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A Design Based Mixed-Methods Study On Library Marketing And Communication Practices And Stakeholder Perceptions At A Midwestern University, Elizabeth Macdonald

Dissertations

The dissertation in practice was an effort to understand the relationship between communication and marketing strategies and students, faculty, and staff at a university library. The problem of practice reflected messaging challenges facing academic libraries over decades of change with rapidly changing technologies and changing stakeholder perceptions about libraries in an academic setting. The mixed-methods approach was guided by the user-centered design thinking process and endeavored to discover how a formalized marketing effort could positively shift longstanding stakeholder perceptions and increase engagement with university library resources and services. The methodology used by the scholar practitioner combined quantitative surveys, usage data, …