Introduction to Marketing

Following feedback from delegates in 2020, this course is now a full day, with more time for exercises, discussion and tutoring. The price has increased in line with the additional hours of training, and includes homework set between the two sessions and more tutor feedback.  

The marketing department of a publishing company is an exciting place to work. 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 is it for?

Assistants and executives starting in publishing marketing departments.

What will you achieve?

On completing this course you’ll be able 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



  • The function of marketing

Marketing options in publishing

  • Marketing 101
  • Case study
  • Budgets

Retail marketing and working with sales

  • Supporting sales
  • Bibliographic systems and metadata
  • Working with the trade

Direct to consumer communications and owned media

  • The big guys of advertising
  • Digital marketing

Brands and authors and backlist

  • Ongoing brand campaigns
  • Authors’ voices
  • Promoting the backlist

Planning a campaign, measuring effectiveness

  • Creating a marketing campaign?
  • Measuring effectiveness



For more information about any of these courses, please email or sign up to receive our newsletter for updates on these and our other offerings. 

Please read our Terms & Conditions
Session 1: 12 October 2022 | Session 2: 19 October 2022 (mornings only)

Wednesday, 12 October 2022


Date information for future sessions

October 2022

  • Dates: 12 & 19 October 2022
  • Times: Each session will run from 9.00am-12.30pm 

Course format

  • Virtual classroom
  • 9am to 12.30pm 
  • Four x 1.5 hour sessions plus breaks, comprising two half-day sessions on two days, one week apart

A number of discounts are available

Enrol on this course

What you will need

To join the course, you will need access to a computer, tablet or laptop with a camera and microphone. You will need to activate a free Zoom account to join the course. This takes two minutes and does not require any payment. It is purely for administrative purposes.

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