Digital Marketing in the Music Industry

Electable by: 
MBUS majors
Required of: 
MBUS majors in the marketing track
Semesters Offered: 
Fall, Spring
Boston Campus
Courses may not be offered at the listed location(s) each semester. Consult for specific term availability.

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.

Course chair: 
Don Gorder
Taught By