A study of the theories and techniques used in the marketing of recorded music by major and independent labels and artists to consumers. Topics include market structure and analysis, distribution methods, promotional strategies, charts, airplay, pricing, research, and legal issues specific to entertainment marketing. This course also discusses use of music in marketing other products.
The business of marketing is continually changing due to technology. Traditional marketing practices remain relevant; however, those practices must be adapted to be effective in today’s world. The internet and social media have made it easier than ever before to target specific groups of consumers. The advantages gained do not come without ethical and legal challenges. In the marketing of a music product, marketers have the ability to use consumer information to strategically market to those most likely to consume their product. This course will explore strategies for marketing music through the use of traditional means, social media, TV, film, and advertising.
Textbook readings and lecture presentations
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
Discussions are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each forum. Each thread must be 150 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be 100 words.
Short Answer Assignments (5)
Each assignment will cover the Learn material for the assigned module. Each assignment will be open-book, and contain short essay questions. Responses should be in the student's own words, not copied directly from the course text.
Social Media Marketing Assignment
The student will write a 1,000-word research-based paper in current Turabian format that focuses on marketing via social media. The paper must include at least 3 references in addition to the course textbooks.
Faith and Learning Assignment
The student will write a 1,000-word research-based paper in current Turabian format that focuses on a Christian worldview in the business of marketing music. The paper must include at least 3 references in addition to the course textbooks and examples from the Bible.
Each quiz will cover the Learn material for the assigned module: week. Each quiz will be open-book/open-notes, contain 25 multiple-choice and true/false questions, and have a 45-minute time limit.