Marketing

Course Code: CBPP 5001

Academic Year: 2022-2023

This course provides an overview of the basics of marketing and its relationships with media. It looks at the role of marketing in a book publishing company and the intersections between marketing, editorial and sales. It explores the timeline of a book from a marketing perspective and the various marketing tactics used to promote (publicity, advertising, merchandising, social media, online marketing, etc. As they develop marketing skills, students learn how to create effective and complete marketing plans. Author publicity and events, publicity materials, advertising, sales materials, merchandising, websites, social media, online marketing and ebooks are explored. The course examines individual title and series marketing in various genres as well as corporate, brand, category and backlist marketing. Current trends, tools and platforms are explored and analyzed.