MBU 3620: Marketing of Recorded Music
Prerequisites: MBU 1110, MKT 3210
Course Credit: 3 hours
Instructor: Clyde Philip Rolston, PhD Office: 244 Massey Business Center
Phone: 460-5436 Email: rolstonc@mail.belmont.edu
Web Site: HTTP://campus.belmont.edu/rolstonc/ AIM: DrMuzzBuzz
Office Hours: M-F 9:00 to 9:30 or by appointment
Meeting Location: MBC 338
IMPORTANT DATES: NO CLASS DAYS: July 4.
FINAL EXAM: July 8.
Honor Code: The Belmont community values personal integrity and academic honesty as the foundation of university life and the cornerstone of a premiere educational experience. Our community believes trust among its members is essential for both scholarship and effective interactions and operations of the University. As members of the Belmont community, students, faculty, staff, and administrators are all responsible for ensuring that their experiences will be free of behaviors which compromise this value. In order to uphold academic integrity, the University has adopted an Honor System. Students and faculty will work together to establish the optimal conditions for honorable academic work. Following is the Student Honor Pledge that guides academic behavior:
“I will not give or receive aid during examinations; I will not give or receive false or impermissible aid in course work, in the preparation of reports, or in any other type of work that is to be used by the instructor as the basis of my grade; I will not engage in any form of academic fraud. Furthermore, I will uphold my responsibility to see to it that others abide by the spirit and letter of the Honor Pledge.”
Accommodation of Disabilities: In compliance with Section 504 of the Rehabilitation Act and the Americans with Disabilities Act, Belmont University will provide reasonable accommodation of all medically documented disabilities. If you have a disability and would like the university to provide reasonable accommodations of the disability during this course, please notify Tammye Tanksley, Director of Counseling & Developmental Support in the Office of Student Affairs (460-6407) as soon as possible.
Course Description:A study of the movement of the recorded and printed product from the studio to the ultimate consumer. Includes market structure and analysis, distribution patterns, promotional strategies, charts, airplay, pricing, and legal aspects.
Course Objectives:After completing this course the student should have an in depth understanding of how recorded music is marketed by record companies to the consumer using advertising, publicity, and radio promotions, and the channels of distribution through which the product flows. Both independent and major record label systems will be discussed. The student will be able to develop and present a marketing plan for recorded music. This will be accomplished through discussion, lecture, and the group project.
Texts: Required: BUSINESS OF MUSIC MARKETING & PROMOTION, vol. 2, Lathrop. Billboard Books; Why We Buy: The Science of Shopping, Paco Underhill. Touchstone/ Simon & Schuster; Hit Men, Fredrec Dannen. Random House/Vintage. All three books are available through the campus bookstore. The Underhill and Dannen books are available in paperback and can be ordered online for $3 to $12.
Course Requirements:
1. Attendance and Participation: "Belmont University is committed to the idea that regular class attendance is essential to successful scholastic achievement. Absence is permitted only in cases of illness or other legitimate causes. Attendance is checked from the first class meeting... When the number of absences for any reason exceeds four times the number of scheduled class meetings per week (25% of class meetings during Summer term), the student is involuntarily dropped from the course with a grade of "WF". Appeal is to the Provost." - Belmont University Catalog. Due to the nature of this class and the project you are expected to attend every class and every group meeting. Role will be taken at each class. Absences, tardiness, and leaving class early will reduce the quality of your learning and your contribution to the group’s efforts. If you cannot commit to attending every class and arriving on time you should consider taking the course at a later date. Students are expected to come to class prepared to participate. This preparation includes having read any assigned materials and reflected on their relevance to the class.
2. Materials: See texts listed above. Students must do in class
assignments (e.g. quizzes) on loose leaf paper. You may need both pencil and
pen on exam days. In addition, students may want to have a calculator. Each
student is required to obtain a working E-mail account no later than the second
week of class. [If you prefer to use an outside e-mail provider you should
arrange to have your Belmont e-mail account forwarded to your preferred
account.] I cannot be responsible for e-mails not received due to spam filters,
etc. It is your responsibility to check your E-mail on a daily basis. These
accounts will be used to exchange information regarding changes in class
schedules, deadlines, projects, exams, etc., as well as sending and receiving
quizzes and exams.
3. Marketing Plan: The class will be divided into groups according to the number of students and the number of projects available. Each group will prepare a complete marketing plan for their client. This will include an appropriate length, bound and printed document. Details of strategies, plans, tactics, and budgets must be included. The primary emphasis of this project is to come up with some CREATIVE MARKETING IDEAS. You must meet the demands of the client and the class within the time constraints and budget given. You must submit a copy of the printed marketing plan to me that is identical to the one presented to the client. For GUIDELINES for the marketing plan go to http://campus.belmont.edu/rolstonc/marketing_plan.html
3a. The Written Plan:
The written plan will be turned in by sections: Focus Group (100 points); Radio (10 points); Video (10 points ); Advertising (10 points); Publicity (10 points); P.O.P and Retailing (10 points); Internet (10 Points); and Completed Plan (150). Each sub-section will be due ONE WEEK after the material is covered in class. Specific deadlines are listed in the schedule below BUT ARE SUBJECT TO CHANGE. The more complete and accurate the sub-section reports are the higher the grade assigned and the better the feedback you will get.
