A marketing plan for Bugema University library

Abstract

The study focused on improving marketing of library services at Bugema University library. The study objectives were: to find out the current methods of marketing Bugema University Library, to identify the challenges faced in marketing of Bugema University Library, to find out requirements for designing a marketing plan for Bugema University Library and to design a marketing plan for Bugema University Library. To come up with a plan for improving marketing of library services at Bugema University Library, convenience sampling method was used to select respondents in order to get the in depth information about the existing marketing methods for library services at Bugema University library. The population was estimated to be large but the sample was 15 respondents of Bugema University library. Questionnaires, document review, interviews and observation were the data collection methods used to collect data on problems of marketing library services, current status of marketing of library materials and how marketing is managed at Bugema University library. From the study, it was established that the current marketing methods used at Bugema University Library are notice boards, brochures, ask the librarian, open day and blogs. The challenges faced in marketing the library were lack of funds, inadequate training facilities, poor marketing skills, lack of infrastructure and inadequate information materials. 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. Basing on these findings, the researcher developed a marketing plan for Bugema 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. The researcher recommends the following for improvement of marketing at Bugema University Library; marketing of library materials, funding, information literacy, library policies and digitization. In conclusion, libraries should be facilitated with internet services in marketing library resources and librarians should be trained and educated regarding the need for marketing library resources and services.