精东传媒app

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.

On successful completion of this course students should be able to:

1. critically examine marketing theory and promotional strategies specific to the book industry;
2. identify, analyse and discuss developments in new technologies in relation to book promotion and marketing including developments across platforms, formats and devices;
3. identify, analyse and discuss issues of book marketing and promotion and publishing-specific research strategies;
4. develop successful book marketing projects including designing, implementing and evaluating marketing plans;
5. develop publishing research projects including designing, implementing and reviewing industry appropriate research methods;
6. communicate effectively, including via professional writing suitable for a contemporary publishing context.