Music Business/Management Courses
A comprehensive study of media options available for the promotion of artists, products, and services. Includes a brief discussion of marketing plans, followed by a detailed look at both old and new media. Concepts such as integrated marketing communication are melded with creative tools for branding. Students will analyze an existing promotion plan, as well as create one of their own for a new product. The course is useful for the future entrepreneur, corporate executive, creative production person, or anyone who needs information on consumer research, business relationships, and marketing efforts.
An in-depth study of important management techniques and approaches. Subject areas include strategic planning, employee development, managing change, decision making, small business start-up and management, organizational structuring, labor relations, and business negotiating. The course will focus on the practical applications of the subject matter to the music industry through case studies, role playing, and simulations.
This course builds on the fundamental computer concepts taught in MB-255 and includes database development and design using Microsoft Excel and 4D database software. Emphasis is on normalization and functional dependencies, relationships, and optimization in database design to help students design, create, and interact in a relational database environment. Note: MBUS majors are required to take MB-255 or MB-355. MBUS majors may skip MB-255 and enroll in MB-355 by achieving a satisfactory score on the MBUS Computer Placement Exam and receiving a waiver from the department chair. A passing score on the MBUS Computer Placement Exam does not constitute test-out of MB-255 or MB-355.
The role of the intermediary in advising, representing, and furthering the careers of artists, focusing on the establishment of mutually beneficial working relationships. Topics include the mechanics of talent booking and contracting, union and government regulations, fee/commission structures, contractual considerations, fiduciary duties, budgeting, the development of a client base, and finding success through honesty and fair dealing.
This course will explore the underlying technology and terminology required to effectively communicate and conduct business in the technology-driven marketplace. In today's business environment, it is essential for managers and executives to understand the basic concepts behind contemporary information systems and how they can be used effectively in business. Topics include hardware, software, network architecture, information security, data warehousing, customer interfaces, and online marketing opportunities. Students will have the opportunity to work with common open source applications used for content management, customer relationship management, online purchasing and payment systems, and more.
Business aspects of producing and promoting successful tours and shows. Emphases include: (1) the promoter's ability to purchase talent and produce successful shows, taking into consideration such matters as competition, population, guarantees and percentage splits, ticket pricing and distribution, advertising budgets, production costs, sponsorships, rental agreements, labor, security, concessions, tour packages, and promoter-owned venues; and (2) managing and producing a successful tour, focusing on a tour theme and marketing plan, routing, itineraries, riders, offers, contracts, subcontractors, show and tour personnel, merchandising, sponsorships, day-of-show, and show settlements.
The course focuses on the role of money in a music enterprise, with particular emphasis on the emergence of nontraditional forms of funding for talent and music-based enterprises. In addition, the course covers critical tools of financial analysis, both basic and sophisticated, as used by business professionals in corporate settings and investors in private ventures.
As the follow-up to MB-387, this course focuses on the actual use of web sites in business. Technologies used in today's business sites will be presented, such as CSS (cascading style sheets), Flash, PHP scripting, and online databases. Students will develop workable sites with consideration of content, demographics, management and leadership strategies, user experience, accessibility, legal issues, and site support services. Existing web sites will be viewed and critiqued for effectiveness, and aspects of online business models, business-to-business, and business-to-consumer will be explored. Emphasis will be given to both corporate and entrepreneurial web environments.
Combines an examination of advanced legal topics relating to the music business with a workshop approach to the development of negotiating skills. Students will negotiate various agreements based on actual cases and work to settle disputes arising from the breaching and termination of agreements. Topics to be covered include record deals between artists and record companies, distribution deals between independent and major record companies, copublishing and administration deals, producers and production deals, touring and merchandising, trademark and copyright disputes, group breakups, and disputes between artists and managers. Intensive preparation and class participation by students is expected.
This course focuses on comparing and contrasting the licensing frameworks in the United States and European communities, paying special attention to the monetization of new licensing opportunities in media vehicles such as gaming, film, television, and the internet. Financial analysis and valuation of properties will be addressed through music industry case studies as used by business professionals in the international publishing corporations. In the first few weeks, students acquire a thorough understanding of the structure of the global music publishing industry, including its history, function, laws, and an overview of the financial income streams. In the following weeks, students unravel research subjects, analyze companies, acquire a song catalogue, and find ways to exploit and market their catalogue. The goal is to give students the competencies to work as a Music Supervisor at a film or television studio, an international music publishing company, or to start their own company. Note: Students in this class may have the option of visiting Inholland University in Haarlem, Netherlands for a week during the semester, as part of the student exchange program with Inholland students who are also studying international music licensing. This trip is not a requirement of the class. The cost of this trip is approximately $1,500.
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.