Title: Marketing Function: Organizational Roles of Marketing Department in Academic Library
Author(s): Michael Daksiri, Joshua Dauda
Publication Year: 2020; Volume 15, Issue 2, pages 102-117

As marketing gains increasing prominence in the field of Library and Information Science LIS which serves as a strategic maneuver geared towards the promotion of academic libraries and help in achieving the overall objective of the institution. A critical issue which needs to be addressed is the various functions played by marketing department in achieving the goals of the library the essence of establishing a marketing department roles played by the marketing department. Competences required by librarians in marketing library resources factors militating against effective marketing of the library resources and strategies which can enhance marketing to be more effective and efficient. The authors take the view that though a marketing orientation is undeniably important for every librarian but having a chief marketing officer heading the marketing department will be more effective the marketing function should play a key role in market research market planning marketing implementation and market evaluation. It is also relevant to recruit skills such as graphic designer and web-content developer that will assist in creating persuasive promotional flyers and a dynamic website. Librarians also need to develop some new I.T skills such as the use of Internet which will aid in digital and online marketing process.