This module equips students to consider the various individuals and communities (colleagues, shareholders, retailers, distributors, customers and other stakeholders) involved in the business of content delivery, and how most effectively to disseminate information and influence their behaviour, in order to promote effective marketing and sales.
This module will enable students to understand marketing and sales principles, and develop associated skills in applying them to meet the demands of modern publishing. Students will undertake exercises and discussions about the various applications of sales and marketing within the publishing industry and its environs, and consider their relevance through all stages of the publishing process.
Through this process students will learn how best to investigate the market for demand, how to predict that demand, and how to prepare, market and distribute information about a product or service, whether in whole or part, to promote profitable fulfilment of that demand.
Publishers operate in an international context and so must market and sell their products to customers around the globe. Students will therefore consider how publishers organise themselves to deliver international operations successfully, and explore associated cultural, pricing and communication issues.
On successful completion of the module, students will be able to:
The module will be delivered through weekly two-hour seminars. A lecture hour will be followed by a workshop during which the students will have the opportunity to discuss particular issues relating to the commissioning or marketing of specific products to meet the needs of a variety of different markets. Exercises are designed to develop a wide understanding and a familiarity with marketing techniques. Peer review and expert feedback will be important elements of all such exercises.
| Definitive UNISTATS Category | Indicative Description | Hours |
|---|---|---|
| Scheduled learning and teaching | Weekly two hour seminar Guided independent study | 44 |
| Guided independent study | Ongoing | 256 |
| Total (number of credits x 10) | 300 | |
The assessment strategy is designed to test the students' ability to understand and appropriately apply marketing principles within markets relevant to publishing products and services.
Assignments will focus on reviewing previous marketing campaigns and preparing and communicating plans for associated products and services in development.
Formative exercises in class offer the opportunity for students to receive feedback and hence feed forward on the development of outcomes that will be assessed later in their programme. There are two points of assessment, the research and presentation of a marketing plan for a new publishing product, and an exam to test understanding of sales principles and to promote an appreciation of the importance of thinking quickly. The exam will feature basic title information on the basis of which a marketing document has to be created, and test understanding of the key information needed by the designated market.
| Learning Outcome | Assessment Strategy |
|---|---|
| 1) Understand and evaluate the theory of marketing and appreciate its wider application | Formative assessment through class exercise, summative assessment through marketing plan |
| 2) Plan and execute effective marketing campaigns for worldwide markets | Formative assessment through class exercise, summative assessment through marketing plan |
| 3) Critically valuate the variety of communities that a marketer of content may have to communicate with and influence, and hence make, appropriate, timely and strategic choices | Formative assessment through class exercise, summative assessment through marketing plan and module examination |
| 4) Demonstrate the skills required for effective marketing of publishing content through the sale of rights to associated products and services worldwide | Formative assessment through class exercise, summative assessment through module examination |
| Description of Assessment | Definitive UNISTATS Categories | Percentage |
|---|---|---|
| CWK | Marketing Plan | 50 |
| EXWR | Exam | 50 |
| Total (to equal 100%) | 100% | |
It is a requirement that the major categories of assessment are passed separately in order to achieve an overall pass for the module
Baverstock, A.M. (2009) How to market books. London: Kogan Page
Kotler et al (2010) The Principles of effective marketing. London: Pearson
Baverstock, A.M. (1993) Are books different? London: Kogan Page
Blake, C. (2007) From pitch to publication. London: Macmillan
Cassel, J., Bird, T. Brilliant selling. London: Pearson
Jones, H. & Benson, C. Publishing Law. London: Taylor and Francis
King. S. (2000) On Writing. London: Hodder and Stoughton
Lomax, W. & Stokes F. (2007) Marketing, a brief introduction, London: Thompson
Owen, L. (2010), Selling rights. London: Routledge
Reed, J. (2011) Get up to speed with online marketing. London: Prentice Hall
Morgan, N. Tweet right, the sensible person's guide to Twitter. Edinburgh: Crabbit
The Writers' and Artists' Yearbook (most recent edition). London: A&C Black