A marketing approach to the design of education programs for undergraduates

Abstract

Shows that undergraduates do have needs for user education programs but that existing programs are not well designed to meet these needs. Suggests that if librarians can better understand undergraduate needs, they then can redesign existing user education programs accordingly. Also presents models and theories that help to understand undergraduate needs and the factors affecting those needs. Concludes that it is unrealistic for librarians to serve every undergraduate’s needs. Effective segmentation is therefore necessary to identify realistic segments to be targeted. Suggests subject‐based segmentation to be an effective means.