GPP 7020 Marketing Books & Magazines: Traditional & Contemporary Approaches
Marketing is not what it used to be – today there are numerous platforms, both traditional and new that marketers must utilize to best position their product, whether a physical book, an eBook, a magazine, or an eZine. This class will examine both traditional approaches to marketing both the book and the magazine, such as developing an audience, and combine those methods with more contemporary approaches such as social media, viral marketing, search engine optimization, mobile marketing, and other innovative ways using the internet to communicate effectively with customers.
GPP 7220 Magazine Publishing
A consideration of the strategies and game plans at work in the mass magazine marketplace today. Drawing on examples from print, electronic, cyberspace, and traditional media, the course will detail the issues, theories, techniques, and financial realities that determine the success or failure of magazines.
GPP 7227 Publishing Law
Writers, editors, agents, and publishing professionals face legal issues such as copyrights, contracts, commercial, privacy and libel law as well as First Amendment questions involving freedom of speech/press and censorship. This course is designed not only to inform the students of the basic legal concepts involved and to provide a competency to critically examine these matters as they arise and practically resolve them.
GPP 7260 Maintain and Operate a Small Publishing Company
This course will orient the students in the practical information application of running their own small publishing company. It will follow the stages of setting up a company, then of following a book through all aspects of production, marketing and sales. Emphasis would be put on the importance of choosing a niche market to allow for reduced marketing and advertising expenses.
GPP 7270 Business Publishing
This course will examine how publishing companies make money. Students will examine the daily financial, procedural, acquisition, etc. decisions publishers make on a daily basis. Students will study industry successes and failures to better understand how and why publishing companies succeed.
GPP 7215 Marketing Children’s Books
Please see the course description under the Children’s & YA Concentration.
GPP 7217 Building You, Your Product/Company
Students will examine the effects and necessity of branding for both authors and companies in today’s marketplace. Students will learn how to identify branding as well as create a brand – the emotional connection the public makes when it sees an author/company name.
GPP 7305 Digital Video & Viral Marketing
This course will comprise an overview of the growing importance of digital video in marketing, with a focus on its use on websites and in social media. The basics of video production such as concept development, storyboarding, interviewing techniques, branding, and audience targeting will be covered. In addition, there will be some basic training in editing and post-production on Adobe Premier, as well as a review of key Adobe software commonly used in video production. The course will culminate with the presentations of original marketing videos created by each student.
For the Master’s in Leadership and Master’s of Business Administration courses listed below, please consult the specific program pages for course descriptions.
MSL 6600 Leadership Fundamentals
MSL 6610 Information Systems & Strategies
MBA 6620 Decision Making Methods
MBA 6666 Financial Principles and Policies
MBA 6653 Economics of the Workplace
GPP 7203 Children’s Book Design & IllustrationIn Children’s books, the images and text must work together seamlessly to tell the whole story. In this class, students will develop a historical and artistic understanding of the illustrated book – how images enhance the story in terms of pacing, page-turning, anticipation, etc. Students will also learn more technical skills such as what it takes to succeed in the children’s book market, how to develop a character model sheet, and how to prepare a book worthy dummy.
GPP 7214 Library & School Publishing The library and school markets have shifted and changed over the years. The current market is not only looking to drive and improve literacy, but to involve the common core standards in virtually all books purchased and used in the classroom and/or libraries. In the is class, students will learn how children learn to read, the concepts behind the common core, leveling, Hi/Lo readers, supplemental materials, as well as what content, themes, etc. are deemed both acceptable and necessary by this market.
GPP 7215 Promoting Children’s BooksThis course will introduce students to the role of marketing within the children’s book publishing house. Students will learn the principles of successful marketing strategies – both print and online – as well as the fundamentals of product development, branding, and advertising across multiple channels in trade and school & library markets. Students will study the latest trends in children’s publishing along with successful marketing campaigns.
GPP 7218 Exploring the Middle Grade NovelAs young adult fiction tackles more and more edgy and difficult topics and readers become more and more sophisticated, there is a greater need to ensure that appropriate topics are available to the middle grade reader (ages 8-12). In this class, students will explore the range of middle grade fiction, compare it to lower young adult, and discuss the decisions that necessary to determine in which category titles belong. Students will also look at writing styles, authors, themes, topics, content, etc. to better understand this segment of the children’s industry.
GPP 7235 Contemporary Literature & Publishing for ChildrenIn this course, we will survey past and present American literature for children and adolescents. We will study the various genres of children's books and learn about various trends in publishing books for children and teens. Students should be prepared to read a large number of children's books over the course of the semester.
GPP 7237 YA Genre Study As the YA (young adult) market grows, it continues to push at the historical boundaries by exploring controversial and edgy topics such as divorce, ethnicity, gender roles, suicide, and much more. It is also comprised of action-adventure, fantasy, historical, mystery, sci-fi, and speculative fiction. As a result, this has made it difficult to define YA fiction. This class, through exploration of many YA titles, will seek to define YA fiction. Is it a genre or sub genre? Are there different levels of YA fiction, or should there be? And why do adults love some YA titles and not others? Students will lead this industry discussion by developing a set of standards and criteria to define the genre through class discussions and projects.
