Qualification - Advanced Certificate In Applied Management (Publishing And Journalism)

Course CodeVBS001
Fee CodeAC
Duration (approx)900 hours
QualificationAdvanced Certificate

Study publishing and journalism - move forward in your career or business

The Advanced Certificate In Applied Management (Publishing And Journalism) is a 900 hour course requiring completion of a total of seven Modules plus a 200 hour Workplace (Industry) Project.  The Modules comprise:



" Thanks for the tips you gave me on the journalist job... I was given the job of writing an article... the experience was great and at least I will be published for the first time"
- Gavin, studying journalism


Core ModulesThese modules provide foundation knowledge for the Qualification - Advanced Certificate In Applied Management (Publishing And Journalism).
 Business Operations VBS006
 Management VBS105
 Marketing Foundations VBS109
 Office Practices VBS102
 Workshop I BGN103
 Workshop II BGN203
Stream ModulesStudied after the core modules, stream modules cover more specific or niche subjects.
 Editing I BWR106
 Freelance Writing BWR102
Elective ModulesIn addition to the core modules, students study any 1 of the following 3 modules.
 Publishing I (Publishing Children's Literature) BWR107
 Publishing II (Publishing Fiction) BWR202
 Publishing III (Non-Fiction Publishing) BWR303

Note that each module in the Qualification - Advanced Certificate In Applied Management (Publishing And Journalism) is a short course in its own right, and may be studied separately.

What 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.

Scope and Nature of Publishing

Some publishing businesses are small with multi-skilled staff. Most medium to large publishing businesses, however, employ a team of people, each with a well-defined role. Following are some of the people that typically work in a publishing business:

The publisher is concerned with planning and management of the publishing business. The publisher is often, but not always, the boss or CEO. The publisher’s particular concerns are to commission new work, negotiate the acquisition of existing work (eg. out-of-print titles that have been released from another publisher), assess and decide on the future of existing titles, and develop new areas of work. The publisher also needs to deal with unsolicited submissions, and with agents of authors. The publisher should maintain contact with authors (though the extent of such contact varies between publishers). The publisher needs to liaise with other sections of a publishing business in order to do their job properly: the editor, the marketing department, etc.

Note: The term ‘publisher’ is used for both the company which publishes the book or magazine, and for the person responsible for selecting material for publication.

The business manager may be responsible for the day-to-day management of either part or all of a publishing business. Some large publishers employ a team of business managers, putting each one in charge of a different group of publications (eg. a business manager for non-fiction and another for fiction, one for women’s magazines and another for business magazines).

The production manager or production assistant is responsible for coordinating and overseeing each of the physical stages in the production of a publication. A small publishing business may assign this task to an editor, or the publisher. A large business may employ several production managers.

The editor is responsible for overseeing the creation of the publication, from inception to the finished product. Different editors have different roles; for example an acquisitions editor seeks work from writers and reviews manuscript submissions, while a copy editor subedits a manuscript, ensuring it is logical, lucid and meets the needs of the target audience. The editor checks the text for language and grammar to ensure consistency and readability. The editor also liaises with writers, production staff and printers so that the publication stays within budget and meets projected deadlines.

The designer has the task of taking instructions from the editor and producing the final layout.

Marketing staff have the task of selling a publication. The editor should explain to these people the concept of the publication. The editor and author will have developed the book with a particular market in mind, and those thoughts must be conveyed to the marketing staff.


The Publisher’s role is to decide what will be published, where it will be published and the quantity that will be published. A publisher is a visionary risk-taker who finds new books and commissions them.

Publishers aim to develop a stable of publications which suit the company image and strengthen its identity. Being recognised in the marketplace is important to profits, and maintaining a recognisable style and identity assists in achieving this. This is why publishers usually have clear set categories of books that they will take on for publication.

The Publisher is in the business of book publication to make a profit. So the costs of producing each book are carefully weighed up with projected sales. A book will only be produced if it is very likely to turn over a good profit. When a publishing company takes on a new book, they are effectively investing in that author and that title.

