Marketing activities of James Hardiman Library, National University of Ireland, Galway and the possibility of application at the Information Center - Library of Vietnam National University, Hanoi

HANOI NATIONAL UNIVERSITY

UNIVERSITY OF SOCIAL SCIENCES AND HUMANITIES

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HA HAI YEN

MARKETING ACTIVITIES OF JAMES HARDIMAN LIBRARY, NATIONAL UNIVERSITY OF IRELAND , GALWAY AND ITS POSSIBILITY FOR APPLICATION AT INFORMATIONCENTER - LIBRARY OF NATIONAL UNIVERSITY OF HANOI

MASTER'S THESIS

Major: Library Science

HANOI NATIONAL UNIVERSITY

UNIVERSITY OF SOCIAL SCIENCES AND HUMANITIES

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HA HAI YEN

MARKETING ACTIVITIES OF JAMES HARDIMAN LIBRARY , NATIONAL UNIVERSITY OF IRELAND , GALWAY AND ITS POSSIBILITY FOR APPLICATION IN INFORMATION CENTER – LIBRARY

Vietnam National University of Hanoi

Major: Library Science Code: 60.32.20

MASTER'S THESIS IN LIBRARY INFORMATION

Scientific supervisor: Associate Professor, Dr. Nguyen Thi Lan Thanh CONFIRMATION THAT THE STUDENT HAS EDITED ACCORDING TO THE COMMITTEE'S SUGGESTIONS

Instructor Chairman of the Board

Associate Professor, Dr. Nguyen Thi Lan Thanh Associate Professor, Dr. Tran Thi Minh Nguyet

INDEX

TABLE OF CONTENTS 1

LIST OF ABBREVIATIONS 5

LIST OF TABLES 6

INTRODUCTION 7

CHAPTER 1. THEORETICAL AND PRACTICAL BASIS OF MARKETING IN UNIVERSITY LIBRARY INFORMATION ACTIVITIES ..15

1.1 General issues of marketing in information and library activities 15

1.1.1 Concepts of marketing in information and library activities ..

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1.1.2 The role of marketing in university information and library activities 19

1.1.3 Marketing process in information and library activities 21

1.2 Overview of James Hardiman Library – National University of Ireland Galway and Information Center – Library of Vietnam National University, Hanoi 23

1.2.1 Overview of the James Hardiman Library – National University of Ireland Galway 23

1.2.1.1 Formation and development process 24

1.2.1.2 Functions, tasks, organizational structure 25

1.2.1.3 Facilities 26

1.2.1.4 Human resources 27

1.2.1.5 User information 27

1.2.1.6 Products and services 28

1.2.1.7 Development policy 31

1.2.2 Overview of the Information Center - Library, Vietnam National University, Hanoi 32

1.2.2.1 History of establishment and development 32

1.2.2.2 Functions, tasks, organizational structure 33

1.2.2.3 Facilities 35

1.2.2.4 Human resources 36

1.2.2.5 User information 37

1.2.2.6 Products and services 38

1.2.2.7 Development policy 39

CHAPTER 2. CURRENT STATUS OF MARKETING ACTIVITIES OF JAMES HARDIMAN LIBRARY, INFORMATION CENTER - LIBRARY OF HANOI NATIONAL UNIVERSITY AND THE POSSIBILITY OF APPLYING EXPERIENCE IN MARKETING ACTIVITIES 43

2.1 Current status of marketing activities of James Hardiman Library 43

2.1.1 Marketing Resources at the James Hardiman Library 43

2.1.1.1 Marketing and human resources department 43

2.1.1.2 Funding sources 44

2.1.1.3 Facilities 46

2.1.2 Organizing marketing activities of James Hardiman Library 47

2.1.2.1 Market research 47

2.1.2.2 Marketing planning 55

2.1.2.3 Implement marketing plan with promotion and community outreach 56

2.1.2.4 Check and evaluate the effectiveness of marketing work 71

2.2 Current status of marketing activities of Hanoi National University Information Center - Library and the possibility of applying new experiences 72

2.2.1 Marketing resources of the Information Center - Library of Hanoi National University 72

2.2.1.1 Marketing and human resources department 72

2.2.1.2 Funding sources 73

2.2.1.3 Facilities 74

2.2.2 Organizing marketing activities at the Information Center - Library, VNU 75

2.2.3 Marketing activities at the Information Center - Library, Vietnam National University, Hanoi 76

2.2.3.1 Advertisement 76

2.2.3.2 Direct Marketing 78

2.2.3.3 Encourage consumption 82

2.2.3.4 Public Relations 83

2.3 Comments 85

2.3.1 Comments and lessons learned from marketing activities of James Hardiman Library 85

3.2.2 Comments on marketing activities of the Information Center - Library of Hanoi National University and the ability to apply marketing experience 90

CHAPTER 3 100

SOLUTIONS TO DEVELOP MARKETING WORK AT THE INFORMATION CENTER - LIBRARY OF HANOI NATIONAL UNIVERSITY 100

ON THE BASIS OF APPLYING THE MARKETING MODEL 100

OF THE JAMES HARDIMAN LIBRARY 100

3.1 Solution group on organization and management 100

3.1.1 Organize a specialized marketing department 100

3.1.2 Marketing skills training for library staff 102

3.1.3 Increase investment in infrastructure and finance 103

3.1.4 Exploiting and expanding cooperative relationships to develop marketing 104

3.2 Group of solutions on activities 104

3.2.1 Strengthening the application of information technology in research and implementation 104

3.2.2 Conduct market research and market segmentation regularly 107

3.2.3 Planning for each marketing campaign 110

3.2.4 Diversify marketing forms 111

3.2.5 Promote activities to find funding sources 116

CONCLUSION 121

REFERENCES 123

APPENDIX 130

LIST OF ABBREVIATIONS

Database

Database
VNU	Vietnam National University, Hanoi
LIC	Information Center - Library of Hanoi National University
NCT	Need for information
NDT	User news
NUI Galway	National University of Ireland Galway
NUI Lib	James Hardiman Library, National University of Ireland Galway
SPDV	Products and services
TT – TV	Information – Library

Maybe you are interested!

LIST OF TABLES

Table, figure

Page
Figure 1.1: NDT members are students, trainees, and postgraduates of NUI Galway	28
Figure 1.2: Organizational structure of the Information Center - Library VNU	35
Table 2.1: Financial usage of NUI Lib	44
Figure 2.2: Marketing budget at NUI Lib	44
Figure 2.3: SurveyGizmo interface when the user conducts the survey	52
Figure 2.4: Information is processed into tables by software and additional information compiled by researchers	53
Table 2.5: Communication tools according to the needs of NDT NUI Lib in 2013	69
Figure 2.6: NDT NUI Lib's on-demand communication tool in 2015	69
Figure 2.7: Consumer feedback after 1 year of implementing the promotional campaign NUI Lib training programs	71