Teaching Notes: Beyond the book launch: can entrepreneurs rewrite the rules for author branding?

Amy Crawford, a self-described introvert and former kindergarten teacher without any aspirations of being in the public eye or being an entrepreneur, unexpectedly finds herself at the threshold of a promising career as a historical fiction author with her debut novel, Under the Scottish Sky: A Beauty and the Beast Retelling. With Amy’s limited experience using digital marketing and managing a brand, she struggles knowing that she will be expected to take an active role in the marketing of her book, largely through self-promotion.

As Amy approaches her book launch, she faces critical decisions about balancing creative writing and...