1. Formulate and implement a digital release strategy
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Key Information
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Course:
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BA (Hons) Music Business
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Module Code:
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MB605
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Module Level:
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6
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Module Credits:
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20
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Pre-requisite module or learning:
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MB403 Introduction to Digital Music
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Module type:
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Core
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Teaching & Learning
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Lectures: 25 x 1.5 Hours
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Tutorials: 2 x ½ Hour
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Personal Development Time: 161.5 Hours
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Module Summary
Designed to give the student advanced knowledge in the distribution and promotion of music online, this module offers a detailed exploration of the future of music in the digital sphere.
It will examine the main players in the distribution and streaming of music such as Apple, Amazon, Spotify, Google, Vevo, Deezer, Napster, Tidal, etc.
It will also consider the relationship between the digital and physical musical worlds including the processing of big data and detailed analytics, digital copyright and royalties, content creation, social networks and user behaviour.
You will be expected to use social media and digital technology to develop your work with reference to current paradigms in e-commerce, and use analytical tools to track its progress.
Aims
ìAnalyse and interact with the development and promotion of the digital music industry.
ìIdentify and analyse electronic commerce processes and practices.
ìEmploy and evaluate digital music developmental and analytical tools.
Indicative Study Topics
ìB2B, C2C &P2P
ìParticipatory Cultures
ìReciprocity
ìDisintermediation
ìSegmenting and targeting
ìBusiness opportunities
ìInformation management
ìOnline payment
ìWeb Analytics: tracking data, analytical tools including Google Analytics
ìOnline Video Analytics
ìMobile Analytics
ìGlobal Digital Strategies
ìThe US musicindustry
ìEuropean markets
ìMusic in Japan
ìEmerging markets
Teaching & Learning Methods
Teaching and learning is delivered via lectures, Q&A, audio material and video material, internet resources, discussions and debates, in class presentations, small group discussions, coursework, in class exercises, e-learning facilitated by Moodle and Independent study and research.
Formative Assessment
This module has one item of formative assessment – a Digital Music Release Portfolio.
Formative assessment will constitute the submission of a zero weighted developmental submission, the Digital Release Strategy.
This will allow candidates to receive peer and tutor feedback on their progress and their release strategy, and it will also subsequently constitute one element of their final Digital Music Release Portfolio submission.
Candidates will also be able to interact with each other for additional peer support via the VLE (Moodle), and to book tutorials with the tutor, module leader and course leader for direct feedback on the progress of their coursework.
On completion of this module a successful student will be able to:
1. Formulate and implement a digital releasestrategy
2. Identify and evaluate current protocols and practices in digital musicreleases.
3. Utilise and analyse current electronic commerce tools andpractices.
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Assessed Learning Outcomes
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Learning outcomes:
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Students will be assessed on their ability to:
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1. Formulate and implement a digital release strategy
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Identify, critique and apply techniques in online music marketing
Identify current paradigms in ecommerce
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2. Identify and critically evaluate current protocols and practices in digital music releases.
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Appraise current paradigms in ecommerce
Convincingly hypothesize future developments in the growth of ecommerce
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A
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