Digital Marketing in the Music Industry
This advanced marketing course builds on the integrated marketing communication (IMC) concepts, functions, and processes covered in MB-325 Principles of Marketing with exclusive focus on digital marketing in the music industry. Students choose a music business entity of genuine interest to them for the purpose of creating an integrated digital marketing communication plan projected over a one-year term by quarters. Students define their offer, gather competitive intelligence, conduct primary and secondary market research, draw research findings, and apply them in the creation of a marketing proposal that uses all components of the promotional mix plus social media in the digital environment. At the end of the semester, students present and justify their digital marketing plan to a group of marketing experts including faculty and music industry marketing professionals.
An introduction to the challenge of managing in complex contemporary environments, with special emphasis on the music and entertainment industry. The course is integrative, reflective of the breadth of issues that underlies the overall Berklee Music Business/Management curriculum. Its student team-based and experientially focused emphasis is designed to promote awareness of real-world business developments and develop practical skills as well as fundamental strategic planning and performance management knowledge and abilities. The intellectual core of the course will emphasize a holistic and strategic inquiry of the driving forces of competitive markets, the importance of history, the complexity of resource allocation under uncertainty, and the need to develop client/business-specific capabilities that are flexible and responsive to changing situations. Considerable time will be devoted to the study and analysis of companies and the utilization of project based activities, which may include actual client-initiated practice.
Emerging Music Business Models
A critical discussion of the future of the music business, focusing on the merging of record labels, management companies, agents, and do-it-yourself tools for the branding and promotion of musicians and music. Students will analyze the changing music industry and create a company which capitalizes on our convergence culture. The course will provide an overview of the many different do-it-yourself options now available, how to maximize a return on those tools, and outside consultants used to promote music.
This practicum course offers senior-level students an opportunity to apply their accumulated business knowledge in a problem-solving, laboratory environment. A continuation of the learning experiences gained in MB-340, the class places students into mentoring relationships with Berklee alumni, as well as other members of the Berklee community, who may have an operating business or who desire to launch a new business venture. Students will undertake, as class projects, the assistance of these hopeful entrepreneurs, in all aspects of starting and/or improving their enterprises. Appropriate business settings will be identified and chosen utilizing a simple proposal submission and screening process. Class sessions, which may include on-site visitations, will focus on developing options and action plans that lead to problem-solving areas students will encounter in business environments.
International Industry Seminar
This course is designed to immerse students in the European and global music industries and engage them in a variety of real-world professional settings. The term will begin with an overview of both research writing and methodology related to field study and the global music industry today. Students will interact with industry leaders, conduct interviews, and explore music business applications throughout the semester. Off-campus experiences will be partnered with weekly in-class seminar-style discussions to foster student reflections, evaluations, and comparisons between European and U.S. music and entertainment business models and policy. Several artists and industry guest lecturers will visit classes throughout the term to supplement the instruction and provide a forum for professional networking and dialogue. Students will maintain journals to formulate questions and document experiences and reflections. In addition, they will identify an area of interest relevant to the European music industry and conduct field and library research on that topic. Students will write a formal paper, describe individual progress on their research in class meetings, and offer suggestions and feedback to their peers. The class will culminate with formal presentations of individual research and research findings.