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

Programme

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 consists of four x 90-minute sessions, each a mixture of delivery and interaction using Zoom breakout rooms and other online tools. There will be 30-minute breaks between each session with the opportunity to do exercises and take a break. The course will run on the same day across two weeks, split into two half-day sessions in 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.

Accessibility

Please contact us at courses@publishingtrainingcentre.co.uk with any accessibility or special requirements, for example having in-session captions or the learning materials sent to you in advance.

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

Delegate feedback

“I really enjoyed the course and thought it was an excellent introduction to publishing marketing. Having recently moved industries across to publishing, this course really shone a light on the industry, which I found really helpful. I’ve gained a greater understanding of the publishing industry and how other publishers work.” Canelo delegate

“I loved the course and how it was tailored to our individual circumstances. For example, most of us work with smaller budgets, so the advice given was specific to what we can achieve within our means. The interactivity was great. I understand significantly more about which marketing channels are best for which purpose and how to use them to reach my specific target audience. I also understand more clearly the different aspects of a marketing campaign and how to establish a budget.” Trotman and Indigo Publishing delegate

“I now understand how to better plan the marketing around books rather than going through the motions.” MacKeith Press delegate

“I enjoyed it very much. The course content, length and group size were just right. It was useful to have a copy of the course content/slides. I’ve gained a much better grounding in the subject and have finally grasped the planning aspect of marketing!" Publisher, Phoenix Publishing House

“I really enjoyed the course. Hermione was fantastic! Her expertise and industry knowledge gave me the utmost confidence that I was receiving high quality training. Although the content focussed on bigger marketing campaigns, she acknowledged the challenges faced by smaller publishers and offered relevant solutions. I have a more in-depth understanding of planning and budgeting for a marketing campaign, and the different forms of marketing that can be used and how they can be effective.” Marketing Executive, Jolly Learning Ltd

“I enjoyed the course very much. It was informal enough to feel comfortable with the exercise, and formal enough to feel that you were in a class with people, all ready to learn. I’ve gained concrete information to implement for better marketing campaigns.” Editorial and Marketing Assistant, Red Dog Press

About the tutor

Hermione has worked in marketing in the publishing industry for nearly 30 years, in senior roles at DK (Dorling Kindersley); Little, Brown; Phaidon; and Hachette. She now runs a small wine book publisher, Académie du Vin Library. 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 remain consistent. She’s also learnt some interesting lessons from time spent in travel and fashion.

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

Please read our Terms & Conditions

Session 1: 11 May 2022 | Session 2: 18 May 2022 (mornings only)

Wednesday, 11 May 2022

Wednesday, 12 October 2022

£310+VAT

Date information for future sessions

February 2022

Dates: 2 & 9 February 2022
Times: Each session will run from 9.00am-12.30pm

May 2022

Dates: 11 & 18 May 2022
Times: Each session will run from 9.00am-12.30pm

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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