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.
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.