The course is part of the teaching activities fostering the development of knowledge and skills about the publishing market and its operating mechanisms. Specifically, the focus will be on promotion and marketing methods, both traditional and online, adopted by various types of publishing entities related to the world of print and digital publishing, from large publishing groups to small and medium-sized independent publishers. The course will feature a strongly interactive approach and focus on the study of particularly interesting and significant real-life cases. Students will have the opportunity to engage with industry professionals who will explore specific topics related to editorial marketing, and will be involved in group activities aimed at consolidating the knowledge acquired and testing its possible applications.
teacher profile teaching materials
The course, designed in close connection with the Book Publishing course (Prof. Gabriele Sabatini), illustrates the fundamental aspects of the book publishing market in terms of supply and demand dynamics.
After illustrating the essential aspects of the marketing approach and the competitive context of the Italian book publishing market, the course focuses, from a customer-centric perspective, on the reader, highlighting the differences and implications between book publishing marketing and reading marketing.
The activity of reading is explored from a neuroscience perspective and with reference to the acquisition and development of reading skills, media (paper and digital), reading types (individual and shared), and the interrelationships between reading, learning, and memory.
The course then explores the use of operational marketing levels in the publishing market, focusing in particular on communication and promotion strategies.
Note: To broaden and deepen marketing knowledge, students’ attendance of the Specialized Marketing course (Prof. Sabina Addamiano) is strongly recommended. The teacher is available for any further information requests.
• Illustrate the book publishing marketing approach, processes, and tools covered in the Course;
• Provide qualitative and quantitative insights into the structural aspects of the supply and demand markets;
• Explore the relationships between social context, literacy, and book circulation;
• Explore reading from a neuroscience perspective.
Mutuazione: 20704075 MARKETING DELL'EDITORIA - LM in Informazione, editoria, giornalismo LM-19 R ADDAMIANO SABINA
Programme
Course ProgramThe course, designed in close connection with the Book Publishing course (Prof. Gabriele Sabatini), illustrates the fundamental aspects of the book publishing market in terms of supply and demand dynamics.
After illustrating the essential aspects of the marketing approach and the competitive context of the Italian book publishing market, the course focuses, from a customer-centric perspective, on the reader, highlighting the differences and implications between book publishing marketing and reading marketing.
The activity of reading is explored from a neuroscience perspective and with reference to the acquisition and development of reading skills, media (paper and digital), reading types (individual and shared), and the interrelationships between reading, learning, and memory.
The course then explores the use of operational marketing levels in the publishing market, focusing in particular on communication and promotion strategies.
Note: To broaden and deepen marketing knowledge, students’ attendance of the Specialized Marketing course (Prof. Sabina Addamiano) is strongly recommended. The teacher is available for any further information requests.
Core Documentation
The texts adopted:• Illustrate the book publishing marketing approach, processes, and tools covered in the Course;
• Provide qualitative and quantitative insights into the structural aspects of the supply and demand markets;
• Explore the relationships between social context, literacy, and book circulation;
• Explore reading from a neuroscience perspective.
Attendance
Modalità di frequenza In person and, where this is not possible, remotely via Teams. In-person participation is strongly recommended to maximize and consolidate the learning benefits.Type of evaluation
Assessment Criteria The assessment will be conducted through: • the contribution made by each student during class; • an individual interview, possibly based on a short individual paper previously agreed upon with the instructor. The commitment to the paper will be considered positively in determining the final grade. During the individual interview, each candidate must: • demonstrate a solid understanding of the concepts covered during the course; • be able to present them clearly using the technical terminology used during the course, supplemented with relevant examples if necessary; • in the case of a paper presentation, explain the methodology and criteria followed in its development. Each student's contribution to building a learning community and the acquisition of the transversal skills required by the Dublin Descriptors for the second cycle will also be considered in the final assessment.