Effectiveness of the University of the Philippines Baguio Library Marketing Strategies free essay sample

Yes Acknowledgement? Yes List of tables and figures? Yes 5. Is the title brief, accurate and comprehensive? Yes 6. Does the table of contents give an analytical view of the material covered by the study together with the order of the discussion? Yes 7. Abstract of the thesis/dissertation? Yes 8. Is the statement of the problem clear? Yes 9. Does the problem justify the importance of the study? Yes 10. Have the terms been defined? Yes 11. Does the study contains a brief critical view of the related literature of previous investigation? Yes 12. Is there a statement of the sources of data? Yes 13. What is the method of procedure used? Descriptive-survey 14. Is there a close relationship between the various parts of the thesis/dissertation? Yes 14. Does the final chapter include : Summary? Yes Important findings? Yes Conclusions and recommendations? Yes Problems beyond the investigation? Yes 15. Is the content new and fresh? Yes Does it duplicate any material? No Is it old material created in a new way? No 16. Does it contribute something to education or other fields? Yes 17. Comments on:Typographical error: None Footnotes: None Bibliography: None 18. Would you recommend the thesis for approval? Yes 19. Other comments: None Submitted by: WILFRED BAMBICO, Ph. D. Graduate Programs Coordinator School of Teacher Education Saint Louis University, Baguio City Date:_____________________ INDORSEMENT This thesis entitled EFFECTIVENESS OF THE UNIVERSITY OF THE PHILIPPINES BAGUIO LIBRARY MARKETING STRATEGIES prepared and submitted by AMELIA C. CENDANA in partial fulfillment of the requirements for the degree Master of Arts in Library and Information Technology (MALIT) has been examined and is recommended for acceptance and approval for Oral Examination. This is to certify further that AMELIA C. CENDANA is ready for Oral Examination. THELMA S. KIM, MSLS Adviser _____________________________________________________________ This is to certify that the thesis entitled EFFECTIVENESS OF THE UNIVERSITY OF THE PHILIPPINES BAGUIO LIBRARY MARKETING STRATEGIES prepared and submitted by AMELIA C. CENDANA is recommended for Oral Examination. GRACIA C. MACABIOG, Ph. D. Member MARIE CHRYZA A. PARAGAS, MALS CHERYL T. ROLDAN, MLIS Member Member WILFRED B. BAMBICO, Ph. D. Sci. Ed. MA. CORAZON O. BOMOGAO, Ed. D. Graduate Program Coordinator Dean College of Education College of Education Saint Louis University Saint Louis University ACCEPTANCE SHEET In partial fulfillment of the requirements for the degree MASTER OF ARTS IN LIBRARY AND INFORMATION TECHNOLOGY, this thesis entitled, EFFECTIVENESS OF THE UNIVERSITY OF THE PHILIPPINES BAGUIO LIBRARY MARKETING STRATEGIES has been prepared and submitted by AMELIA C. CENDANA and is hereby endorsed for approval. THELMA S. KIM, MSLS Adviser This is to certify that the thesis mentioned above submitted by AMELIA C. CENDANA has been approved and accepted on March 2011 by the Thesis Reading Committee. GRACIA C. MACABIOG, Ph. D. Member MARIE CHRYZA A. PARAGAS, MALS CHERYL T. ROLDAN, MLIS Member Member Noted: WILFRED B. BAMBICO, Ph. D. Sci. Ed. Graduate Program Coordinator College of Education Saint Louis University APPROVAL SHEET Approved by the Committee on Oral Examination as ___________on__________. GRACIA C. MACABIOG, Ph. D. Member MARIE CHRYZA A. PARAGAS, MALS CHERYL T. ROLDAN, MLIS Member Member Accepted and approved in partial fulfillment of the requirements for the degree Master of Arts in Library and Information Technology (MALIT). WILFRED B. BAMBICO, Ph. D. Sci. Ed. Graduate Program Coordinator College of Education Saint Louis University ________________________________________________________________ This is to certify further that AMELIA C. CENDANA has completed all the academic requirements and PASSED the Public Lecture on May 14, 2009 for the degree Master of Arts in Library and Information Technology. WILFRED B. BAMBICO, Ph. D. Sci. Ed. MA. CORAZON O. BOMOGAO, Ed. D. Graduate Program Coordinator Dean College of Education College of Education Saint Louis University Saint Louis University ACKNOWLEDGMENT This thesis would not have been possible without the guidance and help of several individuals: First and foremost, I would like to express my sincere gratitude to my adviser Prof. Thelma S. Kim for her support, patience, motivation, enthusiasm, immense knowledge, and detailed and constructive comments. I could not imagine having a better adviser and mentor for my master’s degree. A heartfelt appreciation goes also to the members of my defense committee: Dr. Gracia Macabiog, Dr. Mia dela Cruz, Ms. Marie Chryza Paragas, and Ms. Cheryl Roldan for their patience, steadfast encouragement, and insightful comments. I gratefully acknowledge former Graduate Program Coordinator, Dr. Felicidad F. Fortea, and the present Graduate Program Coordnator, Dr. Wilfred B. Bambico for their supervision, advice, and guidance. I am deeply indebted to the UPB Baguio administrators, headed by Chancellor Priscilla Supnet-Macansantos, for the Fellowship Grant for REPS provided me. I warmly thank Ms. Brenda Marie A. Dogup for endorsing me to the Fellowship or REPS; to my colleagues at UP Baguio Library, co-officers at UP Baguio Multipurpose Cooperative, UP Baguio friends for their encouragement, support and prodding for me to finish this study. I also want to thank my friends and colleagues in the other libraries; and my co-officers in the Baguio-Benguet Librarians Association, Inc. for their moral support and strong faith in me to finish this study. I sincerely a ppreciate and wish to thank my â€Å"kumare† Ms. Marilou L. Pasion, who willingly and wholeheartedly did some errands during my proposal, pre-oral, and oral defense. I want to thank also my special friend