課程大綱

課程資訊

課程名稱

檔案館行銷
Archives Marketing

開課學期

102-2

授課對象

文學院圖書資訊學研究所

授課教師

張郁蔚

課號

LIS5077

課程識別碼

126 U1430

班次

學分

全/半年

半年

必/選修

選修

上課時間

星期三2,3,4(9:10~12:10)

上課地點

圖資編目室

備註

U選課程，學士班與碩士班學生均可選修。
總人數上限：35人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/1022LIS5077_

課程簡介影片

核心能力關聯

核心能力與課程規劃關聯圖

課程大綱

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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。

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。

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

預期每週課後學習時數

Office Hours

另約時間

指定閱讀

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.
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 Achives’ use of social media in Canada. Archivaria, 75, 77-96. (25)
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.
Hallam Smith, Elizabeth.(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.
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. (25)
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.

參考書目

Barber, P., & Wallacde, L. (2010). Building a Buzz: Libraries & Word-of-Mouth Marketing. Chicago: American Library Association.
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。
Finch, E. F. (1994). Advocating Archivists: 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.
Hackman, L. J. (Ed.) (2011). Many Happy Returns: Advocacy and the Development of Archives. Chicago: Society of American Archivists.
Helinsky, Z. (2008). A short-cut to marketing the library. Oxford : Chandos. 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.
Kalfatovic, M. R. (2002). Creating a winning online exhibition : a guide for libraries, archives, and museums. Chicago : American Library Association.
The Marketing of Historic Sites, Museums, Exhibits, and Archives. (2005). New York: Primary Research Group.
Potter, N. (2012). The Library Marketing Toolkit. London: Facet Publishing.
Theimer, K. (2010). Web 2.0 Tools and Strategies for Archives and Local History Collections. New York, NY: Neal-Schuman Publishers.
Whittaker,B., &Thomas, L. M. (2009). Special Collections 2.0: New Technologies for Rare Books, Manuscripts, and Archival Collections. Englewood, Colo.: Libraries Unlimited.

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	文獻報告; 作業	40%	1.指定文獻報告(20%):ppt + 書面 2.作業 (20%):三個國外檔案館之三個行銷活動 (第18周書面繳交)
2.	期末報告	40%	校史館行銷計畫 (小組): ppt報告 + 書面
3.	課程參與	20%

課程進度

週次	日期	單元主題
第1週	2/19	課程介紹
第2週	2/26	行銷與組織
第3週	3/05	檔案及檔案館概述
第4週	3/12	檔案館評估; 行銷計畫
第5週	3/19	專題演講
第6週	3/26	使用者分析*
第7週	4/02	放假
第8週	4/09	口碑行銷
第9週	4/16	公共關係研究與出版; 演講教育推廣計畫
第10週	4/23	公共關係研究與出版; 演講教育推廣計畫
第11週	4/30	線上行銷; 資訊科技與行銷
第12週	5/07	社會媒體
第13週	5/14	社會媒體
第14週	5/21	社會媒體/檔案展覽
第15週	5/28	其他推廣活動
第16週	6/04	其他推廣活動/跨組織合作
第17週	6/11	期末報告
第18週	6/18	期末報告