Only available as an in-company course

Marketing Digital Products

There’s a world of difference between marketing ebooks or electronic platforms and printed books, but most people learn the hard way, on the job. This workshop is the savvy alternative, giving you a practical overview of the issues, the challenges, and the jargon, and the tools to manage them with confidence. With case studies to illustrate and inspire.

Who’s it for?

Marketing executives and managers with responsibility for marketing digital products in specialist markets, especially (but not exclusively) academic, educational and practitioner.

What’s covered?

• Competing on the digital playing field – what’s out there, key players and products
• Essentials you NEED to know: pitfalls to avoid, how to answer difficult (often technical) questions, promoting security and stability, training your customers, supporting sales teams
• Market segmentation – who are your audiences? What is each looking for?
• Practical checklists for promoting ebooks, apps, reference products, digital platforms and depositories
• Staying in control: planning and scheduling, reacting quickly to changing market conditions, managing partnerships and assessing international markets
• The buying cycle – awareness-raising, product evaluation and conversion
• Plenty of case studies, template plans, jargon-busting and leads to help you stay ahead of the game
• A practical exercise working through real challenges brought by participants.