Marketing Communications in the Music Industry - CMAT3150

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2021 to 2022
Autumn Term 4 15 (7.5) Richard Lightman checkmark-circle


This module evaluates the function of communications and marketing within the music industry. The areas of social media, experiential and viral marketing, brand creation, market sectors and artist development will be analysed and critically evaluated.


Contact hours

Total Contact Hours: 22
Private Study Hours: 128
Total Study Hours: 150

Method of assessment

Main assessment methods

Group Presentation (15 minutes) – 40%
Critical Evaluation Essay (1,500 words) – 60%

Reassessment methods


Indicative reading

Indicative Reading List

Holiday, R. (2014). Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising. London: Profile.
Nelson-Field, K. (2013). Viral Marketing: The Science of Sharing, Oxford: Oxford University Press.
Tuten, T.L. & Solomon, M.R. (2014). Social Media Marketing. Harlow: Pearson.

See the library reading list for this module (Medway)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:

1 Demonstrate an understanding of the marketing framework of music business;
2 Demonstrate an understanding of communications, publicity and Public Relations disciplines;
3 Analyse and demonstrate an ability to utilise marketing tools, including social media, in the building of an artist's career;
4 Demonstrate an understanding of the connection between marketing practices, brand creation and marketing sector analysis within the music business.

The intended generic learning outcomes.
On successfully completing the module students will be able to:

1 Use data effectively by analysing, interpreting and presenting relevant information;
2 Demonstrate the ability to utilise appropriate technology for information gathering and research;
3 Demonstrate problem-solving skills and the ability to manage time and resources effectively.


  1. Credit level 4. Certificate level module usually taken in the first stage of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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