Marketing em bibliotecas universitárias: caso da Biblioteca Brazão Mazula da Universidade Eduardo Mondlane

Abstract

This study aimed to analyze the marketing strategies adopted by the Brazão Mazula Library in promoting its products and services. Specifically, it aimed to describe the marketing strategies used by the library; verify the products and services offered and disseminated by the library; and identify the instruments used by the library to promote its products and services. Using a qualitative approach and descriptive method, a case study was conducted using semi-structured interviews with open and closed questions as the research instrument. With probabilistic sampling, 8 participants were selected, of which 3 were users and 5 were employees of the Brazão Mazula Library. The results provided a general overview of the products and services, the strategies for promoting these products and services, and professional performance, skills, and abilities. The marketing strategies used by the BCE (Biblioteca Brazão Mazula) allow for the creation, development, promotion, and distribution of informational products and services to be consumed and used by users. Their application is considered a means to increase the library's productivity by modifying its traditional activities and contributing to the development of strategies to change its image. Furthermore, they allow the BCE to become a well-known and well-regarded library among its users, thus becoming a reference library in the country