Strategic Marketing in Information Services

Recommended Prerequisites

N.A.

Teaching Methods

The course is taught in theoretical and practical classes, encouraging dialogue with students. This methodology aims to reinforce the content covered in theoretical classes and develop critical thinking in the analysis of competitive advantage and positioning of Information Services. Teaching method:lectures and practical classes supported by multimedia and bibliographic resources; independent reading and review of reference texts;individual and/or group practical exercises. The final grade is the result of the sum of the following elements: test, research work and attendance/motivation.

Learning Outcomes

The general objective of this course is to provide a theoretical and critical body that supports the importance of Marketing for the strategic management of Information Services, enabling students to have an inter and transdisciplinary vision of Information Services, clarifying the points of contact between the two disciplines, highlighting the need for a holistic understanding of the information produced and consumed by “digital swimmers”, based on the complexity of the operational concept of Mediation. At the end of the course, students should be able to: (i) acquire Marketing concepts, methods and techniques useful for the Strategic Management of Information Services; (ii) develop a critical spirit regarding the excellence of Information Mediation for all Prosumers; (iii) generate new ideas to promote the quality of information products and services; (iv) learn to work as a team; (v) solve organizational Marketing problems in the context of Information Services.

Work Placement(s)

No

Syllabus

I. THEORETICAL FRAMEWORK
1. The inter and transdisciplinarity of Information Science
2. Fundamentals of Marketing in Information Services
II. INFORMATION MARKETING
3. The Marketing Environment in Information Services
4. Information Marketing Management
III. THE INFORMATION PROSSUMER MARKET
5. Quality Management of Information Services and Customer Satisfaction
6. User Studies, Study of Information Needs and Uses or Information Behavior

Head Lecturer(s)

Maria Beatriz Pinto de Sá Moscoso Marques

Assessment Methods

Assessment
Attendance and motivation: 10.0%
Research work: 30.0%
Mini Tests: 60.0%

Bibliography

Amaral, S. A. do(2007). Marketing na Ciência da Informação, UNB
Faustino, P.(2019). Marketing digital na prática, Marcador
Kotler, P.;Kartajaya, H. & Setiawan, I.(2024). Marketing 6.0: o futuro é imersivo, Actual Editora
Marques, M. B. P. S. M.(2012). A Satisfação do Cliente de Serviços de Informação: as Bibliotecas Públicas da Região Centro
Marques, M. B. P. S. M.(2018). “The contribution of Marketing 3.0 to the strategic management of competitive advantage of organizations: a methodological proposal”. In Information Architecture: Applying information Science for modern organizations strategic management, IGI Global, p. 227-257
Marques, M. B. P. S. M.(2024). Marketing Estratégico de Serviços de Informação: uma proposta formativa, Multifoco
Rascão, J., Jamil, G. L. & Marques, M. B. P. S. M.(2021). Debate on Inter-Transdisciplinarity of Information Science: from Theory to Practice, LAP LAMBERT Academic Publishing
Rowley, J. E.(2006). Information marketing, 2nd ed., Aldershot: Ashgate.