Book Marketing and Branding

Catalog description

This course provides an in-depth, practical application of the concepts that students learned in Introduction to Marketing and Branding. We will look at the development of a book-marketing plan in chronological fashion, beginning long before the publication of the book. 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 social media, virtual tours and 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.