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Executive Summary Birmingham University library expects to cater for the interest of about 27,000 students; this is fairly a large number to expect to be efficiently served by the library, the university then introduced the program that saw all the materials in the library digitalized and available in soft copy through which the students can conveniently access from their comforts…
Research was done that indicated the student’s use of the online digital library and the data collected showed that many students are not actually using the services of the library and this impairs reaching the objectives of the plan. This report thus gives an in-depth account of social marketing theory and the related secondary materials that were used to understand the situation of the Birmingham library. With reference to this, appropriate objective and recommendation are given in this report to ensure that the students adopt the new provision as expected by the university; it is to be achieved using social marketing for behaviour change (Weinreich 2011, p.45). Action plan for the implementation of the recommendation is also given as well as the controls of the same program in Birmingham library. Introduction The tradition and role of social marketing is to ensure that marketing is applied together with other concepts and techniques that will culminate into the social good of the targeted group of people (Alder 2010, p.24). ...
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