Library Marketing 
| Cost: $350 (ALA Member); $400 (Non-member) | REGISTER

Dates: March 5 – April 15, 2018 
Instructor:  Rebecca McFarland
Times: Online, asynchronous course, with access to recordings.

• Sessions and materials will be made available on six sequential Mondays at 8:00 a.m. (Eastern)
• There will be a recorded lecture each week.
• Class materials, once released, will remain available throughout the duration of the course.
• Supplemental material will be required reading each week and an assignment will be due by each Friday at 5:00 p.m.

Course Description: 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. 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.

Technology 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, pakins@ala.org