MARKETING PLANNING FOR THE ACADEMIC LIBRARY SECTOR
21 March, London
Marketing planning brings together many current library initiatives - including
marketing strategies and user profiling practices. It provides a framework for
understanding users, developing value propositions and implementing these in an
effective and efficient manner. This activity is understood and devised within the
context of performance measurement and the required development in visits, issues
and enquiries. Most importantly, all planning activity is fully costed so that return on
investment can be recognised.
BENEFITS OF ATTENDING
This workshop will outline current best practice in marketing planning and show how
this impacts on management practices both within academic library services and other
organisations.
BY THE END OF THE WORKSHOP PARTICIPANTS WILL HAVE:
· gained an understanding of why marketing planning is a key issue for academic library services
· a detailed understanding of the marketing planning process
· a set of tools and techniques to use in marketing planning
· many examples of successful marketing planning in both the private and public sectors
WHO SHOULD ATTEND?
· senior managers who devise or influence policy for their library and information service
· those who are expected, or are expecting, to make a significant input into any service plan
· staff looking for a way to integrate several marketing initiatives within general library planning
WORKSHOP LEADER: TERRY KENDRICK
Terry originally trained as a librarian and after a significant time in this career moved
into marketing planning in 1987. Since then he has worked on marketing planning
assignments in seventeen different countries for over fifty organisations - private and
public sector.
PROGRAMME
9.15 Registration and coffee
9.45 Welcome and introductions
9.55 Planning for what?
Maximising value to users
Maximising performance measures
10.15 The process of marketing planning
Ambition, market audit and understanding, marketing strategy development, implementation, feedback
11.15 Coffee
11.30 Ambition, outcomes and impacts
11.45 Understanding the market for libraries
Segmentation
User profiling
Competitive arena
12.45 Lunch
1.30 Making strategic choices
Marketing strategy to meet objectives and ambition
The Directional Policy Matrix
3.00 Tea
3.15 Implementing marketing strategy
4.30 Discussion and close
PLACES ARE LIMITED TO: 16
FEES:
CILIP personal members:
£195 plus VAT (£34.13) £229.13
CILIP institutional members:
£235 plus VAT (£41.13) £276.13
Non members:
£270 plus VAT (£47.25) £317.25
HOW TO BOOK:
TO MAKE A CONFIRMED BOOKING:
Please print out and complete the booking form below and return it by fax to the
Training & Development Department on 020 7255 0561, or post to: Training &
Development, CILIP, 7 Ridgmount Street, London WC1E 7AE
TO PROVISIONALLY BOOK A PLACE:
To make a provisional booking simply telephone us on 020 7255 0560, textphone 020
7255 0505, email [log in to unmask] or visit this workshop's web page at
http://www.cilip.org.uk/training/training/2006/mp/marketingplanning
(Provisional bookings will be held for three weeks. A confirmed booking must be
received within this period or your place may be lost.)
BOOKING FORM:
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ACADEMIC LIBRARY SECTOR, 21 March, London
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CILIP reserves the right to alter details or to cancel this event should the need arise.
CILIP has provision for those in wheelchairs. Induction loops are also available.
CILIP, The Chartered Institute of Library & Information Professionals
Registered Charity no. 313014
Message sent by:
Jodie Angel
Events Assistant, Training & Development
CILIP
7 Ridgmount Street
London
WC1E 7AE
Telephone: 020 7255 0560
Fax: 020 7255 0561
Email: [log in to unmask]
Visit our web pages at: www.cilip.org.uk/training
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