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What Is Competency D?

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Competency D
Competency D is defined as:

apply the fundamental principles of planning, management, marketing, and advocacy;

Introduction

Planning, management, marketing, and advocacy are subjects not to be taken lightly. It is an aspect that one must deal with in any type of profession. Shead (2017) defines management as, “the organizational process that includes strategic planning, setting; objectives, managing resources, deploying the human and financial assets needed to achieve objectives, and measuring results. Management also includes recording and storing facts and information for later use or for others within the organization.” Every job and position must deal with these aspects of management in some way, shape, or form. It is essential that one must be able to conduct the skills and principles of planning, management, marketing, and advocacy in order to run and have a successful career.

Planning
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In the library atmosphere, these types of planning consist of strategic plans, tactical plans, and operational plans. Depending on the type of plan one is invested in, these can be either long-term, and lasting many years, or short-term, lasting anywhere from a day, to a few months.

Strategic planning is a thorough analysis of a library. The most common type of strategic planning libraries use, is the SWOT analysis. SWOT stands for strength, weakness, opportunities, and threats. Evans, and Alire (2013) states, “This analysis can facilitate thinking through the implications of environmental data and the capabilities of your organization… in addition, it will help you identify what went right, went wrong, or changed, since the last major planning effort” ( Evans, Alire, p. 94). Strategic plans usually also include a mission, vision, values, and goals statement.
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