Here is a brief overview of what the publisher actually does:

  •  Create and maintain policies on what can be accepted for publication
  •  Review potential manuscripts for publication
  •  Select suitable titles
  •  Create new titles/products required by commissioning writers
  •  Develop publishing schedules and timelines including organization of distribution
  •  Work with the marketing department to create a publicity program
  •  Negotiate contracts which take account of libel and copyright laws.
  •  Find and develop opportunities in the marketplace both nationally and globally
  •  Consider financial projections and reports in making decisions
  •  Manage the editorial and production processes
Publishing companies can be small (from a two person office) or large (hundreds of staff worldwide) and can operate in either one or a multitude of markets.

Learning Facilities

ACS follows the old fashioned idea that “the student comes first”. Our staff are told to treat every student as an individual and respond promptly to their enquiries; and the facilities we have developed and continue to develop, are all focused on that goal. Facilities include:

  • Offices in two time zones (UK and Australia) –which means an international team of academics are responding to students 5 days a week and 16 hours a day.
  • An online student room with unique resources that are only available to students studying our courses, including online library.
  • Bookshop offering quality downloadable e books.
  • A data base of 20 million words of unique information written by our staff since 1979 that can be drawn upon if needed by academics for use in supporting our students.
  • Systems that ensure assignments are tracked, marked and returned to students, fast -commonly within a round 1 week & rarely more than 2 weeks (note: many other colleges take longer).
  • The school is active in social networking and encourages students to connect with us and each other.
  • No additional charges for extra tutor support over the phone or email.
  • Free careers advice for graduates – It is our policy to provide support and advice to our students even after they graduate. If a graduate needs help with getting a CV together, or advice on setting up a business or looking for work; they only need ask.
  • The quality of our academic staff is higher than many other colleges.

 How our Courses Differ

  • Courses are continually improved – we invite feedback from all graduates and change courses immediately the need is detected.
  • Courses are relevant to the whole world – we try hard to teach make the learning transferable to any region or country because the world is increasingly a global economy.
  • Courses written by our staff, teach different skills to standard courses; giving a unique mix of skills and knowledge to provide a career advantage. Do you want an accredited certificate and the same skills as 100 other job applicants; or one of our courses with skills that no other applicants have?
  • Certificates and diplomas are longer. They teach you more, and our qualifications have built a reputation amongst academics and industry as being a very high standard for this reason.
  • We are focused on helping you learn in a way that improves your capacity to understand your discipline, apply knowledge, and continue learning and developing your capabilities beyond your course.

These things cannot be always said of other colleges.

Career Opportunities

Study alone can never guarantee career success; but a good education is an important starting point.

Success in a career depends upon many things. A course like this is an excellent starting point because it provides a foundation for continued learning, and the means of understanding and dealing with issues you encounter in the workplace.

When you have completed an ACS course, you will have not only learnt about the subject, but you will have been prompted to start networking with experts in the discipline and shown how to approach problems that confront you in this field.

This and every other industry in today’s world is developing in unforeseen ways; and while that is unsettling for anyone who wants to be guaranteed a particular job at the end of a particular course; for others, this rapidly changing career environment is offering new and exciting opportunities almost every month.

If you want to do the best that you can in this industry, you need to recognise that the opportunities that confront you at the end of a course, are probably different to anything that has even been thought of when you commence a course.

Meet some Of our academics

John Mason

John Mason is one of Australia's most prolific writers. He saw his first work published when at secondary school, where he worked on the school magazine. In 1973 he was writing a weekly column for his local newspaper and by 1975 he was a regular contributor to Australia's national magazine "Your Garden". John was engaged by Victoria's Dept of Youth, Sport and Recreation to write a book on Fun and Fitness Trails in 1978. In 1981 he saw two more books published (one in America, another in Australia), and commenced writing regularly for the Self Sufficiency Magazine, Grass Roots. John is a long term member of the Australian Society of Authors, the Garden Media Guild (UK) and the Horticultural Media Association (Australia). He has written or contributed to over 100 books, many published by international publishers and published more than 2,000 articles across a range of genres (Gardening, Education, Business, Farming, Fitness). In addition, John has contributed to and overseen the development of more than 600 distance education courses which encompass around 20 million words. He has been an avid photographer for 40 years, building a collection of over 100,000 images, which are used to illustrate his work. His marine animal photos are even used by Legoland in England, on their Atlantis ride! Writer, Manager, Teacher and Businessman with over 40 years interenational experience covering Education, Publishing, Leisure Management, Education, and Horticulture. He has extensive experience both as a public servant, and as a small business owner. John is a well respected member of many professional associations, and author of over seventy books and of over two thousand magazine articles.

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