This module is not currently running in 2024 to 2025.
This module evaluates the function of communications and marketing within the music industry. The areas of social media, experiential and viral marketing, brand creation, market sectors and artist development will be analysed and critically evaluated.
Total Contact Hours: 22
Private Study Hours: 128
Total Study Hours: 150
Main assessment methods
Group Presentation (15 minutes) – 40%
Critical Evaluation Essay (1,500 words) – 60%
Reassessment methods
Like-for-like
Indicative Reading List
Holiday, R. (2014). Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising. London: Profile.
Nelson-Field, K. (2013). Viral Marketing: The Science of Sharing, Oxford: Oxford University Press.
Tuten, T.L. & Solomon, M.R. (2014). Social Media Marketing. Harlow: Pearson.
See the library reading list for this module (Medway)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 Demonstrate an understanding of the marketing framework of music business;
2 Demonstrate an understanding of communications, publicity and Public Relations disciplines;
3 Analyse and demonstrate an ability to utilise marketing tools, including social media, in the building of an artist's career;
4 Demonstrate an understanding of the connection between marketing practices, brand creation and marketing sector analysis within the music business.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 Use data effectively by analysing, interpreting and presenting relevant information;
2 Demonstrate the ability to utilise appropriate technology for information gathering and research;
3 Demonstrate problem-solving skills and the ability to manage time and resources effectively.
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