The need to promote academic libraries : comparing the University of Glasgow Library and the University of Malta Library’s marketing strategies

Abstract

This research study was carried out to identify the need for marketing in academic libraries with a main focus on Understanding the need for a marketing department at University of Malta Library and developing the Outreach Department’s marketing strategy. It also includes a comparison between the University of Glasgow Library’s and the University of Malta Library’s marketing strategies to further identify any differences and similarities in this regard. The research followed a qualitative method of investigation and used a questionnaire as a tool to gauge the level of awareness of library staff from both libraries on marketing efforts. The results revealed several interesting points about the importance of marketing and communication in university libraries. In fact a common theme for this research was the imperativeness of communication between the library’s patrons and its’ staff. This study also proposes a somewhat basic definition of what an outreach office in an academic library setting should consist of and what skills should outreach librarians possess. These are primarily communication, marketing and customer care skills that complement one another. This implies that even the librarians who are not directly involved in marketing should have at least some level of knowledge about communication and customer care as to better serve patrons and promote the library’s image as a whole.

Keywords: Academic Libraries, Library Promotion, University of Glasgow Library, University of Malta Library, Marketing Strategies, Library Marketing, Library Outreach, Library Promotion Techniques, Library Branding, Library Communication, Library User Engagement, Library Events, Library Social Media, Library Digital Marketing, Library Campaigns, Library Services Promotion, Library User Experience, Library Surveys, Library Advertising, Comparative Analysis,