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Market Research for Educational Publishers


22 March 2010 (Mon)
9.30am – 5.30pm

National Library Building
100 Victoria Street, Singapore 188064

Course Fee: $280.00

This is a past course. View upcoming courses.


Market is king, even in the world of educational publishing – a fact that is often lost in the rush of pre-press mayhem.

Understanding who your market is, and how to find out what they want is a skill set no publishing professional can afford to be without. So, when you see ‘market’ in the workshop title, don’t immediately think that this is just for marketing people. Marketing needs to be in everybody’s job description; from the one who answers the phone and the conscientious deskbound editor, to the sales people who keep our cash flowing, and the CEO who decides where to spend it.


Topics we’ll cover during this workshop include:

  • Homing in on your market: knowing whom you publish for
  • The market is your business: giving everyone’s job spec a market focus
  • Market research for different purposes: the new product profiler
  • Market research for different purposes: the backlist saviour
  • Market research for different purposes: the postmortem
  • The ‘who’ of market research: choosing the right person to get the right answers
  • The ‘how’ of market research: research methods and methodology
  • The ‘when’ of market research: synchronizing research with publishing and sales
  • The ‘don’ts’ of market research: the pitfalls of misinformation

About the Trainer: Simon Sharp

Simon Sharp

Simon Sharp’s first introduction to the publishing industry came while he was a teacher and was invited to write a series of textbooks for Hong Kong secondary schools. His input on the strategic placement of the titles and marketing issues made a success of the series, which also led to him joining the management team of his publisher, Macmillan. As the publishing director, he managed a multi-million dollar list and steered the company through major restructuring culminating in a successful acquisition. Later, Simon joined the Pearson group to head-up the pioneering Educational Services department to support the English Language Teaching list, resulting in a colossal 80 percent market share for the company’s primary English courses.

Today, in addition to serving on the board of directors of the iLearners group of companies, Simon is also an independent consultant for education ministries and publishing houses across the Asia Pacific region; offering insight into curriculum development, publishing programme management, and organisational development.

Registration Details

Registration is on a first-come-first-served basis and workshop fees must be paid before the workshop. If the minimum number of participants is not met for the class, the organisers will inform all participants about possible postponement and cancellation, two weeks before the workshop date.

Cancellation & Substitution

The workshop can be cancelled or postponed two weeks before the workshop date if the minimum number of participants is not met. Participants will be fully refunded for workshops cancelled by us.

Participants who are unable to attend a workshop they have registered for are to inform us of the reason two weeks before the workshop date. They will be fully refunded in the event of extenuating and mitigating circumstances (E.g. illness, bereavement, accidents) . Those who inform us up to five (5) working days before the workshop date will receive a 50% refund. Participants can also attend another course at the same value within the same year.

Upon registration, you are deemed to have read and understood the cancellation, withdrawal and substitution policy and accept the terms contained therein.