FACULTY BUSINESS AND COMMUNICATION

SMP32103 SERVICES MARKETING

SEMESTER 1 SESSION 2023-2024

INDIVIDUAL ASSIGNMENT

NAME: TAN CHUN HONG

MATRIC NUMBER: 221222891

CLASS: 21E

LECTURER’S NAME: ENCIK WAN MASHUMI BIN WAN MUSTAFA

SUBMISSION DATE: 5 JANUARY 2024

THEME: EDUCATION AND TEACHING

 TABLE OF CONTENT

TITLE PAGE NUMBER

1.0 THEME SELECTION 1-2

2.0 BUSINESS OVERVIEW 3-5

3.0 MARKET ANALYSIS 6-8

4.0 SWOT ANALYSIS 9-10

5.0 RECOMMENDATIONS 11-12

6.0 CONCLUSION 13-14

1.0 Theme selection

In this assignment, I am responsibility is to conduct an in-depth analysis of segmentation,

targeting, and positioning for UniMAP services. There are 4 type of themes thar can choose such
as education and teaching, research and innovation, community engagement, or
internationalization. Let me explain education and teaching. It is examine University Malaysia
Perlis (UniMAP)'s performance in education and teaching across its undergraduate and
postgraduate degrees. It also examine the facilities and programs available, keeping in mind their
relevance to industry demands. Furthermore, assess the quality assurance measures, regulatory
status, and UniMAP's devices for continuous improvement. The next theme is community
engagement. This theme is more focuses into UniMAP's involvement in the local community, with
a focus on cooperation with businesses, industries, and community organizations. Examine the
efficiency of UniMAP's educational communication efforts, alumni development, workshops, and
events. And also examine the college's dedication to promoting social responsibility and
sustainability programs within the school and the larger community.

Moreover, research and innovation is one of the crucial theme in Unimap. Why I say it is
important. This is because this theme is assessing UniMAP's current performance along with its
future research and innovation desires. Examine the impact of research initiatives on knowledge
growth and the contribution of UniMAP to academic publications. Examine the university's
initiatives that encourage innovation and technology and knowledge transfer from academia to
industry. The last theme is internationalization. Internationalization is the theme that
internationalization efforts, with a focus on links with foreign institutions and organizations, study
abroad opportunities, exchange programs, and international student recruiting. Determine the
extent to which UniMAP promotes worldwide academic and institutional research collaboration.

Let’s take a look for the theme selection that I pick. The selection that I chose is education
and teaching. Instead, you may want to express your passion for shaping the future and your
commitment to making a positive impact through education. Education has the capacity to build
individuals and societies, and teaching and learning are the play a important role of this process.
I believe that developing a culture of learning and providing quality education is not only a worthy
undertaking, but also essential to the progress of our societies. I think that by selecting education

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and teaching as my theme, I would be able to give students with not only knowledge of technology
but also a holistic understanding of their role in society. The service that I choose is library
department, it is more related to the theme of education and teaching. Library is the place that
ensure the student can discover the new knowledge and also fostering a culture of continuous
learning.

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2.0 Business Overview

If you discuss about Unimap, you must to talk about the facilities of the University, especially the
school library. Although our library is not that big, it has all the necessary equipment and facilities.
The library is located at the University Malaysia Perlis, Kampus Pauh Putra, 02600, Arau, Perlis.
The library also named as Tuanku Syed Faizuddin Putra Library. The vision of the library is support
of UNIMAP's educational and teaching excellence goal, act as a hub for information acquisition,
diffusion, and community participation.

Besides that, the mission of the library provides extensive support to educational
institutions and research endeavors and create a culture of continuous education, critical thinking,
and research abilities. For instance, the library offers monthly information literacy sessions to
provide students with the tools they need to navigate the huge ocean of knowledge. These
courses guide students how to analyze sources, identify references, and use databases, fostering
a culture of continuous growth in the age of technology. In order to encourage continued learning
outside of the classroom, the library conducts reading clubs and conversations on a variety of
topics. This not only inspires students to research new topics, but it also promotes critical thinking
by fostering open discussions and arguments from a variety of perspectives.

