Module manager: Dr Ellis Jones
Email: e.n.jones@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2026/27
This module is not approved as a discovery module
Digital music marketing is a fast-changing sector with relevance to all contemporary music activity. The speed of change in this sector means it is important to understand the technological, cultural, and economic factors behind these developments, as well as gaining the practical skills required to market music effectively in the present day. This module combines marketing theory, case studies, and real-world project work, to equip students to market effectively in the digital world, whether as a performer, featured artist, or manager. 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.
In this module you will learn key skills for marketing music, such as project development and evaluation, social media communication strategies, pitching to music streaming platforms, community-building, and more. This will be underpinned by engagement with theories of digital marketing and critical understandings of marketing and promotion. You will also explore the origins of digital music marketing, and its connection to offline marketing approaches.
Teaching sessions will be supported with online learning material designed to develop competency and creativity in key areas of digital marketing and content creation. There will also be dedicated sessions to support project development and project evaluation.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Show creative initiative in applying digital marketing knowledge and skills to practical scenarios
2. Interrogate and critique digital methodologies used in the digital marketing of music
On successful completion of the module students will have demonstrated the following skills learning outcomes:
3. Reflect critically on your own professional development in the area of digital music marketing
4. Communicate ideas in organised, accessible ways to an identified target audience
5. Make independent use of a variety of digital resources and technologies to produce socially responsible marketing materials.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 10 | 2 | 20 |
| Seminar | 2 | 1.5 | 3 |
| Independent online learning hours | 12 | ||
| Private study hours | 165 | ||
| Total Contact hours | 23 | ||
| Total hours (100hr per 10 credits) | 200 | ||
Students will make a decision on their choice of music marketing project and this will inform their submission of the first portfolio task early in the semester. This will be approved (or approved pending revisions) around the middle of the semester. This allows an opportunity for group formative feedback. This first portfolio task will have a submission point in order to view and approve projects but will not be summatively assessed at this point.
Formative feedback opportunities for the subsequent tasks will be provided through in-class activities, groupwork exercises (peer feedback), and seminars with guest experts.
The provision of online learning is intended to support students in developing necessary digital communications skills (especially regarding visual and audio-visual content) that is central to much digital music marketing content.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Portfolio | Portfolio | 100 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Check the module area in Minerva for your reading list
Last updated: 05/02/2026
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