Module manager: Sam Murray
Email: s.g.murray@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2025/26
| PECI2711 | Critical Arts Marketing |
MUSS2827
This module is not approved as a discovery module
This module acquaints you with the music marketing environment. You will explore a range of fundamental key principles central to goods and services marketing which have been adopted and adapted by a range of music business organisations such as box-office companies, music instruments manufacturers, music venues, performing arts organisations, streaming services, record labels and music publishers. You will analyse and discuss a selection of relevant case studies and have the opportunity to explore real-life music marketing scenarios through participation in practical exercises and simulations. Topics for consideration on the module may include areas such as music markets and consumer behaviour (both physical and online), segmentation, targeting, positioning and marketing mix, as well as careers in (music) marketing. Please note this is an optional module and runs subject to enrolments. If a low number of students choose this module, then the module may not run and you may be asked to choose another module.
This course aims to give you a foundation in marketing and help them develop an understanding of how marketing concepts might be specifically applied in the context of the global Music Business. It covers some of the core specific concepts in marketing and considers various consequences and developments produced by the digital disruption.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Analyse connections between the theory and practice of music marketing
2. Identify and apply appropriate methodologies to the study of marketing in the music industry
Skills Learning Outcomes
On successful completion of the module students will have demonstrated the following skills learning outcomes:
3. Critically analyse music industry organisational marketing approaches
4. Communicate in clear and structured ways appropriate to the discipline of marketing
5. Analyse contemporary industry trends, approaches and tactics to show commercial awareness.
The following outline syllabus is indictive:
Students will be introduced to main marketing concepts and their applicability to the core music business sectors, through examination of marketing practices specific to record labels, streaming platforms, music publishers and live music/ticketing companies.
Students will have opportunities to participate in real-life scenarios to familiarise themselves with practicalities of the marketing working environment.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 1 | 10 |
| Seminar | 7 | 1 | 7 |
| Private study hours | 183 | ||
| Total Contact hours | 17 | ||
| Total hours (100hr per 10 credits) | 200 | ||
Discussions and formative tasks in seminars will offer opportunities to monitor progress and provide formative feedback.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Coursework | Report | 60 |
| Coursework | Poster Presentation | 40 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
The reading list is available from the Library website
Last updated: 23/04/2025
Errors, omissions, failed links etc should be notified to the Catalogue Team