module specification

This module explores the theoretical and practical matters of strategic decisions in music media marketing processes, especially augmented through transformation of audience/consumer behaviour, economic structures and modes of content promotion and delivery.

This module analyses the application and roles of Marketing, Public Relations, Communications and Engagement models in [online] music media.

The practical component consists of industry-supported real-life interactive marketing campaigns involving all students. Practical treatment of Strategic Marketing, Public Relations, user/audience Engagement concepts/tactics, and state of the art digital communications/promotion forms the focus this module.

Research tasks are central to the success of marketing campaigns/projects involving all students on this module.

This module focuses on Graduate Employability by enabling final year students to apply their knowledge in experiential learning processes. Students will test theoretical knowledge in practical settings, enhancing their communication, planning, reflection and presentation skills.

This module enables students to apply skills synthesis by means of field-based, industry-focused problem-solving and decision-making, self-management and time-management. They will both apply, and critically reflect on digital literacy and analytics skills in marketing and market research, with special focus on Career Management.

Working with real-life clients and Industry Partners, students will be empowered by reflexive industry practice, equipped with a unique competitive edge. This module is delivered as integral part of our experiential learning strategies.

Module Aims:
1. Attainment of marketing planning, innovation and creative enterprises within Music/Media Industry contexts.
2. Examining, exploring and applying the skills necessary in marketing, PR and communications in music and interactive media.
3. Reflecting on Marketing and PR teamwork in Interactive Music Media with practical strategic reference to industry work.
4. Pragmatically addressing real-life inter-relationships between content-creators/owners, music/media companies and audiences.
5. Applying reflective critique of strategic marketing and management theories, going beyond textbook definitions and developing testable marketing solutions for practical/commercial use in music media environments.
6. Enhancing graduate employability through industry practice models, decision-making, and applied research.

N/A

LO1

1. Strategic marketing and PR environment for music, its psychological and sociocultural context.

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

3. Marketing strategy, policy and marketing decisions; attaining competitive advantage in music.

LO2

4. Music and media product, service and brand planning, implementation and development; branding and innovation for product, service and brand life cycles and matrixes.

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

6. Implementing promotion and communication tools: social media PR and advertising; brand development and publicity; personalised online marketing with delivery and digital distribution.

LO3

7. Critical evaluation of the database of Music Media Marketing Lab case studies.

8. Laboratory practice with digital tools for design, content packaging and targeting.

9. Practical work combining online and offline tools in digital and spatial environments.

10. Marketing campaign field evaluation methods with reflective teamwork.

11. Contextualising independent music marketing projects within broader industry contexts.

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

This module is going to be delivered by means of 3-hour weekly workshops. Each workshop consists of formal content delivery, class discussion, interactive class exercises. This business/enterprise-orientation module will utilise a combination of teaching and learning methods, addressing a variety of learning styles. These include roundtables, tutorials, practicums, peer- and team-study, group tasks and interactive learning. Students will be encouraged to reflect and draw on own experiences, aspirations and goals to facilitate inclusive learning. In this instance, special attention is paid to practical work-insights attained in the Lab and fieldwork.

Inclusive, active and collaborative learning will form the pivotal tactics for learning on this module. This will include peer-moderated study and teamwork; the use of video, audio and online resources and VLEs; student-centred learning activities will include class interaction, problem-solving tasks and roleplay; uploading and reviewing team-based materials in ungraded formative assessment which will facilitate further class-collaboration among students.

Problem-solving activities will be enhanced by lecturer-facilitated debates, encouraging team effort and individual student input. Tasks in class and in preparation for classes will include research- and investigation-driven exercises utilising a variety of sources such as music industry blogs, market research reports and industry trade body websites. The formats for class delivery will consist of 3-hour workshops held in labs both physical and virtual as well as field-testing done independently. Special industry events including practice, showcases and The Lab Plenary held each year, with the aid of Industry Experts Panels.

Students will be able to utilise blended learning through VLEs, such as WebLearn and interact through digital media supplied this way, to facilitate independent guided learning and inquiry. Inquiry- and research-focused learning will form the central part of student-focused activities in class and in independent study. Students will be expected to attend all classes and do so prepared for class, this being further facilitated through tasks given between seminars and lectures on a weekly basis. Independent inquiry, research and reflection will be facilitated through the use of multiple academic and industry resources through our digital library and online sources, books and journal articles as well as news entries from leading music business publications.

Formative assessment – authentic assessment plays a pivotal role in this WRL module. Mentoring, feedback, feedforward from Industry Experts, VPs, Clients and Partners will enable students to attain practical evaluation and advanced application of their work.

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

1. Research and plan for, develop and refine marketing objectives, tools, and procedures for implementation in advanced interactive music/media marketing.
2. Organise, implement and reflect on online marketing campaigns developed for practice.
3. Evaluate, assess and critically appraise their marketing projects within the context of music media strategies, attaining the highest order of feedforward as focused on reflexive practice and experiential learning.

1. Peer-assessment aided presentation – using assignment criteria, “Project Pitch” format. Following the first four weeks of guided student work within The Lab and timed to follow-up on key activities in preparation for group presentations held in w.5. In teams, students will present and defend their marketing project plans before peers. Moderated by ML/MT, this peer-assessment event/process will enhance student experience of the pragmatic, vocational nature of this module and their degree, further engaging them in competitive and motivational aspects of this module and their chosen industry practice. The presentation will contain a risk-assessment reflexive component.
Weighting – 20%
LO1

2. Individual written CWK/Portfolio (reflective) 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, also addressing the Panel’s (Industry Experts’ and Module Tutors’) feedforward (A1 feedforward preparing for A2).
The 2000-word portfolio will address the Business/Employability rationale and justification of each individual student’s contribution to each campaign in its full context. This paper will contain a section addressing the theoretical and methodological underpinning of each campaign. Overall format will facilitate vocational/experiential, practical orientation.
Weighting – 80%
LO2, 3

https://rl.talis.com/3/londonmet/lists/7ED9129F-4C1B-4253-46B1-5A1FA45BD412.html?lang=en-GB

NB Full list of reading materials is available upon request.
Reading List link cited above is included as per the AQD module specs form guidelines.