Marketing of College in Zambia: A case study at National Institute of Public Administration (NIPA)

Abstract

This study was undertaken to investigate the marketing of library services at the National Institute of Public Administration (NIPA). The specific objectives that guided this study were to find out the tools used in marketing of college library and information services at NIPA; to determine perception and attitudes of college library staff towards marketing of library and information services at NIPA and; to find out the challenges faced in the marketing of college library and information services at NIPA. A total sample of 100 respondents were drawn using the simple random method from a list of all NIPA students registered for the 2018 academic year at the institution. The salient findings indicated results that were both similar and different to results from similar studies. It was observed that students were aware of the various services that are offered by NIPA library. The respondents in this study were also able to highlight some of the marketing platforms through which they learnt about the services that are offered at the NIPA library. Majority of the respondents indicated brochures as the most common source of knowledge on the various services that are offered at the library. It was also discovered in this study that NIPA students have a fairly bad attitude and perception towards the marketing services that the NIPA library employs. The students indicated that enough is not being done to market the services of the library. The study also sought to understand the challenges that the library faces in marketing its services and it was discovered that key among these challenges, is funding. Other challenges that were outlined were a lack of creativity, shortage of staff and old technology in the library. The study concluded by recommending that the NIPA administration needs to put in place deliberate measures to improve its marketing such as increasing the number of staff and improving content posted on the NIPA website and social media platforms.