3b. What a “GOOD” Section Should Look Like: A “good” section to the report must contain certain information. Most of that information will vary depending on the topic. Here are some of the commonalities:
A Statement of the Objective – What are you trying to achieve with this part of the plan? Who are you trying to reach? Ultimately, we always want to generate sales of the CD, after all, we are the record company. But there are intermediate goals, usually awareness or exposure that must happen first.
An Itemized Budget – This may be the hardest information to obtain but it is vital that each idea have a price tag attached to it. Great ideas that cost more than they make should be eliminated unless they can be justified for some other reason.
Creativity – This is your real challenge – to come up with something new, interesting or clever to bring attention to the artist and CD so that consumers (music listeners) will “have to” own a copy. Much of what the industry does to market a CD comes from cookie cutter templates. Doing those things is important, but 30,000 other CDs will do the same thing. What is going to make yours stand out?
Organization – The section should have a heading, followed by the objective, and then flow from there. Most groups, but not all, elect to end each section with the budget information. It is also important that the paper flow from section to section as well. Avoid redundancy by referring to information in previous sections when appropriate. Put long lists in appendices in the back of the report.
Well Written – be sure not only to run spell check, but to actually READ every word of every section. Spell Czech does knot catch miss steaks all the thyme! Have several people read it and read it aloud to each other to make sure it reads well.
3c. Printing and Copying Reports:
The “First Draft” that you turn in on April 21 should be a single, black and white, stapled version that includes the entire report. This will be the first time I’ll see some of the sections of your report and the report in its entirety. While you are preparing for your presentation I will read your report and give you feedback and suggestions that you should adopt for the final draft.
DO NOT DUPLICATE THE FINAL DRAFT OF THEREPORT FOR THE CLIENT BEFORE YOUR GROUP'S CLASS PRESENTATION. On the due date, turn in a single copy of the finished report that is identical (e.g. color) to what you plan to give the client EXCEPT, instead of spiral bound your report may be stapled in the upper left corner. The printed marketing plan is worth 200 points.
All printing and reproduction of the report must be done at the class workstation located in my office or at the groups’ expense. You will NOT be reimbursed for any copy or computer costs except for final copies made through the campus copy service. You WILL be expected to have finished copies bound with a spiral wire binding. Your client will tell you how many copies you must prepare for them. The only other expense you should incur is for the focus groups, discussed below. YOU WILL NOT BE REIMBURSED FOR ANY EXPENSES OVER THE BUDGET. ALL REQUESTS FOR REIMBURSEMENT MUST BE SUBMITTED ON THE APPROPRIATE FORM AND BE TURNED IN TO ME NO LATER THAN THE DAY OF THE FINAL (CLIENT) PRESENTATION. RECEIPTS MUST BE STAPLED TO THE REIMBURSEMENT FORM. IF YOU FAIL TO FOLLOW THESE DIRECTIONS YOU WILL NOT BE REIMBURSED. PERIOD!
4. Weekly Reports from the Group: The group leader or their assignee must submit, by email, WEEKLY REPORTS to the instructor on the group’s progress. Failure to submit reports will reduce the group’s opportunity to receive feedback on their progress. Reports should also be used to communicate problems or concerns with the group’s personal dynamics. Each week that a report is late or missing the group will lose one point from their final project grade.
5. Research: The first step in developing your marketing plan will
be to conduct some simple research. The purpose of the research is to
analyze the strengths and weaknesses of your project, and refine your target
market and how they might best be reached. The best marketing plan is of no use
and doomed to failure if it is aimed at the wrong target market or based on
incorrect assumptions. The research will help you understand how the
consumer is likely to respond to your artist's project. For more
information on grading expectations and how to conduct a focus group go to http://campus.belmont.edu/rolstonc/mktresearch.html.
This report is worth 100 points.
6. Presentation of the
Marketing Plan: On the last day of
class each group will present its marketing plan to the rest of the class. ALL
GROUP MEMBERS MUST ATTEND THE PRESENTATION. Any group member not participating
in the presentation will be given a grade of "0" for that part of the
project. DO NOT PLAN ON LEAVING TOWN BEFORE THE PRESENTATION AND CLEAR
YOUR WORK SCHEDULE! See http://campus.belmont.edu/rolstonc/presentation.html
for grading standards. The presentation will be graded (100 points each).
Presentation grades will be based on both individual and group performance.
