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課程名稱 |
檔案館行銷
Archives Marketing |
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開課學期 |
103-2 |
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授課對象 |
文學院 圖書資訊學系 |
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授課教師 |
張郁蔚 |
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課號 |
LIS5077 |
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課程識別碼 |
126 U1430 |
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班次 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期三2,3,4(9:10~12:10) |
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上課地點 |
圖資編目室 |
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備註 |
U選課程，學士班與碩士班學生均可選修。
總人數上限：30人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1032LIS5077_ |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
行銷是組織經營的重要活動之一，商業行銷之概念與方式常成為其他類型組織行銷之參考對象，然商業行銷方式並非都適合應用於檔案館。又檔案館行銷非圖書資訊學系所普遍開設的課程，很少檔案館人員具備行銷知識，僅能自行摸索，依賴經驗之累積。為此，本課程旨在瞭解及探討檔案館的可能行銷方式。 |
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課程目標 |
讓學習者認識檔案館行銷的目的、種類、工具及注意事項，透過實例觀察，探討檔案館行銷之可能應用方式及發展趨勢。 |
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課程要求 |
1. 配合課程單元閱讀指定文獻
2. 小組討論
3. 撰寫報告
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
待補 |
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參考書目 |
一、圖書
Barber, P., & Wallacde, L. (2010). Building a buzz [electronic resource]: Libraries & word-of-mouth Marketing. Chicago: American Library Association. 系圖Z716.3 B37 2010
Dempsey, K. (2009). The Accidental Library Marketer. Medford, NJ : Information Today.
Dickman, S.著; 林潔盈譯 (2002)。如何行銷博物館: 推廣博物館,美術館和展覽的概念與方法。台北市:五觀藝術管理。 人社069.4 4926
Finch, E. F. (1994). Advocating archives [electronic sources]: An introduction to public relations for archivists. Chicago: Society for American Archivists and Scarecrow Press.
French, Y., & Runyard, S. (2011). Marketing and public relations for museums, galleries, cultural and heritage attractions. Abingdon, Oxon [U.K.] ; New York: Routledge. 台大人社AM121 F74 2011
Hackman, L. J. (Ed.) (2011). Many Happy Returns: Advocacy and the Development of Archives. Chicago: Society of American Archivists. 系圖CD971 M255 2011
Helinsky, Z. (2008). A short-cut to marketing the library. Oxford : Chandos. 系圖 Z716.3 H43 2008
James, R. D., & Wosh, P. J. (2011). Public Relations and Marketing for Archives: A How-To-Do-It Manual. New York, NY: Neal-Schuman Publishers. 系圖CD971 P83 2011
Kalfatovic, M. R. (2002). Creating a winning online exhibition: A guide for libraries, archives, and museums. Chicago : American Library Association. 系圖Z717 K35 2002
The marketing of historic sites, museums, exhibits, and archives. (2005). New York: Primary Research Group. 台大人社 AM124 M3 2005
Potter, N. (2012). The Library Marketing Toolkit. London: Facet Publishing. [electronic resource]
Chap2, 7, 11
Theimer, K. (2010). Web 2.0 Tools and Strategies for Archives and Local History Collections. New York, NY: Neal-Schuman Publishers. 系圖CD973.D3 T54 2010 Whittaker,B., &Thomas, L. M. (2009). Special Collections 2.0: New Technologies for Rare Books, Manuscripts, and Archival Collections. Englewood, Colo.: Libraries Unlimited. 系圖Z688.A2 W48 2009
二、期刊文章
Ashworth, S. (2003). The DAEDALUS project. Serials, 16(3), 249-253.
Ataman, B. K. (2009). Archives mean money: How to make the most of archives for public relations purposes -- The Yapi Kredi Bank example. The American Archivist, 72(1), 197-213.
Chu, S. K., & Du, H. S. (2013). Social networking tools for academic libraries. Journal of Librarianship and Information Science, 45(1), 64-75.
Cox, R. J., Alcala, J. C., & Bowler, L. (2012). Archival document packets: A teaching module in advocacy training using the papers of governor dick thornburgh. The American Archivist, 75(2), 371-392.
Crymble, A. (2010). An analysis of twitter and facebook use by the archival community. Archivaria, 70, 125-151.
Daniels, C., Holtze, T. L., Howard, R. I., & Kuehn, R. (2014). Community as resource: Crowdsourcing transcription of an historic newspaper. Electronic Resources Librarianship, 26(1), 36-48.
Dionne, M. (2002). Marketing the archivist: the history of the Society of American Archivists' Task Force on Archives and Society. Acquisitions Librarian, 28, 175-196.
