Marketing Students Take on University Library as Client in Experiential Learning Assignment
In this collaboration between university librarians and faculty, advertising students were given the unique opportunity to treat the university library as a client in a rebranding initiative. This partnership allowed students to work in agency-style teams, simulating a real-world professional settin...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Marketing Libraries Journal
2025-05-01
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| Series: | Marketing Libraries Journal |
| Subjects: | |
| Online Access: | https://journal.marketinglibraries.org/spring2025/02_MLJv9i1.pdf |
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| _version_ | 1850260377567232000 |
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| author | Mary Kelly Matthew Schirano Lisa Thornell |
| author_facet | Mary Kelly Matthew Schirano Lisa Thornell |
| author_sort | Mary Kelly |
| collection | DOAJ |
| description | In this collaboration between university librarians and faculty, advertising students were given the unique opportunity to treat the university library as a client in a rebranding initiative. This partnership allowed students to work in agency-style teams, simulating a real-world professional setting where they were responsible for developing a comprehensive branding strategy aligned with the library’s newly implemented strategic plan. Acting as consultants, they conducted research, analyzed the library’s current branding, and identified areas for improvement, all while considering the library’s goals, values, and desired image within the university community. This experiential learning project provided students with an immersive experience that went beyond traditional classroom learning. By engaging directly with a real client (the university library), they gained hands-on experience with the dynamics of the advertising industry, including client communication, project management, creative strategy, and ad development. Furthermore, the project generated numerous actionable recommendations for the library’s branding and outreach efforts, demonstrating the practical value of the collaboration. |
| format | Article |
| id | doaj-art-cd99d9fb1a3542419ea599f8a1f39d5b |
| institution | OA Journals |
| issn | 2475-8116 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Marketing Libraries Journal |
| record_format | Article |
| series | Marketing Libraries Journal |
| spelling | doaj-art-cd99d9fb1a3542419ea599f8a1f39d5b2025-08-20T01:55:39ZengMarketing Libraries JournalMarketing Libraries Journal2475-81162025-05-0191419Marketing Students Take on University Library as Client in Experiential Learning AssignmentMary Kelly0Matthew Schirano1Lisa Thornell2Fairfield UniversityFairfield UniversityFairfield UniversityIn this collaboration between university librarians and faculty, advertising students were given the unique opportunity to treat the university library as a client in a rebranding initiative. This partnership allowed students to work in agency-style teams, simulating a real-world professional setting where they were responsible for developing a comprehensive branding strategy aligned with the library’s newly implemented strategic plan. Acting as consultants, they conducted research, analyzed the library’s current branding, and identified areas for improvement, all while considering the library’s goals, values, and desired image within the university community. This experiential learning project provided students with an immersive experience that went beyond traditional classroom learning. By engaging directly with a real client (the university library), they gained hands-on experience with the dynamics of the advertising industry, including client communication, project management, creative strategy, and ad development. Furthermore, the project generated numerous actionable recommendations for the library’s branding and outreach efforts, demonstrating the practical value of the collaboration. https://journal.marketinglibraries.org/spring2025/02_MLJv9i1.pdfacademic librarieslibrary brandingmarketing academic librariespartnershipsfaculty outreach |
| spellingShingle | Mary Kelly Matthew Schirano Lisa Thornell Marketing Students Take on University Library as Client in Experiential Learning Assignment Marketing Libraries Journal academic libraries library branding marketing academic libraries partnerships faculty outreach |
| title | Marketing Students Take on University Library as Client in Experiential Learning Assignment |
| title_full | Marketing Students Take on University Library as Client in Experiential Learning Assignment |
| title_fullStr | Marketing Students Take on University Library as Client in Experiential Learning Assignment |
| title_full_unstemmed | Marketing Students Take on University Library as Client in Experiential Learning Assignment |
| title_short | Marketing Students Take on University Library as Client in Experiential Learning Assignment |
| title_sort | marketing students take on university library as client in experiential learning assignment |
| topic | academic libraries library branding marketing academic libraries partnerships faculty outreach |
| url | https://journal.marketinglibraries.org/spring2025/02_MLJv9i1.pdf |
| work_keys_str_mv | AT marykelly marketingstudentstakeonuniversitylibraryasclientinexperientiallearningassignment AT matthewschirano marketingstudentstakeonuniversitylibraryasclientinexperientiallearningassignment AT lisathornell marketingstudentstakeonuniversitylibraryasclientinexperientiallearningassignment |