Dates:
27 October 2008 (a one-day course)
Price:
£349+VAT (a number of discounts are available)
Venue:
The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels)
Book course online or phone +44 (0)20 8874 2718 for availability
"I really enjoyed it. I found it brilliant and have learned so much, and will apply this to my daily job. Everything was presented in a clear format and was applicable to my current role."
Folens delegate
Get your market research right and everything else will follow. Get it wrong, and it’s like starting down the wrong path in a maze – no matter how well you do the rest of your marketing, you’re always heading for a dead end.
If you’re an educational publisher, this course deals with the very specific challenges you face and will help you produce books that teachers want to buy.
After it, you’ll know how to:
- find out which techniques will work best for you
- reach the people you want to hear from
- ensure that your findings are acted upon.
If you’d like to carry out more research, but don’t know where to start, or if you want to build on and refine an existing research programme, this course is perfect for you.
Programme
- Why carry out market research?
- Gaining the competitive edge: how educational publishing has evolved in recent years
- What matters in making a resource sell?
- What can we expect to find out from market research?
- Using research to support your decision-making
- Creating/contributing to a market-facing culture
- Finding your way in the market research maze:
- Different techniques/methods
- Pros and cons
- What sort of research will best suit us as publishers?
- What sort of response rate can we expect?
- How do we know we’re reaching the right people?
- Avoiding the pitfalls of market research
- The MRS Code of Conduct – a quick guide
- Fitting market research into the day job
- The value of market wisdom over market knowledge
- How to research your market without ever leaving your desk
- Top 10 dos and don’ts for planning a school/college visit
- Questionnaire design guidelines
- Commissioning external market research
- How to avoid expensive mistakes
- Creating a lip-smacking resource proposal
Who will benefit from this course?
Anyone who is responsible for managing a list of titles or for developing new concepts for the schools/college market, i.e. editors, commissioning editors and product developers.
Your tutor
With more than 20 years’ experience in educational publishing, Mary James founded innoved to provide research and consultancy services to help publishers identify what it is that teachers want to buy. As a Market Sleuth, she helps publishers become more market-wise, make sensible publishing decisions and sell more to see their market share grow. You can read an article on market research, written by Mary, in the News section of this web site.
Note that most of our open courses can also be run as in company events.
Send details of this course to a colleague.
Dates: 27 October 2008
Price: £349+VAT (a number of discounts are available).
Venue: The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels).
Make a provisional booking on Market Research for Educational Publishers
Please complete this form to make a provisional booking. You will then receive an acknowledgement by email.
Shortly afterwards, we will send you a registration form with which you can confirm your booking.