- Master of Publishing
- 丁香园AVs to the MPub Program
- Masters Courses
- PUB 600: Topics in Publishing Management
- PUB 601: Editorial Theory and Practice
- PUB 602: Design & Production Control in Publishing
- PUB 605 Fall Project: Books Publishing Project
- PUB 606 Spring Project: Magazine/Media Project
- PUB 607: Publishing Technology Project
- PUB 611: Making Knowledge Public: How Research Makes Its Way Into Society
- PUB 800: Text & Context: Publishing in Contemporary Culture
- PUB 801: History of Publishing
- PUB 802: Technology & Evolving Forms of Publishing
- PUB 900: Internship Project Report
- PUB 899: Publishing Internship
- Faculty and Staff
- Awards and Financial Support
- Frequently Asked Questions
- Undergraduate Minor
- Undergraduate Courses
- PUB 101: The Publication of Self in Everyday Life
- PUB 131: Publication Design Technologies
- PUB 201: The Publication of the Professional Self
- PUB 210W: Professional Writing Workshop
- PUB 212: Public Relations and Public Engagement
- PUB 231: Graphic Design Fundamentals
- PUB 331: Graphic Design in Transition: Print and Digital Books
- PUB 332: Graphic Design in Transition: Print and Digital Periodicals
- PUB 350: Marketing for Book Publishers
- PUB 355W: Online Marketing for Publishers
- PUB 371: Structure of the Book Publishing Industry in Canada
- PUB 372: The Book Publishing Process
- PUB 375: Magazine Publishing
- PUB 401: Technology and the Evolving Book
- PUB 411: Making Knowledge Public: How Research Makes Its Way Into Society
- PUB 431: Publication Design Project
- PUB 438: Design Awareness in Publishing Process and Products
- PUB 448: Publishing and Social Change: Tech, Texts, and Revolution
- PUB 450: The Business of Book Publishing
- PUB 456: Institutional and International Event Planning
- PUB 458: Journalism as a Publishing Problem
- PUB 477: Publishing Practicum
- PUB 478: Publishing Workshop
- PUB 480 D100: Buy the Book: A History of Publication Design (STC)
- PUB 480 OL01: Accessible Publishing (OLC)
- Undergraduate Courses
- Workshops
- General Information and Cancellation Policy
- Travel and Accommodation
- Financial Assistance
- Publishing Workshops
- Contact 丁香园AV Publishing Workshops
- Research
- News & Events
- Contact
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PUB 331: Graphic Design in Transition: Print and Digital Books
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PUB 332: Graphic Design in Transition: Print and Digital Periodicals
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PUB 371: Structure of the Book Publishing Industry in Canada
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PUB 411: Making Knowledge Public: How Research Makes Its Way Into Society
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PUB 438: Design Awareness in Publishing Process and Products
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PUB 448: Publishing and Social Change: Tech, Texts, and Revolution
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PUB 480 D100: Buy the Book: A History of Publication Design (STC)
PUB 355W: Online Marketing for Publishers
PUB 355W-4 explores the ways that publishers use digital channels, devices, and platforms to build or promote marketing messages. Some of the topics discussed include content marketing, social media, email marketing, video marketing, and digital advertising.
The aim of this course is to provide students with an overview of the theory and practice of online marketing. The four primary areas are:
- Audience research
- Planning and strategy
- Tactics and running campaigns
- Measurement
Course Structure
A range of learning styles are supported through the use of lectures, readings, and discussions of case studies, as well as short individual activities, self-assessment exercises, and a group project.
Learning Outcomes
On completion of this course students will have a solid understanding of how books and related reading materials can be marketed using digital techniques. Students should be able to:
- Apply key digital marketing strategies to the development of a digital marketing plan, using a structured strategy framework for research and decision making.
- Understand the omni-channel customer journey and the marketing mix needed to support both traditional, digital and combined buying cycles.
- Define and discuss current concepts such as inbound marketing, content marketing, permission-based marketing, search engine optimization, search marketing including PPC and organic advertising strategies, remarketing techniques and analytics.
Required Core Reading:
Required software access and readings (PDFs or links to online articles) will be listed on Canvas under Modules.
Sample Assignment Breakdown (30% group + 70% individual)
- Marketing Research (Personas) 鈥� Group Assignment 6%
- Content Marketing 鈥� 45%
- Midterm Quiz 鈥� 20%
- Ad Strategy 鈥� Group Assignment 24%
- Hubspot Social Media Certification 鈥� 5%