1, Issue 1 (Fall 2017)
Competency for Information Professionals: The Role of Marketing
Education in Library and Information Science Education Programs
Rajesh Singh, Ph.D.
Marketing Libraries Journal, volume 1, issue 1, pages 60-83.
Abstract: Marketing is recognized as an important competency for
professionals. However, most library and information science (LIS)
schools still fall short when it comes to offering a separate marketing
course on a regular basis. Even though marketing has been a popular
topic in the LIS profession, some information professionals still have
sparse or erroneous perceptions about marketing. Consequently, due to a
narrow worldview, they perceive marketing to be a tool for “buying and
selling” or solely as a promotional tool. This paper makes the case for
LIS schools to provide thorough education and training in marketing for
future information professionals. In keeping with this goal, a review
of the online marketing curricula of 60 American Library
Association-accredited graduate schools in the Unoted States and Canada
demonstrates the current landscape of LIS marketing education in
relation to the demand for marketing skills and the increasing
significance of these competencies for information professionals.
Qualitative findings from student reflections on a marketing course
suggest that marketing education and training can be immensely powerful
in laying a strong foundation of marketing knowledge for information
professionals. It is vitally important for LIS schools to bridge the
existing gaps in marketing education to meet the professional
demands for marketing and associated skills.
Keywords: marketing, advocacy, public relations, outreach, LIS education
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Citation to article:
Singh, R. (2017).
Marketing Competency for Information Professionals: The Role
of Marketing Education in Library and Information Science Education
Libraries Journal, 1(1), 60-83. Retrieved from http://journal.marketinglibraries.org/dec2017/8_Featured_Article_MLJ-v1-i1-Fall2017.pdf