Librarians’ knowledge and skills in marketing resources of selected academic libraries’ hybrid collections in Tanzania

The study assessed the knowledge and skills of librarians in marketing library resources in selected academic libraries’ hybrid collections in Tanzania. Specifically, the study determined the marketing knowledge and skills academic librarians possesses; analysed the extent to which librarians’ marketing knowledge and skills influence the marketability of library resources; and examined the challenges academic librarians encountered in marketing library resources. To achieve these objectives, the study used a mixed methods research design that benefited from both qualitative and quantitative approaches to data collection and analysis. The study found that TEKU, Mzumbe, and SUA university libraries market both print and electronic resources. The findings further show that the marketing skills and knowledge of the academic librarians vary. Generally, librarians varyingly possessed knowledge and skills in customer care, communication, planning, and selection of marketing tools skills. The study findings suggest that a portion of academic librarians were effectively utilising their knowledge and skills to market library resources and services. Moreover, the librarians’ educational background in marketing was found to be an important determinant for marketing library resources. The application of the marketing knowledge and skills librarians possessed was reported to enhance the utilisation of library resources, boost efficiency and create awareness among users on the available library resources. Despite the potentiality of marketing knowledge and skills in supporting the marketing of library resources, the librarians of TEKU, SUA and Mzumbe faced many challenges in the application of marketing knowledge and skills. It was established that there is poor management support from parent institution in terms of finance and granting permission for attending training, insufficient mixed skills and knowledge on marketing library resources. Additionally, insufficient funding made it difficult to acquire interactive marketing tools and run the whole marketing of library resources process. In addition, there was poor ICT infrastructure to support and enhance marketing of the library resources. As a result, the utilisation of library resources and services had not significantly increased even with the marketing in place. On the basis of these findings, the study recommends that librarians from TEKU, SUA and Mzumbe should well-trained in marketing library resources through in-house and external training, workshops and seminars. Moreover, proper marketing plans and strategies, and allocation of enough funds should be an integral part of academic library’s operations. Specifically, support should go to the training and acquisition of advanced ICT infrastructure that would boost the marketing of library resources.