Offered on an irregular basis
Blended learning course. Some components will be face-to-face and others will be online.
PREREQUISITES:
MLIS and Dual MAS/MLIS: Completion of MLIS Core or permission of iSchool Graduate Advisor
MAS: completion of MAS core and permission of the iSchool Graduate Advisor [recommended co-requisite: ARST 570]
GOAL: To prepare information professionals to design, implement, and evaluate marketing and communications plans based on analysis, research and planning in order to improve customer service and reach new audiences.
OBJECTIVES:
On successful completion of this course, the student will be able to:
- Define and explain basic marketing terminology and concepts as they apply to information organizations;
- Articulate the role and function of marketing in enabling the information agency to fulfill its mission;
- Segment an information organization’s market in order to provide more targeted services;
- Apply marketing theory and concepts to improve customer service;
- Analyze external opportunities and threats and internal strengths and weaknesses as a basis for determining strategies and actions;
- Integrate marketing strategies in an information organization context and create a communications plan.
CONTENT:
- Understanding Marketing As An Organizational Orientation
- The Marketing Cycle
- Strategic Planning
- Market Segmentation and Analysis
- Competitor Segmentation and Analysis
- Value Propositions
- Marketing Plan Mix
- Developing a Communications Plan and Marketing Strategies
- Measurement and Evaluation
- Applications to Advocacy and Lobbying
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