Publishing Market 2700-M-PW-Z1PRW
The objective of the lecture is presenting to students the most important factors which has shaped the Polish book business from the year 1989 up to now. During the course of lectures different economic trends will be described and respective activities of publishers and bookselling companies will be presented against the background social, political, economic changes.
The main aim of the seminar part of the course is presentation of the most basic and important issues of current book business in Poland,
During the course students are confronted with the most important phenomenon 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 organizations 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 , Jacques Lang bill - and its Polish version - "ustawa o książce" – fixed book price bill.
Type of course
Mode
Prerequisites (description)
Course coordinators
Learning outcomes
After completing the course, students:
KNOWLEDGE:
are aware of the conditions shaping general situation on the book business, including those which determine basic trends and strategies of the leaders
SKILLS:
are ready to recognize all the mechanisms responsible for changes taking place within the book market
OTHER COMPETENCES:
are able to competently present the factors which stabilize and destabilize modern book market and adequately order those factors hierarchic way so to be able to formulate diagnosis of current situation and prognosis for the future.
Assessment criteria
Presence at the classes is obligatory, exam (written or oral) summarising content given during lectures and seminars.
Practical placement
none
Bibliography
Lecture
S. Siekierski, Książka we współczesnej kulturze polskiej, Pułtusk 2006
Ł. Gołębiewski, Rynek książki w Polsce 1998, Warszawa 1998
Ł. Gołębiewski, Rynek książki w Polsce 2002 (t. 1-2), Warszawa 2002
Rynek książki w Polsce 2017, t. Wydawnictwa, t. Dystrybucja. Warszawa 2017
B. Klukowski, M. Tobera, W tym niezwykłym czasie. Początki transformacji polskiego rynku książki (1989-1995), Warszawa 2013 - tamże obszerna bibliografia dotycząca także okresu po 1995 r.
J. Papuzińska, M. Zając: Przypadek rynku książki, [w:] Państwo w polskiej gospodarce lat 90. XX w., red. J. Beksiak, Warszawa 2001, s. 137 – 150
Raport Polish Book Market 2020 na stronie Instytutu Książki (instytutksiazki.pl) - wersja angielska jest bardziej aktualna!
Portale branżowe
rynek-ksiazki.pl
wirtualnywydawca.pl
wydawca.com.pl
ksiazka.net.pl
instytutksiazki.pl
Seminar:
- 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: