Introduction to Marketing

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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?

Programme

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

Introduction

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

+ How the course is delivered

Introduction to Marketing is broken into 2 x 1.5-hour sessions, with a break in between. It will run during the morning from 9am to 12.30pm. To join the course, you will need access to a computer, tablet or laptop with a camera and microphone. The course will be delivered via Zoom Pro with attendant security levels.

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.

Any information to be completed beforehand will be sent via email.

If you have any concerns about technical requirements or access please contact us on or telephone (+44) 020 8874 2718.

+ 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

"Hermione covered all the bases and I left feeling full of knowledge. It was great was she tailored her content to fit our individual roles and companies. I really enjoyed the course and would heartily recommend it to my peers." Engagement Manager, Comma Press

"Hermione was great, and approachable. Wouldn’t suggest any improvements. The course was excellent - I have gained greater knowledge, formal training and the opportunity to learn from others’ experience." Marketing and Communications Officer, The Poetry Business

+ About the tutor

Hermione Ireland 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.

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Please read our Terms & Conditions

Dates

23 July 2020
03 November 2020

Price

£150+VAT

Course format

Half-day virtual course
9am to 12.30pm (BST)
Two x 1.5-hour sessions plus break

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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