7. Peer Evaluations: I have tried in the past to avoid internal group evaluations, but in their absence someone always finds a way to take advantage of their fellow group members. Therefore, each group member will evaluate the contributions of each member of that group to the project. The grade received by the group on the written portion of the project will then be adjusted to account for individual member’s peer evaluation.
The form used for peer evaluations is available at http://campus.belmont.edu/rolstonc/ You may want to look at the form now so that you have a clear understanding of how your group will be evaluating your contribution to the project. Your highest and lowest evaluations will be dropped and the remaining scores averaged to determine the percentage of the group’s grade that you will receive.
8. P.O.P. Retail Analysis: After you have read “Why We Shop: The Science of Shopping” by Paco Underhill you must visit one of six stores: Target; K-Mart; Wal-Mart; Tower Records (Opryland or West End); Media Play (100 Oaks Hickory Hollow stores only); or the Sam Goody’s in Cool Springs Mall. After visiting the store, write a report on your experience from the perspective of (1) a consumer and (2) a retail consultant answering, at a minimum, the following questions: (1) What did you experience (see, hear, smell, etc.), that made you want to shop or not shop there? (2) Were you drawn to any particular part of the store or any particular product? Why? (3) How could the store improve its marketing efforts? (4) What could record companies learn from your experience at the store? You paper should be typed, double spaced, with one inch margins all around.
9. Testing: (A) Exams:
Two exams will be given during the semester – a mid-term and a final during the scheduled exam time. The tests
will be worth 100 points each. You must take the final exam in accordance
with the final exam schedule (see "Important Dates" above) at the
assigned time and place.
(B) Quizzes: Five (5) or
more quizzes of 10 to 20 points each will be given during the semester. NO
MAKE UP QUIZZES WILL BE GIVEN! However,
you will be permitted to drop your lowest quiz grade(s). No more than 50 points
may be earned from quizzes. However, you may select the combination of
quizzes that gives you the highest point total.
10. Grading Scale:
A= 100 - 93; A- = 92 - 90; B+= 89 - 87; B=86 - 83; B- = 82 - 80; C+= 79 - 77; C=76 - 73; C- = 72 - 70 D+= 69 - 67; D=66 - 63; D- = 62 - 60; F= Below 60. Grades will NOT be curved.
Quizzes 50 points
Mid-term 100 points
Final 100 points
Participation 100 points
Focus Group Report 100 points
Project - written 200 points
Project - oral 100 points
TOTAL 750 points
Tentative Subject Schedule and Reading Assignments
|
|
DATES |
CH. |
SUBJECT(S) |
Assignments Due |
|
1 |
Jun. 6 |
1-3 |
Overview - What do record co.s do for the artist… |
Q: Do you need music? |
|
2 |
Jun. 7 |
4,5 |
Defining the Product: What are we selling? |
|
|
3 |
Jun.8 |
|
Defining the Target Market: To whom are we selling? |
|
|
4 |
Jun. 9 |
|
Marketing Research: An introduction |
Q. Product & TGT Market |
|
5 |
|
|
GWD |
|
|
6 |
Jun. 13 |
|
Marketing Budgets |
Q. Research & Focus Groups |
|
7 |
Jun. 14 |
6 |
Price, Profit and Corporate Structures |
|
|
8 |
Jun. 15 |
|
Publicity/Media |
|
|
9 |
Jun. 16 |
10 |
Hit Men/Indie Promo and other current events |
Research Reports Due |
|
10 |
Jun. 17 |
|
GWD |
|
|
11 |
Jun. 20 |
12 |
Radio – the charts |
Publicity/Media Section Due Q. Publicity/Media |
|
12 |
Jun. 21 |
|
Radio –getting played |
|
|
13 |
Jun. 22 |
|
MID-TERM |
Radio Section Due |
|
14 |
Jun. 23 |
|
Advertising – Media. Advertising – Costs |
Q. Charts and Radio
|
|
15 |
Jun. 24 |
|
GWD |
|
|
16 |
Jun. 27 |
|
POP – Price and Positioning POP Projects Due “Why we Shop” |
Advertising Sections Due Q. Advertising |
|
17 |
Jun. 28 |
7,8 |
Non-Traditional Marketing |
Q. Video History & Terms |
|
18 |
Jun. 29 |
|
Internet |
POP, Sales, & Dist. Due |
|
19 |
Jun. 30 |
9,11 |
VIDEO –History and Terminology |
Internet Section Due |
|
20 |
July 1 |
|
GWD |
PROJECTS DUE by 10 a.m. |
|
21 |
July 5 |
15 |
GROUP WORK DAY |
Projects Returned |
|
22 |
July 6 |
|
PRESENTATION TIPS/ GWD |
|
|
23 |
July 7 |
|
PROJECT PRESENTATIONS |
|
|
24 |
July 8 |
|
3620.02 FINAL |
FINAL EXAM |