A dissertation submitted to the Faculty of Arts in partial fulfillment of the requirements for the Degree of Masters in Information Science in the Department of Library and Information Studies at the University Of Zululand, 2018 / This study investigates the marketing of electronic resources as a tool for information delivery and access at the University of Zululand (UNIZULU). A high degree of adaptable, well designed marketing ethos in the way the UNIZULU library delivers its e-resources offerings is examined. In that regard, the techniques and tools employed for marketing e-resources at the UNIZULU library are explored. The study also assesses access, usage, delivery channels and user awareness towards e- resources. The targeted sample totaled 100 Masters and Doctoral students who were on campus and who used the library services constantly, and six information librarians. Of these 100, only 71 responded, representing a 71% response rate. The study was largely a quantitative research and adopted a survey research design and used two forms of data collection techniques - structured questionnaires and interviews. The findings of the study revealed that postgraduate students were aware of e-resources provided by the library. There was a continuous and fair use of e-resources by the targeted group. The study also revealed that the respondents were aware of the strategies used by the UNIZULU library to market the e-resources. However, the study also revealed challenges. UNIZULU library did not have a well-documented, formal marketing plan. Issues of bandwidth and infrastructure that enhance ease of access and use of e-resources were also revealed. In order to enhance the role of marketing library resources, specifically e-resources, the study recommended that UNIZULU library needs to develop and adopt an e-resources marketing plan that will lay out innovative ways to promote usage and access to the resources. It was also recommended that it should establish key elements that will formalize the plan. It is also recommended that UNIZULU library must develop appropriate strategies to market e-resources to part-time students to create awareness of its support offering at the students’ point of need. It was also recommended that UNIZULU library should invest in training the librarians that are involved in the marketing of e-resources.

Submitted by Joana Azevedo (joanad@id.uff.br) on 2017-08-22T14:18:17Z No. of bitstreams: 1 DISSERT Leonardo de Jesus Loura Fagundes 2.pdf: 5996831 bytes, checksum: c041817b54be97700498c2e24d952735 (MD5) / Approved for entry into archive by Biblioteca da Escola de Engenharia (bee@ndc.uff.br) on 2017-08-28T17:07:23Z (GMT) No. of bitstreams: 1 DISSERT Leonardo de Jesus Loura Fagundes 2.pdf: 5996831 bytes, checksum: c041817b54be97700498c2e24d952735 (MD5) / Made available in DSpace on 2017-08-28T17:07:23Z (GMT). No. of bitstreams: 1 DISSERT Leonardo de Jesus Loura Fagundes 2.pdf: 5996831 bytes, checksum: c041817b54be97700498c2e24d952735 (MD5) Previous issue date: 2016-11-01 / A presente pesquisa objetivou padronizar o processo de Marketing das bibliotecas escolares (BEs) do Colégio Pedro II (CPII) à luz da engenharia de processos de negócios sob o viés das ferramentas de qualidades Diagrama de Ishikawa e Matriz SWOT. Para tanto, escolheu-se o ciclo de vida de Kirchmer como parâmetro para a modelagem dos processos nas BEs, assim como utilizou-se de uma metodologia mais participativa, conhecida como pesquisa-ação. Lançou-se mão de alguns instrumentos de coleta de dados, tais como: questionário; entrevista; reuniões; e grupo de trabalho. A modelagem do processo selecionado foi realizada via software Bizagi, cuja metodologia é Business Process Model and Notation (BPMN). Fez-se a análise dos dados do processo de Marketing no estado atual (As Is) e uma prospecção futura do estado desejado (To Be). Conquanto, utilizou-se dos instrumentos de qualidade para averiguação do estado atual do processo escolhido. Por fim, propôs-se a implementação do deste processo, com ênfase em projetos, a todas as BEs, com a subdivisão de projetos de cunho "permanente" e "itinerante", de forma a dar maior visibilidade a quem serve - os agentes sociais de transformação - e a quem é servido. Conclui-se que o processo em questão é insipiente e incipiente dentre os processos identificados nas BEs do CPII e as do Brasil, demandando mais esforços para a sua consecução efetiva e servindo de modelo para outras unidades de informação. / This study aimed to analyze the process of Marketing of the school libraries (BEs) of the Colégio Pedro II (CPII) in the light of Engineering Business Processes under the bias of quality tools Ishikawa Diagram and SWOT Matrix. Therefore, the Kirchmer life cycle was chosen as a parameter for the modeling of processes in BEs, and a more participatory methodology known as action-research was used. This study employed some data collection tools such as the questionnaire, interview, meetings, and working group. The review of the applied literature was developed through influences of best practices under a foreign national scope, following precepts of bibliographic and documentary level research. The modeling of the selected process was carried out through software Bizagi, the methodology in which is Business Process Model and Notation (BPMN). There was an analysis of data from the Marketing process in the current state (As Is) and a future prospect of the desired state (To Be). However, the both quality instruments were used to investigate the current state of the choosen process. Finally, the implementation of the Marketing process, with an enphasis on projects, to all BEs work, with the subdivision of "permanent" and "itinerant" projects, in order to give greater visibility to those who serve - social processing agents - and those who are served. It was concluded that the process in question is incipient and very limit from the processes identified in the BEs of CPII and other information units in Brazil, demanding more efforts for their effective achievement and serving as a model for other librarys.