MUSIC MANAGEMENT

CORE SUBJECTS

Music Business Management

Students will gain a through knowledge of the music industry and how the different elements within the music industry operate. Gaining a thorough knowledge of the industry’s functions and aims, the student reaches an informed position regarding how to fulfil the duties and responsibilities of a manager in the music business. The course provides participants with specific know-how on the management of intellectual property rights, brand management, strategic posture and artist expectations. The core corporate structure within the industry will be studied with a view toward evaluating the future trends and integrating them into the company’s make-up so as to remain on the frontiers of the ever-changing, global and multifarious music business. Concepts such as media management, on-line sales and distribution, and organisational fluidity that motivates innovation and creativity will be under review.

The principal objectives of the course are the following:

• Gain a thorough understanding of the music industry
• Acquire a detailed understanding of the various stake holders in the music industry
• Understand the appropriate strategies in order to minimise the risk to the different stakeholders in the industry
• Acquire a complete understanding of the issues facing the music industry and how to limit those from making an impact

Music Business Marketing

This module provides essential information with regards to the music industry in terms of facilitating the sale and promotion of music products and services. Topics under review will be advertising and promotion, branding, developing artists and labels, stratification of customer types and their corresponding needs and requirements as well as market demand analysis for various new and innovative offerings at both the domestic and international levels. In addition the course provides analytical frameworks that establish methods to analyse trends and apply industry-specific insights to the formation of marketing planning and strategy. A critical issue under discussion will be how to penetrate the on-line markets and use strategic marketing logics to increase presence in the on-line music market.

The principal objectives of the course are the following:

• Understand how to develop a marketing strategy, plan and budget
• Acquire a thorough knowledge of the different industry tool and practices
• Understand how to design advertising, sales and promotion campaigns within the allocated budget
• Identify the different internal as well as external factors that are affecting the music marketing using SWOT analysis, the Boston matrix, Ansoff’s matrix, Balanced score card etc.