Advanced Certificate In Applied Management (Publishing And Journalism)

Advanced Certificate in Applied Management (Publishing and Journalism) There are four core units ie. Management, Office Practices, Business Operations and Marketing Foundations. A further three units cover publishing and writing. A workplace project on the publishing industry involves the final 200 hrs of study.
CORE MODULES
1. Office Practices
Develops basic office skills covering use of equipment, communication systems (telephone, fax, etc) and office procedures such as filing, security, workplace organisations, etc.
2. Business Operations
Develops knowledge of basic business operations and procedures (eg. types of businesses, financial management, business analysis, staffing, productivity, etc) and the skills to develop a 12 month business plan.
3. Management
Develops knowledge of management structures, terminology, supervision, recruitment and workplace health and safety.
4. Marketing Foundations
Develops a broad understanding of marketing and specific skills in writing advertisements, undertaking market research, developing an appropriate marketing plan and selling.
STREAM STUDIES  Publishing I
There are ten lessons as outlined below:
1. The Publishing World
Nature & scope of publishing, types of publishers, how books are published, market research.
2. Publishing Procedures & Techniques
Colour or black & white; film or digital imaging, types of printing, alternative ways of doing layout (eg. typesetting, paste up, electronic layout with Adobe products or MS publisher), comparing types of digital graphic files, printing costs, etc.
3. Desktop Publishing
Word Processing, Alternative publishing methods: Printing on a Computer Printer; Supplying a "Master" to a commercial printer, or plublishing electronically (eg. Internet or CD)
4. Desktop Publishing
Software options, use of colour, black and white, use of graphics, putting it together, etc.
5. Illustration
Graphics, Line illustrations, cartoons, photos etc. Freehand work, Computer graphics, etc
6. Illustration
Photography, Photographic Equipment & Materials; Composition; Development of Photographic Style Portraiture, Posing for Photographs, Planning a Photo Session, Studio Photography, Fault Finding, etc
7. Researching
Types of Research (Exploratory, Experimental etc), Primary & Secondary Data sources, Planning a survey, Conducting an interview
8. Marketing in Publishing
Understanding marketing & publicity -what makes a publication succeed or fail, launches, press releases, etc.
9. Publishing
Ethics & The Law, Public attitudes, accuracy of writing, bias, monopolies, media ownership concerns, etc
Freelance Writing
The ten lessons cover:
1.  Introduction to freelancing
Scope of freelance writing (types of writing, where to begin, styles, etc). getting help, finding resources &   contacts, understanding industry terminology.
2.  Basic writing skills
What is communication, types of communication, types of language, clear wording, concise wording, parts of speech, grammar, punctuation.
3.  The publishing world
Periodicals, books, remaindering, copyright, publishers advertising conditions,  public lending rights, contracts, selling.
4.  Manuscripts
Types of printing, preparing a type script, etc.
5.  Planning what you write
Mechanics of writing, developing an idea, sentence structure, precis, planning what you write, building a paragraph.
6.  Newspaper writing
Newspapers, regular columns, fillers, short features, etc.
7.  Magazine writing
Travel writing, magazine articles/features, determining potentially marketable articles.
8.  Writing books
Non fiction, fiction, short stories, determining what to write and developing an idea.
9.  Writing advertising
Writing a press release, writing an advertisement, writing for public relations, etc.
10. Special project
Planning and developing a manuscript for a small book.
Editing I
There are eight lessons as folloes:
1.  Introduction to Editing - the role and scope of editing; tools for editing; editing skills; the production process: an overview; who does what in publishing
2.  The Mechanics of Clear Writing - spelling, punctuation, grammar, language; style; tense
3.  Assessing Manuscripts - readability; word length; structure; consistencies and inaccuracies; the reader's report; substantive editing; the author's responsibilities; the author/editor relationship
4.  Copy Editing I - what the copy editor does; the procedure; house style; style sheets.
5.  Copy Editing II - marking up; parts of a publication; editing non-text material; illustrations
6.  Preparing Copy for Printing - type design and page layout; proof stages
7.  Proof Reading
8.  The Final Stages - indexes; blurbs; checking final proofs
WHAT YOU WILL DO IN THIS COURSE
Here are some examples of the type of thing you will do:

• Plan and write at least 3 major articles and one short story manuscript.
• Analyse at least 15 articles.
• Survey the scope and current status of the publishing industry and interpret a range of indicators to the viability of different existing or proposed publications.
• Explain the publishing industry, the procedures (stages) in bringing a publication to print and the different people (& jobs) involved.
• Explain how to present a manuscript to a publisher.
• List the differences between audiences for different types of publications.
• Explain the differences between types of writing required for newspaper publishing compared with magazine or book.
• Prepare or select appropriate illustrations (graphic or photographic) for publishing.
• Explain the processes involved in the production and use of these illustrations.
• Conduct and report on several interviews.
• Take a number of photographs with the intention to use them to illustrate a publication.
• Plan the contents and publishing procedure for ten (10) different types of articles.
• Plan the contents and publication of a small book, booklet or magazine.
• List the scope of statistical information available through government agencies and report on the relevance of such information to the publishing industry.
• Write copy for ten (10) different advertisements and five (5) different promotional leaflets or brochures.
• Design the layout for two promotional brochures, and determine the cost of typesetting, paste up and   printing each.
• Compare the scope and nature of business conducted by four (4) different publishers.
• Plan and determine costs for the publication of a new newspaper, newsletter or magazine.
• Use prescribed reference books and other resources to gain relevant information.