Marketing of electronic resources as a tool for information service delivery and access at the University of Zululand
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Date
2017
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University of Zululand
Abstract
This study investigates the marketing of electronic resources as a tool for information delivery and access at the University of Zululand (UNIZULU). A high degree of adaptable, well designed marketing ethos in the way the UNIZULU library delivers its e-resources offerings is examined. In that regard, the techniques and tools employed for marketing e-resources at the UNIZULU library are explored. The study also assesses access, usage, delivery channels and user awareness towards e- resources. The targeted sample totaled 100 Masters and Doctoral students who were on campus and who used the library services constantly, and six information librarians. Of these 100, only 71 responded, representing a 71% response rate. The study was largely a quantitative research and adopted a survey research design and used two forms of data collection techniques - structured questionnaires and interviews. The findings of the study revealed that postgraduate students were aware of e-resources provided by the library. There was a continuous and fair use of e-resources by the targeted group. The study also revealed that the respondents were aware of the strategies used by the UNIZULU library to market the e-resources. However, the study also revealed challenges. UNIZULU library did not have a well-documented, formal marketing plan. Issues of bandwidth and infrastructure that enhance ease of access and use of e-resources were also revealed. In order to enhance the role of marketing library resources, specifically e-resources, the study recommended that UNIZULU library needs to develop and adopt an e-resources marketing plan that will lay out innovative ways to promote usage and access to the resources. It was also recommended that it should establish key elements that will formalize the plan. It is also recommended that UNIZULU library must develop appropriate strategies to market e-resources to part-time students to create awareness of its support offering at the students’ point of need. It was also recommended that UNIZULU library should invest in training the librarians that are involved in the marketing of e-resources.
Description
A dissertation submitted to the Faculty of Arts in partial fulfillment of the requirements for the Degree of Masters in Information Science in the Department of Library and Information Studies at the University Of Zululand, 2018
Keywords
universities --marketing --libraries --e-resources --South Africa