Book Markets: Structures and Strategies (PUBL90019)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
Overview
| Availability | Semester 2 - Dual-Delivery |
|---|---|
| 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 publishers, wholesalers, 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, commercially astute marketing strategies.
Intended learning outcomes
On completion of this subject, students should be able to:
- Investigate the changing structure of publications markets, including the effects of global information flows
- Discuss the impact of digital technologies on the publishing supply chain
- Critique major methods of audience and demographic research as they apply to publication markets
- Design marketing and promotions campaigns for the print and digital publishing markets that are based on research into specific market segment
- Create marketing and promotions campaigns for their own publishing practice
- Predict the strategic contribution of marketing to the publishing process.
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 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
- 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: 4 March 2025
Eligibility and requirements
Prerequisites
Admission into one of the following: GDA-PUBCOM Graduate Diploma in Publishing and Communications (Advanced), MC-PUBCOM Master of Publishing and Communications, D01LF Master of Creative Writing, Publishing and Editing
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: 4 March 2025
Assessment
| Description | Timing | Percentage |
|---|---|---|
Bookshop visit report
| Week 4 | 20% |
Market research report
| Week 8 | 30% |
A complete marketing plan for a publication or list, including strategic plan and promotional items
| During the examination period | 50% |
| Hurdle requirement: 1. Attendance hurdle requirement: This subject has a minimum requirement of 80% attendance at tutorials, seminars, or workshops. There is an expectation that students attend lectures where offered. | Throughout the teaching period | N/A |
| Hurdle requirement: 2. Late Penalty and Assessment hurdle requirement: Assessment submitted late without an approved extension will be penalised at five per cent (5%) of the possible marks available for the assessment task per day or part thereof. All pieces of assessment must be submitted to pass the subject. Each submitted assessment must be complete, constitute a genuine attempt to address the requirements of the task and will not be accepted after 20 University business days from the original assessment due date without written approval. | Throughout the semester | N/A |
Last updated: 4 March 2025
Dates & times
- Semester 2
Coordinator Timothy Coronel Mode of delivery Dual-Delivery (Parkville) Contact hours Total 24 hours: 1x2-hour seminar, taught weekly. Total time commitment 170 hours Teaching period 28 July 2025 to 26 October 2025 Last self-enrol date 8 August 2025 Census date 1 September 2025 Last date to withdraw without fail 26 September 2025 Assessment period ends 21 November 2025 Semester 2 contact information
Timothy Coronel: t.coronel@unimelb.edu.au
Time commitment details
170 hours
What do these dates mean
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- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 4 March 2025
Further information
- Texts
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Publishing and Communications Course Master of Creative Writing, Publishing and Editing 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: 4 March 2025