Browse Hierarchy PUBL7016: Marketing and Sales Management for Publishing

This module provides a systematic examination of the key concepts and disciplines of marketing and sales and their relationships and relevance to the marketing and business practices in the publishing industry. The core marketing and sales issues required for print and electronic products and services are covered along with the concepts and tools necessary to operate in a marketing and sales environment. Students are engaged with specifics of marketing in a publishing context including the marketing mix, consumer behaviour, segmentation, targeting and positioning, and elements of market research. Marketing theory and its application to publishing is presented and the module provides opportunities for students to apply this knowledge in producing a marketing plan for a new product.