Kean University Library
Information Literacy Program
Lesson Outline for Library Instruction
Course: Basic Marketing
Course Number: MKT 3410
Kean University Undergraduate Catalog Course Description: “An
extensive overview of the field of marketing in one semester. Covers the
fundamental concepts of contemporary marketing, its function in the
economy, and its relation to today’s social concerns. Specific topics include
consumer behavior, industrial marketing, product development, channels of
distribution, advertising and promotion, and pricing.”
Typical Course Research Assignment:
Students must choose a marketing topic, then search for and locate 5
articles on the topic from professional/scholarly journals. Ultimately,
students will write a 5 to 7 page marketing report or plan with at least 5
primary references cited using APA style.
Prerequisites (Assumptions) for Students Attending the Library Instruction
It is assumed that these students have completed the First Year Seminar (ID 1001) library
orientation and tour, as well as the Research and Technology (GE 2021, 2022, 2023, or
2024) library module.
Equipment and Materials:
Computers with Internet access in a dedicated computer lab; library handout; examples of
print periodical types (scholarly/professional, popular magazines, and newspapers).
Goals and Objectives for Library Instruction Session:
1. Has knowledge of the physical layout, service points, and circulation procedures of
the library, i.e., library barcode and online book renewal processes.
2. Has the ability to articulate his or her research topic of interest.
3. Has the basic skills needed to find course-related information in books from the
Reference and Main collections.
4. Has the basic skills needed to find course-related information in periodicals, such as
newspapers, popular magazines, and scholarly/professional journals.
5. Has developed the basic critical thinking skills needed to select the information
access tools, keywords, and information sources that are most appropriate for the
(Cited in parentheses are the ACRL Information Literacy Competency Standards,
Performance Indicators, and Outcomes* that will be met upon satisfaction of the
1. Is aware that individualized research assistance is available by telephone, e-mail
(Ask a Reference Librarian), and in person at the Reference Desk. (Standard 2.3.c)
2. Knows how to formulate a research focus and refine the research focus if a more
specific and relevant focus is identified. (Standards 1.1.a; 1.1.b; 1.1.d;1.3.c; 1.4.a;
3. Understands that numerous business resources are readily available in the Reference
Collection. These sources can be quickly accessed to find marketing statistics,
country information, industry manuals, etc. (Standards 1.1.c; 1.1.d; 1.1.e; 2.2.b;
4. Knows how to search the Kean Catalog by author, title, and keyword to determine
the call numbers for library books that contain subject matter addressing the
information need. (Standards 1.1.c; 2.2.b).
5. Understands how to find books in the library by locating specific call numbers within
the appropriate library collection. (Standard 2.3.b)
6. Knows how to use the Periodicals list to find journal titles held by the library in its
electronic, print, or microform collections. (Standard 2.3.b)
7. Understands that journal articles on a particular subject or by a particular author are
accessed through periodical indexes in both print and electronic formats.
a. Knows how to select a periodical index database in electronic format
appropriate to a marketing-focused information need (i.e., ABI INFORM
Global, ProQuest Newspapers, or Business Source Elite). (Standard 2.1.d)
b. Knows how to access the database, navigate within it, construct a search
strategy, and execute a basic search using appropriate keywords, in order to
retrieve citations, abstracts, and, in some cases, full text for relevant articles.
(Standards 2.2.b; 2.2.d; 2.2.e; 2.3.a)
c. Recognizes the difference between scholarly/professional journals (such as the
Journal of Marketing or Journal of Consumer Marketing) and popular business
magazines or newspapers (such as Business Week or the Wall Street Journal).
(Standards 1.2.d; 3.2.a)
d. Understands that scholarly and reputable information sources are more readily
accessible by searching in a library’s subscription databases, than by searching
in freely available Internet search engines and directories (such as Google and
Yahoo). (Standard 3.2.a)
e. Recognizes the difference between primary and secondary sources, and
identifies the value of each of these source types when doing research.
(Standard 2.2.e; 2.2.f)
f. Understands criteria to consider (authority, currency, objectivity, accuracy,
and coverage) when evaluating retrieved information sources, and checks that
the retrieved information sources are relevant to the topic of interest and
communication purpose. (Standards 1.2.d; 2.4.a; 3.2.a; 3.4.a; 3.4.g; 3.7.a)
8. Can identify and understands the importance of recording the pertinent parts of a
bibliographic record retrieved in the Kean Catalog and in periodical index databases.
(Standards 2.5.c; 2.5.d)
9. Understands that the concept of academic integrity requires that, when information
is used, the source of information must be cited in order to avoid committing
a. Knows that sources must be cited whether the information is quoted,
paraphrased, or summarized. (Standards 3.1.c; 5.2.f)
b. Knows that APA citation style requires a brief citation in the text of the paper
as well as a complete bibliographic citation in the paper’s References list.
c. Understands that examples and explanations of APA style may be found in the
Publication Manual of the American Psychological Association, which is shelved
in the Reference Collection. (Standard 5.3.a)
* The ACRL standards satisfied by meeting the aforementioned objectives are available in full at the
following Website: American Library Association. Association of College and Research Libraries
(2003). Information Literacy Competency Standards for Higher Education. Retrieved July 20, 2004
from the World Wide Web: http://www.ala.org/acrl/ilcomstan.html
Lesson outline prepared by librarians Linda Cifelli and Caroline Geck, July 2004.