Introduction to Marketing

Introduction to Marketing provides an overview of the function of marketing within the publishing process both internally and externally, and a look at the types of activity carried out in a marketing department. There is particular emphasis on marketing’s role supporting the sales teams and book retailers.

Course Content

• Publishing marketing: an overview
• The 4 Ps of marketing
• Working with retailers
• Working with a sales team
• Metadata
• Talking to consumers
• Digital platforms and GDPR
• Measuring effectiveness

e-Learning modules are optimised for desktop and laptop devices and not tablets and smartphones.

Learning outcomes

At the end of this module you will:

• understand the context and structure of the marketing activities and roles within the publishing world
• understand the key marketing strategies and typical departmental functions 

How does the course work?

Introduction to Marketing has eight modules. Each module has detailed explanations of the relevant areas of marketing in publishing, and quizzes for self-assessment. Finishing all sections of each module leads to your completion certificate being issued.

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Hermione Ireland

Hermione has worked in marketing in the publishing industry for twenty years, half of that time as Marketing and PR Director at Dorling Kindersley. She’s seen huge changes in the field in that time but while some of the delivery methods and media change, the key messages for campaigns, authors and brands remains consistent. She’s also learnt some interesting lessons from time spent in travel and fashion.