KLS 3541 Book business and entrepreneurship

KLS 3541 Book business and entrepreneurship

Course code: 
KLS 3541
Department: 
Communication and Culture
Credits: 
7.5
Course coordinator: 
Anitra Guddal Figenschou
Product category: 
Bachelor
Portfolio: 
Bachelor of Creative Industries Management - Programme Courses
Semester: 
2018 Autumn
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

The book business is one of our oldest cultural industries. Over the years this has been a business in continuous growth. Especially during the last ten years the number of publications has exploded because of new technology and cheap producttion costs. The investments required in production are relatively small compared to the net profit a bestseller shows, leading to a great number of business trying their luck in a market with rough margins dominated by only a few large corporations. The three most powerful publishers in Norway are Aschehoug, Gyldendal and Cappelen Damm. Their main characteristic is that they take care of all the steps in the value chain of books, that is: publishing, distribution, book clubs and book stores, as well as the mass market. This means that they attend to all parts of the value chain in the field of literature, from the author to the reader. The dualism between art and commerce is a common theme in the lecturers. There will also be a focus on the challenges of marketing books in an already saturated market.

Learning outcomes - Knowledge

Students are to be aware of all the main players in the book business; publishing houses, book-store chains, book clubs and distribution. Some knowledge about libraries and the mass market for books is to be acquired. The students are to understand the process of production, the economics involved and communication dynamics between players and their audiences which play a role, PR, sales- and marketing strategies. The student also has to understand the interaction between the national cultural policy and the market and what kind of framework this interaction gives the players in the business.

Learning outcomes - Skills

The students should be able to show how different players in the value chain of books are dependent on each other. Being able to describe the economic structures and communications processes is also a requirement. The students are to understand and be able to carry out PR, sales- and marketing tasks in the business. They shall also be able to administrate the creative processes with important content suppliers like authors, illustrators, and designers.

Learning Outcome - Reflection

The student has to develop a reflection regarding the artist’s creative development, as well as the nation’s need for a Norwegian culture and a highly developed Norwegian language, but also the business’s need for a healthy economy and growth. Students are to be able to reflect upon and make statements regarding these aspects.

Course content
  • The value chain in the Norwegian book business
  • Business models
  • History of the business
  • The author
  • Publishing houses
  • Literature
  • Distribution channels
  • PR, sales and marketing
  • The economy of literature
  • Digitalization of the literary field
  • The reader
  • Book business as part of the cultural business
Learning process and requirements to students

The course consists of lectures, student work and student presentations. 30 hours of teaching will be spent on the course topics and 4 hours will consist of student participation. In this course we offer many interesting guest teachers and a visit to one of Oslo’s cultural institutions in the literary field.  

Project paper: 

The purpose of this project paper is to involve the students in learning throughout the semester. During the first part of the course, the students are to choose a subject and articulate a curriculum-related problem regarding the subject, which they are free to choose. The students are to work in teams, the ideal number of students in one group is three, but students can also choose to make groups of two or four. At mid-term the groups are to present their subject, problem and thoughts to the rest of the class. The group will get feedback both from their lecturer and their fellow students. Near the end of the semester, some weeks before the deadline for submitting the project papers, the students will have a short guidance session with the supervisor. 

Software tools
No specified computer-based tools are required.
Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

No specific prerequisites

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
KLS35411
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination every semester
60No1 Semester(s)Group (2 - 3)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
KLS35412
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination every semester
40Yes3 Hour(s)
  • No support materials
Individual
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:No
Grouping (size):Group (2-3)
Support materials:
Duration:1 Semester(s)
Comment:
Exam code:KLS35411
Grading scale:ECTS
Resit:Examination every semester
Exam category:Submission
Form of assessment:Written submission
Weight:40
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • No support materials
Duration:3 Hour(s)
Comment:
Exam code:KLS35412
Grading scale:ECTS
Resit:Examination every semester
Exam organisation: 
Ordinary examination
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching30Hour(s)
Review of assignments in plenary4Hour(s)
Prepare for teaching24Hour(s)
Group work / Assignments56Hour(s)Project paper
Self study46Hour(s)
Examination40Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:30 Hour(s)
Comment:
Workload activity:Review of assignments in plenary
Duration:4 Hour(s)
Comment:
Workload activity:Prepare for teaching
Duration:24 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:56 Hour(s)
Comment:Project paper
Workload activity:Self study
Duration:46 Hour(s)
Comment:
Workload activity:Examination
Duration:40 Hour(s)
Comment:
Sum workload: 
200

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.

Talis literature

Obligatorisk/Compulsory

Book
Authors/Editors År Tittel Edition Publisher StudentNote
Thompson, John B. 2014 Merchants of culture: the publishing business in the twenty-first century 2nd ed Polity Press (Kap. 1 - 3, 5, 7 og 9) 223 sider.
Document
Authors/Editors År Tittel Edition Publisher StudentNote
2016 Bokbransjen og entreprenørskap Oversikt over artikler som inngår i artikkelsamlingen vil bli publisert på Itslearning ved kursstart
Book
Authors/Editors År Tittel Edition Publisher StudentNote
Clark, Giles N.; Phillips, Angus 2014 Inside book publishing 5th ed Routledge
Einarsson, Kristenn cop. 2012 En bokpushers bekjennelser Gyldendal
Finkelstein, David; McCleery, Alistair 2013 An introduction to book history 2nd ed Routledge
Langeland, Henrik H. 2011 Fortellekunst: håndbok i litterære teknikker Tiden
Andreassen, Trond cop. 2006 Bok-Norge: en litteratursosiologisk oversikt 3. utg Universitetsforl
Naper, Cecilie 2007 Kvinner, lesning og fascinasjon: "bestselgere" i bibliotek og kiosk Pax
Document
Authors/Editors År Tittel Edition Publisher StudentNote
Andersson, Sus 2009 E-boken - lätt att göra, svår att sälja Svenska Förläggareföreningen
2008 Digitaliseringsrapport 2008: Hvordan sikre at bokhandelen også blir en handelsplass for digitalt innhold? Bokhandlerforeningen
Rønning, Helge; Slaatta, Tore; Torvund, Olav; Larsen, Håkon; Colbjørnsen, Terje 2012 Til bokas pris: Utredning om litteraturpolitiske virkemidler i Europa Kulturdepartementet
[2015] Forretningsplan : en guide fra Altinn Altinn
Website
Authors/Editors År Tittel Edition Publisher StudentNote
Bokhandlerforeningen Bokhandlerforeningen Siste års bransjestatistikk.
Webpage
Authors/Editors Tittel Journal URL Publisher StudentNote
Bransjestatistikk - Den norske Forleggerforening Bransjestatistikk - Den norske Forleggerforening Resource Den norske Forleggerforening Siste års bransjestatistikk.