Marketing of Recorded Music

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(O) 400-5372 (M) 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 103

IMPORTANT DATES:

FINAL EXAM: Mid-Term Exam June 15; Presentations July 2 & 3. Final July 5.

Educational Objectives of the Mike Curb College of Entertainment & Music: 1) To provide a personalized career-oriented and practical educational program in Music Business administration emphasizing the four themes of leadership, innovation, private enterprise, and entrepreneurship. 2) To equip students with the ability to communicate effectively, think critically, and make enlightened judgments about their environment. 3) To emphasize quality classroom instruction within the parameters of caring, Christian principles.

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 successfully completing this course the student will have an in depth understanding of how recorded music is marketed by record companies to the consumer. Both independent and major record label systems will be discussed. The student will be able to create and present a marketing plan for recorded music. This will be accomplished through discussion, lecture, and the group project.

Course Outcomes: Students will understand

· the marketing functions that record companies provide to artists and consumers

· how music, as an entertainment product, competes with other entertainment products for the consumer’s dollars

· understand how public relations, the Internet, radio, advertising, video and distribution work together to move music from the studio to the consumer

· understand the impact of the Internet and viral marketing on music marketing

· understand how radio and retail and their corresponding charts interact

· understand the economic model that drives radio and how that model impacts the music played on radio

Students will be able to

· set up and execute basic marketing research to determine consumer preference and target market characteristics

· classify and evaluate different pricing strategies

· define and apply different public relations techniques

· identify and locate resources for executing the marketing plan

· evaluate advertising media for cost, reach and effectiveness

· evaluate effective retail environments

· demonstrate an intermediate level of business writing

· demonstrate an intermediate level of public speaking

· create a basic marketing plan for a recorded music project.

Performance Criteria

· Identify and describe basic marketing terms, functions and concepts as they apply to marketing of music.

· Analyze the retail environment of a particular music retailer or department and submit a written report on the retailer’s use of marketing materials and support provided by the labels.

· Conduct a focus group or depth interviews for the client label and present a written report of the results.

· Demonstrate how the different marketing elements, including publicity, radio, Internet, advertising, video and distribution, work together to successfully motivate the consumer to purchase music by creating an effective marketing plan, using a variety or sources of information.

· Demonstrate an understanding of marketing inputs and their costs by creating a budget for the marketing plan.

· Demonstrate public speaking skills and marketing knowledge by presenting the marketing plan to the client label.

Texts: Required: Record Label Marketing, Hutchison, Macy and Allen, Focal Press; Why We Buy: The Science of Shopping, Paco Underhill. Touchstone/ Simon & Schuster; Recommended: 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. General Directions and Requirements: All students should purchase or have access to the following:

ALL OUT OF CLASS ASSIGNMENTS MUST BE TYPED, DOUBLE SPACED WITH A 10 OR 12 POINT FONT. ALL MARGINS SHOULD BE ONE INCH. MULTPLE PAGES MUST BE STAPLED. NO PAPERCLIPS OR DOG EARED PAPERS WILL BE ACCEPTED. HANDWRITTEN PAPERS WILL NOT BE ACCEPTED. LATE PAPERS WILL NOT BE ACCEPTED.

2. 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 and will be counted as an absence for the day. 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. I will not spend time in class repeating what you have already read in the text. You are, ofcourse, responsible for and may be tested on all assigned readings whether they are discussed in class or not.

2. Materials: 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. You should also empty the trash of your Belmont account on a regular basis – deleted emails sitting in the trash folder count against your account’s capacity limits and may cause important emails to be missed. 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. Any papers, quizzes, exams, sections of the project, over one page must be stapled or they will not be accepted. Therefore, I strongly recommend that you buy a stapler if you do not already own one.

3. Marketing Plan: I will divide the class 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. Additional information will be provided throughout the semester.

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 (200). 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. SAVE ALL GRADED MATERIALS! THEY MUST BE HANDED BACK IN WITH THE REVISED VERSIONS!

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.

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 36,000 other CDs released this year 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. Papers with typographical errors or poorly written papers will be returned with a grade of zero and will have to be resubmitted the next class day with a grade reduction of ten percent (10%).

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.

3c. Printing and Copying Reports: The “First Draft” that you turn in 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 THE REPORT 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 The printed marketing plan is worth 200 points.

When your paper is returned to you and the corrections have been made you should email or otherwise deliver to the client a single copy of the report. If the client requests a printed version of the report you should deliver one spiral bound copy to the client no later than the time of the presentation to the client.

All printing and reproduction of the report must be done 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, provided you are within the group’s budget. You WILL be expected to have finished copies bound with a spiral wire binding. You will email your client, the label, the finished project at least 24 hours before your presentation to the label.

The only other expense you should incur is if your group conducts a focus group, 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. ORIGIANL 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 Phase: The first major step in developing your marketing plan will be to conduct research in the form of either depth interviews or a focus group. The purpose of the research is to determine possible radio singles, identify 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. Possible points will be equally divided between planning and execution of the research (50) and reporting the results (50). This report is worth a total of 100 points.

