Publishing (Distance Learning)

This module provides a systematic examination of the key concepts and disciplines of marketing and sales and their relationships and relevance to the marketing and business practices in the publishing industry. Core marketing and sales issues required for print and electronic products and services are covered along with the concepts and tools necessary to operate in a marketing and sales environment. You engage with specifics of marketing in a publishing context including the marketing mix, consumer behaviour, segmentation, targeting and positioning, and elements of market research. Marketing theory and its application to publishing is presented and the module provides opportunities for you to apply this knowledge in producing a marketing plan for a new product.

This module focuses on the production and delivery of publishing products in a digital environment. It examines project management and workflow issues associated with the design and production of both printed and digital products. Particular attention is given to analysing and evaluating the changes that digital technology is bringing about to the ways in which products are developed and produced in the publishing industry. Key issues affecting the design and production strategies and business practices for print, ebooks, and web are discussed. Management skills such as planning, organising, briefing, costing and controlling a project from inception to completion are developed. Strategies and practices for international aspects of the publishing industry are investigated and the opportunities and constraints for the publisher are assessed.

Introduction to the role of the commissioning editor in contemporary publishing, within a range of market sectors. You explore the strategic role of the editor in the publishing process and acquire the knowledge and skills required for the development of economically viable new projects in both print and digital form. This module includes coverage of the editorial process in a digital environment, both in terms of content delivery and workflow. Topics covered include the importance and application of market research, working with authors and agents, and the management and exploitation of intellectual property. Financial responsibilities of the editor are presented and the necessity of business acumen demonstrated. Development of new products, with particular emphasis on list building and adding value to a company, are key subjects for study.

The Dissertation or Major Project is the defining and essential component for the award of the MA degree. It is a major in-depth investigation of a subject, theme or issue significant to the study of journalism through research and extended written work (15,000 words or equivalent for major projects).

The Major Project is a practical application of technologies, commerce or enterprise and results in a defined artefact and an analytical report (5,000 words) that places the work in the context of contemporary journalism. For example, your work may be a project with a focus on the practical elements of either a printed or electronic publication. Alternatively, your artefact might be a business proposal for a new web platform or media start-up.

This module addresses different strategic options for the international development and management of contemporary publishing organisations and explores models for the commercial exploitation of intellectual property rights worldwide, including: exporting, licensing and building locally. This module will cover the important aspects of copyright and moral rights, the sale of translation rights and co-editions and other subsidiary rights. Digital licensing and the protection of IP against infringement are also covered.

This module builds on the theoretical foundations of sales and marketing covered in the first year modules in order to apply digital marketing methods used in the publishing industry today such as email marketing, online content marketing, serving of online subscription content and online advertising. You will identify opportunities for collecting business-critical data and how to process, analyse, make professional recommendations, and take strategic marketing actions. You will also consider the ethical and legal issues of working with consumer data. Through a variety of learning methods, case studies, problem scenarios and online activities, you will learn to identify and implement digital marketing techniques underpinning the publishing industry in the 21st Century.

This module offers you the opportunity to formulate a programme of study with assessment criteria that is based on work experience in the publishing or closely related industries. This enables you to devise, negotiate, organise and carry out reflective analysis of a period of work or a specific project according to a set of learning outcomes and assessment criteria in collaboration with the module leader and a supervisor. The programme of study is aimed at practical industry-based experiences and may include, for example, reporting on practical exploration of an issue of relevance to the publishing industry; or developing a practical project (eg website, newsletter, promotion materials). Critical reflection on your own work and on that of others is an integral aspect of the module.

This module explores theoretical approaches to print culture and transitions in the publishing industry from the early 20th century to the present day. Through reading a range of key texts in the discipline, and through participation in online seminar discussions, you consider a wide range of interpretations and critiques of the role of the publisher in society. Included are a discussion of methodologies for studying book history and publishing culture, both sociological and paratextual. There is a consideration of the gate-keeping function of the publisher, and the publisher’s role in the negotiation of cultural and commercial value in texts. The module then considers how ideological challenges are linked to specific developments in the history of publishing in the past century.

This module introduces you to the economically and academically important area of journals publishing. It covers both electronic and paper-based serial publications across science, technology, medicine, the humanities and social sciences, and the arts. Journals publishing is characterised by rapid technological change from workflow and production to online submissions systems. You investigate leading edge technologies and address the responses of publishers to this fast-changing environment, evolving business models, and the wider context set by the academy, government and the international knowledge economy.

This applied module builds on the foundations of marketing, editorial and production from the first year. You will explore publishing and product innovation, investigate how cultural and commercial value is generated from intellectual property globally, before finally developing your own ideas for a product, service or business. The aim of this module is to allow you to strengthen your competency in technical, business and creative skills through a sequence of research and design tasks.

This module explores the development of the market sector and the current shape and business practices of publishing for children and young adults. Topics include picture books, co-editions and translatability; the sector's links to other leisure industries, merchandising and content reuse; editing and censorship; age ranging and gatekeeping; literacy and reading campaigns; and promotion.