Browsing by Author "Abaasa, Bran"
  • Item
    A digital marketing strategy of national library of Uganda
    (Makerere University, 2024-08) Abaasa, Bran ; Kahindi, Uthuman ; Ayebare, Florence
    The study aimed at developing a digital marketing strategy for National Library of Uganda services and resources. The objectives of the study were to find out the current marketing strategies, to find out the challenges faced in the current marketing strategy, to find the solutions to the challenges faced in the current marketing strategy, to establish the requirements for a digital marketing strategy and to develop the digital marketing strategy of National Library of Uganda. The study employed a case study research design with a qualitative research and quantitative approach to obtain data from the respondents. Questionnaires, interview guides, and observation checklist were used in data collection necessary in developing a digital marketing strategy for NLU services. Purposive sampling technique was used to select 2 librarians and 2 library administrators from National Library of Uganda who participated in the study Convenience sampling was used to select library users who were willing and ready to provide response (192 library users). The found out that the different library services offered at National Library of Uganda were, reference services, user education, charging services, discharging services and user orientation. The library also manages a number of information materials that are used by users which include; text books and reference books, holy books, periodicals like magazines and newspapers, reports, charts and many others. The library staff faces a number of problems while marketing the library services to the users of the library and these were; Inadequate funds, lack of computers, inadequate information materials, small reading space. The study concluded that there was need to develop a digital marketing strategy of National Library of Uganda. The major recommendation was NLU should implement the proposed digital marketing strategy for NLU Library services. The other recommendations were; use of an appropriate marketing approach, involvement of users in marketing of library services, promotion of current awareness services, offering of assistance services, improving the quality of library services, training and educating the library users, organizing events, and setting up a social media network.