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2024/25 Undergraduate Module Catalogue

MUSS2827 Marketing for Musicians

20 creditsClass Size: 40

Module manager: Silviu Cobeanu

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2024/25

This module is not approved as a discovery module

Module summary

This module acquaints students with the music marketing environment, exploring a range of fundamental key principles central to goods and services marketing which have been adopted and adapted by a range of music business organisations such as box-office companies, music instruments manufacturers, music venues, performing arts organisations, streaming services, record labels and music publishers. Students will analyse and discuss a selection of relevant case studies and have the opportunity to explore real-life music marketing scenarios through participation in practical exercises and simulations. Topics for consideration on the module may include areas such as music markets and consumer behaviour (both physical and online), segmentation, targeting, positioning and marketing mix, as well as careers in (music) marketing.


This course aims to give students a foundation in marketing and help them develop an understanding of how marketing concepts might be specifically applied in the context of the music business. It covers some of the core specific concepts in marketing and considers various consequences and developments produced by the digital disruption.

Learning outcomes
On successful completion of this module, students should be able to:
1. demonstrate an understanding of core marketing principles, concepts and theories;
2. apply discipline-specific techniques to music business scenarios;
3. audit existing marketing campaigns carried out by music organisations and recommend solutions drawing on relevant theory and managerial practice;
4. reflect analytically on past and current marketing practices in music organisations.

Skills outcomes
Knowledge of marketing, music business


The following outline syllabus is indicative:
Students will be introduced to main marketing concepts and their applicability to the core music business sectors, through examination of marketing practices specific to record labels, streaming platforms, music publishers and live music/ticketing companies.
Students will have opportunities to participate in real-life scenarios to familiarise themselves with practicalities of the marketing working environment.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours183.00
Total Contact hours17.00
Total hours (100hr per 10 credits)200.00

Private study

Private study breaks down roughly as follows:
- Preparation for and following up on each lecture: 3 hours x 10 = 30 hours
- Reading based on each lecture: 2 hours x 10 = 20 hours
- Preparation for each seminar: 4 hours x 7 = 28 hours
- Reflection and following up after each seminar: 3 hours x 7 = 21 hours
- Preparation for and completion of module assessment: 84 hours

Opportunities for Formative Feedback

Discussions and formative tasks in seminars will offer opportunities to monitor progress and provide formative feedback.

Methods of assessment

Assessment typeNotes% of formal assessment
Report2700-3300 words60.00
Poster Presentationposter presentation40.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 29/04/2024 16:18:37


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