Module: PUB5002-20 Marketing and Selling Books

Level: 5

Credit Value: 20

Module Tutor:  Jason Bennett

Module Tutor Contact Details: j.bennett@bathspa.ac.uk

1. Brief description and aims of module:

Publishing is a commercial industry, and, whilst many books are still published as passion products, increasingly commissioning decisions are sales and marketing driven. Key to any book’s commercial success is the ease at which publishers can effectively reach and communicate with their target audience, build book communities, generate enthusiasm and encourage sales. As technology increases and develops how we communicate with the public and other stakeholders, marketing is becoming more and more important – not just within book publishing but in any industry, for any endeavour and within every kind of professional role. This module gives you an understanding of the marketing environment of the contemporary book industry landscape and how publishers position products in relation to audiences within a competitive landscape.

You will be introduced to the principles and techniques of book marketing and sales (from publicity, product promotion and marketing plans through to pricing and category sales figure trends, including the role of Nielsen) – everything involved in getting a book into the hands of its intended reader and raising its profile. You will examine new opportunities for book promotion including literary festivals, the increased role of authors and consumer-generated marketing, as well as how sales and marketing tactics vary across trade, academic and children’s publishing.

You will learn how publishers use authoritative sources of up-to-date information and the important role data plays in sales and marketing-led decisions. You will also develop your understanding of how the book publishing industry works, the roles and departments within the industry, and established and up-and-coming companies and industry figures. Visiting publishing professionals will share their expertise, offer insights into particular areas of the industry and provide the chance to expand your professional networks.

Throughout the module you will learn how to present information professionally online through various website industry-related projects and use industry software. You will learn not only how to market books and related content, but also develop vital skills that will prove useful in any marketing position as well as how to market yourself within a professional context.

2. Outline syllabus: 

•  Contemporary book industry and developments

•  Publishing roles and departments

•  Key and up-and-coming industry figures

•  Marketing and sales principles and techniques

•  The competitive marketing environment of book publishing

•  Book promotion: social media, festivals, prizesthe role of authors

•  Data-driven sales and marketing

•  PR and publicity

•  Career marketing tactics

3. Teaching and learning activities: 

Learning will be through workshops, technical demos, progress reviews and feedback, and industry talks.

Teaching and Learning resources include technical demonstrators; technical facilities including specialist publishing software, online library resources/ access to international journals and reference works; and websites.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Portfolio (equivalent to 3,500 words)

• % Weighting: 70%

Assessment Item 2:

• Assessment Type: Course Work

• Description: Marketing report (1,500 words)

• % Weighting: 30%