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As the print publishing market in all its forms adapts to the impact of new technologies, this subject examines the resulting seismic changes, the impact of digital technologies on the publishing supply chain and the shifting strategic contribution of marketing to the publishing process. We study the changing structure of the market, including analysis of the changing role of wholesales, bricks and mortar retailers (both specialist and non-specialist) and online providers on the supply side, and examine demographic, cultural and social factors influencing the structure of demand. We explore factors affecting the competitive environment, including the impact of digital technologies on the print supply chain and the interaction between old and new media. We use case studies to highlight the issues of market segmentation, branding and product placement. Assessment tasks focus on researching specific market segments and developing practical, costed, commercially-astute marketing strategies.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- develop a strong understanding of the changing structure of publications markets, including the effects of global information flows;
- extend their knowledge of the impact of digital technologies on the publishing supply chain;
- acquire a detailed knowledge of major methods of audience and demographic research as they apply to publication markets;
- become familiar with the structure of media markets and the impact of ongoing technological, organisational and cultural change;
- gain an understanding of marketing and promotions practices as they pertain to print and digital publishing; and
- demonstrate an ability to apply such knowledge to their own publishing practice.
At the completion of this subject, students should gain the following generic skills:
- high-level written and oral communication skills through contribution to class discussions and the completion of assignments;
- a capacity for effective teamwork through group discussions;
- skills in cultural understanding through reflection and reading on the relationship between ethics and cultural difference;
- skills in research through the preparation of class papers and assignments, including the use of online as well as print-based materials;
- skills in time management and planning through managing workloads for recommended reading, tutorial presentations and assessment requirements;
- a capacity for critical thinking through the use of readings and discussion to develop an understanding of the considerations that underpin law and ethics; and
- a capacity for theoretical analysis through engagement with a range of texts that offer different perspectives on publishing as a component of the wider field of cultural practices.
Last updated: 18 December 2020