The library provides an excellent service to the consumers. For example, through the
provision of various services that help in academic study, the library ensures that educators and
learners have an opportunity to achieve their learning objectives. Access to specialist databases
for thorough assessments of the literature, classes on advanced research techniques, and one-
on-one research consultations with subject-matter librarians. Other than that, the library has
adaptable study spaces that may satisfy the needs of various learning preferences. Project work
and group discussions are encouraged in collaborative learning spaces that have interactive
whiteboards and comfortable chairs. Dedicated study spaces with ample natural light and
comfortable furniture can provide a comfortable environment for focused learning. The library
has adaptable study spaces that may satisfy the needs of various learning preferences. Project
work and group discussions are encouraged in collaborative learning spaces that have interactive
whiteboards and comfortable chairs. Dedicated study spaces with ample natural light and
comfortable furniture can provide a comfortable environment for focused learning.

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 Regarding to the Education Initiative, the Library also addresses this critical aspect of
enhancing the value of libraries. For instance, the aim of the library's information literacy
initiatives is to educate students with the skills necessary to assess and manage information in
the present digital environment. These classes address a wide range of topics, such as ethical data
use, citation guidelines, evaluating sources, and successful search techniques. Through interactive
workshops and tutorials, students can gain practical experience to enhances their ability and
legally use information resources for their academic and research needs. The academic staff and
the library collaborate to incorporate information literacy and research skills into their education.
Librarians work collaboratively with lecturers to provide training sessions that are customized to
each course and match the academic standards of each program. The seminars may include direct
training in the use of relevant databases, gaining access to specialized resources, and critically
assessing information sources. An additional way that academics and librarians work together to
help students become a better researchers within the framework of their education is through
joint initiatives.

Otherwise, according to the community engagement. The objective of the library's

outreach programs is to engage staff and students in conversation outside of the physical space.
Campaigns for information literacy, instruction in effective research methods, and library
orientations for incoming students are a few examples of these initiatives. In addition, the library
collaborates with student organizations to plan events that promote the use of its resources. In
order to ensure that the library is visible and accessible to the entire university community,
outreach programs also make use of digital media. Other than that, the student can attend the
reading clubs and some special events. To foster a culture of reading within the University, the
Library organizes various reading clubs and events that bring together students, faculty and staff
in a shared love of literature. Book discussions, author talking show and literary-themed events
create a vigorous intellectual community. The Library also organizes book launches and festivals
in collaboration with local authors and publishers to motivate students to develop diverse reading
interests and foster a sense of community among avid readers within the University.

Last but at least, the library department can make some improvement in the future. For
instance, the Library department is dedicated to being at the leading edge of information access
and has greatly expanded its digital resources. This involves the purchase of additional electronic
databases, e-books, and online journals that are relevant to the changing needs of faculty and

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students. The purpose of the expansion is to provide a broader and more varied range of materials
to ensure that users have access to the latest research findings, industrial trends, and
technological advances. In addition, the library plans to invest in a user-friendly interface and
advanced search capabilities to improve the discovery of digital resources. The Library can plan to
develop specialized collections in accordance with the unique educational priorities of UNIMAP.
The plan consists of acquiring rare and valuable materials, archives, and special collections that
are aligned with the University's academic programs and research priorities. For example, a
specialized collection on sustainable infrastructure could be planned to support the research and
curriculum of the Department of Civil Engineering.

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3.0 Market Analysis

Market analysis offers information about the industry, customers, competitors, and other market
variables. It also allows you to determine the supply and demand for a specific product or service.
Based on these insights, you can make more informed decisions about possible marketing
strategies. Let’s take a look to see how the market analysis in the library department. The library
is accessible to students seeking graduate and undergraduate degrees. Undergraduates could just
require the most basic resources for coursework, while postgraduates would require more
specialized materials for research and advanced study. Academic fields distinct from one another
in their criteria. For their courses and research, students in social sciences may require a wide
range of materials, but engineering students would want access to specialist journals and
resources that are only available to those studying civil engineering.

Moreover, UNIMAP offers a wide range of academic programs, including those in

technology, engineering, and other subjects. The library needs to modify its resources and
offerings to each program's unique needs. Programs might vary in terms of the depth of their
research. For graduate degrees or research-focused fields, for instance, more thorough access to
academic journals, databases, and research materials could be required. The library provides
support to faculty members from several departments who are engaged in research. The library
may need to provide specific resources and support due to the different research interests and
specialization areas of different departments. Multidisciplinary research and teamwork are
becoming more common in academia. To support these cross-disciplinary initiatives, the library
has to offer resources that cover a broad spectrum of scholarly interests.

