Music Marketing & Promotion

BA (Hons)

2018 entry

This course is part of:

As a significant cultural export, the UK’s music industry is world-renowned – not only for its quality and diversity, but also for the way it disseminates itself through the media. Behind every radio play, concert and movie theme lies a successful music promoter, pulling the strings in the interests of artists and labels.

With access to dedicated studios and computer labs, and guided by a highly experienced team, you’ll learn the transferable skills needed in music marketing and promotion – exploring the history of promotion and marketing in the context of the music industry, and creating innovative digital campaigns that embrace the latest techniques used in radio, press, television, online and digital distribution.

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Length of study:

Three years full-time


September 2018


UCA Epsom

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Course overview:

Studying Music Marketing & Promotion at our Epsom campus gives you the opportunity to be based near central London, within 25 minutes of the beating heart of the UK’s music industry.

With the world’s most recognisable music brands on your doorstep, you’ll have the chance to build a professional network in one of the most competitive and rewarding media professions.

You’ll also be able to collaborate with students on companion courses at Epsom. As well as Music Journalism, the course sits alongside Fashion Management & Marketing, Fashion Promotion & Imaging and Graphic Design. You’ll be able to share projects, special guest lectures and events, all of which will help you build a diverse portfolio.

Open Days

Register for an Open Day to find out more about this course in person.

Course content - 2018 entry

In the first year, you'll be introduced to the University and the technical workshops and facilities available to you. On the course you’ll learn the technical and conceptual skills that will give you a solid foundation from which to explore your areas of specialist activity.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

  • Introduction to Music Promotion and Marketing

    You will look at how the principles of promotion have been developed to take advantage of new media and technology in an ever changing and challenging industry. Through artist case studies such as Radiohead, Trent Reznor, Beyonce, Jay Z and U2 we shall explore initiatives from signed and unsigned artists who have promoted and released music in non-traditional means using new business models and new technology, and discuss how this has affected them artistically and commercially.

  • Music History and Popular Culture

    This unit examines the visual and cultural history of music - how it fits into the wider social history, and how critical thought can help us deconstruct its deeper meaning and context. Music is a specialist subject with its own history and language. As a budding music marketer, a contextual understanding of what has gone before and knowledge of industry-specific vocabulary is key. In order to write in any great depth or detail about music requires knowledge of the subject matter and this unit will provide you with an introduction to both modern music history and the basic musical language that you need.

  • Digital and Broadcast Media

    This unit examines the multimedia world of music and how digital, visual and audio media have merged and become increasingly important in communicating ideas. The media industry boasts radio and online streaming services, bloggers and broadcast professionals. These roles have merged to create the ‘multi-media’ journalist and curator. This unit provides a broad taste of internet and traditional broadcasting and shows you how to effectively use your marketing, promotion and creative skills across different platforms.

  • Theories of Music and Media Production

    This unit introduces key concepts and critical debates in popular music studies and media theory. Writer Jacques Attali points out that the dominant mode of understanding society has been visual, through staring at its spectacle. With this unit you will develop your musical language and appreciation of how our experience of everyday life is mediated through sound.

The second year focus is on finding your own specialist way of working and you’ll be encouraged and supported to start working more independently. During this year you may also have the opportunity to complete an industry work placement or even study abroad.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

  • Music, Media and Industry

    This unit will introduce you to the current working structures and operations of the UK and global music industries, giving insight into how music producers and businesses interact with each other on a creative and commercial basis. You will explore the roles of various intermediaries that operate between music producers, the rights owners and the users/consumers.

  • Music and Corporate Brand Management

    This unit explores the concepts of brand development, identity and the latest management strategies. You will gain a broad understanding of the power of music and brands, and what makes a brand successful. You will look at the current music ‘brandscape’ and understand strategic alliances that exploit commercial opportunities as well as exploring issues around authenticity and integrity.

  • Tour Promotion and the Live Industry

    The purpose of this module will be to review and discuss the structure of the live industry, identifying key companies and players, the current issues and the changing interdisciplinary relationships between live and recorded music sectors, as well as the management, organisation and promotion of a live music event.

  • Culture, Music and Identity

    In the first year you were studying debates around production of music and media. This year you will focus on the consumption of popular music and the broader context of media industries. You will analyse critical work on music and society, subcultures, fans and stars, as well as media discourses across journalism, film, TV, advertising and digital platforms.

