module specification

LT6008 - The Orchard Lab: Creative Strategy Practice in Digital Music Marketing (2017/18)

Module specification Module approved to run in 2017/18
Module title The Orchard Lab: Creative Strategy Practice in Digital Music Marketing
Module level Honours (06)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
90 hours Scheduled learning & teaching activities
120 hours Guided independent study
90 hours Placement / study abroad
Assessment components
Type Weighting Qualifying mark Description
Coursework 20%   Report 1, 1500 words
Group Presentation 20%   Group presentation
Coursework 60%   Report 2, 4000 words.
Running in 2017/18
Period Campus Day Time Module Leader
Year City Tuesday Afternoon

Module summary

This module explores the theoretical and practical matters of strategic decisions in the marketing aspects of the music industry. Strategic relationships within the music industry are especially intensified as a result of transformation of consumer behaviour, economic and business structures and modes of development in content promotion and delivery. The module will strategically examine the applications and roles of Marketing, Public Relations and communications models to music and media in both theory and practice. The practical component consists of industry-supported real-life digital marketing campaigns involving all students. The practical application of Strategic Management theory, Marketing and Public Relations concepts/tactics, and state of the art digital communications/promotions techniques will be the focus this module. The research component of this module will be central to the success of live marketing and publicity campaigns involving all students on this module. This module will thus focus on graduate employability by enabling the final year students to apply their knowledge of a number of disciplines and test the theory in practice, and also enhance their communication and presentation skills, problem solving and decision making, self-management and time-management, numeracy skills in campaign planning and market research, analysing data, application of knowledge and especially - career management.

Module aims

1. To examine, explore and develop the skills necessary for the application of marketing, public relations and communications models to music and interactive media in both theory and practice.
2. To analyse the strategic role of marketing and PR practice in music and digital media with reference to different sectors of the industry and scales of operation.
3. To identify and practically address the real-life inter-relationship between content-owners, artists, promoters, various music companies, media and audiences/users/consumers.
4. To introduce real life applications of strategic management, business theory, practice and commercial imperatives in the music sectors and an array media industries.
5. To offer a constructive and practice-based critique of alternative marketing and public relations approaches and techniques in music and media.
6. Develop and document employability-related skills by undertaking defined, industry-based project centred on the student's programme of study.
7. Apply marketing theory to live campaigns by gaining experience of industry environments.
8.    Enhance graduate employability through real life industry practice, decision making, creative work and liaisons with key industry players.
9.    To develop and refine the understanding of innovation and creative enterprise in an industry context.
10.  To go beyond the textbook definitions of creative strategy and develop real life marketing solutions.

The module also develops the following skills: researching and analysing data, applying knowledge and presenting data, academic writing, communicating orally and in writing,  self reflection, working with others, IT skills, enterprise and commercial awareness and career management.



1. The strategic marketing environment for music and media.

2. Market segmentation, targeting and positioning for the music and media industries.

3.  Marketing policy and marketing mix decisions; maintaining competitive advantage in the music and media industries.

4.  Music and media product/service/brand planning and product/service/brand development; branding and innovation; product, service and brand life cycles; growth share matrix.

5. Market research and intelligence for the music and media industries focusing on the use of digital media services and techniques for data collection and analysis.

6. Promotion and communication mix: advertising; media development and publicity; personalised online marketing; public relations; sales support; digital distribution.

7. Media PR/’Plugging’ and Music Public Relations practice: traditional media and new digital models.

8. Music and media industries product placement, strategic integration and sponsorship.

9. Live and recorded music: ticketing, reviews, format, download, streaming and media promotion.

10. Marketing evaluation methods.

11. Practice-based approaches, teamwork in music marketing and media PR.

12. Social and ethical issues in music and media marketing.

Learning and teaching

This module will be delivered as a series of 2 hour lectures and 1 hour workshops. Weekly lectures will focus on key tasks, as well as areas of teaching and learning with a weekly workshop integrated into the lecture subject and marketing/PR task. Workshops will focus on group activities: communications, problem solving and case study analysis, research skills and applications including the use of digital platforms and learning by doing, presentations. All of this will be connected to key industry contexts. Guest speakers from The Orchard and their partners will be invited to lecture and deliver workshops.

Blended learning plays central part in this module: strategies such as formative assessment through online collaboration; summative assessment best practice will continue with the use of mp3 and other digital audio formats for assessment feedback sent by email. Online teaching materials will be used systematically and in conjunction with in-class interaction through lectures and seminar tasks.

Reflective learning will focus on both formative and summative assessment. Students will be required to write reflective accounts regarding any aspect of collaborative work and assessment planning.

Employability will be enhanced through 1) an in-depth understanding through the practical application of the key skills in the context of real life industry tasks (syllabus); 2) specific activities geared towards the application of reflective practice in individual and group work; 3) assessment requirements are directly connected to the impact which is made on the practical study task involving real life industry clients (formative/summative assessment)

Learning outcomes

On successful completion of this module students will be able to:

1. Critically apply marketing principles to the music and media sectors by demonstrating a practical understanding of industry structures, relations and functions through live, industry-set marketing campaign tasks.

2. Analyse and evaluate marketing and PR strategies of music businesses and creative organisations that use music and media as part of their marketing plan rooted in practical work and conceptual background to the creative solutions based on critical evaluations of theory.

3. Provide an informed and reflective discussion of alternative approaches to marketing and communications techniques and their relevance to organisations in the industry through logs, presentations, reports, and analyses.

4. Evaluate the relevance and effectiveness of alternative media for communication with reference to music and media organisations in a range of contexts and communicate this effectively to clients, whether corporate bodies or artistes/their representatives.

5. Working in well managed teams with set goals and deadlines, construct an industry marketing plan for a music/digital media promotion aimed at bringing a real-life artist, music product, live event or digital media service to the market, and which contains appropriate communication, pricing, place and promotion strategies.

6. Reflect on their individual and group work through and address both strengths and weaknesses in the context of pragmatic applications of transferable skills, subject specific knowledge and exercises in leadership.


Assessment strategy

This assessment will have three components:

1. Individual 1500-word report/marketing analysis based on the first seven weeks of work within The Orchard Lab

2. Group presentation of the marketing plan and analysis of its effectiveness after twenty weeks of work on the Lab project – 20%

3. Individual written 4000 word report containing the in-depth evaluation of the experiential learning process that took place within the industry context and problem-solving skills within a critical marketing context


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