Introduction to Marketing and Branding with case studies of information services
Description
These materials were created by Derek Stephens at Loughborough University. Derek worked closely with Jill Finney, Director of Strategic Marketing and Communications, British Library and Graham Walton, Service Development Manager Loughborough University Library.
The materials include background information to the case studies, research papers, as well as material for lectures, tutorials and assessments. A comprehensive list is shown in the list of Contents.
Author
Dr. Derek Stephens, Loughborough University
Keywords
Branding, Marketing, Library Services
Employability skills addressed
Marketing, awareness of sector
Please click here for the list of contents of the materials available
Materials Available (Download all of these resources here)
There are four Marketing packages; each includes a comprehensive Tutor's Guide to the materials.
Marketing One
Marketing Package 1. Case study comparison of two different information centres' experience with strategy and marketing and promotion. Includes two papers.
Marketing Two
Marketing Package 2. General Introduction to Branding and Branding in Library and Information Services and a lecture. 'Branding, why bother?'
Marketing Three
Marketing Package Three. How to Successfully Re-Brand in the Information World: A Case Study of the British Library. Includes a lecture: Case study: Branding and raising awareness in the library sector - the British Library experience so far. Papers and British Library documents are included.
This package links to the online case study of Jill Finney (see Strategic Marketing British Library - link below)
Marketing Four
Marketing Package Four. Branding an Academic Library: A Case Study of the Pilkington Library at Loughborough University . Includes student activities and coursework.
This package links to the case study of an academic library, available online (see link below)
Case Studies
These materials were created for the FDTL5 LIMES Project
© Copyright LIMES Project
