NEW online course

Academic Marketing Workshop

This is one of our most popular face-to-face courses, now adapted to run over 2 x 3 hour sessions online on Zoom (starting 2pm UK-time). It’s limited to 12 participants to encourage group discussion. To register your interest in joining us this September (dates TBC) email rachel@marketability.info, or complete the booking form (choose other price to enter £350) and we will contact you promptly.

Course description

It’s tougher to sell to the higher education market now than it’s ever been, with universal funding crises and widespread access to free online resources. As we jostle with our competitors for the attention of lecturers, students and libraries, what messages and which channels will succeed?

This workshop brings you right up to date with the realities of today’s marketplace, with examples of excellent practice from a wide range of companies.

Who’s it for?

Anyone actively involved in marketing to the academic sector.

What’s covered?

• How universities and their libraries are typically structured. Where are the decision-makers?
• Topical issues and challenges facing the sector, from Covid-19 to university funding, and from international league tables to REF, TEF and Plan S
• What lecturers and librarians tell publishers they want
• How buying decisions are made, and who gets the sale
• Case examples of ‘ideal’ textbook, reference and digital marketing plan
• The role of face-to-face selling, catalogues, conferences, digital marketing, email and social media in the marketing mix – and tips for doing them well
  
• An exercise on devising marketing strategies for three ‘typical’ academic titles
  
• How one academic publisher, Emerald Group Publishing, is responding to the challenges.