CRW 7450 Writing for Young Adults This course provides craft exercises and research strategies specific to the writers of young adult fiction. Narrative and prose theory along with hands-on exercises provide the basis for the instruction. Reading young adult texts as a writer and reading critical readings about young adult fiction supplement the craft coursework. To develop a knowledge of the facility with the craft of young adult writing, the course relies more on exercise and excerpts rather than on the workshopping of completed, “whole” works.
GPP 7203 Children’s Book Design & IllustrationPlease see the course description under the Children’s & YA Publishing Concentration.
GPP 7313 Typography, Color, and Design (online class)This course will focus on basic principles of typography, color, and design for the use of print materials. Students will study the history of communication and typography, and learn the classifications of typography and usage including the study of a selection of proper type for specific purposes. Students will study color, how to use the color wheel, the psychology of color, and the proper use of color for print. This course will also focus on developing a student’s awareness of design elements using type including the principles of emphasis, contrast, balance, alignment, repetition, and flow.
GPP 7345/7347/7359/7350 Design Studio I, II, III, IVStudents will learn and enhance their knowledge of the Adobe Design Suite (Adobe Photoshop, Adobe Illustrator, and Adobe In-Design) with the focus of preparing digital files for the publishing industry. Introductory students will learn about electronic illustration, page layout, and photo composting, while more advanced students will further enhance their skills. Students will gain hands on experience by creating press-ready images. Students will take a skill-level based test that simulates what a studio would give a perspective employee to ensure competency.
GPP 7005 Mechanics of EditingThis course will explore the various forms of editing, while paying particular attention to what editing professionals do, how, and why they do what they do matters, as well as where their skills can be applied in the editing profession. Students will learn and enhance editing skills such as proofreading, copyediting, fact-checking, indexing, and the use of style guides and other resources. Students will also learn about the day-to-day responsibilities and the challenges of working both “in-house” and as a freelancer.
GPP 7205 Acquisitions Editing This course will provide students with the knowledge it takes to successfully acquire by identifying and contracting for new intellectual properties for publication. Students will learn the various roles acquisitions editors play including new product development, marketing and sales, project management, and more. Class discussions and activities will equip students with a broad range of skills and practical experience that this demanding role requires. As a final project, students will create a complex “new book acquisition” proposal, including specifications, market research, competitive analysis, and P & L statement, for presentation to an “Editorial Board” of seasoned publishing professionals.
GPP 7206 Developmental Editing Students will learn the basics of developmental editing and project management for a portfolio of books as well as electronic projects, including the duties of a developmental editor; the editorial process from proposal to production; how to evaluate book proposals, sample chapters, and market reviews in order to write editorial assessment reports; and how to develop strong working relationships with authors and internal staff.
GPP 7210 Life as a Literary Agent The Literary Agent plays a crucial role in the book publishing industry as the liaison between the author and the publishing house. A successful literary agent must have the ability to seek out and recognize good quality and marketable book content, and a judicious editorial eye to help authors craft successful proposals and manuscripts. The agent must also build and maintain a strong network with editors in various publishing categories, and serve as an advocate and sales agent on behalf of their author clients. Agents conduct sales, negotiate contracts, and then mentor the fulfillment of contractual negotiations, including handling financial issues and subsidiary rights. In this changing era of book publishing, authors rely heavily on literary agents to shepherd them through the publishing process.
GPP 7225 Role of the Magazine Editor In this class, students will examine the various types and responsibilities of each of the editorial positions within the magazine industry: contributing, copy, associate, managing, and editor-in-chief. Students will also closely examine how each of these editors work on a daily basis to ensure that each article and story written, printed, and/or uploaded directly speaks to the magazine’s editorial vision. In addition to understanding the role of each of these types of editors, students will look at the role of the editor in ensuring the overall success of the magazine.
GPP 7230 How to Write for MagazinesThis course will cover the basics of freelancing for magazines including developing story ideas, pitching articles, conducting interviews, and researching material. It will analyze magazines such as national, regional, news, trade, and consumer, and teach how to write various types of articles including profiles, how-to pieces, full-length features, and more. Students will complete several articles of various lengths and purpose, and propose them for sale.
GPP 7235 Contemporary Literature and Publishing for ChildrenIn this course, we will survey past and present American literature for children and adolescents. We will study the various genres of children's books and learn about various trends in publishing books for children and teens. Students should be prepared to read a large number of children's books over the course of the semester.
Courses Under Construction
GPP ____ Role of the Book Editor
GPP 7215 Publishing Internship
An on-the-job experience in a commercial publishing environment that offers the student training in a variety of editorial, production, or marketing skills. Participation is supervised by a publishing professional from the host publishing organization and by a faculty advisor.
Students may obtain internships at any point during their academic career; however, only those students who have successfully completed (3.0 GPA) 18 credits are eligible to receive academic credit for an internship. Students may ONLY receive a total of 3 credits for an internship.
GPP 7500 Thesis/CapstoneThe thesis is designed as a culminating experience that allows students to undertake original work to reflect and extend the breadth of their graduate program experience. Eligible students choose a topic, secure a faculty thesis advisor, and submit, for review and approval by the program director, a written plan for the thesis project. Thesis is open only to matriculated students in good academic standing (GPA of 3.0 or higher) who are within 18 credit hours of graduation.