Marketing and PR for the Evolving Information Service

A session at ASLIB Training: Marketing and PR for the Evolving Information Service with Shaida Dorabjee

A practical and participative course tailored to the library and information environment.

Information Professionals are required to develop new services, products and ways of working in line with changing organizational environments and business requirements. By working through well defined steps of examining the business environment, competitors and customers, and then identifying the right products and services to be offered, participants will be able to identify a firm evidence base from which to develop a marketing plan to promote these new products and services. The course will also address issues relating to the essential qualities needed in an information professional in order to communicate with confidence and raise their profile within the organisation.

The programme will cover:

An introduction to relevant marketing techniques, including the 4 Ps of marketing and the product-marketing expansion grid
* A step-by-step approach to successful marketing planning for a new information service as well as existing services
* Examples from well-known companies and from the information world
* Addressing issues such as networking, influencing and confident communication which enhance marketing activities
* Practical exercises throughout the course

Why you should attend:

Marketing and promoting a new or re-engineered service is essential, and this practical course will introduce tools and techniques which can be applied to ensure that this is approached in a systematic way.

On completing the course, you will be able to:

  • Apply marketing and PR activities which are relevant to an information service
  • Effectively communicate changes and new services to all stakeholders within the organisation
  • Confidently adopt new working practices and take a business like approach to service development
  • Develop a step-by-step approach to marketing and PR

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Date Wed 7th May 2014

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