Marketing the 21st Century Library

Monday, 9/12/2022 - Monday, 10/3/2022

This course teaches participants that marketing and promotions can help us better serve our patrons in the 21st century, and improve awareness and regard for our profession.

Marketing in the 21st century library is a four week course designed for MLS candidates, graduates, librarians and paraprofessionals who are charged with creating marketing and promotions plans. It will highlight the overall importance of using marketing and promotions to increase awareness and plan for the future.This course is unique as it succinctly outlines the differences between marketing plans, which are strategic, and promotions plan, which are reactive. It contains principles of survey methods, project planning, staff support and buy in. It is also a method of increasing respect and support of librarians in all types of libraries

Learning Outcomes

  • Participants will learn how to create a marketing plan skeleton
  • Participants will learn how to strategically plan using the TIPR method (Think, Investigate, Plan and React)

Who Should Attend

Librarians, support staff, recent LIS graduates and those interested in creating marketing plans from Academic, Public, and special libraries are best suited for this course. Anyone from a library director, to a head of reference, to a reference librarian should participate. Each organizational layer can participate as a leader, a manager or a front-line member of the marketing team.

This course is tried and true. It has helped students, recent graduates, skilled and experienced librarians and support staff to learn methods to instill a mission driven institution that used marketing principles to drive change.



  • $129.50 for RUSA members
  • $188.10 for ALA members
  • $209 for non-ALA members
  • $141.08 for student members and retired members

How to Register

  • Online  
  • By Email download, complete and email form (PDF format) to
  • By Mail: download, complete and mail form (PDF Format) to American Library Association, ATTN: MACS/Online CE Registration, 225 N. Michigan Ave. Suite 1300, Chicago, IL 60601

Tech Requirements

ALA uses Moodle for all online educational courses. It is hosted at 

All content for this course will be provided by the instructor. No textbook required.


Questions about your registration should be directed to Technical questions about the course should be directed to Ninah Moore at

Thank you and we look forward to your participation!