6. Presentation of the Marketing Plan: Before the last week of class your team must arrange to present the plan to the client. This may involve traveling to their offices or reserving a room on campus. This appointment must be at the mutual convenience of the client, the instructor, and the group. Your presentation to the client must not occur before you have given the presentation to the class. Client presentations must be made no later than 3 days BEFORE the last scheduled final exam in order to receive a grade for the class. ALL GROUP MEMBERS MUST ATTEND THE PRESENTATION. Any group member not participating in either 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! There will be a graded “dress rehearsal" in class during the last week of classes. See http://campus.belmont.edu/rolstonc/presentation.html for grading standards.

Both the "dress rehearsal" and the presentation to the client will be graded (100 points each). After your in class presentation I will give you a critique, suggesting ways I think your presentation can be improved. A second grade will be given based on the presentation to the client and your final presentation grade will be the total of the two grades. PLEASE NOTE: The purpose of the in class presentation is to correct any problems with the presentation BEFORE you make the presentation to the client. To that end, expect some constructive criticism or comments from the class and the instructor! Each presentation, in class and for the client, will be graded on a 100-point scale and then added to determine the final grade. Presentation grades will be based on both individual and group performance.

7. Peer Evaluations: Each group member will evaluate the contributions of every other 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.. If you give any group member a grade of less than 80 you must justify that grade. Peer evaluations will be done at mid-term and at the end of the semester. The mid-term evaluations will be for informational purposes only and will be compiled and sent to each group member so that they may make whatever adjustments necessary to make a positive contribution to the group. Final peer evaluations will be turned in when the group completes it presentation to the group and may be emailed to the instructor. 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. Again, you must justify any grade less than 80 and you should be willing to stand behind your evaluation.

8. P.O.P. Retail Analysis: THIS IS AN INDIVIDUAL PROJECT! After you have read “Why We Shop: The Science of Shopping” by Paco Underhill you must visit one a local store that sells CDs, for example: Target; K-Mart; Wal-Mart; Grimey’s; or the Sam Goody’s in Cool Springs Mall. If you visit one of the mass merchandisers your report should focus on the section of the store that sells CDs, not the entire store except to the extent that it affects the sale of CDs. After visiting the store, write a report on your experience from the perspective of a retail consultant answering, at a minimum, the following questions: (1) What did you experience that made you want to shop or not shop there? (2) Were you drawn to any particular part of the store (CD section) or any particular product? Why? (3) How could the store improve its marketing efforts? (4) What should record companies learn from your experience at the store? Are the labels spending their POP money wisely? You must demonstrate your understanding of the terms and concepts from the Underhill text by applying them appropriately to the store you visited. Those terms include, but are not limited to:

You must additionally observe, report, and make recommendations on the store’s use of point of purchase materials as if you were a consultant for a record label. You paper should be typed, double spaced, with one inch margins all around. Be prepared to discuss your experience in class. The POP project is worth 150 points.

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, however you may petition the instructor in advance, by email, to take your final exam with the other section of the class. Please do not plan to leave for the semester before the final exam.
(B) Quizzes: Five (5) or more quizzes of 10 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) WITH ONE EXCEPTION: THE QUIZ ON THE BOOK “HIT MEN” CANNOT BE DROPPED. 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) Quality Standards: All work done outside of class must be typed on standard, white, 8.5 X 11 inch paper with one inch margins, and a font size of 12 for the main text. Larger fonts may be used for titles; smaller fonts may be used when appropriate. Multiple page papers MUST BE STAPLED or they will NOT BE ACCEPTED.

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

POP Project                    150 points

Focus Group Report      100 points

Project - written             200 points

Project - oral                  200 points

TOTAL                          900 points

Tentative Subject Schedule and Reading Assignments

	DATES	CH.	SUBJECT(S)	Assignments Due
1	June 4	1,21	Overview - What do record co.s do for the artist…
2	June 5	2	Defining the Product: What are we selling?
3	June 6	2	Defining the Target Market: To whom are we selling?
4	June 7	19	Marketing Research: An introduction
5	June 8		GWD
6	June 11	9	Publicity/Media
7	June 12	13	Hit Men/Indie Promo and other current events
8	June 13	8	Radio – the charts
9	June 14	7	Radio –getting played	Research Reports Due
10	June 15		MID-TERM	Publicity/Media Section Due
11	June 18	10	Advertising – Media. Advertising – Costs	Radio Section Due
12	June 19	11-12	POP – Price and Positioning	Advertising Section Due
13	June 20	13	Non-Traditional Marketing	Individual POP Projects Due. POP, Sales, & Dist. Due
14	June 21	14	Internet	Internet Section Due
15	June 22	15	VIDEO –History and Terminology
16	June 25	5	Marketing Budgets	Video Section Due
17	June 26		Price, Profit and Corporate Structures
18	June 27		GWD	PROJECTS DUE by 10 a.m.
19	June 28		GWD	Projects Returned
20	June 29		Presentation Preparation/GWD
21	July 2		PROJECT PRESNTATIONS
22	July 3		PROJECT PRESENTATIONS
	July 5		3620.02 FINAL	FINAL EXAM