Banca de DEFESA: DENIZE EUZEBIO RIBEIRO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : DENIZE EUZEBIO RIBEIRO
DATA : 22/06/2020
HORA: 14:00
LOCAL: Campus Juazeiro do Norte (Sala google meet)
TÍTULO:

COMPETENCES OF THE LIBRARIAN IN THE APPLICATION OF MARKETING STRATEGIES IN SCHOOL LIBRARIES: a multistudy study in the private schools of Juazeiro do Norte-CE

PALAVRAS-CHAVES:

Competencies. Informational Marketing. Information users. School Library.

PÁGINAS: 120
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Ciência da Informação
RESUMO:

It presents the development of the skills of librarians in marketing activities and their
relationship with the performance in offering products and services, in libraries of private
schools in Juazeiro do Norte. In this context, school librarians can rethink their
professional stances, through marketing practices as a differential in their skills and
competences. Thus, the general objective was to analyze the skills of librarians applied
in informational marketing strategies in the context of school libraries in the private
network of Juazeiro do Norte-CE, as well as to identify the main products and services
provided by private school libraries in this municipality; identify the skills and
competencies of the librarian in the face of marketing strategies and develop a skills guide
for librarians who intend to develop them in school libraries. To do so, we sought a
theoretical basis on skills, informational marketing, information users and school library.
The research, in terms of objectives, was classified as exploratory, with a qualitative and
quantitative approach, and the data survey was carried out through semi-structured
questions (open and closed). As for the environment, it was classified as field. The data
collection instrument used was the electronic questionnaire, prepared and sent through
the Google Docs tool. The research had the participation of four librarians from private
schools in Juazeiro do Norte, in view of the difficulty in finding this professional working
in school libraries in the region. From the specialized literature, an analysis structure was

elaborated, which guided the composition of the results section. With regard to the results
found, it was noticed that some actions directed to the marketig are adopted in
information services, such as, for example, updating the library's profile on social
networks, user satisfaction research, updating the registration for user and the publication
of posts of the activities promoted by the library. It was also observed that libraries
concentrate the use of services in only three activities, namely, administrative
management, public service and project development activities. Regarding the skills and
competences, it was noted that to carry out the marketing actions in the library, the
librarians highlighted ethics, initiative, empathy, innovation and organization, as being
the ones that most apply to the environment of their unit. It was allowed to infer that these
managers recognize the importance of the applicability of marketing to subsidize the
good performance of their activities, however some of their actions are limited due to the
administrative failures of the institutions, caused by the lack of knowledge about the
potential of the library, as well as the marketing techniques employed. Finally, based on
bibliographic research and data collection with librarians, a guide of skills and
competence ́s was developed for librarians to develop marketing strategies in school
library activities. It was concluded that librarians still walk at a slow pace for the correct
application of marketing conditioned to the acquisition of a new administrative profile of
this professional, in order to better understand the marketing tools to be used, in order to
guarantee the use of their products. and services, and thus, innovate with the available
resources to positively awaken users' habit of looking for the library.

MEMBROS DA BANCA:
Presidente - 1526665 - DAVID VERNON VIEIRA
Interno - 1676696 - ELIENY DO NASCIMENTO SILVA
Externo à Instituição - MARIA DE FÁTIMA OLIVEIRA COSTA - UFC