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Published VersionCC BY V4.0, Open Access
Journal article
Australian author, student and publishing perspectives on marketing knowledge
Arts and Humanities in Higher Education, Vol.23(3), pp.250-265
2024
Appears in UniSC Supported Open Access Outputs
Abstract
This research sought to explore how creative writing university students' knowledge aligned with published authors and marketing professionals within the publishing industry. Participants from all three groups were recruited for semi-structured interviews, and the transcripts were analysed using thematic analysis. Overall, both published authors and creative writing students' knowledge was misaligned with industry perspectives, practices , and expectations, despite both authors and students generally believing marketing was important. Both the authors and students overall possessed a limited understanding of marketing and so their marketing knowledge did not appear to greatly increase after graduating. Given that authors found it difficult to build their marketing knowledge and skills due to time constraints, it would appear useful to embed marketing and entre-preneurial knowledge in creative writing university curricula to ensure students graduated with knowledge that would enhance their entrepreneurial and marketing skills and their income opportunities.
Details
- Title
- Australian author, student and publishing perspectives on marketing knowledge
- Authors
- Jacqueline Burgess (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesPaul Williams (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesAmy Curran (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Arts and Humanities in Higher Education, Vol.23(3), pp.250-265
- Publisher
- Sage Publications Ltd.
- Date published
- 2024
- DOI
- 10.1177/14740222241248830
- ISSN
- 1741-265X; 1474-0222
- Copyright note
- © The Author(s) 2024. This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the Sage and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
- Grants
- Youth Engagement in Sustainability (YES) Research Initiative, 0980027715, Queensland Department of Environment and Science (Australia, Brisbane)
- Organisation Unit
- School of Business and Creative Industries; Healthy Ageing Research Cluster
- Language
- English
- Record Identifier
- 991015198902621
- Output Type
- Journal article
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