Introduction to publishing and book trade 2700-L-PW-D2ZWK
General conditions of system transformation of Polish publishing market at the beginning of 90s, 20th century. Analysis of situation and trends at Polish book market after 1989. Characteristics of the most important publishing companies. Foreign investments on Polish book market. Demand and supply on book market ? efficient and inefficient methods of limiting overproduction, and stimulating demand.
The main aim of the course is presentation of the most basic and important issues of modern book business in Poland,
During the course students are confronted with the most important phenomenons within modern book business (ie. e-books, decrease in interest in traditional books, mergers within the field, using the Internet for the sake of trade and promotion activities etc.).
The special attention is given to the issues of marketing in the book business (4P)
Price - different methods of setting prices for the books are disputed
Place - different channels of distribution - wholesaling and retail organisations are discussed
Promotion - importance of PR activities is presented
Special focus is also given to the role of the state for the book business - donations, setting VAT tax , Jaques Lang bill - and its Polish version - "ustawa o książce"
Type of course
Mode
Course coordinators
Learning outcomes
After completing the course, students:
KNOWLEDGE on information sources connected with Polish book business - sources, their usage, evaluation
SKILLS: ability to analyze the most important contexts and phenomenons of Polish bookbusiness (connected with production distribution, sale, promotion)
OTHER COMPETENCES:
Knowledge on the most important organisations operating on the Polish book business
Knowledge:
- basic knowledge on information sources connected with Polish book business - sources, their usage, evaluation.
- the most important contexts and phenomenons of Polish bookbusiness (connected with producing, distributing, selling , promotion)
- the most important statistical data describing Polish bok business
- the most important organisations operating on the Polish book business
Assessment criteria
CHECKING THE ATTENDANCE LIST
- contribution to the class (ie. presentations) (10%)
- final test (90%)
Practical placement
none
Bibliography
Ł. Gołębiewski, P. Waszczyk, Rynek książki w Polsce 2017, t. 1 - 2, Warszawa 2018.
B. Klukowski: Książka w świecie współczesnym, Warszawa 2003.
J. Papuzińska, M. Zając: Przypadek rynku książki w: Janusz Beksiak (red. naukowy), Państwo w polskiej gospodarce lat dziewięćdziesiątych XX wieku, Warszawa 2001, s. 137-150.
B. Klukowski, M. Tobera, W tym niezwykłym czasie. Początki transformacji polskiego rynku książki, Warszawa 2013.
- Selected current materials from professional magazines:
1. „Książki Magazyn Literacki”
2. „Wydawca”
3. „Biblioteka Analiz”
4. „Wiadomości Księgarskie”
5. „Notes Wydawniczy”
- Current edition of „Ruch wydawniczy w liczbach”;
- Current edition of B Rynek Książki w Polsce;
- Alison Baverstock, Are books different?: marketing in the book trade, London 1997 (fragmenty)
- Kuba Frołow, Public Relations na rynku książki, Warszawa, 2007
- Kuba Frołow, Jak wypromowano bestseller, Warszawa 2006
- Łukasz Gołębiewski No future book, Warszawa, 2008
- Marek Tobera, Marketing mix 4p. na polskim rynku książki.
Z Badań Nad Polskimi Księgozbiorami Historycznymi: Studia I Materiały, Tom Spec. r. 2004, str. 161-184
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: