A marketing plan for Avance International University Library
Bugembe, Paul kigongo
Kadondi, Dianah Brendah
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The study focused on developing a marketing plan for improving marketing of library services at Avance International University library. The study objectives were: to find out the current methods of marketing Avance International University Library, to identify the challenges faced in marketing of Avance International University Library, to find out the benefits of marketing Avance International university library and to design a marketing plan for Avance International University Library. To come up with a plan for improving marketing of library services at Avance International University Library, convenience sampling method was used to select respondents in order to get in depth information about the existing marketing methods used at Avance International university library. The population estimate was large but the sample size was 105 students of Avance international University library. Questionnaires, document review, interviews and observation was the data collection methods used in data collection. From the study, it was established that the current marketing methods used at Avance International University Library are notice boards, display, website and library visits. The challenges faced in marketing the library were lack of funds, unreliability of the notice board, missing of information, limited time, limited library reading space and limited ICTs in the library. The respondents suggested that the establishment of a marketing plan for library services will be of a great advantage to the library in providing effective services to its users. Based on these findings, the researchers concluded by developing a marketing plan for Avance International University Library. The research findings showed that a marketing plan will help in marketing library resources and services. It also helps users share information and is helpful in assessing information needs. From the study, the researchers suggested the following recommendations; Avance International University should put marketing of the library as a priority issue so that users are fully aware of the library and the available services. The library should create a list of staff dealing with marketing for the purpose of sharing information. The university Administration should increase the budget allocation so as to cater fully the marketing activities of AIU library. The library should also consider organizing information literacy seminars so as to make the library users aware of the library services and how to effectively utilize them. There should be recruitment of more competent library staff to enable library activities thrive smoothly.