This course provides an in-depth, reality-based application of the concepts that students learned in introduction to Marketing and Branding. In seven classes, we will look at the development of a book-marketing plan in chronological fashion. The role of the marketing department will be examined from acquisition to backlist. We will emphasize the lessons that everyone in a publishing company has a marketing role, and that marketing professionals must constantly educate themselves about new trends and opportunities. Students will focus on opportunities in digital media including (but not limited to) social media, e-books, viral marketing, and relationship marketing to get a picture of the current landscape in book marketing. By the conclusion of the course, students will be able to create a complete book-marketing plan (including multiple components) and will have experience analyzing the effectiveness of author, brand, and corporate marketing.
Continuing Education Units (CEU) :