The Undergraduate Prospectus as a Marketing Tool for Academic Libraries

Abstract

There is widespread use of the undergraduate prospectus as a decision-making tool for prospective university students. Surveys have examined factors that affect student decision-making; none have specifically examined the use of the prospectus as a marketing tool for academic libraries. This study aimed to examine the usefulness of the prospectus as a marketing tool for academic libraries. A content analysis of twenty prospectuses was carried out to determine the portrayal of the library within them. A questionnaire was used to uncover the perceptions of prospective university students. This was distributed to 44 sixth-form students. The prospectus was identified as the most important source of information for prospective students. The library was deemed important in the prospectus in terms of decision-making, but it ranked behind other information, such as course content or entry requirements. The exposure of the library varied within prospectuses; some featured the library heavily, others excluded the library altogether. The most heavily referenced features of the library were information technology, printed and electronic resources, and study space. The prospectus has potential for library marketing, increasing the exposure, and highlighting the value of its services. A “best practice” policy for library marketing and promotion within prospectuses is presented.

Keywords:

• marketing
• academic libraries
• undergraduate prospectus