21ST CENTURY MARKETING USING COMMUNICATION MODES BY STUDENTS IN ACCESSING THEIR INFORMATION NEEDS AT TWO SELECTED STUDY CENTER LIBRARIES IN SOUTHWEST OF NATIONAL OPEN UNIVERSITY OF NIGERIA.

Author:Eka, Njeze Miracle
Position:Report
 
FREE EXCERPT

Introduction

With the advent of information technology in libraries, marketing of available resources is very essential because students access information from any location in the world with the help of computer or any mobile device via the internet. Thus as a result of this new development in accessing information, the library has experienced drastic changes in rendering her services to effectively satisfy the various information needs of her users and as such, academic library that wants to remain relevant must take its resources to users. In taking library resources to users, librarians must know the needs of her users, by discerning what, when and how information should be disseminated Alemna (2001).

According to Pradhan (2014) for librarians to effectively promote library resources, these four elements of marketing must be put into consideration; the (4P's) which are product, price, promotion and place. Communication is very crucial, because without it, service cannot be rendered to users. The duty of librarians is evolved around the customer hence the need to satisfy them over and again, this is done by replacing the initial 4p's with 4c's i.e. (Customer, Cost, Convenience and Communication). However this introduces an entirely new idea called Product Service Value Marketing Mix Matrix as noted Jamaludin et al (2015) where service marketing, element of marketing and interaction are interwoven in accomplishing the goal of the library. Students should be able render suggestions to library management on type of information they need, the format desired and forum for feedback as noted by Honhon (2013).

In view of Jestin & Parameswari (2002), marketing in the library requires planning, anticipating user's needs and devising ways of providing service to users through diverse ways of communication and maintaining good relationship with users. Marketing in the 21st century enable students develop positive opinion about the library, librarians and the entire library resources. The type of information required by students and their location, determines the mode library resources will be communicated to them using platforms like email, instant message, whatsapp, NOUN i-learn, NOUN twitter through computer devices like laptops, tablet, or any smart mobile phone.

National Open University of Nigeria (NOUN) library is an academic resource center that has the facility print and electric resources to satisfy her immediate community. NOUN is an Open and Distance Learning (ODL) institution in Nigeria that is licensed by National University Commission (NUC) to operate a single mode of Learning, with a large network of institutions all over Nigeria called 'study centers', these study centers are spread across almost all states and the geopolitical zones in Nigeria.

Statement of Problem

Information Communication Technology have drastically improved marketing of library services. The use of Technology Acceptance Model (TAM) librarian's duties have been easier, faster, accurate and less stressful, the ease of accomplishing task have enhanced librarians performance in generating, processing, storing, retrieving and disseminating information to diverse users and in different formats via different communication modes. With the aid of marketing students can easily access, locate, and identify their information needs. This thought is in line with Ranganathan laws of library science which states that "library is for use, saves the time of users, every book its user, every user its book, and the library is a growing organism". However, regardless of marketing using communication modes by students in accessing their information needs in this two study centers, how effective has marketing in the 21st century enhanced students use of library resources.

Objectives of Study

The main objective of this research is to:

  1. To investigate the rate of digital marketing in study center of students.

  2. To find out the type of communication modes available at students study center.

  3. To find out the type of information needs available to students in their centers.

  4. To find out the library resources which regularly satisfy student information needs in their study centers.

  5. To investigate the major challenges NOUN students encounter in accessing their information needs in their study centers.

    ...

To continue reading

FREE SIGN UP