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Book Markets: Structures and Strategies (PUBL90019)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Semester 2
Overview
Availability | Semester 2 - Dual-Delivery |
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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 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
- 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 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: 31 January 2024
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: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Bookshop visit report
| Week 4 | 15% |
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 | 55% |
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: 31 January 2024
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 22 July 2024 to 20 October 2024 Last self-enrol date 2 August 2024 Census date 2 September 2024 Last date to withdraw without fail 20 September 2024 Assessment period ends 15 November 2024 Semester 2 contact information
Time commitment details
170 hours
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- 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: 31 January 2024
Further information
- Texts
Prescribed texts
Subject readings will be made available on Readings Online
- Related Handbook entries
This subject contributes to the following:
Type Name Course Graduate Diploma in Publishing and Communications (Advanced) Course Master of Creative Writing, Publishing and Editing Course Master of Publishing and Communications - 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.
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
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 31 January 2024