608: Index
The course aims to develop an understanding of the planning process so that a variety of services and programs, in a range of settings, can be effectively and efficiently implemented. It also aims to develop an understanding of the need for evaluation; to explore methods of evaluation; and to assess mechanisms for program and service implementation. The course will adopt a marketing and management approach, grounded in a user-driven philosophy.
After course completion students will be able to:
¥ identify and position their services within the broader information, education, and recreation markets
¥ identify approaches to planning and implement the correct approach as appropriate and as dictated by the context
¥ identify the elements of marketing
¥ draw up marketing plans for new services
¥ develop a coherent planning and marketing strategy
¥ evaluate and assess current and newly implemented services to effect continual improvement.
Text: Lehmann, D & Winer, R. S. Analysis for Marketing Planning. 4th Ed. Boston, Mass: Irwin.
A package of complementary readings will be available for purchase.
Students are required to comply with the University's expectation of academic honesty as delineated in the University's code of Academic Integrity. 'The guiding principle of academic integrity is that a student's submitted work must be the student's own'.
Expectations
My agenda includes encouraging all information students to become confident speakers and critical thinkers. It is up to you, as future information leaders, to fight for the services in which you believe; to fight for the funding necessary to provide the services; to be able to stand up and argue your point of view; and to be credible and confident in what you are doing - and to persuade others of this credibility and confidence. To these ends I try to incorporate opportunities for students to experience thinking, speaking, and arguing with confidence. Your impression management skills are important to the future success of yourself and your chosen profession.
Evaluation
Students will be judged on participation, leadership, written work, and an examination. Participation is absolutely required.
Presentation (15%) Participation (5%) Examination (20%)
Assignment 1 (20%) Assignment 2 (40%)
Grading
A (100-90) B (89-80) C (79-70) D (69-60) E (< 59)
Notes: No late assignments will be accepted without medical or other super-good reason (which must be approved in advance); no handwritten assignments will be accepted; gender-biased language is unacceptable.
Evaluation details
Participation (5%): Questions, comments, interesting and related sidelights will be welcomed.
Presentations (15%): 15 minutes long; A student will select a topic for each week - it could be a 'case' study of an event in their information center which they think was either well-planned or ill-planned.Or they could also choose an event from their own lives (overseas travel? birth of a child? running a marathon?) which they wish to describe to the class in terms of the planning that took place (or should have taken place?!) . A critical appraisal of the event, and not merely a description, is required. Dates for the presentations will be set during the first week of class.
Assignment 1 (20%): Max length 1200 words. Due: Feb 12th. Describe the planning and marketing processes, if any, used by Hacker & Humphrey to implement their respective plans. Why did one 'win'? (Note - all will be made clear early in the course)
Alternative Assignment 1: Write a case study of a past event from your own library/information center. Describe its planning (or non-planning as the case may be). Use detailed notes derived from interviews with relevant staff members; minutes of meetings; etc. State the rationale for the planned activity/service/program; focus on the marketing activities undertaken, and on the results achieved. Briefly describe the program for measurement of the success of the service.
Assignment 2 (40%): Max length 2500 words. Due: April 14th. In groups of approximately 5, develop a full plan for implementation and marketing of a service. Take a practical example from your own work environment (surely some of you will be working towards a new program or service?). Amongst other things, state the realistic financial impacts of the new 'service'; state the marketing strategy to be used; state how the service will be evaluated; etc etc.. A group presentation of the plan to all students will be required as part of the assignment.
Examination (20%): A take-home exam.
Class sessions:
Jan: 15, 20, 22, 27, 29; Feb: 3, 5, 10, 12, 17, 19, 24, 26; Mar: 3, 5, 10, 12, 24, 26, 31
April: 2, 7, 9, 14, 16, 21, 23, 28, 30; May: 5
(note: text readings will be assigned when I receive the new edition; readings from the packages are in parentheses).
Jan
15 Course Introduction; What is planning?
20 & 22 Planning Process 1 (Developing Action Plans)
27 &29 Planning Process 2 (Osif & Harwood; Sutton)
Feb
3 & 5 Requirement planning ($$; staff; equipment) (Robinson & Robinson)
10 &12 Marketing (what is it?) (Nichols)
17 &19 Marketing planning (Piercy & Morgan)
24 &26 Environmental scanning (Jreisat)
Mar
3 & 5 Competitor analysis (Renaud)
10 &12 Customer / User/ Client analysis
24 & 26 Analysis & Strategy
April
Mar 31 & Apr 2 Evaluations: what why & how? (Williams)
7 & 9 Implementing evaluation methods
14 & 16 Corporate services planning; presentations (Sirkin)
21 & 23 Public services planning; presentations
28 & 30 Academic services planning; presentations
May
5 School service planning; presentations (LeBaron)