57053 Book Publishing and Marketing

Faculty of Humanities and Social Sciences: Writing and Contemporary Cultures
Credit points: 8 cp
Result Type: Grade, no marks

Handbook description

This subject is offered to students who wish to gain an understanding of the place of marketing and marketing methods in the book publishing industry. Among a variety of aspects of book marketing, the subject explores the links between publishing/editing and marketing; strategic marketing campaigns; the construction of budgets; the evaluation of marketing strategies; and methods for analysing the book market for specific genres and titles. The subject shows students how to identify and understand a target audience and the most effective ways to reach it. Though the focus in this subject is on the marketing of books, many of the principles discussed could be applied to other forms of text publications such as magazines.

Subject objectives/outcomes

At the completion of this subject, you are expected to be able to:

Understand the function and importance of marketing in publishing
Identify, analyse and approximately quantify the target audience/market of a book, devise a strategy that effectively delivers the book to the market, and meets the needs of the major stakeholders in the book's success
Assess the appropriate marketing 'mix' for a specific publication(s)
Develop a strategic campaign plan for a book title, and also write a brief for an aspect of a book campaign plan
Understand how to construct a budget for a marketing campaign and how to maximise the effectiveness of this budget
Investigate and assess the effectiveness of specific campaigns
Understand the nature of book retailing and its various forms
Understand the structure of the publishing industry and the roles and interests of the stakeholders
Articulate the challenges facing traditional book publishing and marketing in changing environments.

Contribution to graduate profile

Book Publishing and Marketing will appeal to existing postgraduate students who need to understand the book marketing process and its application publishing. It will also be of benefit to current publishing industry employees (eg. editors) currently not employed in marketing functions but who wish to move into marketing; it will also be of use to junior marketing staff (eg. publicists and event organisers) who wish to improve their knowledge or move into formal product management and marketing roles.

Teaching and learning strategies

Teaching and learning strategies

A variety of strategies will be utilised to prepare students for marketing work in the publishing industry, including:

Guest speakers with experience and knowledge of specific aspects of book publishing and marketing
Class exercises to reinforce theory and learning
Group work to simulate real-world practices and activities
Assignments to develop a logical, plan-oriented approach to marketing work
Readings and extracts of relevance.

Teaching and learning activities

Throughout the subject students will be involved in both individual and group work on a range of book genres and marketing issues.

Using skills as developed, reading material, and information provided by the lecturer and industry professionals/guest speakers, students will undertake a variety of exercises in an analytical and involved fashion.

Students will be require to take part in role-play and group work

Note that there will be discussion of the impact of changing technologies, changing values and global market trends on the marketing of books.

The course will cover four areas:

Introduction and overview of the book publishing industry, its recent history, current stakeholders and business structures
Investigation of key marketing problems and opportunities
Understanding the use of marketing strategy , as well as how to create, implement and review book marketing strategies
Measuring, evaluating and modifying marketing activity, based on real-world and hypothetical examples.

Learning outcomes

Through this subject students will:

Become familiar with the role and principles of marketing, strategic management and the basic tools and concepts of marketing as they relate to book publishing
Understand the importance and needs of the consumer/reader in publishing
Understand the importance of research and planning, and the benefits of following measurable marketing processes
Gain an appreciation of the power, influence and role of the major stakeholders
Become aware of the tensions inherent to book marketing, as well as the challenges for consumer marketing theory as applied to book publishing
Learn to apply marketing strategy to achieve desired goals and objectives
Understand the role of publishing and industry management structures in influencing marketing goals
Appreciate the importance of monitoring and learning from marketing experiences.

Content

During the fourteen weeks of this subject you will:

become familiar with the role and principles of marketing, strategic management and the basic tools and concepts of consumer marketing
understand the importance and difficulty of understanding your consumer in publishing
understand the importance of research, planning and why it is beneficial to follow measurable marketing processes
gain an appreciation of the power, influence and role of major stakeholders
become aware of the struggle, tension and at times miss-match of consumer marketing theory in publishing books
become adept at implementing marketing strategy to achieve desired goals & objectives
understand the impact and importance of management structure in influencing the effectiveness and reality of marketing strategy and implementation for publishing
appreciate the importance of being able to monitor, measure and learn from your marketing experiences.

Assessment

Assessment item 1: Individual writing task, 1000 words: Outline for a book marketing plan

Value	25% (20% for paper, 5% presentation)
Due	Week 8
Task	Outline marketing campaign plan for a book This task requires you to review, assess and then assemble an outline of approx. 1000 words on how you would approach the marketing of a book, based on (a) general marketing principles and (b) book industry specific marketing practices.
Further Information	Your outline will demonstrate that you have understood and assessed the marketing problem(s)for the book and have attempted to set out the key issues, strategies and goals. Factors to consider include: The objectives and goals of the plan The main issues facing the marketer of your example book Defining and measuring outcomes The particular issues - such as timing, budget, stakeholder expectations - that will need to be taken into account Although the task at the stage is not to produce a complete marketing campaign plan, it will be expected that they key elements of a campaign will be covered in this outline. Presentation: Approx. 5 mins. During class in Week 8, students will be asked to read/present their paper. The paper should not be read out in its entirety, as the presentation should highlight main ideas and key concepts as understood and as relevant.
Assessment criteria:	Demonstrate understanding of general consumer marketing theory and practices Demonstrate understanding of book industry marketing theory and practices Indicate ability to apply theory and actual marketing practices to the example

Assessment item 2: Individual task: Writing a Communication Plan

Value	30%
Due	Week 11
Task	Preparing a communications plan, and one sample copy element from the plan.
Further Information	Plan should cover: Rationale for the communications plan Issues to be addressed (communications objectives, target audience, barriers and problems) Measurement criteria Creative strategy (copy strategy) Timing Mandatories Budget Background and research information The sample creative copy element from the plan may be in the form of: radio ad script, TV ad script and/or concept, point of sale copy
Assessment criteria:	Demonstrate clear understanding of the nature and role of communications plans in book marketing Ability to create a basic communications plan Ability to produce effective creative copy for an aspect of the plan

Assessment item 3: Individual task: Marketing campaign plan

Value	45%
Due	Week 14
Task	Prepare a comprehensive marketing campaign plan for an Australian originated book (title to be announced Week 5), based on a total marketing budget of $120,000.
Further Information	As in previous exercises, the marketing problems, goals and objectives, target market and key distribution channels will need to be identified and described. Effective and creative strategies for best utilising the budget, reaching the relevant market/readers, and meeting financial and sales targets will also need to be included.
Assessment criteria:	Detail provided in all relevant areas Display logical, plan-oriented approach Display creativity and imagination, as needed Demonstrate understanding of core business problems Description of why and how the plan is expected to succeed, including measurement of outcomes.

Minimum requirements

Students are expected to read the subject outline to ensure they are familiar with the subject requirements. Since class discussion and participation in activities form an integral part of this subject, you are expected to attend, arrive punctually and actively participate in classes. If you experience difficulties meeting this requirement, please contact your lecturer. Students who have a reason for extended absence (e.g., illness) may be required to complete additional work to ensure they achieve the subject objectives.

Indicative references

There is no prescribed text. A reader will be available with relevant readings that examine publishing industry issues and relate to studies of marketing practice.