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International Music Marketing (MA)

The MA International Music Marketing provides those aspiring to a career as music marketeers and label owners, with an unrivalled opportunity to harness creative, technical, business and industry skillsets while learning from and working with the largest independent music community in the world.

"There is a serious shortage of quality music marketing graduates and postgraduates so this MA is designed to alleviate that."
Charlie Arme, Tileyard Music

The MA programme features:

  • small class sizes
  • 1-2-1 academic and pastoral tutorials
  • 1-2-1 industry mentoring sessions
  • industry placement module
  • termly songwriting camps for those who write or produce
  • regular playbacks and A&R surgeries

Artists producers and companies located at Tileyard include Martyn Ware, Goetz Botzenhardt, Nikolaj Bjerre, Jon Kelly, Dru Masters, Ciaran Robinson, Charlie Arme, Michael Harwood, Sean Hargreaves, Paul Whalley, Tom Fuller, YK Koi, Lorenzo Cosi, Spitfire Audio, Focusrite, Notting Hill Music, PLATOON, Beats One, Breaking Fourth, The Script, The Narrative, Tileyard Music, Maverick, Marathon, Karma and many more.

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Why choose this course

  • Learn in the largest independent music community in the world
  • Gain an international music industry placement
  • Receive an industry mentor
  • Learn in the heart of London
  • Access to Tileyard’s professional networks

What you will learn

Course Overview

This industry-centric course also includes our 1-2-1 industry mentoring sessions to ensure continued professional feedback and a strengthening of pathways to employment, while students also benefit from regular industry networking events, professional masterclasses, industry playbacks, work-based learning opportunities and the unrivalled social network at Tileyard.

Alumni receive regular live commercial briefs, discounts on products and events and can annually pitch any commercial projects to the Tileyard Investment Fund.


Module Topics

Term 1: Foundation (60 credits)

The Music Industry Landscape

20 credits / 40 hours tuition Assessment: The module focuses on the interconnected and collaborative stakeholders and activities undertaken in the production, distribution and marketing of commercially released music. It begins with a mapping and critical evaluation of label, publisher and creative artist management in its historical context along with an analysis of how that landscape is evolving and adapting to competitive dynamics. The module continues with an audit of those key creative management entities, roles functions, budget and timeline variables.

It also details all of the music and entertainment industry legal and contractual points covering recording, publishing, management, live, digital, synchronisation and brand licensing, new tools, techniques and case studies in the physical and digital worlds. Cases studies used will be based in the UK and the wider international music scene, and will include both major labels and independents.

Students have an opportunity to work in groups to formulate and execute a professional commercial strategy and content for an independent music artist of your choosing, competing to win a small promotional budget supplied by Tileyard. Groups present analysis and feedback to invited guest speakers, tutors and contemporaries.

Principles and Practices of Marketing 

20 credits / 40 hours tuition Assessment: 20 credits / 40 hours tuition Assessment: Report, Presentation The module provides a critical evaluation and analysis of the principals and practices of marketing, both physical and digital, with specific reference to entertainment, youth, media and campaign-driven marketing case studies.

It will focus on the sociological, psychological and consumer behavioural dynamics inherent in branding, promotion and the communication of perceived value.  Students will benefit from guest lectures and network opportunities with design agencies and practitioners. The module is intended to help the development of entrepreneurial, business initiation, management and funding skills in addition to contextualising the creative marketing landscape.

Image Branding & The Creative Process

20 credits / 40 hours tuition Assessment: This module looks at the principles and methods of the creative process and visual identity in marketing practice. Students will learn the sociological and psychological aspects of visuals and their use in campaigns for marketing and promotion, practical shoot planning and management, creative marketing concepts and structured methodologies for idea generation. Image Branding And the Creative Process will be delivered using real-world cases studies, guest lectures, workshops and multimedia resources.

Term 2: Development (60 credits)

Digital Music Marketing

20 credits / 40 hours tuition Assessment: This module of study looks at the skills required to create, manage and evaluate creative industry digital music and entertainment marketing campaigns. Students will appraise essential marketing principles and critique their application within industry.

Digital Marketing provides students with a range of digital tools required to deliver cutting-edge campaigns and an awareness of project and financial management. The module will include lectures and workshops run by industry practitioners focusing on real world, creative entertainment marketing campaigns.

