Syllabus: MLISc I Semester



UNIT – I: Fundamental Concepts
Needs, Objectives, and Philosophy
Marketing Environment: Producer, Consumer – Buyer Behaviour
Marketing Information System
Market Segmentation
Marketing Mix

UNIT – II: Strategies and Techniques
Strategic Planning
Marketing Research
Marketing Process

UNIT – III: Promotion of LIS Products and Services
LIS Products and Services as a Marketable Commodity
Pricing, Distribution Channels, and Communication Strategies
Advertising, Sales Promotion
Public Relations

UNIT –IV: Management Consultancy
Evolution, Need, and Objectives
Voluntary versus Authenticated Consultancy
Impact of Management Consultancy on Librarianship
Role of Library Associations and LIS Schools

UNIT – V: Information Analysis, Consolidation and Re-Packaging
Information Analysis and Consolidation: Concept, Need and Purpose
Packaging and Re-Packaging: Concept, Need, Purpose, and Criteria
Information Consolidation Products: Concept, Types, Design, and Development

Recommended Books
1. BAKEWELL (KG). Managing user-centred libraries and information services. Ed. 2. 1997. Maxwell, London.
2. BUTCHER (Helen).Meeting manager’s information needs.1998. ASLIB, London.
3. CARPENTER (J) and DAVIES (R). Quantification of the overseas consulting market for professional consultancy services in librarianship and information science and information management. 1992. Research and Development, British Library, London.
4. COOTE (Helen) and BATCHELOR (Bridget). How to market your library services effectively. Ed. 2. 1997. Aslib, London.
5. GUPTA (D K), et al. Marketing library and information services: international perspectives. 2006. K.G. Saur, Munich.
6. HELINSKY (Z). A shortcut to marketing the library. 2008. Chandos Publishing, Oxford.
7. JAIN (Abhinandan K), et al. Marketing information products and services: a primer for libraries and information professionals. 1999. Tata McGraw-Hill, New Delhi.
8. KOTLER (Philip). Marketing management. Ed.12. 2002. Prentice-Hall, Delhi.
9. KOTLER (Philip) and ARMSTRONG (Gary). Principle of marketing. Ed. 7. 1996. Prentice-Hall of India, New Delhi.
10. ROWLEY (Jenifer). Information marketing. 2001. Ashgate, London.