Introduction to Marketing

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The marketing department of a publishing company is an exciting place to work, but understanding both your part in the business and what you are trying to achieve is crucial when both budget and activity have to be spent as effectively as possible.

You need to learn who all your audiences are, not just the consumers who buy your books but also your colleagues in different departments and the retailers who will sell and promote your books. You also need to understand the costs associated with the various media options, how to work most effectively with your colleagues in publicity and how to measure how successful your work has been.

There isn’t much time to ask questions on the job and you are generally expected to pick everything up through osmosis. This course will explain clearly exactly what is happening in all parts of the publishing process and give you the chance to ask all of the questions that have occurred to you since you started. The course will look at both trade and non-trade publishing.


Who will benefit from this course?

Assistants and executives starting in publishing marketing departments.

Enrol on this course

Learn how to…

  • identify and place the function of marketing within the publishing process, both internally and externally
  • plan and execute a marketing campaign
  • make a successful campaign and learn how to measure and evaluate it
  • understand the requirements from sales and the book trade


  • Introduction - a presentation
  • Marketing options used in publishing
  • Retail marketing and working with sales
  • Direct to consumer communications and owned media
  • Brands and authors
  • Planning a campaign, measuring effectiveness
  • Course conclusions



Venue information

Our short courses are run at a variety of venues in Central London. Information and directions can be found on our Contact Us page. Please check your Joining Instructions for your specific course venue.

Note that most of our short courses can also be run as In-Company events.

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Delegate feedback

"I feel I have more confidence in my own experience and abilities, as well as better understanding what the major companies do which is something I wanted from the course. I have a few more creative ideas to try out too which is exciting."
Freelance Marketing Executive delegate, 2017

"Key benefits (for me) were learning how to create a campaign budget & drawing up marketing and PR plans."
UIT Publishing delegate, 2017

Enrol on this course

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Anything else you'd like to tell us? If you've been issued with a voucher from the Publishing Training Centre and you'd like to use it with this booking, or you'd like to book more than four people on this course, let us know here. Alternatively, you can email us directly at :

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