Libraries at University of Nebraska-Lincoln

 

Date of this Version

Winter 5-21-2019

Citation

Mubofu, C.,(2019). Strategies and Challenges for Marketing Electronic Resources: A Cross-Sectional Study of The Mwalimu Nyerere Memorial Academy. Dar es Salaam

Abstract

This study examined the strategies and challenges for marketing electronic resources at the Mwalimu Nyerere Memorial Academy. It was conducted at Kivukoni Campus in Dar es Salaam region. Data were collected from 60 students and MNMA library staff using self-administered questionnaires and in depth interviews. The study established that the strategies used for marketing electronic resources were: notice boards, librarians, instructional website, orientation to new users, library home page, institutional newsletters, text messages, social networks, Current Awareness Services and Selective Dissemination of Information as well as posters and brochures while the challenges for marketing of electronic resources to the library users were poor quality of internet services and network in the library, unreliable power supply, inadequate knowledge for marketing of e- resources, limited number of library staff, inadequate budget, absence of active library web site, poor morale by the librarians and poor cooperation from the management. Based on these findings, the study recommends allocation of funds for marketing the e- resources, training librarians, increasing number of ICT infrastructures, and improving the quality of the internet at the library could improve the marketing of e – resources to library users at MNMA. The study, also recommends that MNMA library staff should make use of the following marketing strategies notice boards; librarians, social networks, institutions website, student orientation and institutional newsletters in a bid to enhance visibility of e-resources available at MNMA library.

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