Digital Marketing in the Music Industry

Course Number
MB-421
Description

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.

Credits
2
Prerequisites
MB-325
Required Of
MBUS majors in the marketing track
Electable By
MBUS majors
Major Elective for
Music Business
Semesters Offered
Fall, Spring
Location
Boston
Department
MBUS
Course Chair
Tonya Butler
Taught By
Courses may not be offered at the listed locations or taught by the listed faculty for every semester. Consult my.berklee.edu to find course information for a specific semester.