Course Descriptions

PSPB 6201 Book and Journal Publishing (3 credits)
A comprehensive examination of the publishing industry, including trade (general fiction and nonfiction), professional associations, textbook, scholarly, university presses, museum, reference, and electronic publications. The process of book publishing, from manuscript acquisition and contract negotiation to editing, design, and production, will be examined. The course also covers marketing, advertising, publicity, promotion, distribution, and sales. Students will learn about the complex coordination required within a publishing operation to ensure economic success.

PSPB 6203 The Business of Publishing (2 credits)
This course focuses on every aspect of the business of publishing, including departmental budgets, contracts, marketing plans, sales and distribution, subsidiary rights, supply management, inventory control, financial reports. It also studies broad issues of strategic planning, departmental coordination, personnel management, and leadership.

PSPB 6205 Copyright Law in Print & Cyberspace (3 credits)
Provides a basic understanding of U.S. Copyright Law, and the stages that evolved from traditional print to current issues in cyberspace and the difficulties in applying copyright to the Internet and World Wide Web. The goal is for students to develop an understanding of copyright law and learn how to apply the law to resolve cyberspace problems.

PSPB 6207 Marketing Strategies (2 credits)
Marketing trade and scholarly books. The interaction of marketing departments with authors and with editorial, production, sales, and finance departments.

PSPB 6213 Book Design (2 credits)
This course will introduce students to the book design process, and its relationship to the editorial, production, and marketing departments. The components of book design: typography, composition, page layout, illustrations, photo-editing, and printing will be covered, including the use of templates, grid systems, and current layout programs.

PSPB 6221 Publishing Management, Organization, and Strategy (2 credits)
This course focuses on the concepts and methods for strategically and effectively managing a publishing organization. Publishing has its own distinct terminology that carries through to its business strategies and organizational structure. Depending on the kind of publishing (book, journal, magazine, newsletter, online), the organizational structure, job descriptions and positions, policies, and ultimately managerial problems differ widely. Special attention is given to managerial ethics, and the importance of publishing in a multi-national environment.

PSPB 6222 Accounting and Finance for Publishers (2 credits)
This course will introduce the student to accounting, using traditional accounting principles and methods, but with an emphasis on their application to publishing. Beyond general accounting principles, the students must be aware of the ways in which book, journal, and magazine publishing differ from other lines of business. Book publishing is distinguished from most other lines of business by the relatively large number of separate, custom products and the size of the items sold, the long development time to bring products to market, and the wide variation in each book’s commercial life. Journal and magazine publishing also has its differences from other businesses.

PSPB 6224 Budgeting, Fulfillment, and Distribution (2 credits)
This course aims to teach the fundamentals of what a business manager must know to help direct a publishing enterprise. It begins with budgeting; the allocation of resources on scales from the title to the enterprise, using such accounting as is necessary to manage this. The course then examines management of the enterprise's stock and receivables. It continues to the systems necessary to manage fulfillment, circulation, and online access. Finally, the course looks at how a business should decide whether to keep or bring functions in-house or to outsource them.

PSPB 6232 Production Management (3 credits)
Production management as it applies to traditional book publishing and to projects requiring the integration and application of new technologies.

PSPB 6251 Fundamentals of E-Publishing (2 credits)
This course will explore the similarities and the differences between traditional and electronic publishing, with focus on practical issues faced by electronic publishing at this point in its evolution.

PSPB 6253 E-Publishing: Theory and Practice (2 credits)
Pragmatic, economic, and ethical aspects of electronic publishing for responsible decision making. Prerequisite: PSPB 6251.

PSPB 6255 E-Publishing Infrastructure and Architecture (3 credits)
Digital publishing technologies, tools, and standards are analyzed in a combination lecture and lab course. Prerequisite: PSPB 6251.

PSPB 6256 E-Publishing Technologies And Standards (2 Credits)
Overview of current and emerging content technologies; software and hardware components of a typical publishing system, the enabling standards, and publishing systems architecture. Restricted to students in the MPS in publishing program. Prerequisite: PSPB 6251.

PSPB 6257 Designing for E-Publishing Success (2 credits)
Principles of digital design: usability testing, search engine optimization, iterative design.

