused services in the LIS departmental library at her university. Ayesha Tufail (Tufail, 2009) conducted a Master level research to investigate the use of promotional activities in libraries of various universities throughout Lahore city, and found out that librarians believe in the use of promotional activities but face problems in their application. Ammara Siddique (Siddique, 2012) studied four selected libraries of the biggest city of the country, Karachi, and found out that the libraries face problems in the application of marketing due to the negligence of the administration and lack of funds. Saira Soroya (Soroya, 2012) conducted an MPhil study aimed to explore the perception of PU librarians about LIS marketing, and to explore the status of its application in the University of the Punjab s departmental libraries; which is the oldest and the largest university of Pakistan. The population consisted of 48 librarians and libraries. Survey method, based mainly on questionnaire along with observation record sheet, was used. Marketing applications were examined about 6 Ps of services marketing mix. For 5 Ps, product, place, promotion, people, and process questionnaire was used to collect data, and for the 6th P i.e. physical evidence, observation was made. The findings revealed that most of the librarians have an idea of applying marketing techniques for promotion purposes, yet that was not applied at the required level. Most of them perceived promotion as whole of marketing. Little attention was paid towards the physical features of libraries to make them attractive and alive. Another MPhil level study by Mahe-Bushra (2012) surveyed HEC recognized universities in the cities of Punjab and the capital city. It revealed that the majority of these libraries were not implementing any marketing techniques, but the respondents agreed that marketing can be applied in libraries like any other forprofit organization. At the same time it showed that marketing is considered equal to promotion. 4

The review of the Pakistani literature shows that the area of LIS marketing has grabbed the attention of the researchers and practitioners. Continuing Professional Development (CPD) An observation of the activities of various professional bodies and organizations shows that the focus of short training workshops or seminars has been mainly on the learning library automation and ICT skills for a decade or so. Mainly learning and using the technology in libraries is seen as an end in itself rather than a means towards an end; which should create user-focused services using technology. So far, there are only a few instances of basic kind of awareness creating workshop and seminar on LIS marketing for the working professionals. The first workshop was organized and conducted by this author in her own department in 2007. Then she gave a presentation on marketing library services to a larger audience, from all over the country at Pakistan Library Association annual conference in 2007. The associations and professional groups direly need to turn their focus on CPD activities on LIS marketing. The studies have revealed that the common misperception about using marketing in LIS still prevails amongst the senior professionals. Studies in Pakistan have also shown that the majority of people look at the professional organizations and LIS departments for their grooming, and less on self-learning. Application in Libraries Kotler (2007) states that marketing is a management and social process. Hence, effort has been made to report the research on the application of any aspect of marketing: as philosophy; as management; as technique; as customer focused approach regarding the application of marketing in the light of the local studies. Lately, the Dept. of LIS, PU encouraged its master and higher degree students to conduct research on any LIS marketing related aspects. The university libraries in Pakistan are comparatively better in terms of human, financial and physical 5

resources as well as in the services offered. Most of the current local research is on the university libraries. The study by Tufail (2009) was based on a survey of 23 HEC recognized university libraries in Lahore. She collected data to determine perceptions of their librarians about promotion, status of promotional activities, effectiveness of promotional activities and problems faced in this regard. The findings revealed that a majority of the librarians believed in promoting library services to the clients. But planned, formal methods were hardly in use due to various reasons. The commonly used way was personal communication. However, a few libraries have published brochures for promotion. The barriers in promotion were lack of time, finances, infrastructure and cooperation. Siddique (2012) focused on exploring the current scenario of marketing amongst the libraries and information professionals of four libraries in Karachi. It included academic, special, community and public library. The study reported that both types of the libraries were there with positive marketing approach and with no sense of marketing library and information services. It states that libraries face this problem due to the negligence from their administration and lack of funds. Soroy s study (2012) is the only study that explores marketing application using 6ps (viz. product, place, promotion, people, process and physical evidence) of the services marketing mix except the element of price, and also reveals librarians perception about marketing. Its findings showed the commonly prevailing trends. It revealed that the majority of the librarians were young and 50% of them had basic marketing knowledge. The respondents were somewhat motivated towards updating their knowledge through workshops and seminars. It established that the libraries which receive better funds apply marketing tactics successfully. Use of social networking websites for LIS marketing purpose got just started and only a couple of libraries use these for the promotion purpose. All respondent libraries got internet, but librarians did not made web page, library blog or use of social media to promote library resources and services. Results show that very little attention was 6

