Note: This is an archived Handbook entry from 2016.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2016:Semester 2, Parkville - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: 24 hours: a 2 hour seminar per week throughout semester. |
Total Time Commitment:
Admission to the postgraduate diploma in Publishing and Communications, Master of Publishing and Communications
|Recommended Background Knowledge:|| |
|Non Allowed Subjects:|| |
|Core Participation Requirements:||
For the purposes of considering request for Reasonable Adjustments under the disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry.
The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/
CoordinatorDr Mark Davis, Ms Zoe Dattner
As the print publishing market in all its forms adapts to the impact of new technologies, this subject examines the resulting seismic changes, the impact of digital technologies on the publishing supply chain and the shifting strategic contribution of marketing to the publishing process. We study the changing structure of the market, including analysis of the changing role of wholesales, bricks and mortar retailers (both specialist and non-specialist) and online providers on the supply side, and examine demographic, cultural and social factors influencing the structure of demand. We explore factors affecting the competitive environment, including the impact of digital technologies on the print supply chain and the interaction between old and new media. We use case studies to highlight the issues of market segmentation, branding and product placement. Assessment tasks focus on researching specific market segments and developing practical, costed, commercially-astute marketing strategies.
1500 word report based on market research 30% (due mid- semester), 3500 word complete marketing plan for a publication or list, including strategic plan and promotional items 70% (due at the end of semester).
Students are required to attend a minimum of 80% of classes in order to pass this subject.
|Prescribed Texts:|| |
A subject reader will be available.
|Breadth Options:|| |
This subject is not available as a breadth subject.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
Graduate Diploma in Publishing and Communications (Advanced) |
Postgraduate Diploma in Arts (Editing and Communications)
100 Point Master of Journalism |
100 Point Master of Publishing and Communications
150 Point Master of Journalism
150 Point Master of Publishing and Communications
200 Point Master of Journalism
200 Point Master of Publishing and Communications
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