Course Resources Archive

The module will introduce students to the concepts and the functions of marketing, promotion, digital distribution, streaming, broadcast, social networking and downloading as methods of generating income through the sale and licensing of music and related cultural products. It will also address the impact of mass producing culture on both the creative and the consumer.

In this module students will become familiar with marketing, management and promotional functions within the music industry. This module will also introduce and explain the concept of commodification and the role of the cultural industries. Technology has also had a significant impact on changing the ways in which music and popular culture is marketed and promoted. In doing so this module will examine the contemporary marketing and promotion environment and will explore the function of e-marketing and internet promotion in targeting niche audiences and consumers.

A student passing this module should be able to:

1. Understand the channels of digital distribution available to a recording artist
2. Explain the principal processes for marketing and promoting popular music in the contemporary music industry, both as part of a record label and as an individual
3. Describe and explain the related concepts of the ‘culture industry’ and of ‘commodification’
4. Explain and reflect upon the role of new media technologies in changing the address of the industry to audiences/consumers in marketing and promotion campaigns?
5. Undertake an in-depth evaluation of a current marketing and promotion campaign?

Evaluate the ways in which social networks are used to be disseminate content and critical opinion

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.