Engaging new student can be necessary to provide orientation and targeted outreach
programs to introduce new students to the library's resources and services. The library can remain
informed about changing needs and preferences by maintaining regular communication with
academic staff and students through surveys, feedback systems, and events. Understanding the
preferred methods of different study segments is important. While some students could perform
better in group situations while working in groups, others might work better in separate study
spaces when focusing intensively. It is crucial to recognize the different levels of technology
adoption by different groups. Libraries should meet the needs of both traditional and tech-savvy
users by providing a mix of physical and digital resources.

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 Furthermore, how the library makes the changes to attract the student? Estimating the
size of each potential market segment is a necessary step in determining the overall opportunity.
While larger areas may have a greater reach, smaller, specialized markets may be more
specialized and responsive to specialized goods. The development potential of each sector is
examined, accounting for factors such as expanding research programs, increasing student
enrollment, or the advent of new academic subjects. A category with significant growth potential
may be more desirable for long-term planning. Understanding the resources required for each
component is important. Some user groups may demand that library staff members have specific
expertise, offer specialized services, or have access to larger resources. The ideal target segments
must closely align with UNIMAP's main strategic aims and educational objective. This ensures that
the library's activities are in line with the university's broader objectives and priorities. Identifying
opportunities for collaboration enhances the library's impact. For example, concentrating on
regions with high levels of research activity could lead to successful faculty-led collaborations on
research support programs. Classifying the areas where the library can greatly enhance academic
performance, user satisfaction, and experience is imperative. The best target audiences are those
who regard the library's resources and services highly.

Other than that, the officer of library should examine the competitive landscape within
each industry helps the library identify areas where it may differentiate itself. Understanding the
additional resources or services that the target market offers informs strategic planning. It is
essential to consider the technological readiness of each segment. The library's offerings might
function better with segments that are ready for technological integration and digital resources.
Evaluating the library's capacity for service growth and suitability for specific user groups are
important. It ensures that the library will be able to effectively meet the demands of the specified
target audiences. By considering outside variables like change in student demographics, educator
departures, or program changes, potential risks can be identified. The library needs to be
adaptable enough to change course when its target audiences do. Assessing the financial
implications, including constraints related to budgets and potential returns on investment,
enables educated decisions regarding the feasibility of concentrating on specific market segments.

In the nutshell, the Library's desired positioning articulates a vision of how it desires to be
perceived by its users, faculty, and other stakeholders. This would include its unique value
proposition, the role it plays in supporting scholarship and research, and the overall impact it

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seeks to have at the University. In its attempt of excellence, the UNIMAP library department has
established itself as the preferred source for academic and research support. With a range of
unique value propositions and competitive advantages, it has distinguished itself. Its services are
built around an extensive library of both digital and physical resources that cater to the needs of
educators and learners. This massive archive is complemented by a group of expert librarians
committed to providing specialized aid, so that users may fully utilize the resources available.
Beyond only giving users access to material, the library actively encourages continuous learning
and the improvement of research abilities in order to give the UNIMAP community the tools they
need to succeed academically. To enhance its competitive advantage, the Library has adopted a
holistic approach, working closely with faculty on curriculum-integrated instruction and actively
adopting new technologies. By continually expanding digital resources, enhancing the user
experience, and developing specialized collections, the Library remains at the leading edge of
innovation, ready to meet the developing needs of its users in an ongoing academic environment.
The library overcomes its traditional role as a basic information source by outlining its optimal
place. It aims to be a dynamic educational setting and an essential tool for UNIMAP instructors
and students as they work toward their academic objectives. By achieving this objective, the
library seeks to be recognized as a significant figure in shaping the university's intellectual
landscape and to actively promote the success of academic and research projects.

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4.0 SWOT analysis

According to the above graphic shows the SWOT analysis. Let me explain some info about the
SWOT analysis. Why call it SWOT. S stand for Strengths, W stand for Weaknesses, O stand for
Opportunities and T is stand for Threats. SWOT analysis is a framework used to assess a company's
competitive position and develop strategic planning. Organizations need to keep their analyses
accurate, avoiding preconceived notions or grey areas and focusing instead on real-life contexts.
Organizations should use it as a guide, not necessarily a prescriptive.

