Archivology and marketing: a curricular analysis of the archivology undergraduation course of the Paraíba Federal University, Brazil

Abstract

Theoretical approach starting from a case study. This work tries to understand the real need of applying the Marketing concepts and techniques in the field of Archivology. Seeks to identify the degree of relevance that is attributed to the Marketing discipline in researches concerning archival studies, allowing the construction of a theoretical framework to help the understanding and acceptance of Marketing as a discipline required to the formation of professional archivists. In this research it is applied the technique of indirect observation (documentary and bibliographic research), and it is analyzed the Political and Pedagogical Project (PPP) of the undergraduate course in Archivology of the Federal University of Paraíba. Prestigious scientific journals in the area of Information Science are also used. It is demonstrated the argument that with the use of marketing techniques by the professional archivist, an information unit (archive) becomes recognized as an indispensable element for the practice of management tasks. Indicates that the professional archivist needs to be updated with the archival techniques developed in academic environment, enabling the offer of quality services. Concludes that Marketing can become a strategic tool for competitive advantage for the professional archivist.