  • Study Abroad (optional)

    You'll have the option to study one semester abroad; we have host universities in Canada, New York, Australia and the Far East.

The third year will see you achieve a greater level of independence with self-managed research, study and practice, resulting in a final major project and a written dissertation.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

  • Market Research, Trends and Insights

    The balance of power in the music business has shifted away from the traditional gatekeepers and mediators due to technological advances and globalisation. Tech startups like Youtube, Facebook, Netflix, Spotify and Twitter have changed the landscape for the media industry, presenting both challenges and opportunities. For this unit you will study the music business in the context of broader creative industries including film, fashion, radio, TV, tech and games to discuss music’s
    place as a cultural force.

  • Music Entrepreneurship and Enterprise

    This unit will help you develop the entrepreneurial mindset and your creative skills in order to launch a new music-related business. It will enable you to investigate the qualities of successful entrepreneurs, leaders and organisations, whilst developing the attributes needed to plan and run a business, as well as giving insight into the underlying principles of innovation. You will engage in exercises, projects, and reflections to explore various methods and approaches to creativity and business start-ups. You will also examine pioneers in the creative industries such as Richard Branson, Steve Jobs, Mark Zuckerberg, 50 Cent, Dr. Dre, Peter Gabriel and many others across fashion, art, music, film and technology.

  • Dissertation

    This unit consists of a substantial period of sustained, individually negotiated research on a subject that is likely to be related to the contextual and/ or theoretical concerns of your discipline or chosen area of practice, towards the provision of structured written argument.

Please note, syllabus content indicated is provided as a guide. The content of the course may be subject to change.

Course modules

Business School

The first of its kind in the UK, our new Business School for the Creative Industries builds on our long tradition of collaborating with employers to cultivate leadership, entrepreneurial and problem-solving skills.

Course staff

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International study

Find out more about studying in the UK, or studying part of your course abroad at one of our partner institutions (study abroad option not available on all courses).

Course connections

On this course, you'll be exposed to a world of opportunities

With a long established Music Journalism course also running at our Epsom campus, we have strong connections with many major record labels, as well as influential independents and publications such as:

  • Warner
  • Sony
  • Universal
  • XL
  • Mute
  • Domino
  • Kerrang!
  • MOJO
  • Q
  • NME.

Graduates from this course enter the music world armed with all the skills they need for successful careers in a wide range of roles, including:

  • Music publishing
  • Music promotion
  • Artist management
  • Marketing, product management
  • International marketing



  • Advertising
  • PR
  • Concert promotion
  • Branding
  • Merchandising.

You may also like to consider further study at postgraduate level.

How to apply - 2018 entry

I am a UK or EU citizen ...

I am not a UK or EU citizen ...

Entry requirements - 2018 entry:

Entry requirements

The standard entry requirements* for this course are:

One of the following:

  • 112 new UCAS tariff points (equivalent to 280 old UCAS tariff points), see accepted qualifications
  • Pass at Foundation Diploma in Art & Design (Level 3 or 4)
  • Distinction, Merit, Merit at BTEC Extended Diploma
  • Merit at UAL Extended Diploma
  • 112 new UCAS tariff points from an accredited Access to Higher Education Diploma in appropriate subject
  • 27-30 total points in the International Baccalaureate Diploma with at least 15 IB points at Higher level.

And four GCSE passes at grade A*-C and/or grade 4-9 including English (or Functional Skills English/Key Skills Communication Level 2)

Other relevant and equivalent Level 3 UK and international qualifications are considered on an individual basis, and we encourage students from diverse educational backgrounds to apply.

*We occasionally make offers which are lower than the standard entry criteria to students who have faced difficulties that have affected their performance, and who were expected to achieve higher results.

Your portfolio

For this course we’ll ask you to attend an Applicant Day. You do not have to bring a portfolio, but come prepared to talk about your musical interests and any work or projects you’ve done in relation to music or marketing and promotion. You might have taken photographs, put on a live band performance, or worked on a college radio show. Anything you’re proud of, we’d like to hear about.

Fees & finance

Uncover all the costs involved, as well as the grants, loans and other financial support you may be entitled to.

Student regulations

Find out more about the operation of our courses, student conduct, assessments and examinations.

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