PSPB 6258 User-Centric Design for Print and Electronic Publications (2 credits)
A unified approach to design for print and online information products.

PSPB 6259 E-Publishing Tools (2 Credits)
Practical experience with popular e-publishing tools. Builds upon material covered in PSPB 6255 and assumes basic knowledge of HTML, CSS, and XML. Prerequisites: PSPB 6251; and PSPB 6255 or PSPB 6256.

PSPB 6261 Editorial Content, Rights, and Permissions (2 credits)
In this course, students will explore how editorial content is developed and obtained and its relationship to the rights and permissions process. Included is exposure to the decision-making process in terms of reconciling distribution of content for both revenue and non-revenue purposes.

PSPB 6262 Editing for Books, Journals, and Electronic Products (2 credits)
This course will focus on the editorial responsibilities for content acquisition, quality control, licensing, workflow management, and vendor and contractor relations. The editorial office is the nerve center for most publishing companies and a solid understanding of the roles and challenges of the editorial office are crucial to a successful publishing operation. This course examines the key functions and responsibilities of the editorial office across different segments of the publishing industry, including trade, professional, educational, scholarly, new media and how changes in markets and technology are reshaping the editorial office.

PSPB 6263 Research, Indexes, and Bibliographies (2 credits)
Research and fact checking; accessing library online research sources and databases; tracking electronic publications; locating authoritative sources; overseeing indexing.
PSPB 6265 Managing Editorial Staff (2 credits)
In this course, students will explore the relationships amongst the personnel and the functions within the prototypical editorial office relative to how its various components are managed. Included are the roles of different personnel, including managing editors, editorial assistants, peer reviewers, and authors.

PSPB 6271 Sales Management, Strategy, and Positioning (2 credits)
In this course students will explore the basic concepts of sales management and strategy. They will also look at the more complex job of positioning a book from acquisition to editorial concept in ways that are designed to enhance sales opportunities. Students will develop an appreciation for the distinction between sales and marketing while they are also learning the best ways to foster productive interaction between the two disciplines to maximize profitability and distribution opportunities. The class will cover a variety of skill sets and concepts, including the implementation of market-driven acquisition strategies, managing and motivating commissioned sales representatives, cultivating relationships with buyers and distributors, pitching books to both wholesaler and retailers, positioning the editorial and design elements of a book to enhance sale ability, and exploiting special markets.

PSPB 6272 Book Publicity and Promotion (2 credits)
One of the four P’s in the marketing mix, promotion represents the communication of information about the publisher’s books with the goal of generating a positive customer response. Students will spend time examining effective promotional strategies, referencing case studies and best practices as well as failed campaigns, to arrive at definitions of success. With an eye towards a changing landscape, as independent stores become less of a force, traditional direct mail achieves increasingly smaller response rates, and book review sections in major newspapers disappear, students will examine new publicity and promotion alternatives that exploit the powerful new media that is available to them. From author videos, Google AdWords, and eblast promotions to book clubs, review media, and fan events, the class will combine creative and practical strategies that take advantage of the most effective tools available.

PSPB 6273 Managing the Marketing Portfolio (2 credits)
Students in this class will use the introductory material to which they have been exposed in the marketing track to focus on problem solving and senior-level management concepts. Specifically designed to prepare students for marketing management, this class combines creative and practical aspects so that they cannot only do the work required of the typical book marketers but positions them to be able to assume the role of someone who plans to supervise the department and contribute to overall marketing strategy for their publishing company. Students will focus on branding, positioning, campaign development, budgeting, project management, and copywriting. Designed as a senior-level seminar, students will be strongly encouraged to participate in class and will be given opportunities to demonstrate leadership potential when working in small groups on various assignments. Students will regularly critique one another’s work in an open forum in order to learn the process of correcting and refining the campaigns.

PSPB 6281 Ethics in Publishing (1 credit)
MPS candidates will be required to attend this capstone course for one-credit. The Summer Institute, which focuses on the ethical issues of publishing, provides students with a rare opportunity to meet publishers and other industry leaders in a dynamic forum. Topics include issues in copyright and fair use, censorship, open access, privacy, literacy, green publishing, digital preservation, and business models.

Note: Semester scheduling subject to change.