MBU 3620: Marketing of Recorded Music
Prerequisites: MBU 1110, MKT 3210
Course Credit: 3 hours
Instructor:
Phone:
460-5436 Email: rolstonc@mail.belmont.edu
Web Site:
HTTP://campus.belmont.edu/rolstonc/ AIM:
DrMuzzBuzz
Office Hours: M/W
8:30 - 11:00 T/ R 8:30 – 9:30; 3:15 - 3:45; R 5:30 - 6:00 p.m; or by appointment
Meeting Location: Sect. 01 MBC 210; Sect. 02 MBC 200A
IMPORTANT DATES: NO CLASS DAYS: January 17 , MLK Day; March 7
– 11,Spring Break; March 24
– 25, Easter Break; May 4, Academic Preparation Day.
FINAL EXAM:
(.01) Monday, May 8 11:00 a.m. – 1:00 p.m. (.02) Thursday May 4, 7:00
– 9:00 p.m. PLEASE NOTE: WEDNESDAY MAY 3 IS
ACADEMIC PREP DAY!
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
“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,
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: RECORD LABEL MARKETING, Hutchison, Macy and
Allen. Focal Press; 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: "
2. Materials:
See texts listed above. Students must do in class assignments (e.g. quizzes) on
8.5 X 11 inch 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
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. The
completed plan will be due on April 21.
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 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 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 two finished copies
bound with a spiral wire binding. One copy will be turned in to me and
the other to the client label. 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 ANY OF 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 Component: The first step in developing your marketing plan will
be to conduct research into the consumer’s response to the music.
This may be done by holding a focus group or through depth interviews. The
purpose of the research is to analyze the strengths and weaknesses of your
project; refine your target market; and determine how they might best be
reached with the label’s marketing efforts. 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. Your focus
group report is due March 2 at the beginning of class. The grade
for the project will be based on two, equal components: procedure and presentation. The most important part of the procedure
grade is to interview the right people – to ask the target market what
they think. The clear communication and
analysis of the data is the most important part of the presentation of the
research. Each of the two components is
worth 50 points. For more information on grading expectations and how to
conduct a focus group go to http://campus.belmont.edu/rolstonc/mktresearch.html.
The focus group is worth 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: In their absence of peer evaluations, 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); LifeWay Bookstore
(Broadway or Cool Springs); 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. Answer, 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 (music department) or any particular product? If so, why? (3) How
could the store improve its music marketing efforts? (4) What could record companies learn from
your experience at the store? Consider the store’s use of POP materials,
listening stations, and personnel and look for the application of the ideas in
Underhill’s book, such as signage, transition zones and aisle width. You paper should be typed, double spaced, with
one inch margins all around. Be prepared
to discuss your experience in class. REMEMBER, you are visiting the store to
learn about how labels market music, so if you visit one of the mass
merchandisers you should focus on the music department.
9. Testing: (A) Exams: Two exams will be given during the
semester – a mid-term on Thursday, March 2 and a final during the scheduled exam
time. The tests will be worth 100 points each. In the event that answers are
recorded on a Scantron sheet, no credit will be given for miss-scored
answers. If you change an answer and are
concerned that it may be misread by the Scantron ask for another Scantron sheet
before turning in your answers. You must take the final exam in accordance
with the final exam schedule (see "Important Dates" above) and 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 pointsProject - written 200 points
Project - oral 200 points
TOTAL 850 points
Tentative Subject Schedule and Reading Assignments
|
|
DATES |
|
SUBJECT(S) |
Assignments Due |
ADD. |
|
1 |
Jan.12 |
1,4 |
Overview - What do record co.s do for the artist… |
Q: Do you need music? |
HM: CH 1-3 |
|
2 |
Jan.17 |
3 |
Defining the Product: Pt. 1 |
|
HM: CH 4-5 |
|
3 |
Jan. 19 |
|
Defining the Product: Pt. 2
What are we selling? |
|
|
|
4 |
Jan. 24 |
|
Defining the Target Market:
To whom are we selling? |
|
HM: CH 6-8 |
|
5 |
Jan. 26 |
|
Marketing Research: An
introduction |
Q. Product & TGT Market |
|
|
6 |
Jan. 31 |
|
Marketing Research: The
focus group session |
|
HM: CH 9 – 11 |
|
7 |
Feb.2 |
|
Marketing Budgets |
Q. Research & Focus Groups |
|
|
8 |
Feb.7 |
6 |
Price, Profit and Corporate
Structures |
|
HM: CH 12 – 16 |
|
9 |
Feb. 9 |
|
DISTRIBUTION OF PROJECTS |
Q. Pricing |
|
|
10 |
Feb. 14 |
10 |
Publicity/Media |
|
HM: CH 17 - 19 |
|
11 |
Feb. 16 |
|
Publicity/Media |
Tgt Mkt Desc. Due |
|
|
12 |
Feb. 21 |
12 |
Hit Men/Indie Promo and
other current events |
Q. HIT MEN |
|
|
13 |
Feb. 23 |
|
GROUP WORK DAY |
|
WWS:
CH 1-7 |
|
14 |
Feb. 28 |
|
Radio –getting played |
Publicity/Media
Section Due |
WWS:
8-11 |
|
15 |
Mar. 2 |
|
Radio – the charts; MID-TERM DUE |
Research
Reports Due |
|
|
|
Mar. 6-10 |
|
SPRING BREAK |
|
WWS:12-19 |
|
16 |
Mar. 14 |
10 |
Advertising – Media |
Q. Charts and Radio Radio
Section Due |
|
|
17 |
Mar. 16 |
|
Advertising - Costs |
|
|
|
18 |
Mar. 21 |
7,8 |
POP Projects Due “Why we Shop” |
Q. Advertising |
|
|
|
Mar. 23 |
|
POP – Price and
Positioning |
Advertising
Sections Due |
|
|
19 |
Mar. 28 |
|
Non-Traditional Marketing |
Q. Video History & Terms |
|
|
20 |
Mar. 30 |
9,11 |
Internet |
POP,
Sales, & Dist. Due |
|
|
21 |
Apr. 4 |
15 |
VIDEO –History and
Terminology |
|
|
|
22 |
Apr. 6 |
|
VIDEO – Production and
Distribution |
Internet
Sections Due |
|
|
23 |
Apr. 11 |
|
GWD/Catch-up Day |
Q. Video |
|
|
24 |
Apr. 13-14 |
|
EASTER BREAK |
|
|
|
25 |
Apr 18 |
|
GROUP WORK DAY |
|
|
|
26 |
Apr. 20 |
|
PRESENTATION TIPS/ GWD |
FIRST
DRAFTS DUE |
|
|
27 |
Apr. 25 |
|
PROJECTS RETURNED/GWD |
|
|
|
28 |
Apr. 27 |
|
PROJECT PRESENTATIONS |
Final
Drafts Due |
|
|
29 |
May2 |
|
PROJECT PRESENTATIONS |
|
|
|
30 |
May 4 |
ALL |
3620.02 FINAL – |
FINAL
EXAM |
|
|
|
May 8 |
ALL |
3620.01 FINAL - |
FINAL
EXAM |
|