Skills for the Creative Workplace

20 credits / 40 hours tuition Assessment: This module provides the tools and techniques of personal transferable skills with a view to improving workplace performance and employment prospects. You will develop the confidence to anticipate problems and find solutions, to work independently and with other people at all levels within the workplace, to plan things out before you start and complete the things you've started, namely to develop the skills that employers want. Teaching is real world and project-based, linking theory with practice and contextualising workplace situations and challenges common to creative industry campaigns, project timelines, budgets and external client management.

Industry Placement

20 credits / 40 hours tuition Assessment: On this module, students will research companies, prepare CVs and covering letters, interview for and complete an industry placement or internship within a creative music company based at Tileyard Studios or within the wider international music market.

Short-term employment opportunities are pooled on an annual basis in London, Stockholm, Malmo, Copenhagen, Austin and Los Angeles and students are responsible for their own travel and accommodation to any chosen opportunity taken. The placement will enable the students to examine contemporary working practices, business set-up and strategy in addition to expanding their network of contacts and personal portfolio of work.

Term 3: Creation (60 credits)

60 credits / 120 hours tuition Assessment: This module provides the student with an opportunity to consolidate their learning into a business plan and investor presentation for the marketing of a new product, service, or creative industry campaign. Initial classes will introduce the project and develop research skills.

Deliverables include a full marketing plan, market research analysis, financials, creative marketing processes, any legal or IP ownership status, prototype audio video content, demo materials, business team, timeline for deliverables, investor pitch and associated presentation. In addition to handing in their assessments for marking, students present their business case live to the Tileyard Studios investment fund.



Element 1 – Portfolio (40%)
Students are required to analyse three contemporary commercial music tracks, in three different musical genres/styles.
They are then to produce and create three tracks of their own that match the genre, production style and arrangement of the analysed tracks.

Element 2 – Essay (40%)
The portfolio is supported by a 3000 word essay, that should aim to provide insight into the production process, outlining key aspects of your methodology that are underpinned by research.

Element 3 – Presentation (20%)
You are allocated a small (virtual) working budget of £500 and tasked to develop an original artist campaign to include the recording, planning for digital release and promotion of a single (this can be one of the tracks created for the Portfolio element).


Element 1 – Pre-production Portfolio (20%)
You are to compose, produce and submit musical artefacts that demonstrate your ability to interpret the specifications of a commercial brief.
For this assignment element, you are to submit pre-production standard tracks, that demonstrate your approach and interpretation of the briefs.

Element 2a – Instrument (20%)
You are to create a software instrument.

Element 2b – Essay (10%)
You are to submit a 4000 word Essay that details the research, discussion, work and feedback conducted to create the instrument

Element 2c – Presentation (10%)
You are to give a 10 minute online presentation, that demonstrates the capabilities of your instrument.

Element 3 – Portfolio (40%)
This element builds upon the work and feedback given from your Pre-Production Portfolio.

You are to compose, produce and submit musical artefacts that demonstrate your ability to interpret the specifications of a commercial brief.


Element 1 – Written Proposal (15%)
Conduct a range of research from both academic industry sources to deliver a 2500 word proposal that focuses on the theory underpinning your final project

Element 2 – Portfolio and Commentary
Element 2a – Portfolio (60%)
30-45 minutes of original music, the focus of which is determined by the student in the Written Proposal (Element 1)

Element 2b – Reflective Commentary (20%)
A Reflective Commentary, that explores and expands upon the process of creating the Portfolio (Element 2a).

Tileyard Education Links

Key Information

Entry Criteria

A minimum of a 2:2 honours degree, or an appropriate equivalent, i.e. a professional qualification, from a recognised British or overseas institution. Mature students with at least 3 years industry experience are also welcome to apply.

Applicants who do not fully satisfy the general criteria will be considered if they are able to demonstrate that they are capable of successfully undertaking and completing the programme at the required standard. Eligibility will be determined by means of an interview. Applicants who have been taught and assessed in languages other than English should have the English language equivalent to IELTS 6.0.

Currently, this course is open to UK and EU students, and any international students not on Tier 4 visas.

Career Opportunities
  • Music Marketing
  • social Media Manager
  • Record Label
  • Artist Management
  • Streaming Services
  • Streaming
  • Distribution
  • Publishing
  • App Platforms
  • Booking Agent
  • Talent Agent
Additional Costs

Any additional reading materials