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Organization and Management Solutions Group



From the above comparisons, it can be clearly seen that NUI Lib's marketing activities have demonstrated professionalism and high efficiency. Meanwhile, LIC's marketing activities have only just begun to be implemented. However, LIC

has also demonstrated its readiness to absorb marketing experience from NUI Lib.

Ability to apply marketing experience from the James Hardiman Library of the VNU Library Information Center

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Strengths in development policy

The Board of Directors of the Center is always interested in developing library information activities and especially marketing activities. With the goal of building a digital library and developing the unit into a high-quality research library of VNU, the Board of Directors is especially interested in and wants to promote marketing activities, but has not yet established a clear direction. The experiences of the James Hardiman Library can be a reference for the Center to apply and develop in the future.

Organization and Management Solutions Group


Strengths in human resources

LIC has been building a high-quality human resource with a large number of qualified and capable staff. 90.4% of staff are trained at university level or higher, although there are no staff trained in the field of marketing, they all have a good grasp of scientific research methodologies, foreign language and information technology skills. Most of the staff are quite young, have the ability to grasp and absorb new knowledge quickly. They love their jobs and are enthusiastic about their work, but do not have a development environment to fully develop their abilities.

Strengths in facilities

LIC has many facilities located in areas and training units in VNU, clearly understanding the habits and characteristics of users in that area, and at the same time easily approaching users to carry out marketing tasks. At each facility, there are display cabinets, projector systems, sound systems, laptops for conferences, seminars, meetings, etc. The center has a fairly complete information infrastructure, a system

powerful computer system, network system spread throughout the areas, especially Wifi wireless network is equipped everywhere. Through monitoring, most of the investors coming to the Center have personal computers and wireless network connection devices. These strengths strongly promote the completion and development of online marketing.

Strengths of products and services

The Center has built up abundant information resources. The Center's products and services have improved in recent years with the regular addition of learning resources and the creation of a number of new services. According to the assessment, the Center's learning resources are quite abundant, meeting the needs of learning and research. However, the frequency and effectiveness of using these products and services are not high, there are forms that very few people are interested in and know about. This raises a big question about marketing. With such information resources, marketing activities must be focused on developing to attract investors to the Center.

Strengths in marketing activities

With the attention of the Board of Directors, each marketing program has the consensus and unanimity from the leadership to the staff in charge. Although there are still many shortcomings, LIC has organized a large-scale marketing program (Book Festival and Reading Culture 2014). The Center has known how to combine marketing forms in a campaign (combining direct marketing with consumption promotion...). Although not many, there have been creative ideas in the activities, achieving certain results. After each program, it is seen that the interest of users in the library and the promoted products and services has changed in a positive direction. Therefore, these activities must always be maintained continuously and innovated in forms and creativity in activities.

From the above strengths, it can be seen that LIC has the ability to receive new experiences to develop and perfect its operations.

NUI Lib's experience, if applied, will bring high efficiency to marketing activities at the Center.

CHAPTER 2 SUMMARY


In chapter two, the thesis studies the practical marketing activities at NUI Lib and LIC in terms of resources and marketing organization. From the results obtained, the thesis has commented and evaluated the marketing activities of these two libraries:

At NUI Lib:

- Have strong marketing resources, have the ability to develop good marketing work.

- Marketing activities at NUI Lib are organized according to a clear, scientific, and easy-to-manage process. Activities are rich, diverse, easy to access, and attract target investor groups.

At LIC:

- LIC's marketing resources are relatively strong. Although limited in funding, LIC still has the ability to develop and improve marketing activities.

- Marketing activities at LIC have just begun to be implemented, have not been organized systematically, many steps in the process have been skipped. Activities have not been organized regularly, are not diverse and do not attract investors.

At the same time, summarize the marketing experience of James Hardiman Library and propose the possibility of applying the experience from James Hardiman Library of Hanoi National University Information Center.

The thesis also affirms that with the strengths that LIC has, it is certain that in the future, thanks to applying the marketing experience of NUI Lib by implementing solutions, LIC will effectively develop marketing activities.

CHAPTER 3

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

ON THE BASIS OF APPLYING THE MARKETING MODEL OF JAMES HARDIMAN LIBRARY


NUI Lib has done a relatively good job of library marketing, helping the Library to promote its available resources, attract users, and turn the Library into a companion and close friend in learning, teaching, research and entertainment activities. This can be considered a quite successful library marketing model. With similarities in roles, functions, users as well as facilities and techniques, LIC can learn and apply NUI Lib's experience to develop marketing activities. The following solutions can be suggestions for LIC to build a marketing model suitable to its conditions:

3.1 Solution group on organization and management

3.1.1 Organize a specialized marketing department

The marketing department is the bridge between the inside and the outside, between products and services and customers, between product and service attributes and customer needs, with the following tasks:

- Marketing research and information, learn about NDT's NCT

- Market profiling

- Survey on potential investors' behavior

- Market segmentation, targeting, brand positioning

- Develop products, perfect products with attributes that the market desires

- Product management (product life cycle): Birth, development, saturation, decline, and thereby maintaining products and services

- Develop and implement strategic marketing plans Functions:

- Create image, develop brand.

- Market research, product development, market expansion.

- Implement marketing programs approved by the Board of Directors.

- Advise the Director on marketing strategies, products, services, and human resources.

- Check and supervise the work of employees in your department, manage and develop human resources.

With the current fragmentation in marketing work, LIC needs to delegate authority to a specialized department to make it easier to manage and operate more effectively. There needs to be a regulation on the operations and functions and tasks of the departments to be able to assign work scientifically, avoiding overlap. With the current reality, the Information - Business Department can be in charge of this work. The department will be responsible for planning, organizing market research, understanding user needs, planning to develop products and services and promoting the image and information sources of the Center.

In that situation, it is also necessary to add specialized staff who are well-trained in professional marketing. With a new activity that has just been established and lacks experience, the role of at least one specialized, dedicated, and creative staff is extremely important. On that basis, in the process of implementing the activity, it will be combined with other functional departments so that the work can be carried out more smoothly. All work is under the direct professional management of the Information - Professional Department, managing one source to help this work be carried out methodically, effectively and avoid overlap. This is a necessary task that can be centrally managed by one source and professionalize this work.

3.1.2 Marketing skills training for library staff

Marketing work at LIC is currently lacking in well-trained, professional staff. Adding qualified staff is an important task. However, that is not all. To do marketing well, staff training is one of the prerequisites. Training is not only for staff directly involved in marketing work but also for all staff in the Center. Some necessary skills in marketing work are specifically:

Professional skills

Skills in organizing and managing marketing activities and events

Writing, planning and reporting skills

Skills in calculating, analyzing and synthesizing information

Teamwork skills

Communication and negotiation skills

Information technology skills

Financial management skills

Skills to build and maintain customer relationships

In addition to trained skills and specialized knowledge about libraries, dynamism, sensitivity, creativity and imagination are also important factors for each staff member performing marketing work. During the working process, practical experiences will gradually form and staff members need to proactively draw and absorb these experiences to perfect their own skills.

The center must regularly conduct training and retraining activities for employees. But above all, each staff member must be aware of the importance of learning, improving skills, continuously drawing on practical experience to complete the job in the best way, always imbued with the meaning of marketing in each of their actions.

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