The role of libraries in the general marketing strategies undertaken by universities: A case study of university of south australia, whyalla campus

Abstract

The application of marketing research techniques has been overlooked by institutions of higher education in Australia, particularly in regard to their complementary services such as library services. This study investigates the factors that first year students at the University of South Australia, Whyalla Campus, considered in making their choice of a university in which to study. In a survey of 190 first year students, it was found that the factor Library Resources was ranked third after the Quality of Programs, and Distance from Home. The implication for university administrators is to recognise the importance that libraries play in the overall strategic plans of a university. There are also implications for library managers in exercising control over the quality of their services by the provision of staff training and improved technology. © 1994 Taylor & Francis Group, LLC.