A Joint Effort

Librarians and Faculty Teaching Undergraduate Students Marketing Research Skills Using an Information Literacy Instruction Approach

Authors

  • Emily Lauren Mross Penn State University, Harrisburg Campus
  • Darrell Bartholomew

DOI:

https://doi.org/10.5195/palrap.2025.316

Keywords:

library instruction, information literacy, liaison librarianship, business librarianship, embedded librarianship, marketing research, marketing education, secondary data sources

Abstract

This case study details a semester-long research project using an embedded information literacy instruction (ILI) approach using a two-part library instruction series. This program helped students learn how to conduct marketing research using licensed and free business intelligence resources in an introduction to marketing course to complete a semester-long, two-part marketing plan. The goals of this project are to strengthen students’ information literacy within a business context and to conduct marketing research using secondary data in the creation of a marketing plan for a popular franchise business. The embedded librarian approach contributed to grade increases between parts one and two of the assignment.

References

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Published

2025-11-19 — Updated on 2025-11-21

Issue

Vol. 13 No. 2 (2025): Pennyslvania Libraries: Research & Practice

Section

Research

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Copyright (c) 2025 Emily Lauren Mross, Darrell Bartholomew

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