Marketing the 21st Century Library

Monday, 2/19/2024 - Tuesday, 3/19/2024

Marketing the 21st Century Library explores how a well-developed marketing plan drives the creation of promotional plans, allowing librarians to better serve their patrons, community, and professional colleagues. The following principles of sound marketing plans to be discussed include: developing mission and vision statements; creating survey methods; implementing your project plan; and increasing staff support. This systematic method results in a growth in your patron base and your usage statistics will explode. In this class, we use a systematic approach to create a draft marketing plan to share with your colleagues during and after the course concludes.

Marketing the 21st Century Library is a four-week self-paced, interactive course designed for MLS/MLIS candidates, graduates, librarians, and paraprofessionals who research and develop marketing and promotional plans for their library. This class requires approximately 15 hours of dedicated study time to complete the coursework. Coursework includes participation in discussion, reading required and suggested professional literature, conducting independent research, and submission of a final project.

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.


Debra Lucas began her career in library and information sciences as an undergraduate student working in the college library at Buffalo State University in Buffalo, NY. Her passion for information grows and now she studies academic and special libraries, their missions and operations, and their cutting-edge best practices. She currently works as a traveling hospital librarian, consulting with healthcare practitioners and scholars, providing research services to physicians, nurses, and other clinicians. In addition to hospital library experience, she has legal research and public library experience. Debra is an innovative librarian, determined to expand her horizons after serving as the Head of Research, Training, Instruction, and Interlibrary Loan at D'Youville University in Buffalo, NY as a 20-year veteran. While at DYU, she was also Faculty Senate Parliamentarian and Vice President to the Faculty Union. She authored Marketing the 21st Century Library: The Time is Now, published by Chandos, an imprint of Elsevier. She began teaching online classes in library sciences in 2012.



  • $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!