paid towards the use of formal channels of promotion. Verbal communication was common way of promoting library products/services. Frontline staff has an important role in the implantation of marketing approach. The data revealed that there was a need of front liners training to improve their communication skills. Soroya concluded that librarians have basic knowledge of marketing approach, but they do not apply marketing tactics in a desired manner. Some of the librarians were not fully aware of their own resources. The applications of marketing as a philosophy, as a management tool and as a client-centered service approach were not up to the desired level in the libraries. The use of social media to reach clients is not common, but slowly growing. Mahe Bushra (2012) used survey method to collect data from HEC recognized public and private university libraries in Punjab and Islamabad, the capital city of Pakistan. Findings revealed that the majority of libraries were not implementing marketing techniques, but the respondents agreed that marketing can be applied in libraries like any other for-profit organization. At the same time it showed that marketing is considered for promotion only. Majority of the respondents agreed that marketing in libraries is necessary for the survival and for maximizing the use of a library. They suggested that libraries can provide some services on a nominal cost. Libraries should conduct user surveys and organize orientation and information literacy programs on a regular basis. New channels for information provision should be used for the timely delivery of services and products and to ensure that their value is accepted. Different mediums (Web 2.0 and traditional media) should be used for the marketing of library services and products. These are a few studies of the selected university libraries; nevertheless, they indicate prevailing status of marketing applications in the comparatively developed type of libraries. Besides research studies, the observation of this author is that a few university libraries in Lahore, Karachi and Islamabad are quite active in using marketing tactics, particularly promotion activities through brochures, leaflets, social media 7

and public relations. It is worth mentioning that COMSATS Institute of Information Technology Library in Islamabad won the grant on the proposal submitted for international Competition: Promotion of electronic resources by consortia and libraries held by INASP (International Network for the Availability of Scientific Publications) in 2011. On the other hand, most of the other types of libraries i.e., public, college and school are relatively far from the marketing applications. There are many hindrances in adoption of marketing in real terms. In this author s opinion (based on observation and long experience) the major ones on librarians part are: non- acceptance of the notion, lack of marketing knowledge and skills, initiative, motivation, confidence and commitment, and introvert behavior. While on higher management s part: lack of financial, staff and moral support in this regard are common. It is need of the hour that all library schools offer a course on LIS marketing so that the upcoming information professionals learn at least its fundamentals and strive for its application. To sum up, the awareness and learning regarding LIS marketing is growing each year. Despite all the barriers, it seems that the situation will keep on getting better. Professionals will have to use marketing to make their services client-centered, as accountability by various funding agencies has begun. The culture of getting grants without questioning is also vanishing. The dearth of public money is there and marketing tactics can help in surviving the challenges. Sooner than the later, future lies in understanding the challenges and meeting them. Marketing has an immense role to play in the emerging scenario. References Ameen, Kanwal. (2006). Marketing of library and information services in Pakistan: A profile. In D. K. Gupta, C. Koontz, A. Massisimo, & R. Savard (Eds.), Marketing library and information services: International perspectives (pp. 111-119). Germany: K. G. Saur Munchen. 8

Ameen, Kanwal., & Warraich, Nosheen. F. (2007). Role of marketing in the 21st century libraries in Pakistan. Pakistan Journal of Library & Information Science, 38(4), 2-14. Gupta, D. K. (2007). Literature on LIS marketing: Growth and pattern. Annals of Library and Information Studies, 54, 32-36. Kotler, P. & Keller, K. L. (2007). Marketing management (12 th ed.) New Jersey: Prentice Hall. Mahe-Bushra. (2012). Marketing of Library and Information Services and Products in the University Libraries of Punjab & Islamabad: An Appraisal. Unpublished MPhil. thesis. Islamia University of Bahawalpur, Pakistan. Shafique, Farzana. (2009). Marketing research as a tool for finding library users' needs and demands: Application of three party theory. Library Philosophy and Practice. http://digitalcommons.unl.edu/libphilprac/236/ Siddique, Ammara. (2012). Marketing of Library & Information Services: an overview of selected libraries of Karachi. (Unpublished master s thesis). University of Karachi, Pakistan. Soroya, Saira. (2012). Application of marketing in Punjab University libraries: an exploratory study. (Unpublished MPhil. thesis). University of the Punjab, Pakistan. Tufail, Ayesha. (2009). Use of promotional activities by university libraries: An analysis (Unpublished master s thesis). University of the Punjab, Pakistan. 9