Your tutors: Rachel Maund is joined by Shannon Moore, Director of Academic Marketing at Pearson Higher Education
What’s it
really like?
‘A fantastic course! Everything you need to do
successful academic marketing, lots of practical
things to take away with you.’
Delegate from Oxford University Press
What do lecturers and librarians want from publishers today? Much of our marketing has shifted across to the web in recent years, but how much has this been in response to what the market wants, and how much is it actually driven by new capabilities – and perhaps even hype? And how do we judge the balance and relative efficacy of offline activities such as textbook print mailings, or attending conferences? Most publishers are uneasily trying to ‘do it all’ without feeling confident that they’re still in tune with the needs and preferences of their audiences.
This workshop is designed to give you that confidence by explaining the academic sector as it’s structured today, the factors governing how academics and libraries choose what books to buy, and by illustrating how large and small publishers are responding to this with excellent practice.
Who’s it for?
Anyone actively involved in marketing to the academic sector, especially in companies doing limited or no market research.
What’s covered?
How universities and their libraries are typically structured. Where are the decision-makers? Who holds the purse-strings?
New student information resources, from the web through to coursepacks
What lecturers and librarians tell publishers they want
Case examples of ‘ideal’ textbook marketing and reference marketing plans
Where face-to-face selling, direct mail, conferences, e-marketing and academic review coverage fit – and tips for doing them effectively
Exercises on devising a marketing strategy for two titles brought to the course by delegates.
| 17 March 2009 | Oxford | £350 +VAT | BOOK |
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‘Handouts and
presentation were
excellent; constant
exchange of ideas and
experience.’
Delegate from John Wiley & Sons
‘Please go! It will
re-invigorate you and
hopefully result in better
sales!’
Delegate from Holt Jackson
‘I really enjoyed this workshop – it has really made me think about my marketing plans, and I’m looking forward to trying some of the new ideas I’ve learnt.’
Delegate from Routledge
‘Lots of information so you are ready/prepared to launch academic marketing campaigns.’
Delegate from The Columba Press
‘I thought it was a great introduction to the industry… it was fantastic to have an overall introduction which was very in-depth.’
Delegate from World Scientific Publishing Company
‘Really worth attending – provides a great overview of the academic market.’
Delegate from Multilingual Matters
