Library promotion in the development of the Universitas Sumatera Utara towards a world-class university

Abstract

This article analyzes library promotion in developing the Universitas Sumatera Utara (USU) towards a World Class University (WCU). Indonesia is experiencing educational obstacles in achieving the WCU title. Several factors influence the difficulty of achieving the WCU predicate, but the most dominant is the library’s role in accommodating student literacy skills. As one of the higher education institutions, USU understands the vital role of the library in increasing the intensity of literacy to achieve the WCU predicate. The urgency of this research is to review the promotion of the USU library in achieving the WCU predicate through the library as an instrument. This article uses qualitative research with a case study approach. The data collection techniques used in this article are in-depth interviews, observation, and documentation. Primary data sources in this article are research informants, while secondary data used are books, articles, and reportage. The data collected by the author will then be analyzed using content analysis techniques. The results show that the library has various vital roles in literacy reform so that USU can achieve the WCU title. In this case, the library pursues promotional strategies including 1) Product, 2) Price, 3) Promotion, and 4) Distribution. The whole promotion model contributes to improving campus literacy in achieving WCU goals.