Marginalized Knowledge: An Agenda for Indigenous Knowledge Development and Integration with Other Forms of Knowledge

George Theodore Chipeta⁴¹,⁴² - ([e-mail])

Department of Library and Information Science,

University of Zululand,

South Africa.

Abstract

The purpose of this study was to explore whether or not the Mzuzu University and the University of Zululand Libraries market their library services. The study used both quantitative and qualitative approaches to collect data from students and library staff. The population targeted - students and library staff - was sampled using quota sampling and purposive sampling techniques respectively. Four hundred and seventy one (471) questionnaires were distributed to students and library staff at the Mzuzu University, and the University of Zululand. Data was analysed manually and using Microsoft Excel. The survey results indicate that the libraries at both the Mzuzu University and the University of Zululand did not have a marketing policy in place. However, they both marketed their services. The study recommends that the two university libraries set up library marketing committees which would be responsible for the formulation of marketing policies and their implementation, monitoring and evaluation.

1. Introduction

Like any other organization that provides a service, Giappiconi (n.d) argues that libraries should draw up product strategies, and pricing, distribution, and promotion policies. Giappiconi believes that the interaction of these four elements constitutes the ‘marketing mix’. A number of definitions have been coined to define the meaning of marketing. Two such definitions are provided by De Saez (2002:1-2), who states that marketing is about: collecting information, forecasting trends, consulting all concerned, understanding markets, formulating objectives, planning strategies, implementing strategies, evaluating everything and communicating with everybody; and Ojiambo (1994: n.p), who defines marketing as a philosophy of action geared towards managers, forcing them to reorient the administration of their organizations towards fostering better communication with the customers/users in order to understand their needs, offer them a good product or service, and obtain feedback.

The aim of this study was to explore and compare the marketing of library services at the Mzuzu University and the University of Zululand Libraries.In order to fulfill the aim of the study, the following objectives were formulated:

1. 
   To ascertain the existence of library marketing policies at the Mzuzu University and the University of Zululand Libraries;
   
2. 
   To identify and examine the marketing of products and services;
   
3. 
   To establish the libraries’ methods of marketing;
   
4. 
   To examine the relationship between the marketing of library services and the awareness of the availability of library services by students;
   
5. 
   To compare the two libraries’ marketing strategies/policies; and
   
6. 
   To suggest solutions/recommendations to the libraries’ management on the marketing of their libraries’ activities.