First and foremost, one of the library's biggest strengths is its extensive collection of
digital resources. For faculty and students as well, a vast array of electronic databases, e-books,
and online magazines ensures simple access to a wide range of scholarly resources. This digital
treasure trove encourages a culture of continuous education, which strengthens the academic
community. Besides that, this strength is boosted by the library's recent addition of
technologically enhanced study facilities. These modern facilities technologically equipped rooms
support a range of learning styles and foster collaboration and creativity between students and
their instructors. Additionally, the library provides training on digital literacy to give users the skills
and information they need to properly navigate the constantly changing landscape of online
resources.

The next one is discuss about the weaknesses of the library department. A significant
weakness is exposed by the restricted access to specialized databases. Despite the vastness of the
library's digital collection, certain academic departments may not have access to highly
specialized information. In order to offer equitable research opportunities across all industries, it

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is essential to close this gap. The library is also aware that user training can be lacking in some
areas. Since certain users may not be proficient in accessing the more advanced features of digital
resources, a proactive approach to close these gaps and increase the user base's overall level of
digital literacy is required.

There are many opportunities for growth, which presents the library with a chance to
improve its digital services. One such possibility is the portfolio creation of digital resources. By
taking advantage of this chance, the library can buy and add new resources, staying current with
advancements in the field and meeting the evolving needs of its users. Examining the integration
of cutting-edge technologies, such as virtual reality and AI-powered search tools, is another
fascinating possibility. This enhances the patron experience and positions the library as a modern
facilities hub for education and research. Partnerships with technology companies offer strategic
opportunities for libraries to access leading edge digital tools. Such partnerships can usher in a
new era of technological sophistication, enriching the library's digital ecosystem with novel
solutions.

Lastly, the library has to watch out for potential threats while navigating the digital
frontier. One significant risk is the ongoing risk of cybersecurity breaches. Due to the digital nature
of the resources, the library may be vulnerable to data breaches; therefore, extensive
cybersecurity measures are necessary to safeguard private information. Budgetary limitations are
another major threat. Financial limitations may discourage investment in advanced digital
technologies, preventing libraries from keeping pace with technological advances and maintaining
a competitive digital infrastructure. User resistance to change is one obvious threat that arises.
Implementing an extensive training program that will both provide users with the skills they need
to navigate the constantly evolving digital environment and successfully communicate the
benefits of digital tools is needed to overcome this resistance. As the UNIMAP library department
embarks on its digital transition, a well-thought-out plan is crucial. By proactively lowering risks,
seizing opportunities, fixing weaknesses, and addressing strengths, the library may strengthen its
position as a dynamic force in assisting academic and research efforts within the university
community. The digital realm offers a vast area for innovation, and the library is in an excellent
spot to lead the charge, creating new opportunities for the UNIMAP community to seek
knowledge and academic excellence.

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5.0 Recommendations

The UNIMAP University Library Department plays a pivotal role in shaping the academic and
research landscape of the University. As we delve into strategic recommendations for services
marketing, the focus is on positioning, branding, customer relationship management and service
quality/productivity.

First and foremost, the objective of the library should be to transform it from a repository
into a vibrant center for learning. The library highlights its commitment to continuous education,
resource accessibility, and the creation of a research-focused culture by positioning itself as a
crucial partner in the educational process. After making this strategic move, the library at UNIMAP
is now at the forefront of academic success and first-rate research. For instance, the library
positions itself as a "Center of Innovation in Education and Research." This strategy emphasizes
the library's objective to be more than just a location to store books—rather, it actively fosters
creativity, collaboration, and lifelong learning. UNIMAP academic and research ability is propelled
by the library, which boasts cutting-edge resources, collaborative spaces, and an energetic
atmosphere.

