Book Markets: Structures and Strategies (PUBL90019)
Graduate courseworkPoints: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
| Availability | Semester 2 |
|---|---|
| Fees | Look up fees |
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.
Generic skills
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: 3 November 2022
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 3 November 2022
Assessment
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
| Description | Timing | Percentage |
|---|---|---|
A report based on market research
| Mid semester | 30% |
A complete marketing plan for a publication or list, including strategic plan and promotional items
| End of semester | 70% |
| Hurdle requirement: Students are required to attend a minimum of 80% of classes in order to pass this subject and regular class participation is expected. | Throughout the teaching period | N/A |
Last updated: 3 November 2022
Dates & times
- Semester 2
Principal coordinator Timothy Coronel Mode of delivery On Campus (Parkville) Contact hours Total 24 hours: 1x2-hour seminar, taught weekly. Total time commitment 170 hours Teaching period 3 August 2020 to 1 November 2020 Last self-enrol date 14 August 2020 Census date 21 September 2020 Last date to withdraw without fail 16 October 2020 Assessment period ends 27 November 2020 Semester 2 contact information
Time commitment details
170 hours
Last updated: 3 November 2022
Further information
- Texts
- Related Handbook entries
This subject contributes to the following:
Type Name Course Graduate Diploma in Publishing and Communications (Advanced) - Links to additional information
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Additional information for this subject
Subject coordinator approval required
- Available to Study Abroad and/or Study Exchange Students
Last updated: 3 November 2022