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Content marketing is one of the current marketing trends. It focuses high-quality information to win and keep customers over a long term. The aim is not to persuade customers to buy products. Instead, the objective is by creating an added value through high-quality information to convince customers to buy products/to use services of an institution.

Public institutions (here libraries) are in competition with each other in the same way like companies of the producing industra. Therefore it is crucial for libraries to identify trends early and to respond to customer needs focused and purposefully. This requires a systematic innovation management of libraries.

Living Labs have been gaining in importance in recent years, and libraries have jumped on the bandwagon. The article sees the issue of living labs in the wider context of innovation management and shows the various options for participation they offer for libraries. [ABSTRACT FROM AUTHOR]

Aim of the project: Curriculum development is a time-consuming process and often interminable. Pursuing the idea of creating a nationwide core curriculum is one opportunity to develop a curriculum in library and information science (LIS). It can be supposed that a project like this can be the initial point stimulating and encouraging the widest possible discussion between different educational environments. Furthermore, it can strengthen the cooperation and collaboration between LIS educational institutions. The European project in 2005 has shown that there are more differences than similarities in the European LIS curriculum [Kajberg, Lorring 2005]. But nonetheless the discussion about a core curriculum can be an opportunity and a challenge for universities, students and libraries / companies in many countries around the world. Research questions: The key question is how to create reliable framework conditions that will speed up the procedure of developing a nation-wide common core curriculum? A second question is: What consequences to be drawn if it appears that there are only a few similarities in the curricula or the universities show little willingness to modify the curricula in a study reform process? Method/finding: The European project will be reflected and the own long time experience in curriculum development will be contributed. Findings: A nation-wide or international core curriculum seems to be inappropriate for direct transfer into the participating institutes or universities. But finally, it would ensure greater cooperation and collaboration, thereby multiplying the chances of long-term cooperation and enhancing the reputation of universities among employers, e.g. libraries. (Contains 2 tables and 2 figures.)