The Business of Music: Creative Marketing Strategies

Catalog description

This course introduces music marketing concepts, principles and approaches that musicians, songwriters, record producers, executives and music companies use to optimize their visibility, analyze, target and sell directly to customers and fans. Traditional and nontraditional marketing approaches for retail, distribution, radio, touring and publicity will be examined with an emphasis placed on online tools and strategies, including website and mobile optimization, smartphone and desktop apps, seo, crowdsourcing, live streaming and crowd funding, and their applications. Topics covered include customer behavior, segmentation, research design, market strategy, and branding. Through case studies, discussions, research, lectures, guest speakers and individual/group assignments, students develop industry-focused knowledge and skills that will assist them in formulating a winning go-to market plan for tan entrepreneurial music venture of choice.