[Strategy Series 3 of 3] Marketing the 21st Century Library

Monday, 9/10/2018 - Monday, 10/8/2018


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.


Debra Lucas-Alfieri has been the Head of Reference and Interlibrary Loan at D’Youville College in Buffalo, NY, since 2002. Her most recent book is titled "Marketing the 21st Century Library: The Time is Now", published by Elsevier. Due to the success of her first book, Debra is under contract with Elsevier to write a second textbook on managerial and leadership skills. She has taught online courses for both the Library Juice Academy and Simmons College.

Her book chapters appear in Middle Management in Academic and Public Libraries (2011) and the 21st Century Handbook of Anthropology (2010). Encyclopedia articles appear in the Encyclopedia of Power (2011), the Encyclopedia of Time (2009), the Encyclopedia of Anthropology (2005), and the 20th Century Encyclopedia of Pop Culture (2000). She has also published academic journal articles in Collaborative Librarianship (2011), the Journal of Interlibrary Loan, Document Delivery & Electronic Reserve (2009), and the Journal of Library and Information Science (2007)



To register for all three strategy series courses, visit the bundle page to get a discount! 

  • $130 for RUSA members
  • $175 for ALA members
  • $210 for non-ALA members
  • $100 for student members and retired members

How to Register

To register for all three strategy series courses, visit the bundle page to get a discount! 
  • Online
  • By Fax: download, complete, and fax form (PDF format) to (312) 280-1538
  • By Mail: download, complete, and mail form (PDF format) to American Library Association, ATTN: MACS/Online CE Registration, 50 E. Huron Street, Chicago, IL 60611

Tech Requirements

ALA uses Moodle for all online educational courses. It is hosted at http://ecourses.ala.org Learn more about Moodle at www.moodle.org.

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

The Moodle login instructions will be sent the Friday before the start date. The course site will remain open one week after the end date for students to complete any assignments and submit the course evaluation survey.



Continuing Education Credit - A certificate of completion will be sent to each participant upon successful completion of a course.
Although this course is not CEU-certified, many licensing boards will accept it for credit. Requirements vary by state and school district regarding certification and continuing education credits. The decision to grant CEU credits remains entirely up to your state or school district. If you are in need of credits, check with your state and/or school district before enrolling to determine eligibility. Some states will review your certificate of completion and course description to determine eligibility.


Questions about your registration should be directed to registration@ala.org. Technical questions about the webinar should be directed to Jessica Hughes at jhughes@ala.org.

Thank you and we look forward to your participation!