LIBR 570 (3) Marketing in Information Organizations

Offered on an irregular basis

Blended learning course. Some components will be face-to-face and others will be online.


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.


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.


  • 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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