Syllabus

Lesson 1: Setting the Stage

• What Is Music Marketing?
• The Marketing Funnel
• Marketing as an 'Infinity Loop'
• Essential Framework for Creating a Successful Marketing Campaign
• The Scope of Music Marketing: Musical Products
• Recorded Music
• Live Music and Merchandise
• Music Publishing, Copyright, Sponsorships, and Education
• Developing Your Music Marketing Tool Kit
• Assignment 1: Music Marketing Campaign Analysis and Comparison

Lesson 2: Branding

• Branding Overview
• What Is Brand and Branding?
• Identity and Brand in Action
• An Analytical Approach to Defining Brand
• Market Research and Analysis
• Brand Research and Analysis
• Pivoting
• Putting It All Together: Brand Stewardship and Brand Marketing
• Brand and Behavioral Science
• Assignment 2: Brand vs. Time

Lesson 3: Integrated Marketing Communication Campaigns: Introduction and Owned Media

• Marketing Trifecta: Owned, Paid, and Earned Media
• Integrated Marketing: Convergence of Owned, Paid, and Earned Media
• Case Study: Spotify
• Owned Media: Overview
• Owned Media: Web
• Considerations for Effective Use of the Web
• Owned Media: Social Media
• Considerations for Effective Use of Social Media
• Owned Media: Blogs
• Considerations for Effective Use of Blogs
• Assignment 3: Critical Analysis of Owned Media Strategies

Lesson 4: Integrated Marketing Communication Campaigns: Paid and Earned Media

• Paid Media: Overview
• Paid Search and Paid Social
• Print, Email, Radio/Podcast, and Sponsorships
• Paid Media: Summary
• Earned Media: Overview
• Earned Media: Public Relations (PR)
• Anatomy of a Press Release
• Earned Media: Social, Word of Mouth, and Buzz Marketing Campaigns
• Paid Endeavors Driving Earned Results
• Additional Forms of Initiating and Nurturing Earned Media
• Assignment 4: Owned, Paid, and Earned Media: Best Practices

Lesson 5: Music Marketing Tools and Technology

• The Medium Is the Message: Technology and Tools in Music Marketing
• Successful Approaches to Creating Your Marketing Stack
• Reach/Awareness Tools
• Engagement Tools
• Acquisition/Owned Audience Tools
• Monetization Tools and Channels
• Analysis Tools
• Tips for Identifying and Evaluating Tools in Your Marketing Stack
• Website Development: Tools and Approach
• E-Commerce Stack: Tools and Approach
• Web Analytics and Optimization: Tools and Approach
• Marketing Communication Tools: Social Media
• Marketing Communication Tools: Email
• Case Study: DJ Shadow Album Release
• Assignment 5: Music Marketing Technology Stack

Lesson 6: Building and Engaging Your Community

• Community and Communication: Foundation and Approach
• Community Engagement and Expansion: Referral and Word of Mouth
• Referral Marketing
• Case Study: Taylor Swift's Referral Marketing
• Word of Mouth and Word-of-Mouth Marketing
• Organic Word of Mouth
• Word-of-Mouth Marketing: Indirect and Direct Management
• The Nitty Gritty of Acquisition
• Getting Started: Acquisition Foundations
• Email Acquisition
• Organic Acquisition
• Paid Acquisition
• Social Acquisition
• Assignment 6: Acquisition Deep Dive

Lesson 7: Go-to-Market Strategy

• Go-to-Market Strategy Overview
• Market Research
• What to Look for in a Market Research Study
• Unit Economics
• Definitions to Know
• Determining Revenue and Costs for Unit Economics
• Unit Economics in Action
• Further Unit Economics Considerations
• Freemium: An Alternative Approach to Pricing
• Assignment 7: Music Business Finances, Research, and Analysis

Lesson 8: The Intersection of Marketing and Sales

• Overview and Organization
• Why Sales?
• Organizing and Building Your Sales Team
• How to Build Your Sales Team: Hiring
• Sales Techniques Basics
• Creation of Leads or Prospects
• Qualification of Leads or Prospects
• Communication, Presentation, and Objection-Handling
• Closing, the Last Mile
• The Intersection of Marketing and Sales Technology: KPIs, Tracking, Reporting, and Communication
• Why Use a CRM System?
• Marketing Automation Software and Your Sales Team
• Assignment 8: Develop a Sales Structure and Approach

Lesson 9: Marketing Data Analysis and Reporting

• Why Data? Overview and Approach
• Why Data and Marketing?
• Data Analysis Framework and Process
• Foundation for Data Collection
• Organization of Data
• Marketing Data Tracking and Utilization
• Acquisition
• Site Performance
• Google Analytics Metrics
• Data Visualization
• Heat Map Visualization
• Assignment 9: Marketing Data Analysis

Lesson 10: Starting a Music-Focused Business

• The Basics
• Validating Your Idea
• Market Research and Analysis
• Your Business Infrastructure
• Establishing Your Business Legal Identity
• The Business Plan
• Business Plan Components
• Assignment 10: Create a Business Plan

Lesson 11: Presenting Your Marketing Ideas and Results of Your Efforts

• When, What, and How to Present
• Providing Updates on Your Results
• Anatomy of a Marketing Plan
• Getting Started with Your Marketing Plan
• Introduction and Marketing Overview
• Marketing Plan Details
• Public Speaking
• Preparation
• Humor, Interaction, Theme, and Go-To Stories
• Use (or None-Use) of Media and the Study of Others
• Assignment 11: Create a Marketing Plan

Lesson 12: Pulling It All Together: The Business of Music Marketing Case Studies

• David Macias (from Thirty Tigers): Diversification of Efforts
• Chris Wrenn (from Bridge Nine Records): Guerilla Marketing
• Kate Schutt (Songwriter, Musician, and Producer): Connecting with People
• Kiran Gandhi (aka Madame Gandhi): Turning Art into Business