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Journal of the Korean Society for Library and Information Science

  • P-ISSN1225-598X
  • E-ISSN2982-6292

ISSN : 1225-598X

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Vol.59 No.3

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Development and Effectiveness Analysis of a Library Marketing Course

Journal of the Korean Society for Library and Information Science / Journal of the Korean Society for Library and Information Science, (P)1225-598X; (E)2982-6292
2025, v.59 no.3, pp.323-347
https://doi.org/10.4275/KSLIS.2025.59.3.323
Sunhye Oh
Oh, S. (2025). Development and Effectiveness Analysis of a Library Marketing Course. , 59(3), 323-347, https://doi.org/10.4275/KSLIS.2025.59.3.323

Abstract

This study aimed to systematically cultivate marketing competencies required in library practice through undergraduate education by developing and implementing a course titled Library and Information Center Marketing. The course was designed based on the ADDIE-RP model, which integrates the traditional ADDIE instructional design model with rapid prototyping techniques. It combined theoretical foundations of marketing, case studies from libraries, and team-based projects. Following the course implementation, learner perceptions were analyzed to evaluate its effectiveness. Quantitative analysis revealed that students generally responded positively regarding the systematic structure of the course, the linkage between theory and practice, and its applicability to real-world settings. Furthermore, post-course satisfaction showed a statistically significant increase compared to pre-course expectations. Qualitative analysis also confirmed various positive outcomes, including enhanced understanding of marketing concepts and increased expectations for practical competency development through team projects. Based on these findings, the study suggests expanding library marketing courses, systematically designing curricula focused on practical competencies, and innovating the content and methods of library and information science education by incorporating ‘Market 6.0’ trends.

keywords
Library Marketing, Library Management, Course Development, Instructional Design, Practical Competency

Journal of the Korean Society for Library and Information Science

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