MARKETING ACADEMIC LIBRARIES INFORMATION AND SERVICES: AN OVERVIEW OF SDD-UBIDS LIBRARY SYSTEM

Abstract

The study examined the marketing of academic libraries’ information and services at the University of Business and Integrated Development Studies and the challenges as well as opportunities associated with this venture. The study was conducted using four participants who are librarians with different years of experience at the UBIDS library. The qualitative research design was adopted and an interview guide was used to gather data from the four participants. The participants revealed through the interview that the key challenge facing the academic library is raising awareness about the academic library among users in their attempt to promote the services and resources of the library which consequently reduces patronage. The study therefore recommended that librarians be trained in building cordial relationships with users. Also, the library should have a conducive environment for easy use. The comfort of library patrons should be ensured by providing enough lighting, high-quality furniture and restrooms to survive the competition from its rivals. Keywords: Marketing, Academic Libraries, Information and Services, Overview, Library System.