Otherwise, a powerful brand is necessary to communicate the unique value propositions

of the library. The brand should represent the library's commitment to innovation, technological
advancement, and user-centric design. Having a distinctive logo, a consistent messaging, and a
solid web presence can all help to raise brand awareness. Digital channels, particularly social
media and the website, shall be used to consistently and engagingly portray the library's services
and ideals. Users will feel more connected to and confident in the library as a result of this. For
instance, by showing the library as a location where individuals can delve into vast realms of
knowledge, this brand successfully conveys the dynamic nature of its resources. The library's
commitment to both user-centric design and technical innovation is shown by the brand's modern,
forward-facing logo, which blends elements that stand for books, technology, and teamwork.

Efficient customer relationship management is necessary to establish strong bonds with

the many user groups who comprise the library's customers. Through personalized
communication strategies like newsletters, social media engagement, and targeted emails, users
will be informed and involved. You may learn more about the expectations and preferences of
your consumers through surveys, interactive sessions, and consistent feedback mechanisms.

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Personalized services enhance the user experience overall and promote a sense of community
and teamwork. Examples include personally research assistance sessions and specially created
courses.

Moreover, maintaining high service standards is important for the success of the library.
It ought to be implemented to give library staff members continual training that prioritizes their
proficiency with technology as well as their customer service skills. It is imperative that libraries
take the lead in adopting new technologies so that their online resources and services remain at
the forefront of advancement. Regular assessments of service delivery, with an emphasis on
efficiency and customer satisfaction, will foster a culture of continuous improvement. Comparing
service quality and productivity to industry standards and customer expectations can assist a lot.

In the nutshell, these strategic recommendations position the library department at

UNIMAP for increased impact and visibility. By effectively communicating its unique selling points,
building a strong brand, fostering meaningful relationships with customers, and ensuring that
service quality and efficiency are above and beyond, the library not only meets but exceeds the
ever-changing needs of its wide range of clients. This comprehensive services marketing plan
establishes the library as an essential component of UNIMAP's academic success and reinforces
its role as an innovative, creative, and vital hub for the campus community.

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6.0 Conclusion

In the nutshell, as our comprehensive examination of the library department's strategic initiatives
draws to a close, it is evident that a forward-thinking approach to digital transformation and a
close understanding of UNIMAP's academic environment will be crucial. We began by
acknowledging how dynamic the digital landscape is and how crucial it is for educational
establishments to adapt. Taking note of this, the library has moved to reaffirm its role as an
important and dynamic hub for the academic community. These actions go beyond basic
adjustment.

Otherwise, the business overview provided a comprehensive summary of the library's

varied offerings, highlighting its commitment to supporting research and academic activities. This
overview was to be the canvas against which the library's digital activities were to be painted. It
portrayed the library as more than just a repository of knowledge, it is a dynamic environment
that fosters collaboration, continuous education, and innovation. The complicated nature of the
academic environment at UNIMAP were investigated in the market research. The study created a
framework for making strategic decisions by defining and evaluating discrete market segments. It
emphasized how critical it is to align the goals of the library with the diverse needs of the campus
community and how important it is to concentrate on market niches that enhance UNIMAP's
unique mission and capabilities.

A comprehensive SWOT analysis provided a detailed understanding of the library's digital

elements in addition to identifying its strengths, weaknesses, opportunities, and threats. It
demonstrated a deep comprehension of the difficulties presented by user interaction, digital
resources, and how higher education is evolving. The study laid the foundation for formulating
strategic recommendations that address not just the evident issues but also the deeper dynamics
that define success in the age of technology.

By setting forth strategic recommendations, the paper acted as a roadmap for the
library's move into a new phase of academic and research support. The positioning strategy,
branding efforts, customer relationship management, and service quality were not only tactical
measures, but they also showed a visionary approach that revealed a deep understanding of
digital business concepts. The recommendations acknowledged that rather than making

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incremental improvements, success in the digital age requires a revolutionary mindset that
positions the library at the forefront of innovation, collaboration, and academic performance.

In basically, our research expands beyond common frameworks seen in strategic planning.
We are extending an offer to the UNIMAP library department to thrive in the digital age, not just
endure it. The concepts put forth are not merely responses to digital demands; rather, they
demand for the library to reconsider its identity, mission, and influence within the academic
community. As we approach the finish line, the objective is clear: a library that fosters a culture
of creativity, collaboration, and continuous education while simultaneously embracing the digital
age and acting as an inspiration for transforming UNIMAP's academic environment.

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