International Management of Publishing & Rights
International Management of Publishing & Rights
- 20 students
- 4 courses
This course is aimed at those wanting to learn more about conducting business internationally and exploiting subsidiary rights. A range of publishing sectors are discussed including consumer and academic publishing where the primary formats of publication are book, ebook or digital platform.
Going Global: How to Take a Local Publishing Company to International Heights (PART TWO / Advanced Level)
A module by Filipe Silva
Learning Objective: To develop a deeper understanding of the international publishing business, particularly in targeting to local audiences and reviewing global challenges in selling to local markets. An overview on how to use the power of rights and translations to expand your global footprint, establishing the right business model and creating an international sales force and strategy.
Going Global: How to Take a Local Publishing Company to International Heights (PART ONE)
A module by Filipe Silva
Learning Objective: To understand the broad concepts and partners related to international sales, and exploring Print Book, eBooks and Audiobooks formats in international markets. An overview of the main bookfairs around the world and making meaningful market partner connections.
Questions about International Management of Publishing & Rights?
Who is this course for?
This course is aimed at those wanting to learn more about conducting business internationally and exploiting subsidiary rights. A range of publishing sectors are discussed including consumer and academic publishing where the primary formats of publication are book, ebook or digital platform. The course explores the sales and licensing opportunities for these types of work in particular.
The course is adapted from the MA Publishing via distance learning at Oxford Brookes University. It assumes no prior knowledge of the topic however if you are unfamiliar with the basics of production, editorial, and financial management you may find it helpful to refer to the IPA Academy courses:
- Digital Production and Workflow Management (includes product-level finance)
- Editorial Management Functions & Strategy (includes list- and business-level finance)
The course represents about 50 hours of independent study via reading of the written chapters and completion of the skills builder activities. All resources needed to complete the course are either provided or freely available in the public domain.
Course description: International Management of Publishing and Rights
The global knowledge economy provides many opportunities for publishers to grow and expand their businesses strategically. In some sectors such as consumer publishing there is now an expectation that content will be made available simultaneously across formats and territories. In this course, you will consider which business strategies are most appropriate for different types of publishing business.
This course explores the two key areas of International Publishing Management and Rights Management. Examined is how publishers can develop the value of their publishing business by reaching out beyond their domestic markets. This can involve exporting books, licensing subsidiary rights, and setting up local publishing operations in other countries. There is a strong emphasis on the practical aspects of exporting, licensing and entering new markets.
By the end of the course you will be able to:
- Demonstrate an understanding of the principal concepts in intellectual property and be able to relate them to international publishing..
- Understand the strategic, commercial, financial and operational aspects of the publisher’s decision to license to, export to or build locally in international markets.
- Analyse the international strategy of a publishing company, whether academic, educational or trade, in terms of both its strategic framework and its practical rationale.
- Research and develop a market entry strategy into an international market for your chosen publishing business, using strategy and research tools.
Chapter 1: Introduction to international management of publishing and rights
Chapter 2: The essentials of international property rights
Chapter 3: International business strategy
Chapter 4: Understanding international markets
Chapter 5: Exporting and selling direct
Chapter 6: Translation and reprint rights
Chapter 7: Electronic licensing
Chapter 8: Building IP value and protecting intellectual property rights
Chapter 9: Building an international publishing business
Chapter 10: Overview and future developments
1.1 Chapter Aims
1.2 Introduction: The Link between International Business and Rights Management
1.3 The Economic Value of Intellectual Property Rights
1.4 International Opportunities to Exploit Rights
1.5 Introduction to International Markets
1.6 Introduction to Market Entry Strategies
1.7 Development of an International Publishing Business
1.8 Chapter Summary
2.1 Chapter Aims
2.2 Introduction: The Principles of Copyright
2.3 The Author-Publisher Contract
2.4 Licensing Subsidiary Rights
2.5 Book Fairs and Sales Trips
2.6 Chapter Summary
3.1 Chapter Aims
3.2 Internationalisation of Publishing
3.3 Global Strategy Theory
3.4 International Strategy Decisions in Publishing
3.5 Case Study on International Strategy
3.6 Chapter Summary
4.1 Chapter Aims
4.2 Introduction to International Market Research
4.3 Political, Economic, Social, Technological, Legal and Environmental Analysis (PESTLE)
4.4 The Socio-Cultural Environment
4.5 Market Mapping
4.6 Chapter Summary
5.1 Chapter Aims
5.2 Why Export? Prioritising Markets
5.3 Export Sales Management
5.4 Distributors, Agents, Representatives
5.5 Working with Export Partners and International Customers
5.6 Exporting Digital Products
5.7 Financial Aspects – Discounts, Gross Margin, Commissions, Credit & Collection
5.8 Risk Analysis in Export
5.9 Chapter Summary
6.1 Chapter Aims
6.2 Introduction: The Rationale for Licensing
6.3 What are the Advantages and Disadvantages of Licensing Rights?
6.4 What Skills are Needed to Sell Rights?
6.5 Identifying Titles with Rights Potential
6.6 Identifying Possible Partners
6.7 Making the First Contact and Building Relationships
6.8 Working Direct or Using Subagents?
6.9 What Type of Licence is Best?
6.10 Supplying Material for Assessment
6.11 On What Basis Should Rights be offered – Exclusively or Non-exclusively?
6.12 Key Areas of Negotiation
6.13 The Financial Terms of the Licence
6.14 The Licence Contract
6.15 After the Contract
6.16 Problematic Licences
6.17 Keeping Track of Licences
6.18 Chapter Summary
7.1 Chapter Aims
7.2 Introduction and Background to Licensing Electronic Rights
7.3 Examples of Electronic Licensing - Aggregators
7.4 Commercial Issues
7.5 Intellectual Property Issues
7.6 Practical Aspects
7.7 Chapter Summary
8.1 Chapter Aims
8.2 The Economic Value of Intellectual Property
8.3 Roles and Responsibilities of the Publisher in building IP value
8.4 Threats to the Value of Intellectual Property Rights
8.5 Protective Measures and Remedies in Response to Threats to IP value
8.6 Chapter Summary
9.1 Chapter Aims
9.2 Why Build an International Organisation?
9.3 Local Organic Development,
9.4 Joint Venture/Partnership or Acquisition?
9.5 International Acquisitions
9.6 Organisational and HR Issues
9.7 Building an International Business in a Digital world
9.8 Chapter Summary
10.1 Chapter Aims
10.2 Revisiting the Course so far
10.3 Changing Ways of Doing Business
10.4 Changing Shape of the Publishing Industry
10.5 Technology Drivers
10.6 Case Studies
10.7 Chapter Summary
10.8 Course Conclusion