Strategic Marketing in Information Services

Year
0
Academic year
2018-2019
Code
01013645
Subject Area
Área Científica do Menor
Language of Instruction
Portuguese
Mode of Delivery
Face-to-face
Duration
SEMESTRIAL
ECTS Credits
6.0
Type
Elective
Level
1st Cycle Studies

Recommended Prerequisites

NA

Teaching Methods

Classes are both theoretical and practical, and dialogue with the students is fostered. This method is designed to reinforce the theoretical issues addressed and to develop students’ critical skills in the analysis of the competitive advantage and positioning of information services.

Learning Outcomes

The aim of this course is to introduce students to the general principles of marketing and its environment, with particular emphasis on the market of information services users. The general objective is to acquaint students with the theoretical and critical bases of marketing and its importance for the strategic management of information services. In terms of specific objectives, students are expected to understand

(i) the characteristics of marketing in non-profit organizations;

(ii) the different tools and methods available, particularly the analysis of marketing mix variables;

(iii) the importance of studying the market where organizations operate.

Students are expected to acquire a conceptual framework and a functional language that will enable them to develop a customer-centered approach in information services management, and a systemic outlook that creates value and reinforces competitiveness.

Work Placement(s)

No

Syllabus

I. Fundamentals of Marketing.

1.1. Definition and concept of marketing

1.2. Product Marketing versus Services Marketing

1.3. Segmentation, positioning and differentiation

1.4. The brand and the main variables of marketing

1.5. The marketing plan

1.6. Publicity and communication

1.7. Marketing in the digital age.

II. Information services user studies.

2.1. Definition of concept of information services user

2. 2. Historical overview and current trends of user studies

2.3. Objectives and types of user studies

2.4. Methods of study of behavior of archive and library users.

Head Lecturer(s)

Maria Beatriz Pinto de Sá Moscoso Marques

Assessment Methods

Assessment
Attendance and in class participation (10%), oral and written presentations of 2 texts (10%): 20.0%
Synthesis work: 30.0%
Mini Tests: 50.0%

Bibliography

Andreasen, A. R. & Kotler, P. (2003). Strategic marketing for nonprofit organizations. Upper Saddle River, NJ:Prentice Hall.

Brito, C. M. & Lencastre, P. de (2000). Os horizontes do marketing. Lisboa: Verbo.

González Teruel, A. (2005). Los estudios de necesidades y usos de la información: fundamentos y perspectivas actuales. Gijón: Ediciones Trea.

Kotler, P.; Kartajaya, H.; Setiawan, I. (2010). Marketing 3.0: from products to customers to the Human Spirit. New Jersey: John Wiley & Sons, Inc.

Marques, M. B. (2012). A Satisfação do Cliente de Serviços de Informação: as Bibliotecas Públicas da Região Centro. Coimbra. Tese de doutoramento.

Rowley, J. E. (2006). Information marketing. Aldershot: Ashgate.

Torres Rosell, A. (2006). Marketing y Archivos. Gijón: Ediciones Trea.

Vieira, J. M. C. (2000). Inovação e marketing de serviços. Lisboa: Editorial Verbo.

Textos de diversas publicações em série.