In the first year, you'll look at how the principles of marketing and promotion have been developed to take advantage of new media and technology in an ever-changing and challenging music industry. You'll also examine 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.
The unit introduces you to the concepts, theories and models utilised in marketing, providing the basis for further study within the course. Specifically, the unit introduces you to the objectives and theory of marketing as a business function. It explores the role of marketing within organisations and how marketing can be used in the achievement of an organisation's goals and objectives.
Music History & 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.
This unit examines the multimedia world of music and how digital, visual and audio media have merged and become increasingly important in communicating ideas.
Music Marketing & Promotions
This unit introduces the fundamental principles and key concepts learnt within Marketing Fundamentals and apply them to the music industry, from both a record company and artist perspective. You will look at successful artist campaigns and upcoming releases. The unit will explore their application to both traditional and new media, demonstrating the latest tools and techniques that the modern music industry applies to the promotion of music.
You'll gain a deeper understanding of the current working structures and operations of global music industries through professional practice or a work placement in your second year. Working alongside other marketing and business professionals, you'll explore how music producers and businesses interact. You'll also explore the concepts of brand development and gain a broad understanding of the power of music and brands.
E-Business and E-Marketing (Digital Business & Marketing)
Throughout this unit you will have the opportunity to develop conceptual knowledge needed to develop your understanding of eBusiness and eMarketing strategies. The unit explores a diverse range of activities that comprise digital business and digital marketing strategy management to enable you to appreciate the major differences between traditional and digital business and marketing activities at a strategic level.
Culture, Music and Identity
During this unit 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.
Music Branding and PR
This unit explores the concepts of brand development, identity and the latest public relations 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.
Professional Practice and Marketing Placement
The aim of this unit is to provide you with marketing acumen and practical skills in becoming a business and management professional. Ideally, you will have the opportunity to conduct an internship in a business organisation, or you will be participating in a set project which will enable you to achieve your learning objectives and outcomes.
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.
In your final year, you'll combine these skills, understandings and experience into your final major project, where you'll demonstrate your understanding of the importance of marketing research, brand development and marketing practices in the music business.
Market Research, Trends and Insights
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.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.
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 across fashion, art, music, film and technology.
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.
This course offers the opportunity to study abroad for part of your second year. To find out more about studying abroad as part of your course please see the Study Abroad section:
Fees and additional course costs
The course fees per year for 2020 entry are:
- UK and EU students - £9,250
- International students - £16,250 (standard fee)
- International students - £15,600 (full early payment fee)
Additional course costs
In addition to the tuition fees please see the additional course costs, these are still to be finalised for 2020 entry but as a guide please see the additional course costs for 2019 entry.
Find out more about our course fees and any financial support you may be entitled to:
These fees are correct for the stated academic year only. Costs may increase each year during a student’s period of continued registration on course in line with inflation (subject to any maximum regulated tuition fee limit). Any adjustment for continuing students will be at or below the RPI-X forecast rate.
We have strong connections with many major record labels, as well as influential independents and publications such as: