Music Business Marketing

This course explores general marketing concepts as they relate to the nuances of the music business. Students construct strategic plans in the selection and development of media products and are introduced to entertainment licensing concepts and promotional avenues such as trade shows, trade publications, and the Internet. In addition, this course strengthens students’ understanding of analytical tools and strategic analysis of the music business, providing them with knowledge that can facilitate the success of their creative work. Consumer behavior and its effect on the success of entertainment products are also examined.

Course Outline

• Marketing Principles and Terminology
• Entertainment Licensing and Promotion
• Advertising
• Merchandising
• Competitive Tactics
• Public Relations
• Marketing Plan Development
• Branding