| Semester 2, 2022 Online | |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Creative Arts |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Examiner: Pema Duddul
Requisites
Pre-requisite: PUB5004
Overview
It is widely accepted that, in the contemporary environment, success in publishing depends on marketing. Without appropriate, targeted marketing, books cannot be discovered by readers. The difference between a bestseller and a book that languishes on shelves is the way it is marketed. Therefore, publishing industry professionals, from editors to publishers and especially book promotions specialists, need to understand marketing principles. Success in publishing depends on knowledge and skill in designing, planning, implementing and evaluating marketing strategies that are based on evidence garnered from research. This course outlines marketing principles and strategies appropriate for the publishing industry. It covers the designing, planning, implementation and evaluation of book marketing strategies. The course also introduces research methods appropriate for the publishing industry.
What makes a bestselling book is not widely understood. What is known is that marketing plays a crucial role in helping books reach their target readers. A well-designed and implemented marketing strategy can make the difference between a book that finds its market and one that fails to do so. This course introduces students to general marketing principles and outlines strategies appropriate for the marketing and promotion of books as well as outlining research methodologies appropriate for the publishing industry. The course also gives students experience in designing and implementing a marketing plan for a real world publishing project.
Course learning outcomes
On successful completion of this course students should be able to:
- critically examine marketing theory and promotional strategies specific to the book industry;
- identify, analyse and discuss developments in new technologies in relation to book promotion and marketing including developments across platforms, formats and devices;
- identify, analyse and discuss issues of book marketing and promotion and publishing-specific research strategies;
- develop successful book marketing projects including designing, implementing and evaluating marketing plans;
- develop publishing research projects including designing, implementing and reviewing industry appropriate research methods;
- communicate effectively, including via professional writing suitable for a contemporary publishing context.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Book marketing and promotion principles | 25.00 |
| 2. | Research methods for the publishing industry | 25.00 |
| 3. | Digital and social media marketing in practice | 25.00 |
| 4. | Planning and implementing a marketing strategy | 25.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Essay | No | 30 | 1,2,3,5,6 |
| Planning document | No | 40 | 1,2,3,4,6 |
| Portfolio A1 of 2 | No | 15 | 1,2,3,4,5,6 |
| Portfolio A2 of 2 | No | 15 | 1,2,3,4,5,6 |