Music Marketing Strategies - CMAT5110

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2021 to 2022
Spring Term 5 15 (7.5) Richard Lightman checkmark-circle


Marketing requires analysis, processing of data and careful cost-effective targeting and consumer expectations. This module investigates the segmentation, targeting, and positioning concept to effectively and efficiently devise marketing programmes. Different facets of marketing are analysed including business to business, product driven business to consumer and market funnelling. The language of marketing is introduced and used to create viable marketing strategies in real world scenarios. Students will be required to write a marketing plan in support of the launch of a brand, product or artist.


Contact hours

Contact hours: 22
Independent study hours: 128
Total study hours: 150

Method of assessment

Main Assessment Methods

Written Evaluation (1,200 words) - 40%
Marketing Plan (1,800 words) - 60%

Reassessment Methods
- Like for like.

Indicative reading

Indicative Reading List:

Baker, B. (2013). Guerrilla music marketing handbook: 201 self-promotion ideas for songwriters, musicians and bands on a budget. St. Louis, MO: Spotlight Publications.
Hatton, A. (2000). The definitive guide to marketing planning: the fast track to intelligent marketing planning and implementation for executives. London; New York: Financial Times Prentice-Hall.
Holiday, R. (2014), Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising, Profile.
Hutchison, T. W., Allen, Paul, Macy, Amy. (2010). Record label marketing. Burlington, MA: Focal Press.
Nelson-Field, K. (2013), Viral Marketing: The Science of Sharing, OUP.
Wood, M. B. (2014). The Marketing Plan Handbook.

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. exhibit an in-depth understanding of marketing disciplines within the Music Industry and wider context;
2. critically evaluate the value of marketing, consumer demand, and its impact on culture and commerce;
3. create a marketing plan complete with defined goals and milestones;
4. demonstrate an awareness of marketing and brand strategies and their effectiveness.

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

1. utilise relevant skills in information communication technologies and use of electronic information sources.
2. work independently, to understand one's own learning style and work regime;
3. use time management effectively to include the ability to plan and set priorities;
4. analyse data and to formulate and express relevant arguments and hypotheses;
5. assimilate different theoretical and aesthetic systems of thought and to relate theory to practice;
6. examine assumptions, concepts and hypotheses critically in the light


  1. Credit level 5. Intermediate level module usually taken in Stage 2 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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