Course Title: Publishing Finance and Sales

Part A: Course Overview

Course Title: Publishing Finance and Sales

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006


City Campus


345H Media and Communication


Sem 1 2010,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014,
Sem 1 2015,
Sem 1 2016

Course Coordinator: Tracy O'Shaughnessy

Course Coordinator Phone: 03 9925 3155 email preferred

Course Coordinator Email:

Course Coordinator Location: 9.5.43

Course Coordinator Availability: By appointment, via email

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

Successful completion of COMM1301 Editing 1B and COMM2308 Print and Electronic Production.


Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information:;ID=x94or0ccuu7k


You should undertake COMM2310 Editing 2 at the same time as this course as it contains areas of knowledge and skills which are implemented together in practice. COMM2310 is a co-requisite course.

Pre & Co-requisites

Note it is a condition of enrolment at RMIT that you accept responsibility for ensuring that you have completed the pre-requisite/s and agree to concurrently enrol in co-requisite courses before enrolling in a course.
For your information the RMIT Course Requisites policy can be found at:;ID=twx09y07zi1c

Course Description

In this course you will examine the key aspects of sales, marketing and production management practices in the publishing industry, both locally and globally. You will examine both the print and ebook economies through the lens of marketing and finance. From the impact of social media and short run digital printing to the importance of metadata, this course provides you with the skills and knowledge to engage with the contemporary publishing world.

Objectives/Learning Outcomes/Capability Development

Course Learning Outcomes

Upon successful completion of this course, you will be able to:

  1. Identify and evaluate different marketing and publicity strategies for both ebooks and print books.
  2. Apply costing models to evaluate the viability of book projects for both ebook and print.
  3. Investigate global issues in publishing marketing and finance and evaluate their impact on the local industry.
  4. Critically analyse the publishing process from commissioning to selling.

Program Learning Outcomes

In this course you will develop the following program learning outcomes:

  1. Critically analyse and identify the future directions – opportunities and challenges – for book publishing.
  2. Acquire and apply knowledge of local and international perspectives and issues about contemporary publishing practice.
  3. Employ appropriate technical skills and theoretical knowledge to solve problems associated with book publishing.
  4. Undertake research into contemporary media and communication theory and practice to explore possible industry and career directions.

Overview of Learning Activities

This course will take a blended approach to its delivery with learning activities that involve a range of activities, including lectures, tutorials, group discussion and activities, peer review and individual research. All sessions are face to face.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.
A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.
The University Library has extensive resources for Communication students. The Library has produced a subject guide that includes quality online and print resources for your studies
The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include presentations, projects and may be done individually and in teams.

Feedback will be given on all assessment tasks.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment Policy