Library Marketing

This course is designed to provide students with an introduction to basic marketing management and how these principles apply in a public library setting.

Topics included are:

  • understanding marketing management,
  • internal and external audits,
  • analyzing marketing opportunities,
  • developing marketing strategies,
  • shaping the marketing product and
  • managing and delivering marketing programs.


Learning Outcomes

Upon completion of the course the individual is expected to know the key components of strategic marketing plans. The individual will be familiar with defining markets, adapting markets, building customer satisfaction, mission and vision statements, marketing research methodologies, environmental scanning, defining target markets and diverse patron populations, segmentation, implementation of services, public relations tools, and evaluating marketing and service results.


  1. Know the key components of strategic marketing plans;
  2. Be able to define and adapt markets;
  3. Understand and develop measures of customer satisfaction;
  4. Develop vision and mission statements;
  5. Understand marketing research methodologies;
  6. Perform environmental scans;
  7. Define target markets, market segmentation and diverse patron populations;
  8. Develop and implement marketing plans and services;
  9. Understand public relations tools; and
  10. Evaluate marketing and service results.

Who Should Attend

Anyone interested in learning how to develop and marketing plan for your library or specific service area, and implement services based on the plan.


The instructor, Rebecca McFarland, is a highly experienced Library Manager with over  thirty (30)  years’ experience in a municipal independent library system. Her responsibilities have included hiring and departmental budgeting. She has successfully led the library’s past six (6) municipal tax levy campaigns, including an increase to our operating levy in the November 2014 election, which enabled her library to resume pre-recession service levels. Rebecca managed all of the library’s external communications, publications, community programming and events and also personally deliver more than two dozen speeches annually.



$350 for ALA members

$400 for non-ALA members

How to Register

For more details about this course or to register, visit the HRDR course offerings website.  

Tech Requirements

Reliable Internet connection; Java-enabled web browser; PDF Reader; IBM Compatible PC with at least 400 MB RAM with Windows XP/7 or above or Macintosh with OS8 or above; 128 MB RAM; sound card with speakers and/or earphones; color monitor with at least 800×600 resolution. Contact: Pamela Akins,



 For specific questions regarding the course, contact the ALA Community Engagement Specialist, Pam Akins.

Office for Human Resource Development and Recruitment

This course is being offered by the ALA Office for Human Resource Development and Recruitment.