Duff, W. M., Johnson, C. A., & Cherry, J. (2013). Reaching out, reaching in: a preliminary investigation into Archives’ use of social media in Canada. Archivaria, 75, 77-96.
Duff, W. M., & Johnson, C. A. (2003). Where is the list with all the names? Information-seeking behavior of genealogists. The American Archivist, 66(1), 79-95.
Edmonson, R. (2002). A case of mistaken identity: governance, guardianship and the ScreenSound saga. Archives and Manuscripts, 30(1), 30-46.
Smith, E. H. (2003). Customer focus and marketing in Archive Services Delivery: Theory and practice. Journal of the Society of Archivists, 24(1), 35-53.
Harris, V., & Stine, K. (2011). Politically charged records: A case study with recommendations for providing access to a challenging collection. The American Archivist, 74(2), 633-651.
Heyliger1, S., McLoone, J., &Thomas, N. L. (2013). Making connections: A survey of special collections' social media outreach. American Archivist, 76(2), 374-414.
Konzak, E., & Teague, D. P. (2009). Reconnect with your alumni and connect to donors. Technical Services Quarterly, 26(3), 217-225.
Krause, M. (2010). Undergraduates in the archives: Using an assessment rubric to measure learning. The American Archivist, 73(1), 507-534.
Lester, P. (2006). Is the virtual exhibition the natural successor to the physical? Journal of the Society of Archivists, 27 (1), 85-101.
Lukenbill, W. B. (2002). Social marketing for archives: the Austin history center experience. Acquisitions Librarian, 28, 161-173.
Mazak, J., & Manista, F. (1999). Collaborative learning: university archives and freshman composition. Reference Librarian, 67/68 (1999): 225-242.
Meyer, L. M. (2011). Historian as archivist: History, archives, and outreach at Colorado State University. Journal of Archival Organization, 9(3-4), 226-236.
Mortimer, I. (2002). Discriminating between readers: the case for a policy of flexibility. Journal of the Society of Archivists, 23(1), 59-67.
Nicholls, C. (2000). The role of outreach in Australian archive programs. Archives and Manuscripts, 29(1), 62-70.
Ngoepe, M., & Ngulube, P. (2011). Assessing the extent to which the National Archives and Records Service of South Africa has fulfilled its mandate of taking the archives to the people. Innovation, 42, 3-22.
Prom, C. J. (2011). Using Web Analytics to Improve Online Access to Archival Resources. The American Archivist, 74(1), 158-184.
Reid, G. (2010). The challenge of making archives relevant to local authorities. Records Management Journal, 20(2), 226-243.
Rettig, P. J. (2007). An integrative approach to archival outreach: A case study of becoming part of the constituents' community. Journal of Archival Organization, 5(3), 31-46.
Theimer, K. (2011). What is the meaning of archives 2.0? American Archivist, 74(1), 58-68.
Tucker, S. (2006). Doors opening wider: library and archival services to family history. Archivaria, 62, 127-158.
Yeo, G. (2005). Understanding users and use: A market segmentation approach. Journal of the Society of Archivists, 26 (1), 25-53.
Weir, C. (2004). The marketing context. Outreach: luxury or necessity? Journal of the Society of Archivists, 25(1), 71-77.
Zieman, K. (2009). Youth outreach initiatives at the Canadian lesbian and gay archives. Archivaria, 68, 311-317.
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
|
1. |
文獻報告 |
25% |
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2. |
作業 |
20% |
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3. |
小組期末報告 |
40% |
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4. |
課程參與 |
15% |
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週次 |
日期 |
單元主題 |
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第1週 |
2/25 |
課程介紹 |
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第2週 |
3/04 |
行銷與組織 |
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第3週 |
3/11 |
檔案及檔案館概述 |
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第4週 |
3/18 |
檔案及檔案館概述
檔案使用者 |
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第5週 |
3/25 |
演講 (暫定) |
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第6週 |
4/01 |
放假 |
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第7週 |
4/08 |
檔案使用者 |
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第8週 |
4/15 |
檔案館評估; 行銷計畫
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第9週 |
4/22 |
口碑行銷 |
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第10週 |
4/29 |
公共關係
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第11週 |
5/06 |
品牌 |
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第12週 |
5/13 |
線上行銷; 資訊科技與行銷 |
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第13週 |
5/20 |
社會媒體 |
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第14週 |
5/27 |
社會媒體; 檔案展覽 |
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第15週 |
6/03 |
校外參訪 |
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第16週 |
6/10 |
其他推廣活動 |
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第17週 |
6/17 |
期末報告 |
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第18週 |
6/24 |
期末報告 |
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