57053 Book Publishing and Marketing

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, students are expected to be able to:

1. understand the function and importance of marketing in publishing
2. 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
3. assess the appropriate marketing 'mix' for a specific publication(s)
4. develop a strategic campaign plan for a book title, and also write a brief for an aspect of a book campaign plan
5. understand how to construct a budget for a marketing campaign and how to maximise the effectiveness of this budget
6. investigate and assess the effectiveness of specific campaigns
7. understand the nature of book retailing and its various forms
8. understand the structure of the publishing industry and the roles and interests of the stakeholders
9. 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

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.

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.

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 14 weeks of this subject students 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: Outline for a book marketing plan

Assessment item 2: Writing a Communication Plan

Assessment item 3: Marketing campaign plan

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. Ereadings will be made available that examine publishing industry issues and relate to studies of marketing practice.