Tutor:
Rachel Maund, Marketability
Overview:
This course provides an introduction to the changing and challenging role of promoting journals in today's market. Expectations of editorial boards can be high, and marketing staff need to be able to produce a plan, which is impressive to editors, delivers results and is achievable. Delegates will discuss a variety of promotional ideas and put them to the test by working on a case study.
Programme:
- The changing market for journals - overview of how libraries, subscription agents, academics and publishers interact and the latest market trends
- Marketing plans - key stages of planning and implementing a promotional plan (setting objectives, identifying the market and appropriate strategies)
- The marketing toolkit - what is available and when to use it (direct mail, email, web, conferences, advertising, etc)
- Monitoring results and how to measure success
Learning objectives - by the end of the course delegates will be able to:
understand how the marketing mix works most effectively in journals marketing; review and discuss hot topics affecting journals publishing and marketing today; understand the benefits of a good marketing plan, both
for sound decision-making and personal time management; develop confidence in working more proactively with in-house and external editors; and apply this in a practical planning case study exercise with other participants.
Who should attend:
Those with new responsibility for marketing journals, whether in a large publishing house where journals are only part of the activity, or a small association publishing primarily for its membership. The contemporary nature of the course also makes it an excellent refresher on best practice in promoting journals today.
Delegate comments:
'Good to hear different people's journal experiences. Great interaction with whole class and Rachel.'
Sara Eve, Springer, Biomed Central
'It was a great well structured course.'
Renuka Patel, BMJ Group
'I'm coming away with a lot of action points and information which I will be able to use. I felt confident that the tutor new the subject really well and moved feely between prepared content and issues that arose on the day.'
Pathika Martin, Elsevier
'Vast amounts of new information which I hope to be able to apply to our marketing efforts. Very helpful and interesting.'
Rick Lewis, Anja Publications Ltd
'Came at it as a beginner, felt stretched, good'
Matt Broadhead, European Respiratory Society
'Pitched at all levels - very good. Really useful for me and interesting too.'
Clare Hooper, Liverpool University Press
'Very full course; really appreciated extra follow-up material included with packs.' Alison Darnforth, British Sociological Association
'Very useful insight into marketing techniques.' Joanna Harries, The Royal Society
'A good general introduction which sparked some new ideas for me to implement.' Suzanne Abbott, The Royal Society
'Everything clear and concise with more indepth information to take away and read. Really useful and interesting discussions generated.' Emma Barnes, Earthscan
'Very rich explanations and relevant practice.' Sebastien Riault, Armand Colin
'A good step by step buide to the world of journals marketing. Really excellent delivery from the course tutor.' Iain Tessier, Emerald Group Publishing.
'Excellent!' Susie Kaul, The Royal Society
'Really relevant to everything I do on a daily basis.' Alison Holgate, Maney Publishing
'Very helpful - thank you.' M. Lawrence, Emerald
'Really helpful and directly applicable.' Emily Weiner, Future Science Group
'Good discussion where delegates could share experiences and examples', R. Allison, OUP
'Informative and engaging' N. Byrne, Thomas Telford
Further Information:
Barbara Holmes: telephone +44 (0)1993 772 727; email
Amanda Whiting: telephone +44 (0)1865 247776; email |
