Brown, D. and Sen, B.A. (2010) The undergraduate prospectus as a marketing tool for academic libraries. New Review of Academic Librarianship, 16 (2). 160 - 191. ISSN 1361-4533
Abstract
There is widespread use of the undergraduate prospectus as a decision-making tool for prospective university students. Surveys have examined factors that affect student decision-making; none have specifically examined the use of the prospectus as a marketing tool for academic libraries. This study aimed to examine the usefulness of the prospectus as a marketing tool for academic libraries. A content analysis of twenty prospectuses was carried out to determine the portrayal of the library within them. A questionnaire was used to uncover the perceptions of prospective university students. This was distributed to 44 sixth-form students. The prospectus was identified as the most important source of information for prospective students. The library was deemed important in the prospectus in terms of decision-making, but it ranked behind other information, such as course content or entry requirements. The exposure of the library varied within prospectuses; some featured the library heavily, others excluded the library altogether. The most heavily referenced features of the library were information technology, printed and electronic resources, and study space. The prospectus has potential for library marketing, increasing the exposure, and highlighting the value of its services. A "best practice" policy for library marketing and promotion within prospectuses is presented.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2010 Taylor & Francis. This is an author produced version of a paper subsequently published in New Review of Academic Librarianship. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Marketing; Academic libraries; Undergraduate prospectus; |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Information School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 03 Apr 2014 09:57 |
Last Modified: | 03 Apr 2014 09:57 |
Published Version: | http://dx.doi.org/10.1080/13614531003791725 |
Status: | Published |
Publisher: | Taylor & Francis |
Refereed: | Yes |
Identification Number: | 10.1080/13614531003791725 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:78379 |