from Manila for her kindness in accompanying me to UST Central Library to do my research. My deepest and sincerest gratitude goes to my thoughtful husband who is always there to cheer me up, whose dedication, love and persistent confidence in me, has taken the load off my shoulder, and not to forget, his readiness to give a cup of coffee every time I sit down on my table and work on this paper. Special thanks to my children, Jully Amme, Julius Alvin, Julius Armel, and Juliana April, for inspiring me to pursue this endeavor. The omnipresent God, for answering my prayers, for giving me the strength to plod on despite my constitution wanting to give up and throw in the towel, THANK YOU SO MUCH DEAR LORD. And to all the faceless individuals whose names I can’t recall – Much Thanks!!! Amy Dedication To Julius Cesar, my husband, my daughters, Jully Amme and Juliana April, my sons, Julius Alvin and Julius Armel†¦ THESIS ABSTRACT 1. Title: EFFECTIVENESS OF THE UNIVERSITY OF THE PHILIPPINES BAGUIO LIBRARY MARKETING STRATEGIES Total no of pages:125 Text no. of pages: 84 2. Author: AMELIA C. CENDANA 3. Type of document: Thesis 4. Type of publication:Unpublished 5. Accrediting Institution: Saint Louis University (Private) Bonifacio Street, Baguio City CHED-CAR 6. Keywords:Academic libraries, Marketing strategies, Marketing plan, marketing mix, Marketing effectiveness 7. Abstract: 7. 1. Summary: The researcher assessed how aware are the respondents along the different services offered by the UP Baguio Library. Using the descriptive method with the questionnaire as the main instrument in gathering data she also evaluated the different marketing strategies used by the University of the Philippines Baguio Library. To give credence to the data gathered the frequency counts, weighted mean, and F-test were utilized. 7. 2. Findings: The study revealed that 1) the library services offered by the University of the Philippines Baguio Library are Circulation, Reader’s Assistance, Information Dissemination, and Automation; 2) faculty members are very much aware with the Circulation and Automation services, while students and administrative employees are very aware with the said services. The difference is caused by the treatment of library staff: (a) a friendlier approach when faculty borrow books or enter the library, (b) for employees, certain leeways are given to them, and (c) for students, minimal assistance is provided as compared to the faculty and the administrative employees; 3) of the ten marketing strategies, branding (logo), library publication, and through word-of-mouth from friends received the lowest ratings but which are still interpreted as effective; and 4) the extent of effectiveness of marketing strategies of the University of the Philippines Baguio Library is likewise effective. 7. 3. Conclusions: Based on the findings of the study, the following conclusions were drawn: a) the library services of the University of the Philippines Baguio Library are those typically offered in academic libraries; b) level of awareness of library services is influenced by how library users are treated; c) the most basic marketing strategies of branding (logo), library publication, and through word-of-mouth from friends are not fully maximized causing a minimal effect on the use of the University of the Philippines Baguio Library; and d) the UP Baguio Library marketing strategies though effective do not translate to more users of the library. . 4. Recommendations: Based on the results of the study, the subsequent recommendations are made. It is recommended that: 1. a library marketing plan should be in place to effectively entice users to utilize its services. This plan should have the following: a. re-orientation program of librarians on how to market the library. The librarians as t he focal persons in the library should be the first ones to make a move by changing their perspective about library work; that in this time and era libraries must be user and service oriented more than collection oriented. b. library website for users to easily and speedily be informed of the latest happenings in the library including its services and materials. This website must not only have the library logo to enhance its library centrality but also features that make it easy to navigate. c. a library publication containing the information and updates about the library. This publication must be issued regularly, and to be circulated amongst all the University of the Philippines Baguio students, faculty and administrative employees, and other library stakeholders. d. usage of the library logo to remind users of the existence of the library. This can be done by putting it in the library stationery, the library publication, and all other communications emanating from the library. e. utilization of standard bulletin boards for library announcements. As extension of the current awareness services of the library, it must be attractive and appealing enough to whoever would read it. f. library exhibits and displays to convince users especially students that these are being offered for them, Thus these exhibits and displays must include among others rarely used and seen resources, and extracts from resources that will be of help to the students’ research activities. . a feedback mechanism either online or print form to be institutionalized. This is to get the reactions, and viewpoints of library users about the library’s services. These feedbacks can then be used as gauge or evaluative measures for the library to improve. 3. library personnel to regularly attend seminars, conferences, and other gatherings to enhan ce their knowledge on customer service, and to rekindle their commitment to work even better and harder for their library users. 4. stronger collaboration between and among the library staff